How I launched a HSC exam preparation product using AI from 0 to 1 within two months.
Zookal
Role
Product Designer
Timeline
Sep 2023 - Nov 2023
Zookal is one of the fastest-growing ed-tech start-ups in Australia. Our mission is to empower every student with easy and affordable access to the right tools to learn faster, with confidence, wherever they are.
Zookal is one of the fastest-growing ed-tech start-ups in Australia. Our mission is to empower every student with easy and affordable access to the right tools to learn faster, with confidence, wherever they are.
Role
Product Designer
Timeline
Sep 2023 - Nov 2023
How I launched a HSC exam preparation product using AI from 0 to 1 within two months.
Zookal
How I launched a HSC exam preparation product using AI from 0 to 1 within two months.
Zookal
Role
Product Designer
Timeline
Sep 2023 - Nov 2023
Zookal is one of the fastest-growing ed-tech start-ups in Australia. Our mission is to empower every student with easy and affordable access to the right tools to learn faster, with confidence, wherever they are.
🏠 Context
Having built an impressive following and revenue stream selling textbooks, we are now focused on expanding our digital offering through Zookal Study – our all-in-one, subscription-based learning platform.
We're on our way to create one of the largest content libraries designed to help students learn the smart way: from on-demand video lessons, to expert flashcards or instant solutions, we want to be a one-stop shop for students across APAC and beyond.
How I launched a HSC exam preparation product using AI from 0 to 1 within two months.
Zookal
Role
Product Designer
Timeline
Sep 2023 - Nov 2023
Zookal is one of the fastest-growing ed-tech start-ups in Australia. Our mission is to empower every student with easy and affordable access to the right tools to learn faster, with confidence, wherever they are.
🏠 Context
Having built an impressive following and revenue stream selling textbooks, we are now focused on expanding our digital offering through Zookal Study – our all-in-one, subscription-based learning platform.
We're on our way to create one of the largest content libraries designed to help students learn the smart way: from on-demand video lessons, to expert flashcards or instant solutions, we want to be a one-stop shop for students across APAC and beyond.
Zookal's home page.
Zookal's home page.
Zookal's home page.
Zookal's home page.
⚠ The problem we’re facing
Most startups rely on funding to expand and enhance their business operations. In our situation, we've successfully secured funds that have significantly contributed to our company's growth.
Having said that, it's important to note that the current tech climate, often referred to as the tech winter, has presented challenges in raising additional capital.
Many investors are currently exhibiting hesitancy in committing funds. Despite these hurdles, we remain committed to navigating through this period and exploring alternative avenues to sustain and advance our company's trajectory.
Most startups rely on funding to expand and enhance their business operations. In our situation, we've successfully secured funds that have significantly contributed to our company's growth.
Having said that, it's important to note that the current tech climate, often referred to as the tech winter, has presented challenges in raising additional capital.
Many investors are currently exhibiting hesitancy in committing funds. Despite these hurdles, we remain committed to navigating through this period and exploring alternative avenues to sustain and advance our company's trajectory.
Most startups rely on funding to expand and enhance their business operations. In our situation, we've successfully secured funds that have significantly contributed to our company's growth.
Having said that, it's important to note that the current tech climate, often referred to as the tech winter, has presented challenges in raising additional capital.
Many investors are currently exhibiting hesitancy in committing funds. Despite these hurdles, we remain committed to navigating through this period and exploring alternative avenues to sustain and advance our company's trajectory.
Zookal's user base (Philippines, Australia and United States).
Zookal's user base (Philippines, Australia and United States).
Zookal's home page.
Zookal's home page.
🏠 Context
Having built an impressive following and revenue stream selling textbooks, we are now focused on expanding our digital offering through Zookal Study – our all-in-one, subscription-based learning platform.
We're on our way to create one of the largest content libraries designed to help students learn the smart way: from on-demand video lessons, to expert flashcards or instant solutions, we want to be a one-stop shop for students across APAC and beyond.
The problem 🗻
Users struggled to find reliable exam preparation content.
Existing paid resources lacked instant feedback.
No digital or paper resources offered an engaging UI for students.
