B2C LEARNING APP | Www Averylipm Com

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Case Story

Problem

Katherin is a working mom in financial industry. She is anxious about her 5-year-old daughter's English learning, which is key to the coming primary school study. She is trying to teach her daughter by herself. She really wants to see the learning outcome of her daughter. However, this has been a struggle for her as she lacks time and professional framework to teach on her own.

Due to the intensified competition in K12 education, parents with preschool kids want their kids to learn English effectively even from early age.

However, parents don’t have time or professional knowledge to teach their kids by themselves. Helping parents teach their young kids learn English effectively becomes a challenge.

Solution

Zebra AI Class: The Best English Teaching Assistant in Parent's Pocket.

Zebra AI Class is an English learning App applying AI to online learning scenario. Through the measurable and scalable learning process, kids aged from 3-8 could learn English effectively anywhere & anytime.

Lean Canva for Zebra AI Class

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Research & Definition Phase

To better understand our users' pain points, goals and motivations, we conducted 50+ customer interviews and distributed surveys to 5,000+ surveys by leveraging social media network platforms.

WHAT DID WE ASK?

Demographic background
Experience with current solutions; name 1-2 favorite solutions
Top unmet needs
How do they use current solutions (occasions, frequency, etc.)?
Preference and expectation on pricing
What does the decision-making process look like?
What does your ideal English learning App look like? Can attach references or describe.
Where and how do they purchase products?
Any other external factors the person concern about

TOP PAIN POINTS

I'm a freelancing mom. While the in-person classes are expensive, I don’t have access to high-quality teachers in my city.
I'm a working mom. With a tight schedule, I don’t want to waste too much time on sending out and picking up my kids for in-person class.
Some online courses are very cheap. I usually buy multiple courses at once, but the learning process and quality cannot be monitored. It’s easy to break the learning cycle.
My kids tried some online courses on App, but there’s little interaction due to lack of human tutoring.
I’ve mastered English, but I don’t have relevant frame to teach my kids. I trust in science and systematic learning syllabus designed based on kids’ psychologic development.
I’d like to let my kids learn English anytime & anywhere. I believe forming a good learning habit is more important than acquiring knowledge.

Target Segmentation

Dolphin Parents

This group includes domestic parents who have expectations but also value creativity and independence. They pay more attention to improving kids’ all-around abilities. They value personalized learning process and interesting learning contents. They want to help kids’ grow interest and form good learning habit through the elementary courses.

Tiger Parents

This group includes highly competitive parents who let their kids learn in advance to stand out early even at primary school. They have a clear plan for their kids’ education and set a high-standard criteria in choosing elementary courses. Focusing on learning results, they are not very sensitive to price.

Laissez-faire Parents

This group includes free-range parents who don’t have much expectation for their kids. They respect their kids’ thoughts and never push kids. With no idea about elementary education, they tend to follow other parents when choosing courses. They want concise courses as they don’t want to spend too much time on it.

Customer Personas Customer Journey

Persona #1- Dolphin Parent

Data Science Engineer, IT Industry
Decision Maker, Purchaser

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PERSONAL PRODUCT INTEREST：

This product allows my son to learn through playing. Learning contents should be presented in interesting cartoon. The design should make my son engaged in learning process and form English mindset.

PATRICK

HOW PERSONA LEARNS ABOUT THE PRODUCT：

Social media platform, TV ads

I am a working dad. I believe in liberal education, so I never push my kids to study for exams. While I have maintained work-life balance, I makes effort to help my son form good learning habit.

HOW PERSONA BUYS AND EXPECTS TO BUY PRODUCT：

I can purchase the course within App and on e-commerce platform, social media platform

DEMOGRAPHICS:

Age: 35

Kid's Age: 6
Gender: male
Income: $120,000 CAD

Company: Amazon

HOW WOULD PERSONA USE PRODUCT：

I could use the App on my phone or tablet. It should be easy for me to teach my son how to finish the online class on his own.

HOW WILL PERSONA BE BILLED AND PAY FOR PRODUCT：

I'll make the purchasing decision with my wife;

Get billed through e-bank and third-party online payment processes

WHAT & HOW DOES CUSTOMER EXPECT FROM POST SERVICE SUPPORT：

I prefer in-time human assistant to help me in operation so that my son could have a smooth online learning process

PERSONA PRODUCT NEEDS：

This product should improve my son's pronunciation and make him feel confident
Adding some gaming feature to English learning; Having features enabling student to interact
This product should remove the teaching burden from me in helping my son form English mindset and learning habit

PERSONA TOP PAIN POINTS：

Persona #2- Tiger Parent

Senior Analyst, Financial Industry
Decision Maker, Purchaser

KATHERINE

I am a working mom with fast working pace. With an excellent educational background, I have a decent job with high salary. I am responsible for preparing my daughter well for the coming primary school admission interview.

