Avado Learning is an online education company offering online courses to individuals for years. However, as the workforce’s demand for upskilling and reskilling grew, the company saw an opportunity to expand its business to the B2B market. The challenge was to create a product that would meet the needs of both the companies buying the courses and the employees taking them. That’s where the Product Strategy Team came in, and as a Senior UX Designer, I was excited to be a part of it.
The first step we took was to understand the users and buyers; for that, I needed to build personas. I realised early on that there were two different user groups that we needed to focus on: the business (team lead, HR, Growth, or business transformation teams) who buy the courses for their employees and the student, those employees who will take the course and gain new skills. By building separate personas for these two groups, we could better understand their unique needs, motivations, and pain points.
To build these personas, I interviewed several clients, student success, and people who had a close relationships with clients and knew learners well. With the data gathered from these interviews, I could draft the personas and analyse general insights to build them further. Then, I sought feedback from clients and learners experts to validate them.
We used Personas in ideation workshops as a reference for generating solutions with stakeholders. They also helped the Go to Market team understand pain points and focus efforts on decision-makers during client meetings, resulting in increased efficiency.
Implementing personas helped the business increase its success rate with clients, going from 700 difficult-to-manage clients to 80 successful ones. It resulted in an 80% increase in the conversion rate. Additionally, we established partnerships with clients, allowing us to test early concepts and receive valuable feedback during the product design process.
- The increased success rate of interactions with clients
- Empathised with users to create a better product
- Expanded to the B2B market with the help of personas