Users struggled to find reliable exam preparation content.
Existing paid resources lacked instant feedback.
No digital or paper resources offered an engaging UI for students.
Business challenges 🏃♂️
Low user engagement and retention.
Insufficient valuable content.
Shareholders growing impatient.
Low user engagement and retention.
Insufficient valuable content.
Shareholders growing impatient.
The problem 🗻
Users struggled to find reliable exam preparation content.
Existing paid resources lacked instant feedback.
No digital or paper resources offered an engaging UI for students.
Business challenges 🏃♂️
Low user engagement and retention.
Insufficient valuable content.
Shareholders growing impatient.
Zookal's user base (Philippines, Australia and United States).
Zookal's user base (Philippines, Australia and United States).
The problem 🗻
Users struggled to find reliable exam preparation content.
Existing paid resources lacked instant feedback.
No digital or paper resources offered an engaging UI for students.
Business challenges 🏃♂️
Low user engagement and retention.
Insufficient valuable content.
Shareholders growing impatient.
🏠 Context
Having built an impressive following and revenue stream selling textbooks, we are now focused on expanding our digital offering through Zookal Study – our all-in-one, subscription-based learning platform.
We're on our way to create one of the largest content libraries designed to help students learn the smart way: from on-demand video lessons, to expert flashcards or instant solutions, we want to be a one-stop shop for students across APAC and beyond.
🌿 What we’ve been exploring
One suggestion put forth by our existing investors was to develop a product incorporating AI technology to ensure our competitiveness. This recommendation aligned seamlessly with one of our existing digital services, Zookal Genius.
The team gathered to explore alternative solutions that could provide added value to students. Since the majority of our user base is located in the Philippines, the US, and Australia, we aimed to target an existing geographic location.
One suggestion put forth by our existing investors was to develop a product incorporating AI technology to ensure our competitiveness. This recommendation aligned seamlessly with one of our existing digital services, Zookal Genius.
The team gathered to explore alternative solutions that could provide added value to students. Since the majority of our user base is located in the Philippines, the US, and Australia, we aimed to target an existing geographic location.
One suggestion put forth by our existing investors was to develop a product incorporating AI technology to ensure our competitiveness. This recommendation aligned seamlessly with one of our existing digital services, Zookal Genius.
The team gathered to explore alternative solutions that could provide added value to students. Since the majority of our user base is located in the Philippines, the US, and Australia, we aimed to target an existing geographic location.
Zookal's subscription tier.
Zookal's subscription tier.
Zookal's user base (Philippines, Australia and United States).
Zookal's user base (Philippines, Australia and United States).
A promising idea emerged—to focus on the HSC/VCE student market, considering the significant number of approximately 100,000 students taking the exam. Some parents are willing to spend up to $100 per hour on private tutoring.
A promising idea emerged—to focus on the HSC/VCE student market, considering the significant number of approximately 100,000 students taking the exam. Some parents are willing to spend up to $100 per hour on private tutoring.
A promising idea emerged—to focus on the HSC/VCE student market, considering the significant number of approximately 100,000 students taking the exam. Some parents are willing to spend up to $100 per hour on private tutoring.
This direction seemed fitting. Currently, we offer a Premium subscription tier, charging students up to $20 per month. In contrast to private tutoring rates, our offering is significantly more affordable. The key distinction lies in providing students the flexibility to practice at their own pace, anytime, and anywhere, addressing potential cost concerns for certain households.
This direction seemed fitting. Currently, we offer a Premium subscription tier, charging students up to $20 per month. In contrast to private tutoring rates, our offering is significantly more affordable. The key distinction lies in providing students the flexibility to practice at their own pace, anytime, and anywhere, addressing potential cost concerns for certain households.
This direction seemed fitting. Currently, we offer a Premium subscription tier, charging students up to $20 per month. In contrast to private tutoring rates, our offering is significantly more affordable. The key distinction lies in providing students the flexibility to practice at their own pace, anytime, and anywhere, addressing potential cost concerns for certain households.
Zookal's subscription tier.
Zookal's subscription tier.
Zookal's subscription tier.
Zookal's subscription tier.
