All Posts in VP Digital Product Development

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

July 28, 2021 - 1 comment.

UX in Education: Why UX Designers are the Learning Engineers of the Future

When it comes to designing UX in education, a generalist approach to product design and user experience simply doesn't cut it.

Learning products have very different requirements than consumer tech. They're used by teachers and students in school environments to achieve high-stakes outcomes. 

That's why it's even more important to base the UX of learning tools on research that reflects how students learn most effectively. By specializing in learning science, product design, and user research, UX designers in education are poised to become the learning engineers of the future.

What Makes UX in Education Different

A great UX designer in education understands how to reflect good pedagogy and learning science through the medium of a digital learning tool. edTech products must help students learn effectively, and UX designers play a special role in choosing the features that facilitate learning.

When UX designers have the right background in learning science, pedagogy, and product design, they create transformative learning products. This level of expertise is what makes UX designers the learning engineers of the future.

If you have a strong UX team, you're already on the path to creating a team of unstoppable learning engineers. Here's what you can do to help them specialize:

Key Qualities for Design Teams Working on UX in Education

Incorporating research findings from learning science into your edTech product makes your product stronger, more effective, and more appealing to educators. It also means you aren't chasing the latest trends in edTech. You're building a product based on research that works.

But the decision to incorporate learning science into your next edTech product isn't a small one. It gets to the very heart of your UX planning process and will affect both your content and feature design decisions. 

For example, a designer creating a digital math product might build into its interface an overview that references outcomes from previous lessons. This reflective learning technique gives students a context for the next math concept they'll learn. It also helps them build connections between past lessons and new ones. If students are given opportunities to reflect on concepts they've already mastered, they learn new concepts even more quickly.

When it comes to designing UX in education, your team must develop specialized skills to incorporate learning science into product design. Here are three key qualities you can encourage your team to develop as they become experts about UX in education:

  1. Subject-matter expertise: Depending on the type of edTech product you're designing, your UX team will likely need to conduct research on the topic or content area.

    If your product's goal is to encourage reading in young students, for example, they'll need to study up on the mechanics of early reading in order to reflect this technical knowledge in UX design. Talk to reading specialists or pick up a copy of The ABCs of How We Learn by Daniel Schwartz in order to dive deep.
  2. User-centered research: Ensure that your UX team understands the specific user for your edTech product. Will the product be used primarily by teachers and administrators? Or by students trying to learn a specific skill?

    Desk research, focus groups, and interviews can help your team uncover user needs and pain points, or highlight specific environmental challenges. The way a product is used can also give your team ideas about which scientific techniques might be most effective for your users. Will a teacher ask students to remember historical facts? Use a system of contextualization and staggered repetition. More on this below.
  3. Creative problem-solving: In order to apply a creative new solution to a common learning challenge, your UX team needs a firm understanding of the problem.

    Leverage all your product research and apply it throughout the iteration process. The more research you conduct, the easier it will be for your team to come up with creative solutions that will delight your users.

If you're designing an edTech product with a UX team that needs more time to research, test, and iterate, you can be an advocate for learning science in the early stages of product design.

Once you create a culture of research-driven problem-solving on your UX team, you're ready to leverage real learning science in the design features of your product.

3 Common Learning Science Principles to Help Your Design Team Master UX in Education

As your UX team becomes more familiar with the pedagogical requirements of a learning tool, they'll be able to reimagine and package important lessons with even more powerful design.

Learning tools that leverage learning science and good UX ultimately help learners master new concepts more easily. They also help teachers facilitate learning in the classroom with cutting-edge technology.

For instance, your edTech product might use "just-in-time telling" to help students learn new math skills, rather than replicate a workbook or a set of drills. Or it might give learners a chance to set their own goals and become more involved in their own learning.

Steer your product away from "interactive workbook syndrome" and embrace more meaningful UX in education. These three common principles from learning science can help your design team build even better products:

  1. Elaboration
    Elaboration is a method for helping learners retain new information. By encouraging learners to associate new information with knowledge they've stored in their long term memory, learning engineers—and UX designers—help learners "encode" new information. These associations create a familiar context for the new idea, allowing learners to recall new information more easily.

    How to Use Elaboration in UX Design/Learning Engineering:
    Designers can create more playful interfaces for new information, including familiar contexts, characters, and interactive patterns that draw from the real world.

    Relevant cultural references or even familiar gameplay can help learners contextualize new information, too. This approach works for teachers, as well, especially if you're designing a professional development (PD) component in your software.

    PD components in edTech can be more than big, impersonal databases of training videos and downloadable PDFs. Consider how a carefully structured learning sequence might help your team leverage the same learning science techniques you've used successfully in student-facing products.
  2. Learner Agency and Self-Efficacy
    Empowering a learner to acquire knowledge and skills is a proven-effective teaching technique. Self-efficacy is at the heart of some of the most powerful learning skills, including growth mindset and grit. Even for software, it's much easier to teach a student who is more interested in learning than in performing. This type of student is more likely to stick with tasks even as they get more difficult.

