Educator Marketplace

• Users know where they could find what is needed.

  Prioritized design 1: A clear navigating experience. It will include educator-facing language, a clear navigation indication like titles, nav bar.

• Users are different in their states in the platform, their intentions, concerns; and motivations for each are different.

  Prioritized design 2: A dynamic communication area for different users type - which will speak in user's language that'd guide them to start.

• Discovery and trust

  Prioritized design 3: An onboarding tour. The users will discover new product that launched as part of the whole Course Hero vision for educator.

With user journeys, we plotted out the motivation strategy for each user types. And confirm which with the engineers from the feasibility perspective.

First, we identified the architecture of the system: A core board where acquires users of different states; and guides them to participate (opt-in, browse and understand the product, navigate, upload). A place where uploaded content are located. A place where they could set up earning transaction method. A place where they find the payment history. That mapped out a basic system.

We decided to separate out each functions in pages. Based on the competitor research, it is common practice and it is a clear navigation system where users are enable to find what they need within reach.

Next, we further plotted out the core features needed within each place. That mapped out the brick for the MVP product. Prioritization matters the most for a MVP launch, we prioritized acquisition over engagement; before opt-in over after opt-in; so it gives sustainability if works and flexsibility from learnings.

We use a mini-design sprint to align on the must-have and nice-to-have component to build and design.

Most importantly, based on prioritized design guides, how'd we guide users to start? We identified the marketplace homepage as a main focus for iterating/testing in MVP.

From the PoC, it is noticed that even with slight context through email and some through higher touch partnerships reachout, an educator will expect more context about thie program. We had discussed the ways to welcome and build trust with educators. 1. A dynamic conversation space that talk to users’; 2. A Get Started page fully dedicated to explain how to get start. 3. A onboarding that explains how the platform works.

Insight 1

Onboarding process should be comprehensive, and not confuse user with the hierachy of the products. With such onboarding design, user generally descirbed Course Hero as Educator Exchange.

Insight 2

Educator read through the questions. And they care about privacy related info and how’s the revenue being calculated. We later on find out that they actually dismiss the video and want to ready more.

Insight 3

Educators are clear about the nav system we designed for them, and could correctly expect the content behind each tab.

Solution 1

The onboarding process willl guide user through the vision of Course Hero before narrowing into the Educator Exchange product. With this understanding, users know the ecosystem of Course Hero and how we define ourselves and our relationship with the faculty community.

Solution 2

Given the short-timeline, we decided to go with the very customized “dynamic conversation space” direction which could be easily reuse in different users states.

Solution 3

We added a “support page” in the nav system. And customized the questions underneath depending on the user states.

July 29, 2020, MVP product we designed - Educator Exchange is officially launched. With the short-term goal prioritizing acquisition over engagement, since July 29th, 2020 we had: 1.11K opt-in users (14 opt-ins per day), conversion rate: 33.4% (Join and Upload), 10.7K total uploads (Avg. 9.6 contents/educator); YoY 1000% lift of user-engagment with contents (unlocking experience).

After the launch of the MVP, we receieved valuable (qualitative, quantitative) data to further make iteration and user research. We believe in a fast and iterative approach to quickly test business goal and users interest, and make minimal but essential design elements to achieve such goal.

We know the product is not perfect yet, but aligning on the milestone and dedicated on it is important. The stakeholder management is the main efforts for the entire project for me. It is a part of strategy execution: have a great plan, communicating which with priority, balance goals with user needs, and leverage with workshop and small conversation to advocate good design quality. It is the main reason for the successful first milestone. It also aid the team to continue and expend the elements as a next step. This project to be continued in the next page, you will find how we continue on the next iteration.