Plus, introducing this new product has the added benefit of enhancing the value of our existing subscription tier.
While considering the associated costs, one notable expense would be the utilisation of API calls from OpenAI, with costs ranging from a few cents to a dollar, contingent on the frequency of usage.
With HSC exams starting in August, we practically had less than two months to bring this product from inception to completion.
NSW Education Standards Authority - Multiple Choice Quiz
NSW Education Standards Authority - Multiple Choice Quiz
Data validation and research
There are 75k students in NSW who are expected to sit the HSC exam in 2023. That’s about a third of the total of year 12 students in Australia.
Students participating in higher education exams (2023).
Students participating in higher education exams (2023).
Product metrics
May indicate problematic areas that we can gradually work and experiment on.
Average time spent on the platform
% Free demo completion rate
Number of free accounts created
Intent to use - % of active users who initiate an exam practice
May indicate problematic areas that we can gradually work and experiment on.
Average time spent on the platform
% Free demo completion rate
Number of free accounts created
Intent to use - % of active users who initiate an exam practice
Business metrics
Drive success for the business but can’t be easily influenced
$ Increase in paid subscription conversion (Free -> Free Trial -> Paid)
% Improvements in user retention
% Increase in engaged users on the platform
Drive success for the business but can’t be easily influenced
$ Increase in paid subscription conversion (Free -> Free Trial -> Paid)
% Improvements in user retention
% Increase in engaged users on the platform
Plus, introducing this new product has the added benefit of enhancing the value of our existing subscription tier.
While considering the associated costs, one notable expense would be the utilisation of API calls from OpenAI, with costs ranging from a few cents to a dollar, contingent on the frequency of usage.
With HSC exams starting in August, we practically had less than two months to bring this product from inception to completion.
Data validation and research
There are 75k students in NSW who are expected to sit the HSC exam in 2023. That’s about a third of the total of year 12 students in Australia.
There are 75k students in NSW who are expected to sit the HSC exam in 2023. That’s about a third of the total of year 12 students in Australia.
Students participating in higher education exams (2023).
Students participating in higher education exams (2023).
💥 Immense pressure on the tech team
🧠 How we tackled this situation
The tech team, comprising eight members, including myself (lead designer), collaborated closely with the Head of Product, three product/data scientists, and four software engineers.
Initially, our focus was on defining our value proposition and determining our position in the digital landscape of HSC and VCE resources.
The tech team, comprising eight members, including myself (lead designer), collaborated closely with the Head of Product, three product/data scientists, and four software engineers.
Initially, our focus was on defining our value proposition and determining our position in the digital landscape of HSC and VCE resources.
Given the time constraints and the ongoing process of defining both the product's name and value proposition, we needed to swiftly devise a Minimum Viable Product (MVP) that promised a substantial return on investment (ROI).
The Double Diamond framework that I followed served as a guiding tool to help transition from problem definition to execution.
NSW Education Standards Authority - Multiple Choice Quiz
NSW Education Standards Authority - Multiple Choice Quiz
Practice results screen (Example)
Practice results screen (Example)
Despite the abundance of articles and resources on HSC and VCE, we observed a notable gap in available practice exams for students. The ones we researched had a limited question base and covered only a few subjects. During user testing of these practice exams online, I experienced frustration due to the inability to save progress, sparking the idea for our exam prep value proposition.
Despite the abundance of articles and resources on HSC and VCE, we observed a notable gap in available practice exams for students. The ones we researched had a limited question base and covered only a few subjects. During user testing of these practice exams online, I experienced frustration due to the inability to save progress, sparking the idea for our exam prep value proposition.
Competitor research.
Competitor research.
NSW Education Standards Authority - Multiple Choice Quiz
NSW Education Standards Authority - Multiple Choice Quiz
Practice results screen (Example)
Practice results screen (Example)
In response, I conducted a thorough analysis of our competitors, outlining their strengths, weaknesses, value propositions, and pricing. I presented these findings to key stakeholders, including the CEO and product scientists, who were instrumental in the initial ideation stage.
Notably, the Head of Product (my PM) was absent during this critical phase, requiring me to step into her role in her absence.