DEMOGRAPHICS:

Age: 30

Kid's Age: 5
Gender: female
Income: $ 80,000 CAD

Company: CitiBank

PERSONAL PRODUCT INTEREST：

Online English-learning courses with interesting interaction, personalized learning plan, and human tutoring. The learning outcome should be presented per class/stage, which could encourage kids to persist in English study.

HOW PERSONA LEARNS ABOUT THE PRODUCT：

Social media platform, TV ads, Metro ads

HOW PERSONA BUYS AND EXPECTS TO BUY PRODUCT：

I can purchase the course within App and on e-commerce platform, social media platform

HOW WOULD PERSONA USE PRODUCT：

I could download the App in app store. With clear instruction, I could figure out how to take online courses on App, how to consult human tutoring, and how to follow my personalized learning plan. The system will collect and monitor my learning process and provide feedbacks in real-time

HOW WILL PERSONA BE BILLED AND PAY FOR PRODUCT：

I will make the purchasing decision on my own or with the help of online consultant and will get billed through e-bank and third-party online payment processes

WHAT & HOW DOES CUSTOMER EXPECT FROM POST SERVICE SUPPORT：

I expected the system to function 24 x 7. I expect clear Q&A and on-time human service when I have any doubts in using the App. I expect priority support in learning scenario within the App

PERSONA PRODUCT NEEDS：

The product should be result-oriented;

Looking for ways to make my kids focused on the online learning process;

The learning process should be personalized, well-engaged, measurable, and continuous

PERSONA TOP PAIN POINTS：

Persona #3- Laissez-faire Parent

Accountant, Restaurant Industry

Decision-maker, purchaser

PERSONAL PRODUCT INTEREST：

This App could freed me from accompanying and teaching my kid while I'm busy;

This App could guild my kid to find the interest of learning English

JASMINE

I am a working mom living in a small city. I know nothing about English, not to say teach English. I'm busy with making a living, and I don't have any ideas about my kid's early education particularly.

HOW PERSONA LEARNS ABOUT THE PRODUCT：

Friend's referral

Influencers' blogs/short videos, TV ads, Metro ads

HOW PERSONA BUYS AND EXPECTS TO BUY PRODUCT：

DEMOGRAPHICS:

Age: 28

Kid's Age: 3

Gender: female
Income: $ 50,000 CAD

Company: McDonald's

I can purchase the course on e-commerce platform and social media platform

HOW WOULD PERSONA USE PRODUCT：

I could use App on phone and let my kid learn English anywhere & anytime by himself;

My kid can explore the learning process individually

HOW WILL PERSONA BE BILLED AND PAY FOR PRODUCT：

I'll make decision by myself;

Get billed through e-bank and third-party online payment processes

WHAT & HOW DOES CUSTOMER EXPECT FROM POST SERVICE SUPPORT：

I could contact support person via WhatsApp/call if something goes wrong;

Get my problem solved in time

PERSONA PRODUCT NEEDS：

Looking for products generating my kid's interest in learning & English language
This product could save time for me. It won't require me to spend much time on monitoring or guiding my kid's study

PERSONA TOP PAIN POINTS：

Inability to teach kids with native accent and scientific training methodology
In-person classes are expensive and time-consuming in sending out and picking up kids

Customer Journey

Prioritization of Features

Must-Have

Service/product introduction page
Clear outline of different types of courses
Message notification
Automatically formed learning report
Allow users to use AI check pronunciation
Use AI collect and follow user’s learning status
The playable video courses run smoothly in App
User center to find paid courses
User service center

Could-Have

Google/WeChat/other 3rd party account integration
Official online store within App
Allow users to follow their order
VIP center providing premium services
Record and store audio in real-time learning scenario
Referral & points-redeem center

Should-Have

Review/rank of product
API based sharing future allowing users share learning outcomes in other platforms
Allow users to manage their course and check progress
Account management
-Account login
-Profile info log

Won’t-Have

3rd party ads
Instant messaging in App with human tutor

User Stories & Acceptance Criteria

DTC STORE in APP

User Story

Buy: as a parent who makes the decision for my kids, I want to make right and efficient purchase decisions so that I won’t waste my money and time.

As a parent, I want to have a short video introducing the contents & frame of the online courses so that I could figure out whether they could match my kids’ needs.
As a parent, I want to view the ratings and reviews of the selected course so that I could identify the effectiveness of the courses.
As a parent, I want to consult professional consultant so that he/she could provide suggestions to me on selecting courses.

Acceptance Criteria

The app should display most relevant product info and allow the customer to filter and prioritize for the best choices.