    How to Use Learner Agency in UX Design/Learning Engineering:
    Give users control over feedback systems within your product. Maybe that looks like allowing a learner to set their own reading goals or choose their own rewards.

    With just a few questions and selectors, you can help young learners decide for themselves how often they want to read or what kind of reward they want for reaching the next level of a skills-based product.

    It seems simple, but this technique immediately shifts the user's mindset from performing for a teacher to thinking about their role in the learning process. How much time do they think they'll need to reach their reading goal? What is reaching that goal worth to them?
  3. Just-In-Time Telling
    Allow users to try out an experience and succeed—or fail—before providing them with background information and 'correct' answers. The experience of learning helps your users understand a concept in real time.

    With that experience behind them, your users will be able to incorporate information about a new concept or skill more effectively. They get the information about the new concept just in time to be useful and memorable as they build on what they already know.

    How to Use Just-In-Time Telling in UX Design/Learning Engineering: Incorporate demonstrations, experiments, and games into your product that give users a foundation for new concepts. This should be done without asking your users to read lots of new content or get bogged down in explainers.

    Through interacting with your product, users will be able to tell whether or not they understand a new idea—or if there's something that doesn't quite click.

    If you let users explore before explaining what's happening or introducing something new, your users will develop a broader context for learning that brand new concept. This gives your product an opportunity to explain the concept later in a more sophisticated way and helps your users learn even more effectively.

By combining the principles of learning science, user research, and good design, UX teams in education create more effective edTech products with a longer shelf life.

As the "learning engineers" of the future, UX designers are poised to take learning science out of the laboratory and put more powerful edTech tools in the hands of the teachers and students who need them most.

July 27, 2021 - No Comments!

What Shifting Back to In-Person Learning Means for EdTech

Fall 2021 is still up in the air as school districts around the country consider whether to permanently end remote learning. 

In May, New York City announced that remote learning will no longer be an option for its students in the fall. In 2020, about 600,000 of its 1,000,000 students chose to learn from home. 

Meanwhile, more than half of San Francisco's public school students are still learning remotely. Hybrid classrooms are expected to continue in the new school year.

What does the shift to in-person mean for the edTech industry? And how should you address it in your own product planning sessions this fall?

We break it all down for you below.

How Remote Learning Changed edTech User Journeys

The user journeys for edTech have officially changed. As they return to in-person or hybrid classrooms, teachers will be more fluent in technology, including edTech tools. They're on the hunt for more sophisticated learning tools and interested in using edTech to extend learning outside the classroom.

Parents and school administrators are looking for ways to eliminate 2020 learning loss, too. edTech tools that can be used in both the home and the classroom will still have wide appeal. 

Finally, just because we're making plans to return to school in the fall doesn't mean COVID has left us for good. School districts and other buyers likely have new requirements for remote learning functionality in case COVID cases spike again. Your buyer persona will want the ability to address remote learning on a class-by-class basis, making flexible products even more appealing.

4 Remote Learning Take-Aways for In-Person Learning

No matter what kind of edTech product you're building this year, use these 4 tips to help you stay ahead of the curve.

  1. Allow users to customize learning content.
    Learning content will benefit from teacher prompts and customized sequencing suggestions, making it easier for students to learn at home or on-the-go.

     

  2. Design for parent personas
    Parent personas aren't going away. Address this new persona through onboarding, dashboards, and other product features.

     

  3. Prepare for hybrid learning
    Hybrid classrooms mean your remote-learning features might be a more permanent change.

     

  4. Schedule a classroom field test
    There's a new user baseline for in-person teaching with digital tools. Test product features with your users in real time to find out how the last year transformed their skillset.

Additional Resources

Want to read more about how a year of remote learning will affect edTech next year? You might also like: 

  1. How a Year of Digital Learning Will Shape edTech in 2021 
  2. 6 Easy SEL Features for Remote Learning Products
  3. What Teachers Really Need in a Remote Learning Product

July 9, 2021 - No Comments!

A Guide to Turning Your Successful Print Product into a Digital Learning Tool

Your company has a successful print product on its hands, and you're on the hunt for ways to turn that curriculum into a digital tool. 

On the surface, this seems like good business sense. You know how popular digital tools are with your users; plus, there are no shipping or warehousing costs when you move into edTech. A win-win!

But if you're used to dealing with print publications—or you've only ever built content platforms—you may be unsure of what to do next. 

Below, we outline what it takes to build a brand new edTech product based on content that's been previously published and vetted. 

This piece will also help you balance your internal and external stakeholders, from the C-Suite down to the original author or curriculum designer. Let's get started!

Building Your Digital Product Team

Before you can define what kind of learning tool will support your users' needs, you'll have to make sure all the right people are in the room.

Here's a quick break-down of the kinds of stakeholders you'll likely work with as you translate your print curriculum into a digital tool:

Author or Curriculum Designers

If you still have access to the original author or curriculum designers of your print product, all the better. 