In response, I conducted a thorough analysis of our competitors, outlining their strengths, weaknesses, value propositions, and pricing. I presented these findings to key stakeholders, including the CEO and product scientists, who were instrumental in the initial ideation stage.
Notably, the Head of Product (my PM) was absent during this critical phase, requiring me to step into her role in her absence.
Despite the abundance of articles and resources on HSC and VCE, we observed a notable gap in available practice exams for students. The ones we researched had a limited question base and covered only a few subjects.
During user testing of these practice exams online, I experienced frustration due to the inability to save progress, sparking the idea for our exam prep value proposition.
Double Diamond Framework (Credit: Dinara Nikolaeva - Figma Community)
Double Diamond Framework (Credit: Dinara Nikolaeva - Figma Community)
Competitor research.
Competitor research.
Practice results screen (Example)
Practice results screen (Example)
Competitor research.
Competitor research.
You can view the feature page I created at: https://www.zookal.com/exams/hsc and https://www.zookal.com/exams/vce
You can view the feature page I created at: https://www.zookal.com/exams/hsc and https://www.zookal.com/exams/vce
Undoubtedly, navigating this situation was challenging, particularly with the time pressure associated with the imminent release of a new product and my PM being on leave. It felt as though I had to shoulder an additional responsibility on top of my Product Design role to make sure all stakeholders remained aligned in the crucial initial stages.
Despite the abundance of articles and resources on HSC and VCE, we observed a notable gap in available practice exams for students. The ones we researched had a limited question base and covered only a few subjects.
During user testing of these practice exams online, I experienced frustration due to the inability to save progress, sparking the idea for our exam prep value proposition.
Undoubtedly, navigating this situation was challenging, particularly with the time pressure associated with the imminent release of a new product and my PM being on leave. It felt as though I had to shoulder an additional responsibility on top of my Product Design role to make sure all stakeholders remained aligned in the crucial initial stages.
In response, I conducted a thorough analysis of our competitors, outlining their strengths, weaknesses, value propositions, and pricing. I presented these findings to key stakeholders, including the CEO and product scientists, who were instrumental in the initial ideation stage.
Notably, the Head of Product (my PM) was absent during this critical phase, requiring me to step into her role in her absence.
🧠 How we tackled this situation
Given the time constraints and the ongoing process of defining both the product's name and value proposition, we needed to swiftly devise a Minimum Viable Product (MVP) that promised a substantial return on investment (ROI).
The Double Diamond framework that I followed served as a guiding tool to help transition from problem definition to execution.
Given the time constraints and the ongoing process of defining both the product's name and value proposition, we needed to swiftly devise a Minimum Viable Product (MVP) that promised a substantial return on investment (ROI).
The Double Diamond framework that I followed served as a guiding tool to help transition from problem definition to execution.
Double Diamond Framework (Credit: Dinara Nikolaeva - Figma Community)
Double Diamond Framework (Credit: Dinara Nikolaeva - Figma Community)
Double Diamond Framework (Credit: Dinara Nikolaeva - Figma Community)
Double Diamond Framework (Credit: Dinara Nikolaeva - Figma Community)
🎨 Getting started on the visuals
Now, the interesting part - working on the visuals. I started with some basic MVP features and laid out the user flow for my stakeholders to see.
At this stage, we only had 2 weeks to finish the designs. I knew the design wouldn’t be perfect and I wanted to get feedback as early as possible. Iteration was of the essence.
Recognising that our product wouldn't be flawless at launch, we embraced the imperfections. Our primary goal was to get the product into the hands of students promptly, allowing us to gather valuable feedback and implement iterative changes swiftly.
Amidst this, we had to rely on a multitude of assumptions drawn from our past experiences and insights learned from students' comments in forums. The real challenge was transitioning from the definition phase to the execution stage.
Recognising that our product wouldn't be flawless at launch, we embraced the imperfections. Our primary goal was to get the product into the hands of students promptly, allowing us to gather valuable feedback and implement iterative changes swiftly.
Amidst this, we had to rely on a multitude of assumptions drawn from our past experiences and insights learned from students' comments in forums. The real challenge was transitioning from the definition phase to the execution stage.
