All Posts in ROI of UX

August 31, 2021 - No Comments!

Shifts in EdTech: What This Top-Level Hiring Trend Means for You

Tech-focused edTech startups are ramping up their hiring, especially for roles at the intersection of UX, product, and technology. 

Over the past month, new chief product officer positions have popped up at:

  • GoCoach, a professional development and education platform
  • DreamBox Learning, a math software company
  • Sketchy, an illustrated learning platform for medical and pharmaceutical students

What does this shift in edTech hiring mean for you and your company? And how can you get ahead of the curve through UX edTech research and product planning?

We break it all down for you below.

Why Smart edTech Start-Ups Are Investing in UX 

Shifts in edTech are happening faster than ever, and smart product leaders are essential to weathering these changes. Product leaders must have their finger on the pulse and be able to encourage their team to adopt and maintain a nimble mindset. 

As edTech start-ups mature, they're finding new opportunities to invest in leadership, review their products, and address UX challenges. By refining the experience of their products, these start-ups will likely see bigger gains in adoption and customer success.

When chief product officers know how to build for this level of flexibility and adaptability, they're better able to respond to the needs of their customers and incorporate new technologies more quickly into the classroom.

From B2B to B2C: The Great edTech Pivot Continues

This hiring mindset is likely driven by the industry-wide pivot from B2B product to consumer technology. The pandemic shook things up so much that the fastest-growing edTech companies are now thinking about multiple markets. In order to expand their reach and appeal to family consumers, many of these companies are pivoting B2B learning tools to commercial products.

When edTech companies pivot to the B2C market, their products must be more user-friendly than ever. Under these conditions, investing in UX is a smart move. It allows your sales team to market and sell your products more easily—and has the added benefit of making your customer service team's job easier, too. 

This also means that edTech companies who keep chief technology officers in product development positions risk getting out-maneuvered. After all, technology isn't usually the differentiator in edTech products. UX is. 

3 Ways to Futureproof Your edTech Product During a Pivot

Changes in leadership ahead? Still figuring out how to design for that consumer audience? Adjusting to these shifts in edTech isn’t easy--these three best practices will help you focus on user-centered design.

  1. Take advantage of discovery
    More thorough discovery sessions will set you up to build the right thing, right now. When the market is changing this quickly, any time spent conducting competitive analysis or internal UX audits is worth it.
  2. Invest in user-centered research
    User-centered research is more important than ever. UX research is now your mitigation against building the wrong thing or missing an opportunity to introduce a helpful feature.
  3. Use UX research to optimize your workflows
    Investing in UX up front helps optimize your workflows. Nail down the most efficient development process and make your dev team happier than ever.

Additional Resources

Want to read more about industry-wide trends and investing in UX? You might also like: 

  1. How to Pivot Your edTech Product Directly to Consumers
  2. EdTech Product Design: Why Smart UX Saves You $$ on Technology
  3. How Competitive Audits Ensure User-Centered edTech Products

March 10, 2021 - No Comments!

Discover Innovative Solutions for Your edTech Product With Rapid Prototyping

If you've embraced agile product development, your product team likely builds products with the design skills and tool sets they already know will be successful. Even if you're planning sprints and embracing iterative design, you'll always be headed toward your product team's MVP solution.

While this can be an efficient way to design and produce products, it leaves little room for innovation. In fact, agile product development often lacks the elements of discovery, search, or trial and error that lead to breakthroughs.

Product teams that rely heavily on agile processes are likely missing out on better or more innovative solutions to their creative problems—simply because they're not given the time or resources to go looking for them.

By developing prototypes and producing demonstrations quickly, your team will think more strategically about product requirements, push your product in exciting directions, and bring internal stakeholders along for the ride.

Balance Agile Development with Rapid Prototyping for Better edTech Tools

Even when used within agile development frameworks, rapid prototyping provides teams with more creative leeway to find unexpected solutions to complex problems.

