We’ve heard countless times from our researchers and product analysts that our product best serves the learners who’ve already subscribed. But what about the learners who haven’t started yet?
Since the launch of Babbel Live in 2022, the team hadn’t prioritised onboarding new learners to the product. But finally in 2024 Q1, I knew it was time to change that.
Ultimately, new learners were too anxious to get started with Babbel Live. Speaking a new language you don't know in a group of strangers is nerve-racking.
Yet, from a survey done by our researchers we knew that 74% of learners with a subscription to Babbel Live take a free Live class before subscribing. Most of these learners confirmed they understood the value of Babbel Live during their first class.
So with these things in mind, my goal was to make learners feel confident enough to book their first class and attend that first class, and then subscribe to Live.
I knew the importance of empathising with our learners and answering questions like: Where do I start? What Live class should I book? What happens during the class? How do I sign up?
Babbel Live before learner onboarding | On left: 2 free classes available. On right: 2 free classes used
Babbel Live before learner onboarding | On left: 2 free classes available. On right: 2 free classes used
New learners onboarding flow
New learners onboarding flow
Initial solution discovery explorations
Initial solution discovery explorations
After several explorations in multiple directions, I started the next stage of the design process: define and converge. I thought critically about what is necessary to achieve our goal for the first release and defined the functionality and logic for the onboarding feature.
The user flow for new learners coming to Babbel Live
The user flow for new learners coming to Babbel Live
The wireframes for new learners coming to Babbel Live
With the new Babbel brand just released, I was able to play around with new colour, typography, image, iconography while staying aligned with the existing Babbel Live interface. It was important that this feature grabbed learners attention and gave them a clear indication of where to start their journey with Babbel Live.
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Learner onboarding UI card explorations
Learner onboarding UI card finals
Learner onboarding UI card explorations
Learner onboarding UI card finals
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Final onboarding cards specs
Final onboarding cards specs
After a four week AB test visible to 300,000 learners, the results were in:
6% more learners were booking their first class.
5% more learners were joining their first classes.
26% more learners visiting the Babbel Live pricing page and investigating subscriptions.