Recognising that our product wouldn't be flawless at launch, we embraced the imperfections. Our primary goal was to get the product into the hands of students promptly, allowing us to gather valuable feedback and implement iterative changes swiftly.
Amidst this, we had to rely on a multitude of assumptions drawn from our past experiences and insights learned from students' comments in forums. The real challenge was transitioning from the definition phase to the execution stage.
Undoubtedly, navigating this situation was challenging, particularly with the time pressure associated with the imminent release of a new product and my PM being on leave. It felt as though I had to shoulder an additional responsibility on top of my Product Design role to make sure all stakeholders remained aligned in the crucial initial stages.
⚡ Executing designs, at lightspeed
Being the lead and only designer has its pros and cons.
On one hand, I get to make executive design decisions that change the shape and future direction of the Zookal ecosystem, while on the other hand, there are a lot of moving parts to design that I need to cater to.
Not only will I have to think about designing the core product which has its edge cases, but the feature page that will capture early users, marketing materials (ads, videos) to promote the launch of the product and email marketing post-launch.
This is exactly what I had to do, within a 3-4 months timeframe.
Being the lead and only designer has its pros and cons.
On one hand, I get to make executive design decisions that change the shape and future direction of the Zookal ecosystem, while on the other hand, there are a lot of moving parts to design that I need to cater to.
Not only will I have to think about designing the core product which has its edge cases, but the feature page that will capture early users, marketing materials (ads, videos) to promote the launch of the product and email marketing post-launch.
This is exactly what I had to do, within a 3-4 months timeframe.
Being the lead and only designer has its pros and cons.
On one hand, I get to make executive design decisions that change the shape and future direction of the Zookal ecosystem, while on the other hand, there are a lot of moving parts to design that I need to cater to.
Not only will I have to think about designing the core product which has its edge cases, but the feature page that will capture early users, marketing materials (ads, videos) to promote the launch of the product and email marketing post-launch.
This is exactly what I had to do, within a 3-4 months timeframe.
🛣 Catering for edge cases
Since we were targetting 100,000+ HSC and VCE exam students, we knew there was going to be an influx of people on our platform, meaning we had to cater to all types of different use cases.
Since we were targetting 100,000+ HSC and VCE exam students, we knew there was going to be an influx of people on our platform, meaning we had to cater to all types of different use cases.
Since we were targetting 100,000+ HSC and VCE exam students, we knew there was going to be an influx of people on our platform, meaning we had to cater to all types of different use cases.
Because AI Exam Prep is meant for on-the-go, practice anywhere and getting direct feedback, we also had to prioritise the mobile experience.
Considering our tech constraints, what features will we be able to provide that are reasonable within our current timeframe?
During this time, I huddled with software engineers to get a better understanding of what was feasible and not feasible. We had received some pressure from the board to push out as many features and maximise the experience for an increased value to students.
We communicated these concerns to the board and agreed on potential product offerings.
We also had to think about the experiences for both free and premium users. What will our dashboard look like, and what will we offer to free users to showcase the value of signing up for a premium subscription?
Because AI Exam Prep is meant for on-the-go, practice anywhere and getting direct feedback, we also had to prioritise the mobile experience.
Because AI Exam Prep is meant for on-the-go, practice anywhere and getting direct feedback, we also had to prioritise the mobile experience.
We also had to think about the experiences for both free and premium users. What will our dashboard look like, and what will we offer to free users to showcase the value of signing up for a premium subscription?
From students trying the product for the first time to repeated users coming back to practice exams, and users leaving mid-practice, and then returning at a later time.
Not only this, we also had to think about where students will practice to study. Most users are on their phones, but when they are studying, they are usually on a desktop. This is our main starting point.
Ahmed is Zookal’s CEO.
Because AI Exam Prep is meant for on-the-go, practice anywhere and getting direct feedback, we also had to prioritise the mobile experience.
Because AI Exam Prep is meant for on-the-go, practice anywhere and getting direct feedback, we also had to prioritise the mobile experience.
From students trying the product for the first time to repeated users coming back to practice exams, and users leaving mid-practice, and then returning at a later time.
