Class54 — UX Case study

The Problem

Key Insights from Market Research

  1. Only about 52.8% of candidates who sit for the University matriculation examination get admitted into the Country’s Universities.
  2. About 3.9 million candidates seat for the major Pre-college examinations in Nigeria annually. For example, in 2019:
  • NECO: 1,160,541
  • WAEC: 1,549,463
  • UTME: 1,157,977
Data courtesy Guardian & PMTimes Nigeria
Data courtesy National Communications Commission (NCC)
Data courtesy of Techpoint.africa
Data and visualisation courtesy Statcounter
User Journey without using an app

My Role

Problem Discovery

  1. Understand the user’s Examination preparation methodology
  2. Understand their use general of technology
  3. Identify the user’s Online payment behaviour/Preferred payment method
  4. Familiarise with the User’s Cost behaviour.
  • Age between 14 years — 26 years old
  • A final year secondary school student or a secondary school (SSCE) graduate
  • Plans to seat for any of the National Pre-college examinations
  • Aspires to get admitted into any of the country’s institutions of higher learning
  • Owns a smartphone or at least has access to a smartphone
  • Persona find the current exam prep app/Textbooks expensive
  • The person will prefer a personalized learning approach to learning
  • Users prefer electronic learning methods
  • The majority of users have a bank account or can get parents to pay on their behalf

Understanding the problem

  1. The Secondary school student
  2. The school leaver (or secondary school graduate)
Personas representing the two major types of Users
A more detailed user journey map

Designing a solution

Usability Test Synthesis

Key Learning and Findings from the testing

  1. The users wanted an experience that is close as possible to the real-life examination conditions (either computer-based or paper-pen examination)
  2. Being a low-trust society, the subscription flow isn’t complete without a way to reach out to the company before making any form of payment. The users need to establish the legitimacy of the company first.
  3. A Text-to-speech feature on the test practise screen is a very valuable feature because some of the questions may be text-heavy and it also helps in the case of someone that might be busy or physically impaired to read.

Visual Design

Onboarding
Subject selection and practise screens
Simple error reporting
Practise results and analysis
Subscription
Notification centre
Performance analysis

What’s next?

  1. Keep monitoring the behaviour of the beta users via tracked events through firebase, google and apple analytics.
  2. Work with the engineers to test (design QA)the components built, the flows implemented, the interactions and the overall experience.
  3. Continue follow-up research sessions with a pilot user group (mostly the participants of the usability test) on a two-week cadence as required.
  4. Design and test the features erstwhile moved to version two of the app.

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