Both your UX and development teams may need to use unfamiliar technology or learn new skills quickly to develop a prototype on a tight turnaround. We know this isn't always possible when your project has a strict deadline or budget ceiling. But the trade-offs are almost always positive.

Not only will your team stay more up-to-date on current design trends, but they'll also learn new skills destined to keep your next edTech product ahead of the curve.

Ultimately, when you're able to build in more time for learning and problem-solving, you're guaranteed to head into product development with the most innovative and creative solutions your team can muster.

You might even create a future-proof edTech product—and leapfrog over your competition.

Rapid Prototyping Allows for Strategic and Creative Risks

Because the stakes for a prototype are so much lower than the stakes for your finished product, prototypes give your team the opportunity to break free of traditional design solutions.

Whether you're creating a rostering tool or an assessment feature, your design team's sense of the "traditional" solution begins as early as the discovery phase. Your team looks for competitors that represent the most popular brands in your product space. Who's up-and-coming? Who's doing something new?

But keeping up with the competition can sometimes mean treading the same ground as brands that are already successful in your market. Get out of your design rut by actively pulling apart user pain points and considering how to create the best user experience.

When you consider the best way to solve problems independent of user expectations and competitor data, you broaden your pool of solutions—and often hit on something innovative. Rapid prototypes allow your team to test out these innovative design solutions and ensure your new ideas are viable.

You may even be inspired to look to other industries, mediums, and digital product spaces in order to pull new ideas into your toolkit, identify new technology opportunities, and seek out inspiring tone and voice examples. Which brands are being enviably playful, innovative, or disruptive?

It's important to understand where your competitors are coming from, but you should always look for opportunities to flip the conversation on its head. Rapid prototyping will help you identify and test these innovative solutions even faster and with more strategic clarity, so you can stand out from the crowd—and build a product that stands up to the test of time.

Prototype Demonstrations Align Stakeholders Quickly

Unlike design presentations, prototype demonstrations are tactical. They show how the product works in real time, which means your stakeholders no longer have to imagine how your product works in an abstract way.

Clickable wireframes, rapid prototypes, and rough animation are all helpful tools for gathering constructive feedback from your CEO, sales team, and other internal stakeholders with little-to-no context. There's no need to review specific use cases or persona documentation or be brought up to speed by the product owner. Instead, your stakeholders can simply react to a design or technology idea as it's executed in real time.

Because rapidly built prototypes are real, stakeholders stay engaged in the product's success throughout the design and development process. When your company is energized around a product, everything moves faster and falls into place more easily, including budgets and internal support.

Getting the right input from the right stakeholders at the right time makes all the difference to your product team, too. If nothing else, your own team will be excited and creatively challenged as you charge ahead.

Catch the Holes in Your edTech Design Strategy

Even if your product owner, development team, and UX team have all looked at product wireframes a million times over, creating clickable prototypes will help you discover the holes in your own planning and edTech design strategy.

A clickable prototype reflects the complexity of your product. Using prototypes to fuel design, strategy, and feedback sessions will help you identify where team members have different assumptions. With a working prototype in front of you, you'll identify important edge cases or find the gaps between technology and design thinking that you may have missed.

A word of caution. Focusing too intently on your prototype's functionality can actually backfire. Prototypes exist somewhere between a quick, lightweight build and full product design. If the prototype process takes too long or becomes too involved, you could wind up uncovering problems that would never exist in the real product.

Stay on track by keeping your prototype build light and fast. Anything that takes longer than a week to finish probably isn't as "rapid" as it should be!

The Resources You Need to Embrace Rapid Prototyping

Quick turn-around user research and testing abilities
If you start the product design process with a developed testing plan, you can use it to propel your team through UX and technology plans, too. Set up parameters for testing, research, and feedback generation to get the most out of rapid prototyping to solve real user problems.

A devoted front-end developer
With a skilled front-end developer on your team, you can quickly create proofs of concept that help move both UX and UI forward with technology solutions.