Not only this, we also had to think about where students will practice to study. Most users are on their phones, but when they are studying, they are usually on a desktop. This is our main starting point.
We also had to think about the experiences for both free and premium users. What will our dashboard look like, and what will we offer to free users to showcase the value of signing up for a premium subscription?
We also had to think about the experiences for both free and premium users. What will our dashboard look like, and what will we offer to free users to showcase the value of signing up for a premium subscription?
Considering our tech constraints, what features will we be able to provide that are reasonable within our current timeframe?
During this time, I huddled with software engineers to get a better understanding of what was feasible and not feasible. We had received some pressure from the board to push out as many features and maximise the experience for an increased value to students.
We communicated these concerns to the board and agreed on potential product offerings.
Considering our tech constraints, what features will we be able to provide that are reasonable within our current timeframe?
During this time, I huddled with software engineers to get a better understanding of what was feasible and not feasible. We had received some pressure from the board to push out as many features and maximise the experience for an increased value to students.
We communicated these concerns to the board and agreed on potential product offerings.
Considering our tech constraints, what features will we be able to provide that are reasonable within our current timeframe?
During this time, I huddled with software engineers to get a better understanding of what was feasible and not feasible. We had received some pressure from the board to push out as many features and maximise the experience for an increased value to students.
We communicated these concerns to the board and agreed on potential product offerings.
The feature (explainer) page
While I was designing the end-to-end product experience, I had to consider another touchpoint that new students can come from (external sources/home page). We had to showcase benefits of using the product, as well as building momentum to validate our product market fit.
While I was designing the end-to-end product experience, I had to consider another touchpoint that new students can come from (external sources/home page). We had to showcase benefits of using the product, as well as building momentum to validate our product market fit.
While I was designing the end-to-end product experience, I had to consider another touchpoint that new students can come from (external sources/home page). We had to showcase benefits of using the product, as well as building momentum to validate our product market fit.
From students trying the product for the first time to repeated users coming back to practice exams, and users leaving mid-practice, and then returning at a later time.
Not only this, we also had to think about where students will practice to study. Most users are on their phones, but when they are studying, they are usually on a desktop. This is our main starting point.
From students trying the product for the first time to repeated users coming back to practice exams, and users leaving mid-practice, and then returning at a later time.
Not only this, we also had to think about where students will practice to study. Most users are on their phones, but when they are studying, they are usually on a desktop. This is our main starting point.
I gravitated towards an astronaut visual to represent space, education and the endless possibilities of pursuing dreams.
This is what our new product aimed to achieve. This idea eventually became a hit. By this stage, we had the designs ready to go for media attention. The writers loved the idea of Zookie, our newest learning ambassador.
We ended up on 7news!
You can view the feature page I created at: https://www.zookal.com/exams/hsc and https://www.zookal.com/exams/vce
You can view the feature page I created at: https://www.zookal.com/exams/hsc and https://www.zookal.com/exams/vce
I received some valuable feedback from the initial designs and continued to iterate more. I looked to Duolingo for inspiration and came up with a brand idea that helped elevate the product.
Ahmed is Zookal's CEO.
Ahmed is Zookal's CEO.
I gravitated towards an astronaut visual to represent space, education and the endless possibilities of pursuing dreams.
This is what our new product aimed to achieve. This idea eventually became a hit. By this stage, we had the designs ready to go for media attention. The writers loved the idea of Zookie, our newest learning ambassador.
We ended up on 7news!
You can view the feature page I created at: https://www.zookal.com/exams/hsc and https://www.zookal.com/exams/vce
You can view the feature page I created at: https://www.zookal.com/exams/hsc and https://www.zookal.com/exams/vce
🎨 Getting started on the visuals
The feature (explainer) page
Now, the interesting part - working on the visuals. I started with some basic MVP features and laid out the user flow for my stakeholders to see. At this stage, we only had 2 weeks to finish the designs. I knew the design wouldn’t be perfect and I wanted to get feedback as early as possible. Iteration was of the essence.
While I was designing the end-to-end product experience, I had to consider another touchpoint that new students can come from (external sources/home page). We had to showcase benefits of using the product, as well as building momentum to validate our product market fit.
