A Journey to Enhancing User Experience Dafa Lulu Landing Page in Ruangguru
Role
Product Designer
Company/Institution/Clients
Scope
Timeline
July 2022
Overview
Ruangguru offers diverse educational services from K–12 to lifelong learning. One notable K-12 product is Dafa Lulu, an interactive, animated learning experience for elementary school students (grades 1–6), integrating learning materials with storytelling and gamification.
Ruangguru enhances kids' learning through prerecorded videos featuring cartoons and game-based learning. To attract new users, we're launching targeted marketing campaigns and creating a clear product landing page. This landing page will explain our New Year promotions and guide users through the enrollment process.
Eager to discover the process? Keep scrolling!
Deep Dive Into the Problem
Dafa Lulu Landing Page in 2020-2021 has a concept where the main landing page provides general information about Dafa Lulu, then users are directed to a new page if they want to learn more about detailed program information according to class level.
We will redesign the entire Dafa Lulu landing page for this project. The following are the issues that have arisen on the current Landing page:
Problem #1
Current Landing Page is outdated, there are a number of new features that are not updated on the current landing page and are unable to describe the educational content of Dafa Lulu immersively.
Problem #2
The current landing page has three different pages to explain information about Dafa Lulu, which makes each page less discoverable.
Problem #3
The package recommender implementation in the current Landing Page is hard-coded so that when a new learning package is added to the payment funnel, the package on the Landing Page is not automatically updated.
The Goals We Aim to Achieve
To better align with our vision, we have defined the goals and objectives of our current initiatives.
The objectives are clear, and the possibilities are limitless. Now is the time to figure out how to respond to those challenges.
Get to know about our user
Users who visit the Dafa Lulu Landing Page are parents. Their need to visit our Landing Page is to find more information about Dafa Lulu products before deciding to subscribe. Parents who visit our landing page usually do so in a variety of ways
Parents who see digital ads about Ruangguru or Dafa Lulu.
Parents who want to see more about Dafa Lulu after watching commercials on TV ( usually every semester or we called it New Academy Year campaign);
Parents who are organically searching about Ruangguru on Google and go to Dafa Lulu Landing Page via Ruangguru Landing Page & Ruangbelajar Landing Page;
Design Explorations
We are sure that our problems have been stated clearly and we want quickly fix this. So we are exploring the possibilities on how to present how might we present Dafa Lulu product information immersively and solve the problems mentioned above.
Iterations 1
We gather requirements and data from stakeholders to support the design before executing it. Because the problems to be solved are mostly related to business needs, the design of this landing page is based on business goals and quantitative data from the current landing page's performance.
Concept & Visualizations
To answer the above problems, the design strategy that I did first is Merge 3 Landing Pages into 1 Landing Page with personalized content.
Looking at the current Landing page, we can see that it has three pages with similar information presented, so splitting it into three pages is redundant. As a result, merging landing pages is a solution for avoiding redundant information while also making it easier for users to find product-related information on a single page.
The concept and structure of the information that will be presented are as follows:
The following is a visual representation of the above concept to help you understand it better.
Let see the details!
Evaluations
After conducting an internal review with stakeholders, we discovered several things that needed to be improved from the designs, such as:
Because the content in the USP section is considered redundant with the content in the product preview section, we must rework the content that will be included in the USP section to ensure that it is not redundant.
During the design process, the product team collects data on the most effective way for users to convert. It was discovered that users who joined the free trial class first were more likely to subscribe to Dafa Lulu. Because this free trial is typically offered in advertisements and approaches from the FEC team, we must include a section to offer a free trial in order to achieve our goal of converting to paid via Landing Page.
We offer two package group options in the payment section: Animated Learning Videos and Live Classes. This Live Class is a new Dafa Lulu program that allows users to directly learn from the Master Teacher. Because there is only one Live Class package because it is a new program, displaying it separately is less effective. As a result, the placement of this Live Class package on this Landing Page should be adjusted so that it is not overemphasized. Instead, more details about the Live Class program will be included in a separate section.
We need to add a section to promote an upcoming program on Dafa Lulu, namely Live Class Dafa Lulu so that users are aware of this product. In this section, we explain Dafa Lulu Live briefly and offer a free trial of the class. If the user requests more information, we will direct them to the program's landing page.
Iteration 2
Here is our iteration based on the evaluation above. This will give you a quick comparison of changes before explaining them in detail.
Package recommender updates
Untuk paket recommender kita mengubahnya dari yang sebelumnya menggunakan filter menjadi tanpa filter. Untuk membedakan paket bisa dilihat dari warna banner untuk pembeda produk dan pemakaian karaket untuk tipe grade.
Free trial class section
In order to provide an alternative for users who are not yet convinced to purchase one of our packages, we have added a section called 'Free Trial'. Under our packages, users need to fill in their WhatsApp number to get access to one of our free learning videos during the trial period. By providing this free trial access, we also hope to gather leads that can later be used to suggest personalized products.
Simplified USP content
USP points 1 and 2 are replaced with product reviews because they have similar meanings.
Under the USP section, we add a teaser for the Dafa Lulu product as a supporting section for the USP section above.
Cross-selling product section: Dafa Lulu Live
In this section, we emphasize the free trial section of our new product: Dafa Lulu Live Class because based on insights, users usually convert after trying the free trial of the product. When the user clicks on the link for more information about the program, they will be directed to a separate landing page for Dafa Lulu Live Class.
Dafa Lulu landing page divided into two groups: grades 1-2-3 and grades 4-5-6. From a visual standpoint, the character Dafa Lulu is presented in a chibi character style for grades 1-2-3, while the character Dafa Lulu is presented in an anime character style for grades 4-5-6. Visual differences can be seen in the package recommender and USP section.
🚀 Impact
The launch of this landing page at the end of August 2022 had pretty good results. Even though the launch of this revamped Landing Page was during low season (ie after New Academic Year (NAY)), the click-through rate to the payment page increased by more than 3x higher than before. This is expected to be even better during peak season.
*Side note: The exact numbers are omitted and rounded due to NDA
Conclusion
Through this project, I have gained a lot of knowledge about how we can effectively work with the product team to create landing pages that meet business needs and are driven by data. It's possible to quickly adjust requirements if we have strong data to back up the decision, so it's important to have a flexible approach in order to successfully complete the project.
I express my sincere appreciation to all the teams that contributed to the success of this project.
Btari Puspita as Product Copywriter, Bonie Rimba Celebica as Design Lead, Akbar Ghifari as Project Manager, and any other teams that I cannot mention one by on
