Desktop to mobile-app conversion / Landing page / End-to-end
Learn Tagalog Fast
Easy, conversation-first language learning
Learn Tagalog Fast is an online platform dedicated to providing a conversation-first approach to learning the Tagalog language*
*Tagalog is the national language of the Philippines
Overview
Learn Tagalog Fast is a Filipino-based learning platform, dedicated to teaching foreigners in the Philippines to learn and understand everyday Tagalog
Date
2 weeks (2021)
Team
UX/UI Designer (me), UX/UI Designer, Product Managers, UX Researchers
Skills
UX/UI Design, User interviews, User flows, Prototyping
Problem → solution
How might we get customers to download the mobile app from the website?
Problem
Learn Tagalog Fast struggles with converting intrigued users to download their mobile app.
Solution
Create an engaging desktop website that convinces users to download the mobile app.
Understand
I asked initial questions to the client to uncover what issues persisted for them to redesign their current website.
From there, I narrowed down the questions and mapped the biggest areas of the user's journey in the website that we wanted to focus on.
I chose 3 sprint questions to be top-of-mind moving forward in order to properly address our users problems:
Can we convert our target audience into customers just through our landing page?
Can we build brand credibility from initial impressions on our landing page?
Can we find a way to get more people to download the app from the website?
Competitive analysis
When compared to its competitors, Learn Tagalog Fast had low brand credibility nor did they have clear call-to-action prompts to download their app.
I created a X/Y chart to analyze competitive websites and judged based on the following criteria: (1) Whether the competitors had high brand credibility and (2) if there were clear call-to-action prompts to download their application/try out their language learning service.
User interviews
I conducted two user interviews to gather insights on the current website. The feedback I received was:
“What features does the app actually have? It doesn't say anything on the website"
"How does it teach people how to speak Tagalog? What methods do they use?"
Sketch ideas and decide
After gathering the interview insights, I laid out an ideal user flow that focused on new users to inform my designs.
From there, I created a lo-fidelity landing page that considered the hierarchy of information. Three things were important to me:
Include call-to-action touchpoints throughout the page
Provide examples of why users should choose our platform over others
Share testimonials from successful learners
Mid-fidelity exploration and user testing
I immediately jumped into designing mid-fidelity designs based on the feedback I received from the lo-fidelities. I then spoke to the same people I interviewed previously to gather their feedback on the midfidelities.
Hi-fidelities
Making the call-to-actions more prominent
I revised the CTA button content based on feedback the previous text was not compelling enough.
Why choose Learn Tagalog Fast?
By providing stats and showcasing partners that have already worked with the company, the main goal in this section is to incentivize users to choose Learn Tagalog Fast over other competitors.
Final remarks
Lessons learned
Focus on addressing a specific target group's problems
By choosing a specific group of people (in our case they were non-Filipino speaking students) we were able to have a clear sense of their wants, needs, and frustrations when navigating the landing page.
Structure is important
Although not every design project will be this way, having structure was very helpful because we had clear goals that we knew we needed to achieve.
Next steps
Design the sub-pages
As we only had a week to work on the sprint, the biggest goal was to finish landing page. The next thing I would work on is to design pages for "How It Works," "Our Goal," and "About Us."
Implement the updated designs to mobile web + app
In order for the website and the app to compliment each other, it's crucial to design the mobile web and app with the same elements and designs as the Desktop landing page.