Graphy's course-building process was a long and tedious one. It took creators a lot of prep before they even got on the platform, which meant we were losing a majority of our customers. This redesign cut down course-publishing time to 2 minutes from 1 month.
Concept, UI/UX design, prototype
Graphy is a creator economy product that was founded in May 2020. After just eight months of operation, our extensive research (user interviews, secondary research) revealed that online courses are the primary income source for creators. Our quick first-cut confirmed the viability of our concept. However, as the platform rapidly onboarded creators, it became evident that the time had come to enhance the overall user experience.
Competitors at the time included Teachable, Kajabi, Podia, etc. All their course-creation flows (including Graphy's first cut) had a rigid sequential process.
Creators are entrepreneurs
While creators get traction and build distribution based on their area of expertise, revenue from Adsense or sponsorships only go so far. The ecosystem works optimally when creators are able to earn largely from from the robust community they spent years building. Thats why creators with above-average distribution choose to create and sell courses.
User personas that we needed to cater to.
An opaque flow
The flow had a rigid sequence and over 20 steps, with no indication of how long this exploration would take.
An overwhelming experience
There was a huge cognitive load on creators and eventually led an early drop off.
No sight of the goal
It was difficult to visualise the end result and what their own course would look like.
INSIGHTS FROM CREATORS
Creation is a non-linear flow
Any creative process is a meandering journey. Content creators have to think about content, value addition, lead-generation, marketing, sales — sometimes all at the same time.
Creators need to validate a course upfront
Before exercising the effort of creating content for a course, it was important that creators find out whether anyone wanted to buy that course. They do this via polls and forms on their socials.
Creators get paid only after their course is published
Platforms allowing creators to progress linearly meant they get paid only once the course is published, which often is a months-long process.
We needed to address the following issues
Pitch Graphy's value over other more established course-builders
Present a complex flow in a competent yet simplified manner
Help them market their course early so they can gauge interest from their community
After several iterations and prototypes, we landed on a fairly simple solution: to flip the script. With just basic data inputs from the creator (that we take during onboarding), we were able to create a simple, beautiful course landing page at the click of a button — the only information the creators needed on-hand was the title and price.
add curriculum / course details
This solves all of the problems that we discovered:
Creators could easily find the value-addition provided by Graphy
They were able to visualise what their course would look and feel like to users
They didn't need any content upfront
They were able to gauge interest in their course via Graphy
They were able to start earning money immediately
The time to publish a course was cut down from 1 month to under 2 minutes
Potential customers were easily able to use the tool and understand Graphy's USP
Time spent by customer support teams per potential customer was cut significantly
Our customer base saw rapid growth after this tool was released