Time
While rapid prototyping should take less than a week, building enough time into your entire project to allow for creative thinking is crucial. Where can you extend your timeline to allow for more creative solutions?

Design thinking 
Use design thinking to break down problems and foster the most creative solutions from both visual designers and developers.

Software
Many programs offer prototyping tools to help your designs come to life. Here are a few we recommend:

Rapid Prototyping Builds a Design-Forward Company Culture

Successful design cultures are built by teams that think innovatively about design and user research outside of client and product deliverables. While rapid prototyping is most often used to move specific projects forward, the skills your designers and developers need to be good at prototyping start within your company's culture.

Help your team develop an innovative mindset as they explore real problems in learning and education. Which new technologies and design methods can solve for the most pressing problems faced by educators and students?

When your entire team is immersed in the vertical, they'll be able to imagine how to apply design and technology solutions in edTech, test solutions through prototypes, and take your product design into the future.

December 3, 2019 - No Comments!

EdTech Product Design: How Smart UX Saves $$ on Technology & Creates Efficiencies

We know that adding a UX or UI team into the mix at your company can be scary, even if you have lots of experience facilitating communication between developers and visual designers.

There's always the risk that your company's vision won't be articulated the way you want it to be. Sometimes it's even difficult to see where you went wrong until you're at the end of the process. By that point, however, you might have already run through your budget.

As costs add up, don't make the mistake of short-changing your UX team. It's tempting to save your budget for expensive elements like visual design and development. After all, the most common output tools of UX, like sitemaps and wireframes, are cheap and fast to build. But they also represent a culmination of your team's thinking, and that's a process worth investing in.

Below, we break down why failing to invest in UX can cost you in the long run — and which product planning tools can help you save on your bottom line.

The Case for Investing in a Strategy-Oriented UX Team

The more time and effort you put into developing UX, the more money your team will save in the long run. The strategy process includes developing detailed wireframes, prototype design, and user testing. These powerful tools help you build a better product and refine your goals.

But we know it's not always easy to convince your boss's boss that this process takes considerable time and investment. Here's how you can make a concrete case for investing in a strategy-oriented UX team:

  • Underinvestment never pays. Failing to invest in the product planning phase often results in bringing a less sophisticated product to market. Especially in edTech, learners expect slick, engaging products that take time and money to develop. An underdeveloped product leaves you at risk of getting clobbered by the competition.

  • Product planning results in fewer reworks. When you invest in UX strategy during the planning process, you're less likely to redesign product features in the future. Everyone on your team should understand what your product's key features are and how they support your product's overarching goals.

  • Projects with forward momentum keep your own team invested. Multiple reworks can demoralize your team and make them feel less invested in a product. Keep your team invested in the product's success by generating buy-in on your product's goals and features early in the planning process.

  • Detailed wireframes and interactive flows educate stakeholders. With the right tools, stakeholders can become even more sophisticated consumers of product strategy. Wireframes illustrate UX strategy in a tangible way, and interactive flows provide a top-level view of how personas move through your product. This key part of the planning process helps everyone in the room make better, stronger, more informed decisions.

4 edTech Product Planning Tools That Will Save You Money on UX

In addition to saving money on technology costs in the long run, product planning results in more powerful, engaging, and pedagogically sound edTech tools. Here are four product planning tools you can use to build a better edTech product from the get-go:

  1. Detailed user journeys

    Traditional UX research results in user journeys that detail a specific persona and how they think about completing tasks within your product. These user journeys map out a persona's mindset, their goals, and why their goals might differ from those of another persona.

    Spending the time on UX research and user journeys pays off — especially in an industry like edTech. edTech products require a specialist's insight into how students and teachers navigate software, as well as how they will use your learning tool in a school environment.

    For example, students often use Chromebooks to complete school projects, which will affect your product design. Or teachers might use your tools to complete real-time assessments, which means they'll need an interface that's fast and easy to use.

    The more user research you build into your product planning phase, the more detailed your user journeys — and your team's understanding of their varied environments — will be.


