Mathchops

Mathchop’s landing page was in need of a makeover in terms of user experience and aesthetics. From gaining insights through user research/analytics, rethinking the user experience, creating new features, and introducing an experimental framework design system, a large effort was needed to improve activation from new users on the landing page.

The redesign of the landing page user experience as measured by the A/B testing experiments did not results in statistically meaningful changes. However, the decision to adopt an experimental framework promoted a sense of discipline and focus with future product decisions within the development team.

For our redesign of the landing page to sign-up flow, we took a deep dive into user research to ensure that the new design met the needs and expectations of all user cohorts from parents, students to tutors.

Objectives were to (1) provide a clear understanding of the product benefits and calls-to-action and (2) develop a process to gain users insights on which features the team should prioritize.

We conducted a series of interviews with students, parents and tutors who’ve never engaged with Mathchops to understand their initial impressions of the home page.

Users were having difficulty visualizing the product and were getting lost in the write-ups of the current layout. Additionally, users are unable to engage with the product and do not understand the product.

To address the problem of users struggling to engage with the product and its capabilities, potential solutions were to:

Aesthetically change the banner image

Update product descriptions to focus on unique features & benefits

Revise testimonials to be focused on real-world applicability

Early on in a product life-cycle, it’s easy to get overwhelmed with all the different ideas and features you can pursue. And even harder is to maintain focus through the various stages of product design cycle, as I’ve seen working with Mathchops. And while this was an early foray into Optimizely, the decision to adopt an A/B testing scheme was a blessing in disguise. By adhering to an experimental framework, I was forced to be disciplined and focused with decisions made throughout the design cycle, else we’d fail to achieve a meaningful result from the experiment.

In retrospect, I had to make do with less user research and user testing between iterations than I would have preferred. I also would go back and allocate more time for mid and high fidelity work, in order to explore different iterations of each solution. However, as a proof-of-concept for not only gauging the effectiveness of a feature, but also gaining additional insights into users, I’d say this project was a success.