Research: Survey & user interviews
De-risking a beta release at Thinkific
What is Thinkific?
Thinkific is a software platform that helps creators make and sell online courses. It has over 50,000 active users and millions of learners.
To help Thinkific with their white-label mobile app launch, I conducted research to understand the routines of the target audience: Creators’ learners. Insights identified the best opportunities for adoption.
Research triggers
A lack of direct insight into Learner behaviours and needs despite considerable data into Thinkific’s Creators;
Heavy investment in a white-label mobile app beta as well as a second initiative into a broader “communal learning” experience.
Designing the study
Since the main goal of the mobile app beta was to increase learner adoption, I approached the study design by asking, “How can a mobile channel help learners reach their goals and improve their learning experiences?” This question guided my review of past research data, both internal and external. I then presented my findings to business partners to clarify research goals and create a plan.
The approach
Workshop-style kick-off with marketing and product to ensure the research questions align with their beta release plans as well as to engage them into study framing.
Recruiting through Thinkific Creators — this was actually the most challenging part of the study!
A survey to understand broad learner segments and to screen for in-depth interviews.
A remote “Walk the Wall” of synthesized interview notes (partially shown here) to enable the team to see primary data first-hand. See 5-minute explanation of “walking the wall.”
Impact
We learned that Learners’ mobile touch points are limited and the app learning experience needs to be ready when they are.
Learners often use free time for passive learning, like watching videos or listening to audio lessons. They’ll pick up their phone or tablet when they can, expecting to pick up where they left off. Focused learning usually happens on a desktop computer.
While the study didn’t impact the beta it did help the mobile team plan for the future.
I also shared insights with the Creators who recruited Learners for the study to aid them in planning their programs and content.
Additionally, I provided specific insights to the marketing and support teams so they could best assist the Creators during the beta.
Last but not least, I’m especially proud of the 4-minute summary video I put together that relayed overall study insights which I shared with at a company-wide all hands.