Co-Creative UX/UI for Customer Enablement

GoStudent, a managed marketplace for tutors and students, was enhancing its provider (tutor) experience as part of a broader company strategy. The Strategy Team led the development of a new Reward Scheme designed to empower tutors by providing opportunities for growth and engagement.  

The Reward Scheme aimed to enhance the provider product offering in response to tutor needs, empowering them through improved learning and reward opportunities delivered via an intuitive UX & UI. The Strategy Team's goal was to complete the product development cycle, including user testing, within 2 quarters, with the targeted launch set for the third quarter.

The product development project progressed through various stages:

• Co-Creative Conceptualization: Ideation workshops involving the Strategy, Customer Success, Finance Teams, and providers were organized, resulting in three UX/UI concepts that integrated valuable provider feedback.
• Financial Feasibility Analysis: The Strategy Team, alongside the Executive Board and Finance Team, conducted a financial analysis to select the most viable concept.
• Prototyping & UX/UI Design: The Strategy Team collaborated with UX Design and Engineering teams to create initial concepts and prototypes for the beta launch of the new Reward Scheme.
• User Testing: Using the initial prototypes, the Strategy Team conducted A/B testing with selected users to refine the concept and UX based on feedback.
• Implementation: After incorporating user feedback, the Strategy Team trained all market representatives on implementation strategies through weekly syncs and playbooks.
• Tutor Enablement & Communication: After the product launch, the team created a series of strategic tutor communications, including educational emails, videos, and marketing content, promoting rapid adoption.

My responsibilities spanned various stages of the product development process:

• Conceptualization: I led brainstorming sessions to define Reward Scheme elements and ensured alignment with OKRs, provider NPS feedback, and internal ideation outcomes.
• Prototyping & UX-Design: I supported the creation of prototypes, wireframes, product specifications, and user flows, facilitating the launch and update of the providers’ UI.
• User Testing: I assisted in A/B testing of initial UX & UI Figma prototypes through user surveys and provider interviews.
• Implementation: I coordinated cross-market teams for market-specific implementation, utilizing playbooks and regular sync meetings.
• Tutor Communication: I drafted official provider communications and educational videos about the new Reward Scheme and ensured alignment with marketing and executive objectives. 

The new Reward Scheme was launched in selected markets within 3 quarters of the project’s inception. The user-tested, co-created UX/UI enabled fast adoption, allowing tutors to access higher hourly pay rates, participate in community events, take advantage of upskilling opportunities, and earn additional financial rewards. Its successful implementation optimized resource allocation within a committed and engaged tutor cohort.

The Reward Scheme had the most significant impact on the most engaged providers, empowering tutors to unlock their full potential. The most dedicated tutors became the backbone of the system, leveraging their skills and capabilities to support new initiatives that fostered community, commitment, and reliable service for students. For example, 'super-tutors' mentor new tutors, and the most engaged contribute to product development for extra rewards.