Go on a guitar learning jouney

THE BEFORE

Problem definition

PROBLEM 1

With the current structure of the app, users can't easily follow their learning journey. Navigating between lessons and getting an overview of the current status and next steps is difficult.

PROBLEM 2

The current components are inflexible. We want to create a new structure that allows for fomatting the lessons to have the best educational value.

PROBLEM 3

The visuals are outdated and do not match the brand. We want to refresh the look and lean away from a gamified feel.

Structural exploration

The core of the work here was structural, not visual. I have experimented with multiple variations of the layout and how to arrange the lessons within themes on the screen for improved sense of progression, current location and guidance regarding next steps. I also had in mind the flexibility of the system, to enable the content creators to be able to create the learning path without limitations.

Testing & Validation

REMOTE USER TESTING

We observed 10 users interacting with and commenting on the app. We can see the screen capture and a voice recording.

This method allows for maximum 20 min recordings, so just the first session with the product.

DIARY STUDY

We monitored 11 users throughout a week of product usage. Users were submitting daily entries about their experiences, their peak moments, and daily frustrations.

INTERVIEWS

We interviewed new (10) and existing (11) users to compare their experiences with the new learning flow.

With this method, we learn how users remember the app and what words they use to describe it.

The after

The new page has a clean and modern look fitting the brand. The layout gives enough guidance for the user to know their current status, and next recommended steps. New visual elements emphasise sense of progression and achievement. Visuals clarly communicate what the lesson is about, and how the user scored on it. It is also more flexible for content creators to enable them to optimize the learning journey.

LESSON STREAM

One stream of purposefully arranged lessons indicated a clear journey for the user. Lessons have a clear structure and status: completed, in progress or locked.

JOURNEY OVERVIEW

shows completed, perfected and currently displayed levels.

COMPLETION REWARDS

for completing a level for additiomal sense of achievement

Results

MONETIZATION

+15% in Free Trial to Subscription

+11% in Signup to

+9.57% in ARPU

RETENTION

+11% in D1

+19% in D3

+11% in D7 Retention

ENGAGEMENT

+9% in Signup to Song

+9.5% in Signup to Tuning

+7% in Successful Song Plays

EXISTING USER

“The new structure made me more aware I should be working on all the tracks simultaneously. The re-arrangement of the flow suggests I should be meshing them together to become a good musician holistically.”

NEW USER

“The content is well organized, it is predictable - I like it that routine. It felt like a natural progression, from simple exercises to playing real songs.”