DaDa ABC is a Language school offering online one-on-one English classes for young learners from 5 to 16 years old.

DaDa TV is a new product feature and had been launched for more than 6 months. We want to improve user experience,  based on the feedback from the users` questionnaire.

I was the only interaction designer and was in charge of user research.

Working together with the PM, I used quantitative and qualitative research methods in the project, distributed 10,000 questionnaires to core users (paid subscribers of parents), and collected 347 valid questionnaires.

I conducted usability testing, summarised the priorities of the product design details that could be optimized.

1.  Increase the number of paid viewers by 1X 

2. Use TV feature as well as TV grouping activities as a hook class to help operations pull in new conversions and increase new user retention

Users` concerns are spotted mainly in five areas, 

1) Problems on the part of the teacher (35%).

- users demand for increase in teacher-student interaction and the teaching props; 

2) There are lagging problems with the lessons, and there is no channel for parents to quickly complain about problems. (18%)

3) Video picture problems (15% of the total)

- Lack of clarity

-Too few scenes

-There are too few read-along sessions and the cues are not obvious

- Lack of subtitles

4) Problems with courses not being able to be played back (20%)

5) Limited playback time and tools (10%)

I proposed solutions and suggestions in terms of the above product, design, and promotion problems. 

The improved DaDa TV is more user-friendly and has received a lot of positive feedback.