Qooco Talk
Learn smart. Learn easy. Learn happy.
Qooco Talk
Learn smart. Learn easy. Learn happy.
Qooco Talk
Learn smart. Learn easy. Learn happy.
Qooco Talk
Learn smart. Learn easy. Learn happy.
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INDUSTRY
INDUSTRY
INDUSTRY
Offline and online education
Offline and online education
Offline and online education
PRIMARY AUDIENCE
PRIMARY AUDIENCE
PRIMARY AUDIENCE
1st-12h grade students
1st-12h grade students
1st-12h grade students
PRODUCT
PRODUCT
PRODUCT
iOS app, Android app
iOS app, Android app
iOS app, Android app
When I had joined the development team, Qooco Talk has been around for 7+ years. Initially built as a B2B eLearning solution for partnering schools in Asia, over the years the platform has expanded to other markets and adopted alternative business models.
When I had joined the development team, Qooco Talk has been around for 7+ years. Initially built as a B2B eLearning solution for partnering schools in Asia, over the years the platform has expanded to other markets and adopted alternative business models.
When I had joined the development team, Qooco Talk has been around for 7+ years. Initially built as a B2B eLearning solution for partnering schools in Asia, over the years the platform has expanded to other markets and adopted alternative business models.
When I had joined the development team, Qooco Talk has been around for 7+ years. Initially built as a B2B eLearning solution for partnering schools in Asia, over the years the platform has expanded to other markets and adopted alternative business models.
The platform is a Swiss-knife for online-meets-offline education. Among other things, it is meant to:
The platform is a Swiss-knife for online-meets-offline education. Among other things, it is meant to:
The platform is a Swiss-knife for online-meets-offline education. Among other things, it is meant to:
The platform is a Swiss-knife for online-meets-offline education. Among other things, it is meant to:
Get the students in line with school curriculum;
Evaluate learning progress;
Build positive learning habits;
Provide real-time analytics for parents and teachers;
Assist school teachers with mundane tasks.
Get the students in line with school curriculum;
Evaluate learning progress;
Build positive learning habits;
Provide real-time analytics for parents and teachers;
Assist school teachers with mundane tasks.
Get the students in line with school curriculum;
Evaluate learning progress;
Build positive learning habits;
Provide real-time analytics for parents and teachers;
Assist school teachers with mundane tasks.
Get the students in line with school curriculum;
Evaluate learning progress;
Build positive learning habits;
Provide real-time analytics for parents and teachers;
Assist school teachers with mundane tasks.
MY ROLE
MY ROLE
MY ROLE
I began as the sole designer on a product, where design decisions were mostly made by development and sales teams. After proving the value of design by improving key product metrics, I established and led design department that shaped Qooco Talk learning experience across iOS, Android, and responsive web platforms.
I began as the sole designer on a product, where design decisions were mostly made by development and sales teams. After proving the value of design by improving key product metrics, I established and led design department that shaped Qooco Talk learning experience across iOS, Android, and responsive web platforms.
I began as the sole designer on a product, where design decisions were mostly made by development and sales teams. After proving the value of design by improving key product metrics, I established and led design department that shaped Qooco Talk learning experience across iOS, Android, and responsive web platforms.
I began as the sole designer on a product, where design decisions were mostly made by development and sales teams. After proving the value of design by improving key product metrics, I established and led design department that shaped Qooco Talk learning experience across iOS, Android, and responsive web platforms.
Up until June 2022, I led the department efforts to evolve the service and address customer pain‐points.
Up until June 2022, I led the department efforts to evolve the service and address customer pain‐points.
Up until June 2022, I led the department efforts to evolve the service and address customer pain‐points.
Up until June 2022, I led the department efforts to evolve the service and address customer pain‐points.
2016
2022
💡 Tip: reveal updated design by moving the slider
2016
2022
💡 Tip: reveal updated design by moving the slider
2016
2022
💡 Tip: reveal updated design by moving the slider
2016
2022
💡 Tip: reveal updated design by moving the slider
2016
2022
💡 Tip: reveal updated design by moving the slider
The screenshot above is a good representation of the amount of challenge platform re-design faced. The app spoke its own language, where too much info was given at once, with overcomplicated navigation and vague calls to action.
