SKILLBEE

Obtain amazing new skills with ease

MY ROLE

UX Designer owning research
user experience for dashboards.

PROJECT

User-centric, analytics-based dashboard for digital course creators.

BACKGROUND

SkillBee is an all-in-one digital course management platform.

The key selling point is that SkillBee allows course creators to build, store, distribute and market their courses from the platform. It also allows them to manage all aspects of their digital business from course sales, related product sales, and communication with students.

OUR GOAL

Empower digital course creators to make informed decisions

and assessments on individual courses through a user-centric,

analytics-based dashboard.

To design a dashboard that will the user to make strategic business decisionswe had to develop a dashboard that could:

• Set goals and track progress (strategic)


• Monitor real-time performance (operational)


• Identify opportunities or investigate problems (analytical)

THE CHALLENGE

A Dashboard for everyone

We had to find a way to create a dashboard for a very diverse user audience (small business owners who run one or two digital courses, and medium-sized businesses that run a digital a whole online school).
if it is the different technical competence levels or the different data requirements among the different personas - it was a challenge.

A-Z Management system

In addition, our Dashboard should transfer the ability of strong marketing and sales platform for people who were used to managing this aspect of their business using other systems.

RESEARCH

COMPETITIVE RESEARCH

I Am constantly looking for inspiration and digging into how others may have solved similar problems

(no sense in recreating the wheel if there is an existing paradigm).
The online learning industry is competitive.

Assessing the primary players in the industry allowed me to better understand the data visualization and information hierarchy within the online course landscape.

USER RESEARCH

Interviews and card sorting

In-depth interviews were conducted with several users. Course creators were also asked to card sort the information to facilitate the evaluation of the information architecture.

 

The goal was to identify their data needs, level of data analysis, problems faced, and steps are taken to solve them.

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In-depth interviews:


By having a general understanding of our customer’s pain points, the next step within the process was finding out what owners and admins needed to see to ensure this addition was valuable. From a UX perspective, we wanted to answer the following questions:

1. What’s the first thing our user needs to do when entering reporting?


2. What information or reports do they access most frequently?


3. What data would help them do their job more efficiently?


4. What incentives can we provide to them to keep visiting reporting?


5. Is there a way to leverage “empty states” as an opportunity for learning?

(allowing the user to customize their experience)

CONCLUSIONS - USER RESEARCH

The conclusions drawn from the user research indicated that:

1.Many course creators did not understand the information available to them        or how to use it

2.They were unsure how to use the data for strategic decisions

3.They wanted to be able to make comparisons among courses

4.They usually solved the problem by looking superficially at the data or                periodically requesting a professional to perform data analysis.

RESEARCH INSIGHTS

Users wanted as much information as possible without being overwhelmed

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Drill-in functionality on charts was required as nearly all users attempted to interact with charts

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The answers to certain questions/issues should be visible at a glance

Users required guidance on interpreting the data and how to use it strategically

Easy report generation, monthly information views required (e.g monthly revenues)

Terminology needed to be clarified

PERSONAS

In general, freelancers and small business owners tend to hire analysts to interpret the data.

For medium-sized businesses, their primary users were in sales or marketing.

The Executive 

  • Chief officer, Leader/Manager

  • Long-term information trends across multiple years.

  • Busy

  • Need clear information at a glance that Is quick to consume.

  • Uses analytics for monitoring performance and making strategic decisions.

The Analytical

  • Data Analyst/Operations Analyst

  • Medium-term information, year vs year.

  • Defines and develops domain-specific analytics.

  • Perform advanced analytics to gain insights and communicate those insights to help answer business questions.

The Operational

  • Marketing Manager Operational, a non-technical role

  • Sort term information for real-time decisions

  • Information should be easy to comprehend and specific to their purpose

  • Don't want to overdo it with analytics,  what to understand what they need for today's tasks

  • won’t use too complicated information.

IDEATION

Once I gained a better understanding of what the users required to manage and market their courses, I started drawing sketches to plan the experience.

THE OUTCOME

As personas with varying technical skills would be using the dashboard, it had to be intuitive and easy to navigate.

Five primary dashboards were identified to cover the needs of the users: Home, Sales, Courses, Students, and Student Reports

THE HOME DASHBOARD

The home dashboard displays a summary of preselected information based on what users identified as the main priority areas. It gives a quick snapshot of the 4 key areas for easy review, especially on sales data. The charts allowed quick comparison of different data points

HOME DASHBOARD BREAKDOWN

Flexible top 5 Components.
The user can choose to see the top 5 courses, sources of sales, products, etc.)

The main KIPs from the user research.

By clicking on one of them the user will go to the relevant report/dashboard

Flexible comparison component.

users can use it for a simple view over time or produce a complex view of comparison ( e.g. revenue vs. courses sales )

Sponsored media is a significant expense that our users want to track.

If there is no sponsored expense the user will be shown any other recorded expense.

Drill down of account-related sales sources. Users can see the visual division of the most lucrative sources at a glance. Clicking on a sales source will show a sidebar table of income and expenses.

SALES DASHBOARD

The sales dashboard synthesizes all revenue areas and breaks down revenue, net income, and conversions. The graphical displays allow for easy visualization.
To facilitate interpretation of the data and decision-making, the Sales dashboard makes recommendations on certain actions that can be taken based on the sales results. (This feature is also found in other dashboards).

COURSES DASHBOARD

The courses dashboard summarized course performance in terms of number sold, income, and course completion rate, the latter identified as a major selling point for course creators.

STUDENTS DASHBOARD

The Student’s dashboard data supports the management of payment and completion rates.

It also provides insights on traffic sources and conversion rates,

especially where a free course is being used to convert to paid.

The data will allow course creators to assess their ROI on marketing channels and review course performance.

STUDENT REPORT

The design of the students report dashboard is intended to encourage segmentation and engagement of students to boost conversion and course completion.

This dashboard also facilitates the communication process.

FINAL THOUGHTS

Overall, the final dashboard is a user-friendly and value-add for course creators. SkillBee now has a more defined selling point for its audience. It can clearly outline how course creators can benefit from an all-in-one course hosting, sales, and marketing platform. 

Each of the dashboards has different levels of data complexity, the platform will always offer the user initial layout and filters, each persona, according to the level of depth and complexity it is interested in, can produce a more or less complex data image through the flexibility of components and filters it allows

EVERY GOOD EXPERIENCE SHOULD END

WITH GOOD CTA