Product Design for Superprof

01/04

Superprof -

How to boost teachers engagement, and therefore students lifetime value ?

Lead Design

B2C2B

2023

Feat. Julien Poli (Product Design)

Context

Superprof is a platform for connecting and scheduling lessons between private tutors and students. The business model is based on the students monthly subscriptions.

In 2020, research on Superprof students shows that teachers commitment (payment for online lessons, response times...) has a big impact on student satisfaction and retention on the platform.

In order to boost student engagement, we are trying to solve this problem : How can we help teachers to increase their engagement on the application and to book their lessons exclusively online ?

To monitor our success, we decided to track the following KPIs :

Number of lessons booked online

Students Life Time Value

Research

In 2022, I decided to launch user research to better understand teachers' needs and frustrations with the platform. The results should make it possible to identify areas for improvement and build a roadmap to increase teachers’ engagement and thus the quality of the students experience.
Topics covered included the teachers’ career path, first steps with Superprof, relationships with students and managing the advert and lessons.

6 teachers (3 women and 3 men) with between 2 and 6 years of experience on the platform and living all over France were interviewed. They teach French, Arabic, drawing, singing and yoga.

Two types of teacher stand out. Their needs concern, for example, improving the organization of their courses or the ease of connection to the platform. Opportunities emerge in the experience maps.
The results are very enriching, and show that the development of an application, improved transaction management, the possibility of adding lessons to one's digital agenda, an online lesson function, or the possibility of sorting one's incoming messages in the chat, would greatly increase teacher engagement.

Design process

Adding statistics to the account creates a commitment on the part of the teacher to the platform, and can encourage him or her to schedule lessons online.
Status management has been simplified to help teachers become “Ambassadors”.
The Premium subscription is given greater prominence.
Payment pages have been made more accessible, and the process of adding a bank account to your profile has been simplified.

The information architecture has been completely redesigned to ensure that information is easy to understand.
An add-on feature for digital calendars allows teachers to organize their diaries (including the rest of their week's events). This makes online course scheduling even more interesting.

In-App notifications alert users to course proposals that have been received, cancelled or modified.
Push notifications alert teachers when they receive a message, a course proposal or a payment.
Teachers are then more effectively involved in students' course requests.

The multi-selection feature allows teachers to easily sort their messages thanks to the archiving function.
The cancel option in the In-App notification helps avoid errors.

A Whereby API has been designed, enabling us to rapidly develop videoconferencing course functionalities including file transfer and whiteboard options, which are eagerly awaited by users.

Results & impact

In 3 years, the proportion of teachers (senior status, minimum seniority 1 year, top 10 countries) offering their courses online has risen considerably, from 45% to almost 70%.
In 2 years, students Life Time Value increased considerably as the average duration of student subscriptions has risen from 1 to 3 months.
The support claims rate has fallen by 15% in 1 year.