The author is a special kind of stakeholder. But they're an integral part of understanding the print product's intended learning outcomes. 

Once you align those outcomes with the content of your new product, you'll be better positioned to support your users' needs throughout the design process.

Product planning prompt:

  • How do the print curriculum's learning outcomes align with what you already know about your user personas?

Internal Editorial or Content Team

Your editorial team maintains the author's standards as content is translated to a digital product. Is every word choice made within the product correct from the author's point of view? 

Translating your print curriculum into a new digital product means that you'll also need to develop new content that supports the user's experience. 

Your internal editorial or content team may also be responsible for working on UX content, in addition to supporting the author's original vision.

Product planning prompts:

  • Which tools does your content team need to structure content correctly and input content into the product? For example, this team may need meta tagging tools or XML capabilities, so content can flow directly into your UI.
  • How can you support the content team's workflow as they input content to your tool?

UX Team

In addition to designing the user experience of your new learning tool, your UX team needs to understand your print author's intentions on a fundamental level.

Without this knowledge, your UX team won't know how to translate the print product into a good digital experience. This means they'll have to conduct additional desk research by digging into books and classroom materials. 

Not only does this work bring the UX team up to speed on the author's work, but it also helps them better advocate for the user and their experience within your digital tool. 

The UX team can also bring your print author strategically into the design process. By facilitating brainstorming sessions or design thinking workshops with the original author, your UX team can help you collectively reimagine content for your new format.

Ultimately, your UX team builds a bridge between your author's ideas and how teachers use those ideas in the classroom. This way, teachers don't have to perform extensive research before using the curriculum in your digital tool. Your UX team has already done the legwork for them!

Product planning prompts:

  • How can I share discovery materials with the UX team so they understand the author's ideas? 
  • What can I do to help them balance the author's input with our need for user-centric design?

Development Team

Your development team is your guide to the digital content conversion process. 

With content architecture strategies like meta tagging, they can help you find the right structure for your new digital tool. They'll also help you spot technology opportunities for content delivery along the way.

Realistically, it can take weeks to identify and usefully tag hundreds or thousands of pieces of content. The earlier you can help your development team tee up this process, the better.

Product planning prompt:

  • How early in the process can I start this activity?
  • Do I have the right technology tools to support the dev team? (i.e. tagging plug-ins like WoodWing)

Managing Stakeholders While Defining Your New edTech Product

From the C-Suite to the author of your original curriculum, everyone has a stake in the development of your new learning tool. 

In order to effectively balance stakeholder input, begin by outlining the intention of the product itself. 

Are you trying to help students better understand a new math principle? Offer professional development for teachers? Decode phonics skills for early readers?

Whatever the big idea for your product happens to be, align your team on the product's purpose at the outset of the design process. 

With a shared idea of the product purpose in mind, you'll be able to brainstorm more creative solutions for content presentation and delivery. 

You'll be better positioned to deliver on the original author's intended learning outcomes in a brand new format, too.

Product planning prompts:

  • What's the "big idea" guiding your design and development process?
  • How flexible can you be in the way content is presented and delivered to teachers or students?
  • What opportunities do you see for making your content interactive? 
  • What opportunities do you see for presenting your content in a nonlinear sequence?

How a New Digital Tool Transforms Your Company

2020 made everyone rethink the value of digital products. They're scalable, easier for your sales team to sell, and less expensive to host.

Remote learning has likely transformed your user journeys, too. Teachers are now well-versed in edTech, and they're on the hunt for remote learning-ready tools. Students are better than ever at collaborating within digital tools. Even parents have had practice helping their students log into digital tools from home.

In addition to transforming your typical user journeys, creating a new digital tool can also affect the rest of your publishing company. Because of the scale of this potential transformation, it's important to involve internal stakeholders early in the design process. 

For example, digital learning tools often introduce entirely new revenue models for companies that typically rely on print products. Will you roll out a subscription sales model for your new digital products? How will a new and potentially wider customer base affect your customer service needs?

When it comes down to it, you're not just transforming a print product into a digital learning tool. You're also transforming your marketing and sales teams, as well as your internal content and UX teams.

Product planning prompts:

  • Which marketing, sales, and other brand stakeholders can you invite into the discovery or product planning process?
  • Are you defining a new technology need for your company?
  • How will your marketing or sales models change to support this new product?
  • How will your customer service models change to support this new product?
  • What other large-scale implications do you see for your brand's mission or audience?

It takes a team effort to transform a beloved print product into a new edTech tool. With these product planning prompts, you'll be able to guide the digital transformation process from start to finish and spot technology opportunities along the way. You're ready to support the internal changes your company might need to make to market and sell an incredible new digital tool, too. Now it's time to take the edTech world by storm!

Are you converting your print content into a new edTech tool? Contact us to learn how we put teachers and students at the center of the digital conversion process.