The screenshot above is a good representation of the amount of challenge platform re-design faced. The app spoke its own language, where too much info was given at once, with overcomplicated navigation and vague calls to action.
The screenshot above is a good representation of the amount of challenge platform re-design faced. The app spoke its own language, where too much info was given at once, with overcomplicated navigation and vague calls to action.
The screenshot above is a good representation of the amount of challenge platform re-design faced. The app spoke its own language, where too much info was given at once, with overcomplicated navigation and vague calls to action.
But all of this does not reflect the root of the problem. It took me some time to wrap my head around and formulate the full scope of design challenge.
But all of this does not reflect the root of the problem. It took me some time to wrap my head around and formulate the full scope of design challenge.
But all of this does not reflect the root of the problem. It took me some time to wrap my head around and formulate the full scope of design challenge.
But all of this does not reflect the root of the problem. It took me some time to wrap my head around and formulate the full scope of design challenge.
THE CHALLENGE
THE CHALLENGE
THE CHALLENGE
LET THE CONTENT AND EXERCISES MATCH THE LEARNER'S NEEDS
LET THE CONTENT AND EXERCISES MATCH THE LEARNER'S NEEDS
LET THE CONTENT AND EXERCISES MATCH THE LEARNER'S NEEDS
When your product is used by variety of users for variety of things, finding one-fits-all approach is an art form of its own. My plan was to:
When your product is used by variety of users for variety of things, finding one-fits-all approach is an art form of its own. My plan was to:
When your product is used by variety of users for variety of things, finding one-fits-all approach is an art form of its own. My plan was to:
When your product is used by variety of users for variety of things, finding one-fits-all approach is an art form of its own. My plan was to:
1️⃣ Simplify key user flows - onboarding, content exploration, exercising, performance review - and build an easy-to-understand repetitive learning cycle.
1️⃣ Simplify key user flows - onboarding, content exploration, exercising, performance review - and build an easy-to-understand repetitive learning cycle.
1️⃣ Simplify key user flows - onboarding, content exploration, exercising, performance review - and build an easy-to-understand repetitive learning cycle.
1️⃣ Simplify key user flows - onboarding, content exploration, exercising, performance review - and build an easy-to-understand repetitive learning cycle.
2️⃣ Take advantage of new technology to gradually bring interaction and UI design in line with today's market standards;
2️⃣ Take advantage of new technology to gradually bring interaction and UI design in line with today's market standards;
2️⃣ Take advantage of new technology to gradually bring interaction and UI design in line with today's market standards;
2️⃣ Take advantage of new technology to gradually bring interaction and UI design in line with today's market standards;
3️⃣ Introduce retention- and engagement-boosting techniques appropriate for younger audiences;
3️⃣ Introduce retention- and engagement-boosting techniques appropriate for younger audiences;
3️⃣ Introduce retention- and engagement-boosting techniques appropriate for younger audiences;
3️⃣ Introduce retention- and engagement-boosting techniques appropriate for younger audiences;
4️⃣ Individually target and address the pain points for multiple end-user types;
4️⃣ Individually target and address the pain points for multiple end-user types;
4️⃣ Individually target and address the pain points for multiple end-user types;
4️⃣ Individually target and address the pain points for multiple end-user types;
5️⃣ Establish and seamlessly introduce design processes to existing corporate workflows.
5️⃣ Establish and seamlessly introduce design processes to existing corporate workflows.
5️⃣ Establish and seamlessly introduce design processes to existing corporate workflows.
5️⃣ Establish and seamlessly introduce design processes to existing corporate workflows.
THE APPROACH
THE APPROACH
THE APPROACH
DEFINE → DESIGN → VALIDATE
DEFINE → DESIGN → VALIDATE
DEFINE → DESIGN → VALIDATE
Re-designing a product with active users is never easy. Yet, 2016 was a year of significant transition for Qooco. The company tried to adopt new business models, expand to new markets and audiences. With this in mind, all teams were motivated to move forward.
Re-designing a product with active users is never easy. Yet, 2016 was a year of significant transition for Qooco. The company tried to adopt new business models, expand to new markets and audiences. With this in mind, all teams were motivated to move forward.
