About the project

I undertook this project while I was working for Josh Talk in the Product team. Josh Skills, is a product by Josh Talks, An English learning app that helps people learn and improve english with over 5 million app downloads.

Context

Josh Skills initially began as a Ed-tech platform that offered multiple courses to improve your personality. While scaling we pivoted to an English learning app and deprioritised other courses.

Because of this we already had a bunch of courses recorded and data on the most purchased courses by the users.

The app did not provide access to selective courses, the user could either purchase only the english course, or the pack of all courses.

Problem Statement

How might we increase the average revenue per user, while making sure we keep adding value for the users.

Contribution

I worked on this project from start to end along with 3 engineers, and took ownership of ARPU as a metric

Outcome

1. We were able to Increase the average revenue per user by ~10% by implementing a cross-sell and upsell model

2. We shipped the MVP to validate our hypothesis in 12 hours, and shipped the complete feature in 2 weeks -including development

Process

We followed a data-backed approached, and validated our hypothesis before using significant resources of the company

Strategy

1. Research and Hypothesis

2. Brainstorming Solutions

3. Shipping MVP to validate the hypothesis

4. Making changes based on data and performance

5. Shipping the final feature

Over the period when we pivoted from multiple courses to a single course, we added thousands of users to our app. So before using any resources of the company, I wanted to validate

We noted down everything that we could gather from support tickets, conducted user interviews, by looking at the data and observing things like :

• What are the other courses that users are interested in?

• What is their motivation behind purchasing other courses?

• How many users upgrade their subscriptions

• What courses do the spend most of their time on?

• What are the queries received from the subscription page?

and so on…

Solutions

↓ Based on the problems faced by the users, we came up with two solutions

Improving the subscription page experience

💡 While making changes on this page I had to make sure it did not hamper the Download to Purchase ratio

Upselling and Cross selling

We implemented cross selling and upselling model to further uplift the Average revenue per user. To validate the model, we shipped an MVP where we added a floating action button on the home page for users who did not purchase the subscription pack.

Learnings and Improvements going forward

1. I learnt the importance of Data-driven decision-making and validate a course of action before committing to it. This is something that I have picked up since then and is an important part of my design process.

2. The experience of the homepage can be improved further on, I had observed some edge cases and improvement that were not executed due to the time constraints