Now, the interesting part - working on the visuals. I started with some basic MVP features and laid out the user flow for my stakeholders to see. At this stage, we only had 2 weeks to finish the designs. I knew the design wouldn’t be perfect and I wanted to get feedback as early as possible. Iteration was of the essence.
🎨 Getting started on the visuals
Now, the interesting part - working on the visuals. I started with some basic MVP features and laid out the user flow for my stakeholders to see. At this stage, we only had 2 weeks to finish the designs. I knew the design wouldn’t be perfect and I wanted to get feedback as early as possible. Iteration was of the essence.
Email marketing
In-app notifications
Product animations
💡 Lessons learned
HSC and VCE exams are conducted between Oct-Nov each year, meaning we have one golden opportunity to target students every year.
Looking back, there weren’t a lot of things that I’d change except working on the product earlier, and time to market the product at least 3-5 months in advance.
Given most HSC and VCE students start preparing a year in advance, simply releasing a product in time for the HSC and VCE doesn’t give us enough time to dive deeper into our students behaviours and fully showcase the benefits of our product to a wider market.
If I had more time, I would’ve looked into exploring:
Email marketing
In-app notifications
Product animations
See example of Duolingo:
“I think this would be a very helpful and easy to use study tool for HSC students. I wish I could have experienced the full aspects but I could not use premium, I also wish the free package could offer a little more, as many students do not have an income, or parents who are willing to pay for a premium account, but those students would still benefit from this exam study aid regardless.”
“I think this would be a very helpful and easy to use study tool for HSC students. I wish I could have experienced the full aspects but I could not use premium, I also wish the free package could offer a little more, as many students do not have an income, or parents who are willing to pay for a premium account, but those students would still benefit from this exam study aid regardless.”
“I think this would be a very helpful and easy to use study tool for HSC students. I wish I could have experienced the full aspects but I could not use premium, I also wish the free package could offer a little more, as many students do not have an income, or parents who are willing to pay for a premium account, but those students would still benefit from this exam study aid regardless.”
– Ieve
– Ieve
Recent HSC graduate
In-app notifications
Product animations
Email marketing
I believe these top three things could’ve positively affected the outcome, had we started earlier.
I gravitated towards an astronaut visual to represent space, education and the endless possibilities of pursuing dreams. This is what our new product aimed to achieve.
This idea eventually became a hit. By this stage, we had the designs ready to go for media attention. The writers loved the idea of Zookie, our newest learning ambassador.
We ended up on 7news!
Ahmed is Zookal's CEO.
Ahmed is Zookal's CEO.
🗨 Results
We launched right in time before the HSC and VCE exams. While this might not be enough time to market to our audience - we managed to capture 10,955 new students on our platform.
19 Sep 23 - 21 Sep 23 (⌛ 5 weeks):
10,955 students
77,000 HSC students (TAM)
50,000 VCE students (TAM)
1,117 were engaged in the product (10% 📈)
146 subscriptions were created (14.01% 📈)
Out of 146 subscriptions, 69 turned from Free Trial to Paid (47.26% 💸)
User retention
95% of new trial users returned to the platform at least seven days after their initial interaction.
We launched right in time before the HSC and VCE exams. While this might not be enough time to market to our audience - we managed to capture 10,955 new students on our platform.
19 Sep 23 - 21 Sep 23 (⌛ 5 weeks):
10,955 students
77,000 HSC students (TAM)
50,000 VCE students (TAM)
1,117 were engaged in the product (10% 📈)
146 subscriptions were created (14.01% 📈)
Out of 146 subscriptions, 69 turned from Free Trial to Paid (47.26% 💸)
User retention
95% of new trial users returned to the platform at least seven days after their initial interaction.
We launched right in time before the HSC and VCE exams. While this might not be enough time to market to our audience - we managed to capture 10,955 new students on our platform.
19 Sep 23 - 21 Sep 23 (⌛ 5 weeks):
10,955 students
77,000 HSC students (TAM)
50,000 VCE students (TAM)
1,117 were engaged in the product (10% 📈)
146 subscriptions were created (14.01% 📈)
Out of 146 subscriptions, 69 turned from Free Trial to Paid (47.26% 💸)
User retention
95% of new trial users returned to the platform at least seven days after their initial interaction.