Re-designing a product with active users is never easy. Yet, 2016 was a year of significant transition for Qooco. The company tried to adopt new business models, expand to new markets and audiences. With this in mind, all teams were motivated to move forward.
Re-designing a product with active users is never easy. Yet, 2016 was a year of significant transition for Qooco. The company tried to adopt new business models, expand to new markets and audiences. With this in mind, all teams were motivated to move forward.
STAGE I. THE GROUNDWORK
STAGE I. THE GROUNDWORK
STAGE I. THE GROUNDWORK
Stakeholder interviews, requirement workshops, regular team meetings — I tried different instruments to build of unified vision of what we are trying to change and in which order.
Stakeholder interviews, requirement workshops, regular team meetings — I tried different instruments to build of unified vision of what we are trying to change and in which order.
Stakeholder interviews, requirement workshops, regular team meetings — I tried different instruments to build of unified vision of what we are trying to change and in which order.
Stakeholder interviews, requirement workshops, regular team meetings — I tried different instruments to build of unified vision of what we are trying to change and in which order.
By benchmarking competitors, defining where they shine and where they lack, and sharing my findings, I was able to:
set up-to-date quality standards for the developers;
raise team's awareness on designing for younger audiences;
study existing interpretations of the same learning activity;
get a better understanding of the technological limitations on today's market.
1 of 3
By benchmarking competitors, defining where they shine and where they lack, and sharing my findings, I was able to:
set up-to-date quality standards for the developers;
raise team's awareness on designing for younger audiences;
study existing interpretations of the same learning activity;
get a better understanding of the technological limitations on today's market.
1 of 3
By benchmarking competitors, defining where they shine and where they lack, and sharing my findings, I was able to:
set up-to-date quality standards for the developers;
raise team's awareness on designing for younger audiences;
study existing interpretations of the same learning activity;
get a better understanding of the technological limitations on today's market.
1 of 3
By benchmarking competitors, defining where they shine and where they lack, and sharing my findings, I was able to:
set up-to-date quality standards for the developers;
raise team's awareness on designing for younger audiences;
study existing interpretations of the same learning activity;
get a better understanding of the technological limitations on today's market.
1 of 3
By benchmarking competitors and sharing my findings, I was able to:
set up-to-date quality standards for the developers;
raise team's awareness on designing for younger audiences;
study existing interpretations of the same learning activity;
study technological limitations on today's market.
1 of 3
By benchmarking competitors and sharing my findings, I was able to:
set up-to-date quality standards for the developers;
raise team's awareness on designing for younger audiences;
study existing interpretations of the same learning activity;
study technological limitations on today's market.
1 of 3
STAGE II. USER VALIDATION
STAGE II. USER VALIDATION
STAGE II. USER VALIDATION
WHAT WE HAVE LEARNED FROM THE USERS
WHAT WE HAVE LEARNED FROM THE USERS
WHAT WE HAVE LEARNED FROM THE USERS
As an Asia-based company, Qooco brought unique challenges to our Ukrainian-based design team. We quickly realized that some user behaviors could be culture-specific, and we couldn’t rely on our own assumptions when designing learning tools for children in another educational environment.
As an Asia-based company, Qooco brought unique challenges to our Ukrainian-based design team. We quickly realized that some user behaviors could be culture-specific, and we couldn’t rely on our own assumptions when designing learning tools for children in another educational environment.
As an Asia-based company, Qooco brought unique challenges to our Ukrainian-based design team. We quickly realized that some user behaviors could be culture-specific, and we couldn’t rely on our own assumptions when designing learning tools for children in another educational environment.
As an Asia-based company, Qooco brought unique challenges to our Ukrainian-based design team. We quickly realized that some user behaviors could be culture-specific, and we couldn’t rely on our own assumptions when designing learning tools for children in another educational environment.
On our end, we ran regular guerrilla tests by inviting students from local private schools, so we could validate learning concepts through quick, iterative feedback cycles.
On our end, we ran regular guerrilla tests by inviting students from local private schools, so we could validate learning concepts through quick, iterative feedback cycles.
On our end, we ran regular guerrilla tests by inviting students from local private schools, so we could validate learning concepts through quick, iterative feedback cycles.