The app should enable users to browse an introducing video.
The app should prioritize showing most relevant customer reviews written by similar customer profile based on algorithm developed by collecting data for each customer.
The app should allow users to talk with consultants to acquire advice.

User Story

Manage: as a customer, I want to see all my in-app activities in one place so that I can easily manage them.

As a customer, I want to make sure that any online purchasing history with the brand can be recorded properly so that I can maximize my points for the loyalty program.
As a customer, I want to view the learning hours required for the course so that I can better arrange my learning time.
As a customer, I want to have a clear instruction on how to take courses online so that I won’t waste time on exploring by myself.

The app should allow the customer to store points in the virtual profile card and allow the customer to easily update their orders on other e-commerce platforms to collect points for online transactions.
The app should display the learning hours and a brief introduction of the course, and it should be viewable to learners.
The app should display an instruction guiding users step by step. The app should display a FAQ section for each course which covers 85% of commonly asked questions.

The app should enable the customer to manage user profile and activities at User Center, which serves as a unified hub.

Acceptance Criteria

LEARNING EXPERIENCE in APP

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Learning-scenario: as a customer, I want to check my learning status in time, so that I can improve myself.

As a student, I want to check my learning result through answering questions during the class.
As a student, I want to record my audio within the app so that it needn’t save a recording first and upload it to app.
As a student, I want to receive feedbacks about my pronunciations quickly.

User Story

Acceptance Criteria

The app shall collect and analyze user’s learning data and provide feedbacks instantly.

The app should ask adaptive questions based on user’s personalized learning data.
The app should allow students to record their pronunciations using phone/tablets directly/instantly without uploading stored audios.
The app should score user’s recording quickly and automatically and provide improvement suggestions.

User Story

Tutoring: as a tutor, I want to view user’s learning data so that I can serve wider learners' needs.

As a tutor, I want the system to sync the learner information automatically so that I can save effort to create learner profiles.
As a tutor, I want to view the learner's profile and learning progress so that I can provide personalized tutoring services.

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The system should be able to integrate with the source system to sync the latest learner's profile on daily basis through API.
The system should allow the tutor to search student and open the profile to see the details information.

The system should build a user database and allow the tutors to get access to key learning data.

Acceptance Criteria

APP PERFORMANCE

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As a customer, I want the app to have enhanced security of my login experience so that my data and privacy is protected and won't be accessed by other providers.
As a customer, I want to be able to access all videos in the learn section in a short time without having to wait for too long, especially when I am on the go.
As a customer, I want to have a smooth transaction experience without getting blocked in the payment process.
As a customer, when I encounter an issue with the app, I want to be able to report and get my issue fixed ASAP.

User Story

Acceptance Criteria

The app should provide multi-factor authentication for secure login.
The app should load the videos within 5 seconds after the user clicks on the relevant section.
The payment processing time should take less than 7 seconds. The app should push a payment success/fail window to let the customer know the payment outcome within 10 seconds after the transaction.
The system uptime should be at least 99.95%. The minimum time to fix any bugs or issues is 24 hours. The reported errors should be stored in backend database for needs of future upgrades.

Risks and Mitigations

Schedule Risk:

There might be conflict when scheduling/allocating critical engineering resources, leading to product launch delays.

Mitigation:

The team will need to follow the Agile principle and give onboarding training on Agile expectations.

Business Risk:

The existing user acquisition cost is already high. It’s challenging to enlarge user base with limited funding.

Mitigation:

Marketing the new AI technology and develop a new referral program with sales teams.

Operational Risk:

The un-uniform customer volume may cause waste in tutoring resources for some seasons or days.

Mitigation:

Start the business with the medium-sized tutor group to experience the market. Increase/reduce operation team size using forecasting data.

Technology Risk:

As we bring in new technology like voice recognition, which is not yet available inside the company, as a pilot product to adopt new technology, there could be a risk to spend too much time if invent the wheel by us.

Mitigation:

Market research and see if any similar solution is available from a big AI-service providers.

APP Architecture

Roadmap

User Acquisition & Conversion Model

Case Story

Problem

Solution

Zebra AI Class: The Best English Teaching Assistant in Parent's Pocket.

Lean Canva for Zebra AI Class

Research & Definition Phase

Target Segmentation

Dolphin Parents

Tiger Parents

Laissez-faire Parents

Customer Personas Customer Journey

Persona #1- Dolphin Parent

Persona #2- Tiger Parent

Persona #3- Laissez-faire Parent

Customer Journey

Prioritization of Features

User Stories & Acceptance Criteria

DTC STORE in APP

LEARNING EXPERIENCE in APP

APP PERFORMANCE

Risks and Mitigations

APP Architecture

Roadmap

User Acquisition & Conversion Model