Edtech Parent App : Redesigning the Experience
Revamping the Parent Product to increase value proposition for parents.
My decision to undertake this project stemmed from a glaring issue — a profound lack of awareness among both B2B and B2C parents regarding what the platform provided.
Over the past year, the monthly active users (MAU) for our student applications had averaged at 179,105, with B2C MAU at 168,480 and B2B MAU at 10,625. However, the usage of the corresponding parent application for these accounts was alarmingly low, standing at a mere 0.54% (with B2B parent app discovery at 1.65% and B2C discovery at a meager 0.24%).
Moreover, we encountered a significant challenge in terms of monthly retention rates, with B2B parents exhibiting an average monthly retention rate of 27%, and B2C parent app users displaying an even lower rate of 10%.
As a aspirational junior product designer, I decided to try revamping the product based on my understanding.
Existing Parent Product
Reasons for the poor engagement and retention?
We had conducted various researches to understand the parent’s perspective regarding the need gaps and challenges they faced in meaningfully participating in their child’s studies and the relevance of how the Parent App addressed these issues.
Lack of conscious awareness creation efforts had resulted in low discoverability. Additionally, the product’s failure to adequately cater to the core needs of the parents was the primary reason for the low retention rates.
Research conducted to identify the gaps
Research Requirement: The aim was to identify the reasons behind the low retention rate on the parent app, which had been experiencing a consistent decline.
Methodology: Usage data for parents who had been active from 1st August to 31st August on the Parent app was considered. It revealed that only 18% of the parents utilized the application to create assignments, while the majority engaged in little to no activity on the platform.
Based on the shared data, the parents were categorized into three user cohorts:
- Parents who did not create any assignment on the Application.
- Parents who created only one assignment on the Application.
- Parents who created more than one assignment on the Application.
To identify the issues, we reached out to these parents via tele-calling to identify the root cause of the low and declining retention rate.
We have identified significant deficiencies within the app that fail to fulfill the needs of our users, particularly when viewed through the lens of a parent with a child in an B2B associated school. The key points of frustration can be summarised as follows:
1. Limited Visibility: Parents lack a comprehensive view of their child’s overall progress and performance.
2. Communication Gap: There is a notable absence of effective parent-teacher interactions, updates, and daily notifications, which leaves parents uninformed about how to actively support their child’s academic growth.
3. Absence of Insights: The app does not provide insights into a child’s efforts and outcomes, depriving parents of the ability to offer valuable positive reinforcement and encouragement.
4. Lack of Engagement Guidance: Recommendations on how to engage with and support their child’s studies are conspicuously absent.
5. Social and Emotional Blindspot: Parents are left unaware of their child’s social and emotional development, as there is no provision for peer group analysis.
These shortcomings represent critical areas in which the app can be improved to better serve the users.
User Personas
How I planned to create a more relevant product
I recognized significant deficiencies in our current product, rendering it ineffective for parental use. My primary goal was to address four pivotal parental needs:
- Complete Visibility of Child’s Activities: My vision was to provide parents with a comprehensive understanding of their child’s educational journey. This involved incorporating daily Learning Stories, progress reports spanning weekly, monthly, term-wise, and annual intervals, as well as real-time attendance updates.
- Streamlined Teacher-Parent Communication: I set out to facilitate seamless communication between parents and teachers, designing a robust platform that would keep them connected and enable them to address concerns or inquiries effectively.
- A Holistic View of Child’s Achievements: I aimed to furnish parents with a personalized learning report, offering them invaluable insights into their child’s efforts and educational accomplishments.
- Empowered Guidance and Recommendations: My mission revolved around identifying and analyzing each child’s unique learning patterns. This knowledge would empower parents with informed recommendations on how to actively engage and support their child’s educational journey, ultimately leading to improved learning outcomes.
Proposed User Flow
App’s Design
The application consists of 4 main modules:
- Home
- Progress
- Fees
- Communicate
Home Module
The home module is a vital component of our platform, serving as the first point of interaction for parents. Within this module, I have incorporated information cards strategically designed to act as trigger points. These cards serve as transient alerts, meticulously crafted to engage parents effectively. The primary objectives behind these information cards are to enhance parental retention on our platform and to provide parents with timely and relevant updates concerning their child’s academic journey.
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These information cards play a crucial role in the user experience, ensuring that parents receive immediate notifications regarding their child’s status. Whether it’s a matter that requires their attention or a notable achievement by their child, these cards serve as quick and actionable prompts. They enable parents to take necessary actions or offer praise when it is most warranted.