On our end, we ran regular guerrilla tests by inviting students from local private schools, so we could validate learning concepts through quick, iterative feedback cycles.
When an opportunity arose to visit Qooco's learning centers in Beijing, we seized it. During our time on the ground, we met with students across multiple tuition centers and tested a working demo that showcased our vision for interactive learning, the new grading model, and a redesigned navigation system. This allowed us to observe real users interacting with our prototype in their actual learning context—something no remote testing could replicate.
When an opportunity arose to visit Qooco's learning centers in Beijing, we seized it. During our time on the ground, we met with students across multiple tuition centers and tested a working demo that showcased our vision for interactive learning, the new grading model, and a redesigned navigation system. This allowed us to observe real users interacting with our prototype in their actual learning context—something no remote testing could replicate.
When an opportunity arose to visit Qooco's learning centers in Beijing, we seized it. During our time on the ground, we met with students across multiple tuition centers and tested a working demo that showcased our vision for interactive learning, the new grading model, and a redesigned navigation system. This allowed us to observe real users interacting with our prototype in their actual learning context—something no remote testing could replicate.
When an opportunity arose to visit Qooco's learning centers in Beijing, we seized it. During our time on the ground, we met with students across multiple tuition centers and tested a working demo that showcased our vision for interactive learning, the new grading model, and a redesigned navigation system. This allowed us to observe real users interacting with our prototype in their actual learning context—something no remote testing could replicate.
Beyond primary users, we interviewed parents, tuition center coaches, and school teachers to understand expectations, motivations, and pain points from every angle. Speaking directly with secondary users revealed nuances we had not previously considered: differences in pacing, parental involvement, reward structures, and classroom dynamics.
Beyond primary users, we interviewed parents, tuition center coaches, and school teachers to understand expectations, motivations, and pain points from every angle. Speaking directly with secondary users revealed nuances we had not previously considered: differences in pacing, parental involvement, reward structures, and classroom dynamics.
Beyond primary users, we interviewed parents, tuition center coaches, and school teachers to understand expectations, motivations, and pain points from every angle. Speaking directly with secondary users revealed nuances we had not previously considered: differences in pacing, parental involvement, reward structures, and classroom dynamics.
Beyond primary users, we interviewed parents, tuition center coaches, and school teachers to understand expectations, motivations, and pain points from every angle. Speaking directly with secondary users revealed nuances we had not previously considered: differences in pacing, parental involvement, reward structures, and classroom dynamics.
1️⃣ Students preferred shorter, highly interactive learning cycles, prompting us to adjust content pacing and flow;
1️⃣ Students preferred shorter, highly interactive learning cycles, prompting us to adjust content pacing and flow;
1️⃣ Students preferred shorter, highly interactive learning cycles, prompting us to adjust content pacing and flow;
1️⃣ Students preferred shorter, highly interactive learning cycles, prompting us to adjust content pacing and flow;
2️⃣ Secondary users (parents, teachers, tutors) needed lightweight tools to monitor effort, not just outcomes;
2️⃣ Secondary users (parents, teachers, tutors) needed lightweight tools to monitor effort, not just outcomes;
2️⃣ Secondary users (parents, teachers, tutors) needed lightweight tools to monitor effort, not just outcomes;
2️⃣ Secondary users (parents, teachers, tutors) needed lightweight tools to monitor effort, not just outcomes;
3️⃣ Gamification expectations varied, requiring a careful balance between motivation and cognitive load.
3️⃣ Gamification expectations varied, requiring a careful balance between motivation and cognitive load.
3️⃣ Gamification expectations varied, requiring a careful balance between motivation and cognitive load.
3️⃣ Gamification expectations varied, requiring a careful balance between motivation and cognitive load.
4️⃣ For navigation pattern, less is best approach has hit the spot.
4️⃣ For navigation pattern, less is best approach has hit the spot.
4️⃣ For navigation pattern, less is best approach has hit the spot.
4️⃣ For navigation pattern, less is best approach has hit the spot.
STAGE III. MOVING FORWARD
STAGE III. MOVING FORWARD
STAGE III. MOVING FORWARD
BABY STEPS TOWARDS THE GOAL
BABY STEPS TOWARDS THE GOAL
BABY STEPS TOWARDS THE GOAL
For live learning platform with an active user base the work is never 'finished'. Every insight reveals new opportunities: more personalized learning flows, more engaging exercise types, richer assessment tools, more accurate progress evaluation, etc.
