The Masters of Scale Courses app is a highly curated learning experience designed to cultivate the entrepreneurial mindset for leaders at any level, and at any stage in their company’s growth.
For its MVP, Masters of Scale sought to create and build a product for its podcast listeners that focused on a sophisticated learning experience. Offering premium content by distilling key insights centered around a 10 minute daily practice where entrepreneurs can then apply to their business.
There is little emotional benefit communicated through the current buy-flow, and little messaging about why one travel insurance is different from its competitors. Current travel insurance purchase sites are transaction oriented, and are functionally undifferentiated from one another.
There is little emotional benefit communicated through the current buy-flow, and little messaging about why one travel insurance is different from its competitors. Current travel insurance purchase sites are transaction oriented, and are functionally undifferentiated from one another.
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Product Manager
2 Developers
QA Analyst
For Version 2.0, the goals began to shift as the business wanted to expand its audience base beyond its podcast listeners.
Part of strategy in expanding the audience was to integrate the podcast into the app by reaching users that aren't familiar with Masters of Scale. This new set of users are able to access free content without registering, and in time convert into paying members; essentially making the podcast offering a lead generation tool.
With the new strategy in place there was also feedback from our user base that we had our community manager gather along the way.
There were common themes that touched on our user’s biggest pain points and challenges which we were able to tackle and include as part of the revamping of version 2.0.
I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.
Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch. Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.
I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.
Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch. Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.
I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.
Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch. Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.
I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.
Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch. Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.
I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.
Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch. Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.
I spent a lot of time researching form design best practices and found Luke Wroblewski’s data-driven guide to be an invaluable resource. By utilizing this information we were reducing the amount of areas that could have been potential pain points for the user.
Beyond best form practices, which adhere to user centered design, there were other areas that I could leverage and bring in more of a 'human' touch. Focusing on that resulted in the key findings below which I sought to implement into the buy-flow.
1. Improved onboarding that emphasizes quick access to a first listening experience.
North star metric: users are more likely to convert, once they’ve listened to MoS content.
2. Enhance wayfinding tools and visual cues to aid in users' journeys throughout a course.
3. Podcast content exploration
First up was the rethinking around the onboarding flow. Not only did we have to include the option for users to enter the app without registering, but we also had data informing us that users were more likely to stick around and convert to paying members once they engaged with their first listening experience.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
Starting out with a user flow allowed us to work through some possible avenues that users may take and would have helped us to identify any gaps. Through multiple iterations we landed on a flow that would enable the user to easily move through the first few screens so as to expedite their introduction to their first listening experience.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
Once approval was received from all major stakeholders, mockups were underway. Utilizing our design system, it was a pretty quick process to create and handoff to our developers.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
At this point, I decided to create certain key scenarios to better visualize two areas.
I created four user scenarios, with each including the type of trip, the number of travellers, and their age. I decided to use wireflows to present to the client, as I find them much easier to learn and understand in contrast to a task flow or flowchart.
Activation Rate* increased to 75%, an increase from an average of 48% from earlier months in 2022.
* % of first time users who converted to a first listen
We started by pulling some data to analyze how users were moving through the courses and the data showed that the majority of users weren’t moving linearly throughout a course. Based on this data we were also able to identify which learning style corresponded to each behavior, based on the Meyer-Briggs personality type.
Coming up with three different types of user behavior helped us create the framework for an improved progress indicator.
Usability testing was performed by the good folks at Usability Matters and the following were some key findings that needed to be addressed.
With our recommendations, their internal dev team proceeded to make the necessary changes to address the issues encountered by the user group.
Usability testing was performed by the good folks at Usability Matters and the following were some key findings that needed to be addressed.
With our recommendations, their internal dev team proceeded to make the necessary changes to address the issues encountered by the user group.
1. The Time-Boxer
They like having a predefined structure and predictable demand on their time. They’re only interested in the 10-minute daily practice and don’t have time for anything else.
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
2. The Completist
Likes to complete everything, going from the beginning to the end and likes the structure of a well designed curriculum. They like to learn in a linear style.
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
3. The Browser
They like an overarching framework and then they’ll fill in that framework/goal in their own independent way. Appreciate lots of choice and the freedom to “jump” around. Not interested in following a predefined structure.
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
We never received formal documentation in how the buy-flow helped to improve sales but was verbally shared with the Creative Director that the number of packages sold online increased by 30% over 3 months after launch, and monthly sales were up 75% over the previous year (but that takes the value of package sold into consideration, and we don't know what other factors contributed to that).
We sought to implement these visual cues/progress indicators in three locations.
Being the first screen you see whenever you open the app it provides a “wayfinding” tool to help users to instantly see their progress and streamline a user’s daily journey.
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Keeping all relevant content contained within a visual hierarchical structure with visibility into the entire list of courses.
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At-a-glance look at a lesson’s state: incomplete, in-progress and complete.
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The screen following the completion of a lesson. Providing this “wayfinding” tool yet again but in a contextual setting. Allowing users to continue on their journey by guiding them, but not being in their way.
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