  2. Annotated wireframes

    Developers are great at thinking through what a design decision might mean for a user two clicks away in your product. Or they might see an opportunity to accomplish a task in a way that's more delightful for your user.

    Incorporate developer feedback into the design process by using tools like annotated wireframes. Annotated wireframes deliver developer questions on every screen or user flow, facilitating more interaction between UX and development teams early in the process.

    Use internal communication tools in an app like Marvel, which helps teams share product designs, prototypes, and product overlays, to encourage more conversation. In Zeplin App, your team can even move sketch files onto a shared workspace so developers have the ability to make notes.

    By facilitating collaboration early in the process, your team will figure out where the holes in your design are — and how to address them without expensive reworks.


  3. Interactive wireframes before the prototype phase

    Interactive wireframes create proof of concept and generate internal buy-in with your stakeholders. They're cheaper than trying to build a prototype from scratch, and they're more effective visual demonstrations of product design than a verbal or 2D presentation.

    If you're excited about your visual design and UX, consider using interactive wireframes to get your stakeholders on the same page as early as possible. This will make it even easier for you to move to the prototyping and testing phases without encountering unexpected pushback on design or product features.


  4. Robust project management software

    Billable hours rack up when design teams have to hunt for project details, scope, or company design assets. Eliminate confusing back-and-forths with robust project management software like Asana or Trello. Use these tools to give your design team easy access to all the pieces of the project they need, like logos and brand palettes, without eating into your work day.

The best way to protect your bottom line is to use robust tools that reflect the most recent iterations of your UX strategy. This helps your UX team communicate more directly and effectively with developers and keeps all of your stakeholders on the same page. By investing in the planning process, you'll also have more time to uncover unexpected, well-designed solutions that will delight your users every time they log in. And you can't put a price tag on that.

September 26, 2019 - No Comments!

How Intuitive Onboarding Can Replace Costly Teacher PD & Support

Onboarding systems — which help users understand how to navigate your product — can be the difference between success or failure, especially in edTech. These systems require plenty of up-front investment in research, planning, and testing, but getting your onboarding system right during the design process gives you immediate ROI.

How do I know? Whenever I'm designing software intended to make it easier for teachers to teach and students to learn, I think of my first-ever experience using TurboTax software. When I was 25, I left my full-time job designing interactive prototypes for Bell Labs and started freelancing out of my apartment in Hoboken. I freelanced for about a year before going back to work full-time for the kid's media company that fostered my early interest in creating better educational experiences with technology.

When it came time to do my taxes, I bought a copy of TurboTax and jumped right in. I confidently skipped the "tour" offered by the software and started powering through easy questions about my general information and income. A few hours later, I found myself tangled up in a mess of itemized deductions, hardware depreciation calculations, and profit and loss statements. I eventually gave up and took a messy stack of notes and receipts to an accountant recommended by a colleague.

I'm still not sure whether I goofed by skipping the tour or TurboTax made it too easy to jump head-first into a complicated process. If I had let Turbotax show me how to use the software, I might have:

  • Used the software more effectively
  • Felt less frustrated and possibly even enjoyed the experience
  • Not given up and stopped using the software altogether
  • Avoided hiring an expensive consultant to help me accomplish my goal
  • Told other colleagues about the product

Here's how to navigate the onboarding process in your own edTech product — and how getting it right saves you money in the long run.

edTech Products: What Onboarding Looks Like

There are a few different onboarding systems that help a new user understand how to use your product. Each onboarding system has different advantages, and edTech products often make use of more than one type in each product:

  • Virtual tours: Users click through a slide deck that provides an overview of the product and its features. This is the most passive form of onboarding, but it's still effective. However, if your product is complex, a virtual tour involves a lot of reading for the user. This can slow them down or make the product less accessible.
  • Coaching: Users follow instructions within the context of the software to better understand features as they are encountered. This is also called "just-in-time help."
  • Guided task completion: Users complete an interaction within your product as they're learning how to use it, i.e., "First you'll create a new class." This onboarding system leverages what we know about experiential learning, which is one of the best ways to teach people how to do new things.
  • Progressive onboarding: Users receive instructions about how to get through the first level of interaction in your product. The product then encourages deeper engagement over time. One of the advantages of this onboarding system is that users don't have to immediately use the full toolset to have a meaningful interaction with your product.