Given the team in comparison is a lot smaller, I imagined the steps moving toward this vision would be slower but worth investing in.
💡 Lessons learned
HSC and VCE exams are conducted between Oct-Nov each year, meaning we have one golden opportunity to target students every year.
Looking back, there weren’t a lot of things that I’d change except working on the product earlier, and time to market the product at least 3-5 months in advance.
Given most HSC and VCE students start preparing a year in advance, simply releasing a product in time for the HSC and VCE doesn’t give us enough time to dive deeper into our students behaviours and fully showcase the benefits of our product to a wider market.
If I had more time, I would’ve looked into exploring:
Email marketing
In-app notifications
Product animations
See example of Duolingo:
HSC and VCE exams are conducted between Oct-Nov each year, meaning we have one golden opportunity to target students every year.
Looking back, there weren’t a lot of things that I’d change except working on the product earlier, and time to market the product at least 3-5 months in advance.
Given most HSC and VCE students start preparing a year in advance, simply releasing a product in time for the HSC and VCE doesn’t give us enough time to dive deeper into our students behaviours and fully showcase the benefits of our product to a wider market.
If I had more time, I would’ve looked into exploring:
Email marketing
In-app notifications
Product animations
See example of Duolingo:
HSC and VCE exams are conducted between Oct-Nov each year, meaning we have one golden opportunity to target students every year.
Looking back, there weren’t a lot of things that I’d change except working on the product earlier, and time to market the product at least 3-5 months in advance.
Given most HSC and VCE students start preparing a year in advance, simply releasing a product in time for the HSC and VCE doesn’t give us enough time to dive deeper into our students behaviours and fully showcase the benefits of our product to a wider market.
If I had more time, I would’ve looked into exploring:
Email marketing
In-app notifications
Product animations
See example of Duolingo:
Email marketing
In-app notifications
Product animations
In-app notifications
Product animations
Email marketing
I believe these top three things could’ve positively affected the outcome, had we started earlier.
I believe these top three things could’ve positively affected the outcome, had we started earlier.
🚉 What was the plan moving forward?
During our research, we looked up to Duolingo a lot. I communicated to my PM that gamification was a direction that I wanted to take moving forward. I saw a lot of value in creating a brand and engaging experience using gamification and email marketing, and Duolingo is the perfect example of a successful business case.
During our research, we looked up to Duolingo a lot. I communicated to my PM that gamification was a direction that I wanted to take moving forward. I saw a lot of value in creating a brand and engaging experience using gamification and email marketing, and Duolingo is the perfect example of a successful business case.
During our research, we looked up to Duolingo a lot. I communicated to my PM that gamification was a direction that I wanted to take moving forward. I saw a lot of value in creating a brand and engaging experience using gamification and email marketing, and Duolingo is the perfect example of a successful business case.
Given the team in comparison is a lot smaller, I imagined the steps moving toward this vision would be slower but worth investing in.
Given the team in comparison is a lot smaller, I imagined the steps moving toward this vision would be slower but worth investing in.
⚡ Project status
As of right now, I’m no longer with the team however I imagine that the product will continue to iterate and improve for the better.
Thanks for reading this far!
As of right now, I’m no longer with the team however I imagine that the product will continue to iterate and improve for the better.
Thanks for reading this far!
As of right now, I’m no longer with the team however I imagine that the product will continue to iterate and improve for the better.
Thanks for reading this far!
💥 Immense pressure on the tech team
The tech team, comprising eight members, including myself (lead designer), collaborated closely with the Head of Product, three product/data scientists, and four software engineers.
Initially, our focus was on defining our value proposition and determining our position in the digital landscape of HSC and VCE resources.
💥 Immense pressure on the tech team
The tech team, comprising eight members, including myself (lead designer), collaborated closely with the Head of Product, three product/data scientists, and four software engineers.
Initially, our focus was on defining our value proposition and determining our position in the digital landscape of HSC and VCE resources.