Furthermore, the home module also includes the “School Summary” section, providing parents with a comprehensive overview of their child’s school-related activities. Here, parents can effortlessly track their child’s presence or absence, gain insights into predicted grades, and stay informed about various school-related announcements.
Multiple iterations were tried to showcase the school summary:
Progress Module
The Progress Module is a comprehensive hub that provides parents with a detailed overview of their child’s educational journey. Within this module, parents will find various tools and resources that empower them to stay informed and actively participate in your child’s schooling experience.
One of the key components of the Progress Module is the “School Achievements” section, where parents can explore and celebrate your child’s accomplishments, both academic and extracurricular. It’s a place to cherish their successes and milestones.
Another vital feature is the “Attendance Analysis,” which allows parents to monitor their child’s attendance patterns and stay updated on their school presence.
In the “School Diary” section, parents can gain insights into their child’s daily school experiences by reviewing teacher comments. This includes both positive feedback and constructive insights, helping parents understand their child’s academic and behavioural progress.
Multiple iterations for the school diary and annoucement card were worked up:
Accessing your child’s “School Timetable” is made easy within this module, ensuring that parents are well-informed about their child’s daily schedule and preparedness for school activities.
The “School Holiday List” keeps you informed about upcoming breaks and significant school events, allowing families to plan their family’s schedule accordingly.
Perhaps the most valuable aspect of this module is the “Progress Report Card.” This comprehensive report provides a detailed overview of your child’s academic performance, including grades, assessments, and progress summaries. Parents can conveniently view and download this report, making it accessible for discussions with teachers or for their own reference.
Fees & Payments Module
The Fees and Payments Module offers a comprehensive and user-friendly solution for managing the financial aspects of your child’s education. This module consists of three primary sub-features, each designed to streamline the payment process and enhance transparency for parents.
The Fees Payment feature provides parents with a clear overview of all upcoming payments due to the school. These payments are mandatory and cover various aspects of your child’s education, ensuring that you are always aware of your financial obligations to the school. Parents can conveniently view and make direct payments for the fees owed, eliminating the need for cumbersome paperwork and multiple visits to the school’s office.
Secondly, the Payment History feature serves as a digital ledger, offering a comprehensive listing of all past payments made to the school. This functionality not only provides a clear record of your financial transactions but also allows you to download invoices for any payment made. Whether you need these invoices for record-keeping, reimbursement, or tax purposes, they are readily accessible within the module.
Lastly, the Add-On Fees Module simplifies the process of paying for additional expenses such as trips, events, or extracurricular activities. Parents can easily view and make payments for these supplementary charges, ensuring that you can participate in your child’s educational experiences without the hassle of separate payment procedures.
Communicate Module
The Communication Module serves as a pivotal channel for connecting parents with the school community. Within this module, we provide several essential features designed to facilitate efficient and effective communication.
First and foremost, parents have the ability to engage in direct and private chats with their child’s teachers. This feature allows for one-on-one conversations, enabling parents to discuss their child’s progress, seek clarifications, or stay informed about their academic journey.
Furthermore, the module allows parents to raise requests and inquiries directly to the school administration. Whether it’s regarding administrative matters such as enrollment, fee payments, or other school-related concerns, this feature ensures that your queries are promptly addressed.
In addition to chats and administrative requests, the module also enables parents to arrange meetings with school staff members. Whether it’s a discussion with teachers, counselors, or administrators, this feature allows for personalized, face-to-face interactions to address specific concerns or educational needs.
Conclusion
I encountered several challenges throughout the course of this project, each of which provided valuable learning experiences.
First and foremost, the challenge of designing a user-friendly and intuitive interface was a central concern. It required a meticulous approach to the placement of each feature, ensuring that they were readily accessible and logically arranged. This taught me the importance of empathy-driven design and the need to always put the user’s experience at the forefront of any design decisions.
Secondly, ensuring that the changes and feature additions I introduced aligned with the overarching goal of creating value for users presented its own set of challenges. It was essential to stay focused on addressing the four major gaps identified during the research phase. This taught me the significance of maintaining a clear project objective and constantly referencing it to guide decision-making and prioritization.
In essence, these challenges served as valuable lessons in the realms of user-centric design and project goal alignment. They underscored the importance of adaptability, research-driven decision-making, and the commitment to delivering meaningful solutions that truly meet user needs.
Thank you so much for making it through to the end. I would like you to share your thoughts about the work in my comments.
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