Your edTech product will probably use one or more of these systems to familiarize users with product features and help them get the most out of your learning tool. Hitting on the right onboarding strategy makes users happier, more engaged, and more likely to recommend your product — giving you immediate ROI.

The Immediate ROI of Getting the Onboarding Process Right

edTech products need to be easy for learners to adopt, effective for teachers to use in the classroom, and successful tools for administrators to invest in.

Choosing the right onboarding system makes it easy for each of your users to engage effectively with your product, whether that's using basic features as you intended or exploring the product's advanced features to get the most out of what your product offers.

When users feel empowered by a product, they become excited about its value, recommend the product to other people, use the product more effectively, and engage with the product more deeply.

After all, user engagement is the make-or-break point for every edTech product on the market. Designing a more successful onboarding process ensures ease-of-use for every persona that will encounter your product — and encourages deeper engagement from your users, too.

Here's how getting onboarding right will add immediate value to your next project:

1. Purchasers reduce their administrative costs and other burdens to use.

As edTech product developers create more complex products, parent companies have started sending software coaches to schools for expensive professional development and product onboarding sessions. By only offering in-person coaching or software support, edTech companies create inefficient and expensive onboarding processes that negatively affect their own bottom line, as well as the budgets of school districts that adopt their new software. Onboarding problems also compound when schools buy the product, or when IT departments don't implement correctly — issues that can be headed off at the pass with more effective onboarding.

While product designers might not be able to replace in-person coaches altogether, we can make the job of product owners easier. By designing the right onboarding system within your software from the get-go, you can shift your professional development resources toward webinars or other online materials that are more cost-effective for your company — and for your users.

2. Teachers engage with more meaningful professional development resources.

edTech products become more meaningful to educators when the value of the product is explained clearly and effectively within the product itself. Onboarding systems provide a great opportunity to explain this value by creating a desire for your users to engage with onboarding instead of skipping or dismissing it. Teachers want to know why your product will help them teach more effectively. They're interested in direct and actionable resources, like teaching demonstrations, that will help them understand and unlock the product's potential.

By creating a rich archive of techniques and resources that demonstrates you understand the nuances of teacher personas, you help teachers with their professional development in a meaningful way. At the same time, you decrease potential barriers to use for these personas, too. Ease of use will always be key to your product's ultimate success.

3. Users experience fewer problems and have ways to report feedback.

Analytics for your onboarding system will help you see where users encounter problems throughout the product. Testing helps unpack what you see in analytics, and you'll have more opportunities to revise and fix the feature with the help of your design team — or evolve the way you've chosen to onboard that feature altogether.

A "just-in-time" training prompt or a mini tour might address an issue for most users, while the presence of an onboarding prompt will give other users important cues that feedback systems exist within your software. After all, most users want to know how to use a product and what they can do if they have a problem. Choosing — and testing — the right onboarding system will provide your design team with more opportunities to uncover and build these feedback systems into your product.

4. Purchasers feel you understand their training and implementation pain points.

So much of product onboarding can happen successfully within an edTech product team — rather than with the sales team at the end of your funnel. When you hire a design team that understands how a school adopts a product, the onboarding process improves incrementally as you move down your sales funnel. This adds immediate value to your purchaser, who benefits from an easy-to-use onboarding system, excellent professional development resources, and increased savings for their district or school.

By making onboarding a priority throughout the design process, you provide crucial product support to the busy teachers and curious students who will encounter your edTech product. Whether you incorporate progressive onboarding, guided task completion, or other onboarding strategies into your product, finding the right tool through iteration and testing will only add to your bottom line — and establish your firm's user-friendly reputation in an ever-crowded field of competitors