THE BUSINESS
YuMi Learn is an online EdTech platform in India, helping students and adults in their English Language skills, primarily catering to Reading, Listening, Speaking, and Writing. As a part of imparting quality education and helping over 1 million learner access English language learning content and courses, the organization set to develop user-friendly applications.
ROLE
Sole Content Designer and UX Researcher
PROJECT
THE STRATEGY
I worked as sole Content Designer in this role in addition to supporting my UX Research and the design team in the process.
TEAMS
THE ROADBLOCKS
Part of the problem was a subsequent gap in knowledge between the product team and design team. Working with the research team, I interviewed the senior stakeholders across the product proposition to create direction and synergy. We conducted five 45-minute interviews and made transcripts as we interviewed each person on Miro. We then transferred the input obtained to a framework, examining if we could see any patterns. We then mapped these into a framework to assess patterns in terms of problems, fears, and solutions.
Creating a PR FAQ to create direction in a user-first way.
After analyzing the frameworks and writing up the findings, I created a Working Backwards PR/FAQs document, similar to Amazon’s way of vetting ideas and creating products or services. Its fundamental tenet is to start by defining the customer experience, then iteratively working backward from that point until the team achieves clarity of thought around what to build. The process ensures the customer is top of mind through the journey of turning an idea into a product or service for the company.
YuMi Learn Launches Innovative English Language Portal – an application to assist learners with their English language skill
PR FAQs press release
On <DATE> 2022, <NAME>, Founder & CEO, introduced the YuMi Learn English Language Portal and its mission to innovate at the intersection of learning, community, and inspiration. The platform enables anyone to learn, interact, and connect with tutors and courseware from anywhere in the world.
According to <NAME>, "We are creating a portfolio of products to build the future of live educational collaboration and remote classrooms as well as cinematic content that’s meaningful to spend time with. The importance of providing quality virtual and hybrid learning experiences has never been greater, and we're investing more in personalizing our content, innovating it, and improving the experience of connecting to it."
The YuMi Learn English Language Portal will continue to launch new content and classes in the next few months. Everything will be available on big screens, including Apple TV, Amazon Fire, and Android TV. Each lesson is an average of 25 minutes long, and learners can choose to learn on their own, in bite-sized chunks, or binge all at once. Real-to-life conversational scenarios around AI-driven personalized topics of interest are designed to make learners feel at one with the tutors. Additionally, downloadable assignments and grade books help reinforce learning.
<NAME> stated, "People are driven to seek entertaining and relevant content while learning outside the confines of the classroom. With our incredible roster of world-class tutors who are focused on reinstating the joy of learning while enabling English as part of an everyday lifestyle, we expect to see a significant rise in membership growth."
The PR FAQ for YuMi Learn Portal
Crafting a Benefit-Led Solution
Upon working backwards workshop and PR FAQs, I was able to create the splash screens that encapsulate the benefit for the user. I trued to keep this microcopy as functional and scannable as possible.
Workshop for flows UI
To test out an early iteration of the flow, we ran a workshop with the wider content team reminding ourselves about the business case, the goals of the product and went through what we were building step by step.
Creating the pre-primary version
The UX designer and I were tasked with testing the pre primary journey on 18 children around 4+ in India, which was quite challenging, with English being their second language. Due to the pandemic, we could not do user-testing in person, and a moderated test, even when assisted by the child’s parent, felt like it could be challenging for obvious reasons. After reflecting, I decided we needed to pivot the user testing requirements with Product and conduct a Diary Study instead. Post the diary study, it was discovered that that there were needed to the product which were all relatively quick fixes.
The UX designer and I were tasked with testing the pre primary journey on 20 children around 4+ in India, which was quite challenging, with English being their second language. Due to the pandemic, we could not do user-testing in person, and a moderated test, even when assisted by the child’s parent, felt like it could be challenging for obvious reasons. After reflecting, I decided we needed to pivot the user testing requirements with Product and conduct a Diary Study instead. Post the diary study, it was discovered that that there were needed to the product which were all relatively quick fixes.
Diary study sent to 20 pre-primary samples’ parents
BRAINSTORMING SOLUTIONS
In the final iteration, the app allows you to:
Create an account on the portal
Add products
Join classes
Complete practice and assigned activities by a teacher
View scores and rewards
As the app was designed for kids aged 4+ who are just beginning to read and write – I proposed that we could swap out words for simple, fun icons for the nav bar to make it easier for young learners to understand. The gradebook feature available on the portal brings back simple instructional copy to allow teachers and parents to track the performance of the learners.
The app is currently only available for the users who deal with 4+ age groups. The future steps are to explore this application further with young learners and adult learners in a real user-testing space and iterate to cater to different age groups and learning levels.
RESULTS
TIMEFRAME