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Overview
Product: Teachers conduct quiz games in the classroom and send email reports of the game directly to parents via Quizizz.
Hypothesis: We thought we could leverage this report to show curated advertisements. The hypothesis was that parents, who have the purchasing power, would call the shots for educational expenses.
Team: One designer (me), one engineer, one product manager.
Launch: November 2019
Problems
First, the existing solution was outdated and out of sync with the rest of the product. Quizizz had a variety of new question types and rich media support since the last update to the page.
Second, the information that parents saw on the page was insufficient to determine how their child did in class. Their child's score and accuracy alone are not complete indicators. Two out of three parents realize this, as seen from a preliminary survey that we sent out.
Finally, when their child does poorly on a quiz, parents want them to improve by replaying a quiz.
Goals
Objectives: First, update the reports page functionality. Second, make it easier for parents to understand the report. Third, allow parents to encourage their child to replay a quiz.
To redesign in a way that added value, I didn't want earnings-based goals to guide design decisions.
Key Metrics: Games started from the report.
Other potential metrics could be whether or not subsequent reports had a higher email CTR. That, however, was beyond the timeline for this project.
Before
After
Outcome
Overall, the project was a success. 7% more parents played quizzes with their children (compared to 0% earlier). In doing so, we also improved our internal north star metric by ≈5%
Iterations
After the initial success, we explored affiliate marketing as a potential recurring revenue stream.
Outcome
The theory that affiliate prompts would do well here as parents have the purchasing power does not seem true.
Closing thoughts
For a designer tasked with redesigns, pretty visuals are only a part of the puzzle. It is equally important, if not more, to find and solve existing problems.
When you have tens of thousands of users using your product in the span of a few days, it’s okay to turn to quantitative over qualitative research methods where behavioral changes can be defined easily and measured accurately.