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Yanisa Freres

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Yanisa Freres

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Yanisa Freres

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Yanisa Freres

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Yanisa Freres

✺ Desktop App Download page

Crafted a captivating download page to
boost ABCmouse Desktop Unity Client
adoption

The ABCmouse Desktop Unity Client (DUC) download page project aimed to create an engaging and user-friendly experience that effectively informed existing users about the benefits of the desktop app. The primary goal was to encourage users to download the DUC and access the most up-to-date learning activities, experiences, games, and events on their computers.

Client

Age of Learning Inc.

Duration

2 Weeks

Tools

Figma, Photoshop, Illustrator, Jira, Confluence

Methods

Visual Design, Responsive Design, Data Analytic, User Testing

Key results and Impacts

The test arm of the DUC download page resulted in a 12% increase in the number of accounts that downloaded the app. This is a significant increase, and it demonstrates that the new design was successful in encouraging users to adopt the desktop app.

• Streamlined Design Process – The design system and planning have improved efficiency, consistency, and collaboration between designers and developers, resulting in a polished product that is easily maintained and expanded.

• Continued Engagement – 6 of 8 families plan to continue using Homeschool+ after completing its activities, showing that the platform effectively engages users and

promotes a love of learning, a crucial aspect of any educational platform.

• Positive User Feedback from Usability Test – Homeschoolers love our user-friendly platform, which caters to their needs with an intuitive interface.

My Role

As the Lead UX Designer, I was responsible for designing a responsive information page that clearly communicated the benefits of the desktop app to existing users and encouraged them to download it for an enhanced learning experience.

I was responsible for designing the kid's view, including the kid's daily lesson dashboard, module page, activity page, free play feature, and parent gateway. Additionally, I designed the progress tracker for learning modules and mastery, account settings, and the entire mobile design, as well as the design system from scratch.

Team

Aygul Idiyatullina

I was responsible for designing the kid's view, including the kid's daily lesson dashboard, module page, activity page, free play feature, and parent gateway. Additionally, I designed the progress tracker for learning modules and mastery, account settings, and the entire mobile design, as well as the design system from scratch.

Challenge

The initial design was cluttered, and the information about the benefits of the desktop app was unclear and not prominently displayed. The call to action lacked persuasive power, and the information hierarchy was scattered, creating a suboptimal user experience. As technology and technical advancements continued to improve the app for both mobile and desktop, it became crucial to persuade the users that still using the browser version to transition to the native app to get the most out of it.

homeschool
homeschool
homeschool

Rationale

We aim to transition users from the desktop browser to DUC, as engagement on DUC is higher. With DUC, users spend more time (+35% per day), achieve a higher completion rate (+26% per day), and experience a lower cancellation rate (-26%).

Process and Solution

User research:

Together with the research team, we conducted research to understand the preferences and needs of existing users, as well as the problem with current Desktop app download page.

  • User Interview: We conducted an online interview and divided the questions into two groups

    –> Question on the current usage

    –> Questions on the design


What are the games or activities that interest you and your kids the most?

What are the games or activities that interest you and your kids the most?

What is the main reason to continue using the browser version?

What is the main reason to continue using the browser version?

What device are you currently using?

What device are you currently using?

What are your thoughts on the design of the download page?

What are your thoughts on the design of the download page?

What is your overall experience with the download page?

What is your overall experience with the download page?

What could be improved?

What could be improved?


  • Design audit: Based on the feedback we received, we have identified what needs to be fixed.

    –> Information hierarchy: Redesigned the information hierarchy to prioritize the benefits of the desktop app and present them in a clear and engaging manner.

    –> Call to action: Refined the call to action to be more persuasive and prominent, encouraging users to download the DUC.

    –> Visual design: Streamlined the visual design to reduce clutter and improve the overall user experience.

    –> Responsive design: Ensured the information page was responsive and accessible across various devices and screen sizes.


homeschool
homeschool
homeschool

Current Design


  • Identify the current problems

    –> The download button is not clear or prominent enough.

    –> There are not enough instructions provided on how to download the app.

    –> The download page had unclear focus and the communication copywriting was unclear.


Design

homeschool
homeschool
homeschool

First Iteration – I designed in 4 layouts

homeschool
homeschool
homeschool

Second Iteration – I mixed the designs from the first iteration

homeschool
homeschool
homeschool

Third Iteration

homeschool
homeschool
homeschool

Test Iteration

Test

User testing result:

We presented both the current design and the revised design to a sample of six families.

  • Parents thought the DUC download page with side-by-side feature comparisons (i.e., the one we're planning to show to current subs) was clearer and would be more effective in getting them to download the app

  • They felt like the other DUC download page (Current) was giving them the option to use browser or app, and it wasn't immediately clear that the experiences would be different

User testing result:

We presented both the current design and the revised design to a sample of six families.

  • Parents thought the DUC download page with side-by-side feature comparisons (i.e., the one we're planning to show to current subs) was clearer and would be more effective in getting them to download the app

  • They felt like the other DUC download page (Current) was giving them the option to use browser or app, and it wasn't immediately clear that the experiences would be different

User testing result:

We presented both the current design and the revised design to a sample of six families.

