WhiteHat Jr. is a platform for Live 1:1 online coding classes targeted at 6-14 year old children.
They were experiencing UX issues such as a complex registration process, low engagement on the student dashboard, high drop-off rates and low class renewal percentage. For instance, only 13% of the users were completing the trial class registration process and only 2% of those were converting to paid students. We embarked on a journey of redesigning all aspects of the customer acquisition, Live class and retention journeys. The design objectives were…
Based on stakeholder interviews, analytics data, best practice review and user research insights, we were able to identify the core problem areas in the design…
After getting an in-depth understanding of the UX issues, we started the redesign process to create a best-in-class online coding class experience. The design approach essentially focused on two UX pillars…
Simplified one-page trial class registration form
Important information shown upfront to address parent’s concerns on safety and support
Easy and jargon free tech setup journey designed considering varying levels of tech savviness across customers
Visual styling designed to be child-friendly, with large fonts, bright colors, simple language and compelling imagery
Comprehensive dashboard designed using advanced gamification techniques to increase engagement, maximize opportunities for upsell and increase lifetime customer value
Badges and leaderboards to enhance student motivation, generate brag value and keep parents informed about their child’s progress
Progress ladder abstracted using hats of different colors leading upto the final white hat level was conceptually relevant and aligned, not only to the WhiteHat Jr. brand name but also the coding ecosystem as a whole
Teachers empowered to reward students during the live class with badges to reinforce desired behavior such as: curiosity, creativity, and perseverance.
Progress tracker for parents to help them track their child’s coding progress and skill development
Community features such as discussion forums, trending projects, etc.
ZEUX’s redesign of WhiteHat Jr. is a fantastic illustration of the ROI of UX and its ability to positively impact business KPIs. Comparison of WhiteHat Jr. user data from before and after the redesign going live shows the massive impact of good UX on both ‘soft’ and ‘hard’ success measures…
8x increase in trial class completion
6x increase in overall classes
8x revenue growth
23% increase in lifetime value of students
“ZEUX Innovation’s thought leadership and their output exceeded our expectations. Their advanced UX design techniques such as gamification worked really well for us and have helped achieve tremendous ROI. Their work was also one of the factors in closing a round of funding with marquee investors. Overall, ZEUX is a great company for emerging startups who believe in the power of great user experience design or even an incumbent who is truly looking to differentiate in a red ocean.”