Duration

August 2023 – October 2023

My Role

User Experience Designer

User Research for BLRT

BLRT is an advanced educational app powered by GPT-4, designed to adapt to students' varying levels of knowledge. It offers personalized learning experiences that address individual learning gaps with instant feedback on course materials. To ensure the app meets the needs of its users, our team conducted comprehensive user research aimed at understanding potential customers' preferences regarding the app’s features and functionality. The insights gained from this study are crucial for enhancing user satisfaction and optimizing the overall experience.

Research Question

The core research question guiding our study was: "What types of personalization features do users find most beneficial in an educational app like BLRT?" This question seeks to understand which customization options are most valued by users and how these preferences can be prioritized in the app’s development. The findings are intended to help tailor BLRT’s educational content and features to better meet individual user needs.

Attributes
Level 1
Level 2
Level 3
Personalization
No personalization; one-size-fits-all content.
Limited personalization based on user preferences.
Highly personalized content tailored to individual learning styles, pace, and preferences.
Feedback Mechanism
Basic feedback on quiz scores.
Regular feedback on assessments and progress.
Detailed, real-time feedback with actionable insights for improvement.
Cost (monthly)
$4.99
$9.99
$14.99
Integration with Other Platforms
Limited integration with external tools.
Moderate integration with common learning management systems (Google Classroom, Microsoft Office)
Seamless integration with a wide range of educational platforms and tools (Google Classroom, Microsoft Office, Canvas)
...

Research Methodology

To gather the necessary data, we employed a survey-based approach using Sawtooth software, which is known for its advanced tools for conjoint analysis and discrete choice modeling. This methodology allowed us to measure user preferences across various app features, providing a detailed understanding of what users value most.

Key Insights and Results

Understanding Customer Preferences for App Features:

Cost (Monthly Subscription): Average Importance: 34.46%

Cost was the most significant factor influencing user preferences. This highlights the need for a carefully structured pricing strategy that balances affordability with the perceived value of the app.

Personalization: Average Importance: 20.87%

Personalization emerged as a high priority for users. This indicates that features allowing users to tailor their learning experience are essential and should be a focal point in the app’s design.

Integration with Other Platforms: Average Importance: 11.40%

While integration with other platforms is important, it ranks lower than cost and personalization. Strategic decisions should be made to ensure integration efforts enhance the app’s utility without overshadowing other critical features.

Attribute Importance Rankings:

Strategic Imperatives and Business Recommendations

Precision Pricing
A nuanced approach to pricing is essential. The app’s pricing models should align with user expectations of value while remaining competitive in the market.

User Empowerment Through Personalization
Prioritizing personalization features will be key to user satisfaction. Users should be able to customize their app experience to feel a sense of ownership and engagement.

Strategic Integrations
Thoughtful partnerships and integrations with platforms that align with user preferences can enhance the app’s utility and ensure it fits seamlessly into users' existing digital ecosystems.

Business Recommendations:

Focus on Cost-Effective Models
Explore competitive pricing strategies, including value-added subscription plans that can make the app accessible while ensuring profitability.

Prioritize Personalization
Develop features that allow users to personalize their learning experience, making the app adaptable to various learning styles and needs.

Balance Integration Efforts
Ensure that while the app integrates well with other platforms, these integrations do not compromise the focus on personalization and cost-effectiveness.

Limitations

While the conjoint analysis provided valuable insights, it is important to note the following limitations:

Assumption of Rational Decision-Making
The analysis assumes that respondents make rational choices based on the information provided, but real-world decisions may be influenced by emotions, brand loyalty, or other psychological factors.

Challenges with Innovative Features
The analysis may struggle to capture the value of highly innovative features, as respondents might not fully understand or appreciate them in a hypothetical survey context.

Further Open Questions

Advanced Segmentation Techniques
"Given the variability in user preferences, what advanced segmentation or clustering techniques could be employed to identify distinct user groups with similar feature preferences?"

Exploring Additional Factors
"In future studies, how might we explore additional factors, beyond those covered in this analysis, that could influence user choices and satisfaction with the app?"

This comprehensive user research provided valuable insights that will guide the future development of BLRT, ensuring that the app meets the diverse needs of its users and remains competitive in the educational technology market.

← Cloud Platform Design
Kickback App Design →