For live learning platform with an active user base the work is never 'finished'. Every insight reveals new opportunities: more personalized learning flows, more engaging exercise types, richer assessment tools, more accurate progress evaluation, etc.
For live learning platform with an active user base the work is never 'finished'. Every insight reveals new opportunities: more personalized learning flows, more engaging exercise types, richer assessment tools, more accurate progress evaluation, etc.
For live learning platform with an active user base the work is never 'finished'. Every insight reveals new opportunities: more personalized learning flows, more engaging exercise types, richer assessment tools, more accurate progress evaluation, etc.
Reflecting back on my time with Qooco, I believe the following to be my greatest accomplishments.
Reflecting back on my time with Qooco, I believe the following to be my greatest accomplishments.
Reflecting back on my time with Qooco, I believe the following to be my greatest accomplishments.
Reflecting back on my time with Qooco, I believe the following to be my greatest accomplishments.
THE STRATEGY
THE STRATEGY
THE STRATEGY
Our effort to set a clear direction and take small deliberate steps toward it, validating each improvement with students, parents, and teachers, has resonated within the company. Different teams were united around one vision, which made product development easier.
Our effort to set a clear direction and take small deliberate steps toward it, validating each improvement with students, parents, and teachers, has resonated within the company. Different teams were united around one vision, which made product development easier.
Our effort to set a clear direction and take small deliberate steps toward it, validating each improvement with students, parents, and teachers, has resonated within the company. Different teams were united around one vision, which made product development easier.
Our effort to set a clear direction and take small deliberate steps toward it, validating each improvement with students, parents, and teachers, has resonated within the company. Different teams were united around one vision, which made product development easier.
THE VALUE OF DESIGN
THE VALUE OF DESIGN
THE VALUE OF DESIGN
By establishing and leading the design department, I made the value of design visible, tangible, and undeniable. The difference between how the product looked, felt, and behaved before design leadership—and after—spoke louder than any presentation could.
By establishing and leading the design department, I made the value of design visible, tangible, and undeniable. The difference between how the product looked, felt, and behaved before design leadership—and after—spoke louder than any presentation could.
By establishing and leading the design department, I made the value of design visible, tangible, and undeniable. The difference between how the product looked, felt, and behaved before design leadership—and after—spoke louder than any presentation could.
By establishing and leading the design department, I made the value of design visible, tangible, and undeniable. The difference between how the product looked, felt, and behaved before design leadership—and after—spoke louder than any presentation could.
Home Screen
2016
2022
Course Picker
2016
2022
Exercise Picker
2016
2022
Result Screen
2016
2022
Navigation Drawer
2016
2022
THE IMPACT
THE IMPACT
THE IMPACT
Due to change of legislation on educational services in China, I have not been able to see our strategy implemented 100%. Nevertheless, my time with Qooco was enough to see:
Due to change of legislation on educational services in China, I have not been able to see our strategy implemented 100%. Nevertheless, my time with Qooco was enough to see:
Due to change of legislation on educational services in China, I have not been able to see our strategy implemented 100%. Nevertheless, my time with Qooco was enough to see:
Due to change of legislation on educational services in China, I have not been able to see our strategy implemented 100%. Nevertheless, my time with Qooco was enough to see:
increased number of A- and B-graded students among Qooco Talk users;
increased parent and coach confidence thanks to more transparent progress tracking;
faster iteration cycles enabled by a design-led approach to prototyping and validation.
increased number of A- and B-graded students among Qooco Talk users;
increased parent and coach confidence thanks to more transparent progress tracking;
faster iteration cycles enabled by a design-led approach to prototyping and validation.
increased number of A- and B-graded students among Qooco Talk users;
increased parent and coach confidence thanks to more transparent progress tracking;
faster iteration cycles enabled by a design-led approach to prototyping and validation.
increased number of A- and B-graded students among Qooco Talk users;
increased parent and coach confidence thanks to more transparent progress tracking;
faster iteration cycles enabled by a design-led approach to prototyping and validation.
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