  • Parents thought the DUC download page with side-by-side feature comparisons (i.e., the one we're planning to show to current subs) was clearer and would be more effective in getting them to download the app

  • They felt like the other DUC download page (Current) was giving them the option to use browser or app, and it wasn't immediately clear that the experiences would be different

A/B testing result:

We conducted A/B testing to gather feedback and iteratively improve the design based on the insights gathered.

  • Hypothesis: Moving and updating this page will not negatively impact our metrics such as percentage of parents who make it through Onboarding

  • Result: The test results were in favor of the Control group, which consisted of existing members on Desktop. Each arm of the test had around 50,000 participants. The goal of the test was to inform existing users about the Desktop Unity Client (DUC) and encourage them to download it.

    –> 2X more accounts to access ABCm through DUC in test vs control by redirecting desktop browser accounts to the download app page.

    –> Those that download and use the DUC show significantly (but not powerfully) more starts and completes.

    –> However, for those in the test arm that do not download DUC, we seem to have disrupted their play pattern: not only are they starting and completing significantly (but not powerfully) less activities, their early cancel patterns are significant vs control.

    –> Therefore, we continue to see that DUC is a better, more engaging experience but we need to iterate on how we present the download opportunity to be less disruptive.

A/B testing result:

We conducted A/B testing to gather feedback and iteratively improve the design based on the insights gathered.

  • Hypothesis: Moving and updating this page will not negatively impact our metrics such as percentage of parents who make it through Onboarding

  • Result: The test results were in favor of the Control group, which consisted of existing members on Desktop. Each arm of the test had around 50,000 participants. The goal of the test was to inform existing users about the Desktop Unity Client (DUC) and encourage them to download it.

    –> 2X more accounts to access ABCm through DUC in test vs control by redirecting desktop browser accounts to the download app page.

    –> Those that download and use the DUC show significantly (but not powerfully) more starts and completes.

    –> However, for those in the test arm that do not download DUC, we seem to have disrupted their play pattern: not only are they starting and completing significantly (but not powerfully) less activities, their early cancel patterns are significant vs control.

    –> Therefore, we continue to see that DUC is a better, more engaging experience but we need to iterate on how we present the download opportunity to be less disruptive.

A/B testing result:

We conducted A/B testing to gather feedback and iteratively improve the design based on the insights gathered.

  • Hypothesis: Moving and updating this page will not negatively impact our metrics such as percentage of parents who make it through Onboarding

  • Result: The test results were in favor of the Control group, which consisted of existing members on Desktop. Each arm of the test had around 50,000 participants. The goal of the test was to inform existing users about the Desktop Unity Client (DUC) and encourage them to download it.

    –> 2X more accounts to access ABCm through DUC in test vs control by redirecting desktop browser accounts to the download app page.

    –> Those that download and use the DUC show significantly (but not powerfully) more starts and completes.

    –> However, for those in the test arm that do not download DUC, we seem to have disrupted their play pattern: not only are they starting and completing significantly (but not powerfully) less activities, their early cancel patterns are significant vs control.

    –> Therefore, we continue to see that DUC is a better, more engaging experience but we need to iterate on how we present the download opportunity to be less disruptive.

homeschool
homeschool
homeschool

We came back and analyzed the situation:

We conducted A/B testing to gather feedback and iteratively improve the design based on the insights gathered.

  • We realized that the comparison might be too intrusive, and the numerous calls to action (CTAs) could cause confusion. Therefore, we made some tweaks to the layout.

We came back and analyzed the situation:

We conducted A/B testing to gather feedback and iteratively improve the design based on the insights gathered.

  • We realized that the comparison might be too intrusive, and the numerous calls to action (CTAs) could cause confusion. Therefore, we made some tweaks to the layout.

We came back and analyzed the situation:

We conducted A/B testing to gather feedback and iteratively improve the design based on the insights gathered.

  • We realized that the comparison might be too intrusive, and the numerous calls to action (CTAs) could cause confusion. Therefore, we made some tweaks to the layout.

homeschool
homeschool
homeschool

Another A/B test:


A/B Test Result: The test arm of the DUC download page resulted in a 12% increase in the number of accounts that downloaded the app. This is a significant increase, and it demonstrates that the new design was successful in encouraging users to adopt the desktop app.

Another A/B test:


A/B Test Result: The test arm of the DUC download page resulted in a 12% increase in the number of accounts that downloaded the app. This is a significant increase, and it demonstrates that the new design was successful in encouraging users to adopt the desktop app.

Another A/B test:


A/B Test Result: The test arm of the DUC download page resulted in a 12% increase in the number of accounts that downloaded the app. This is a significant increase, and it demonstrates that the new design was successful in encouraging users to adopt the desktop app.

Learnings:

  • User interview results can sometimes bias the actual outcome. Therefore, it is crucial to run an A/B test before making a decision on new features.

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Whether you were here for business or just happened to wander by. Thanks for stopping by my little corner of the internet.

Yanisa Freres

Ⓒ 2024


Whether you were here for business or just happened to wander by. Thanks for stopping by my little corner of the internet.

Yanisa Freres

Ⓒ 2024


Whether you were here for business or just happened to wander by. Thanks for stopping by my little corner of the internet.

Yanisa Freres

Ⓒ 2024


Whether you were here for business or just happened to wander by. Thanks for stopping by my little corner of the internet.

Yanisa Freres

Ⓒ 2024


Whether you were here for business or just happened to wander by. Thanks for stopping by my little corner of the internet.

Yanisa Freres

Ⓒ 2024