CoLearn web checkout experience.

Colearn is an Indonesian ed-tech cohort-based platform which caters to K-12 students for their curriculum exams. Also widely provides more than 50k+ verified video solutions.

The purpose of this case study is to ideate and launch a web checkout experience to motivate the user to buy a subscription for live classes.

My Role

Lead end-to-end design through research, user journey, interaction design, visual design, prototyping and cross-team collaboration.

I worked closely with the Engineering team and Product Managers to understand technical constraints and ensure design quality standards, the Product Manager to identify user needs and adjust project goals as the project evolved, and the Customer Experience team to better identify areas of improvement.

Challenge

Colearn being Indonesia’s largest offline centre, during the pandemic transformed itself into a digital platform where students found solutions and used it as a homework helper app.

By the end of 2020, we decided to launch the paid product by launching live classes on the platform with the help of subject matter expert guru Juara. Initially, all the paid courses were available in the form of In-App products which users can only buy through the app via google billing/Apple Pay which lacks the payment method on the platform. With this, we were losing significant numbers of users because of the payment method where google charges approx. 30% commission on the paid value which also makes the product costly.
(Google billing only supports debit/credit cards, google vouchers and limited options)

1. The challenge was to design a complete web checkout experience for users where they can buy subscriptions with suitable payment methods available. (Enabling users to pay via bank transfer, instalments, BNPL, card payments, indo-mart, alpha mart).
2. Post successful payment users should not wait for 1–2 days for their subscription activation on the platform. (payment via custom links requires a manual subscription grant from the backend)
3. Designed an entire discounting system and coupon-driven pricing where special coupons can be redeemed for friends, family or sales referrals.

Finish Line: The user should be able to successfully buy the subscription via the website where they should feel self-driven and self-motivated to complete the payment.

Design decisions for this were made based on user interviews, research and metrics provided by stakeholders.

Initial Findings & Research

At the start of the project, we identified two sets of primary users i.e
1. Students

• They usually ask parents/older siblings to do the transaction if it’s via bank transfer.
• Students did not have a bank account to transfer big transactions.
• They use an e-wallet and pay from Indomart or COM.
• Equally choose to do instalment or full payment.
• Some of them will finalize the online payment process (checkout) by themselves, parents/siblings will just transfer the money.

2. Parents —

• Whether it’s mom or dad who finalizes the payment, they are quite selective in terms of the fees and benefits.
• Parents mostly took purchase decisions for younger students, 65% of students fell into this bucket.
• Some parents will let their kids do the whole payment process (checkout) and they will be the ones who transfer the money. (Students don’t have a bank account)
• Lots of parents shop on e-commerce with e-wallets, cause some of them don’t have M-Banking. But for those who have m-banking then they will most likely pay with a bank account.
• They are more comfortable doing instalments cause the number is smaller and considered to be cheaper than competitors. But some of them also prefer to do full payment if they can afford it.

Indonesia’s online shopping behaviour is different from our native Indian behaviour. References were mostly taken from local e-commerce like Tokopedia, shop, lazada etc.

User Journey for both use cases.

Happy flow user journey

Design solutions :

As this was the first version of the web buying experience on our platform we followed the best practice from the industry alongside keeping it very generic and easy to use. but there are a few things which we added to improve the flow via our research and findings.

There can be several user profile cases based on our platform

1. New Student
2. Existing Student
3. New Parent
4. Existing Parent
5. Existing parents with multiple student profiles

we designed user journeys for every case where we guide the user to take appropriate actions for successful subscription purchases.

Payment options-

As per our user research (65% case), we found that many students are interested to buy a subscription but they cannot because their parents are not with them at the time of this process as their parents have a bank account/card information.

Share Payment link to parents' WhatsApp — This option allows the student to send a payment link to their parent's WhatsApp phone number where a parent will get a message link with a description and the student will get a payment in-progress screen. Parents can also select all the payment methods (mentioned below )available for a successful transaction.

Self Purchase- This option allows users to see other payment options

• Bank transfer
• Credit/Debit card
• Instalment option
• BNPL partners
• Store purchase (Alpha-mart/Indo-mart)

Coupon Code:

Coupon codes are the new addition to the platform where we designed a very common and generic system. Users can use the coupon code from the right side of the invoice summary block which provides them with an effective price immediately after they apply the code along with the amount of discount they have received.

Consideration :

we have taken a few basic considerations while writing this case study to counter edge cases in this article.

1. Users have mobile numbers with them to verify the OTP if they are creating a new profile
2. Users have a basic understanding of the payment system (card, bank transfer, instalments, etc.)
3. Users have all the necessary information with them (grade, curriculum, subjects, tenure)
4. User is aware of the course subscription they are choosing (Juara, Pede, Ceramic, etc.)

Result :

Web checkout contributes ~95% of product-driven sales on the platform currently. The sales team is also driving their leads to web checkout and using coupon codes for the attribution. (Primarily sales team uses a custom link for payment).