2019-2022

Evolving User Experience at Outschool

Background

Outschool is a marketplace of small-group online classes for kids, and their mission is to “help kids love learning". Our biggest challenge was balancing the needs of parents (buyers), educators (sellers), and kids (users) during a period where we grew from 100K users to 1M users worldwide.


I joined as the 1st designer and Head of UX, helped hire the 1st product manager and researcher, and grew the UX team to 15 people over the next 3 years.

Outcomes

Redesigned homepage and product listing page to achieve +33% conversion rate and +50% activation rate


+23% conversion rate on seller profile pages


Introduced Learner Experiences, which achieved 100X better async engagement


Scaled the UX team from 1 to 15 designers, researchers, writers, and artists

Highlights

Highlights

Product Page Redesign (2019)

Redesigned the class detail page to achieve +66% buyer activation rate.

Empowering Teachers to be Successful Sellers (2020)

Led my team to streamline the teachers experience and gain +23% conversion on seller profile pages.

Evolving from Transactional E-Commerce to a Delightful Experience Made for Kids (2019-2022)

My raison d'être as a design leader was to transform Outschool from a transactional platform where "parents buy classes" to a engaging experience "where kids love to learn" This involved reimagining Outschool's brand, running iterative experiments, evangelizing across product, engineering, and CX, and cultivating a UX team that had expertise on kids.


A few of the many accomplishments in this effort: introduced Learner Mode which captured 34% of total MAU, introduced Learner Groups which had 100X higher engagement than async classes, invented "love of learning" impact metric, unlocked a new business model that's not limited by "zoom fatigue" or live teacher time.

My raison d'être as a design leader was to transform Outschool from a transactional platform where "parents buy classes" to a engaging experience "where kids love to learn." This involved reimagining Outschool's brand, running iterative experiments, evangelizing across product, engineering, and CX, and cultivating a UX team that had expertise on kids.


A few of the many accomplishments in this effort: introduced Learner Mode which captured 34% of total MAU, introduced Learner Groups which had 100X higher engagement than async classes, invented "love of learning" impact metric, unlocked a new business model that's not limited by "zoom fatigue" or live teacher time.

More about the Brand & Design System

More about the Brand & Design System

Strategy & Leadership to Make UX Transformations Possible

A lot of the above were made possible by the behind-the-scenes scaffolding I performed as a design leader, just to name a few: personas, journey maps, UX audits, design sprint workshops, cultural values, career ladders, org design, evangelizing & collaborating both within and outside of product-design-engineering with analytics, support, and community teams.

Lessons learned about leadership

Lessons learned about leadership

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