Onboarding path design
for a manual extended with an application
Nowa Era Publishing House has published digital additions in the form of a web application to its textbooks and vademecs Nowa Teraz Matura. See how we designed the onboarding funnel and landing page information architecture.
Nowa Taraz Matura is an ecosystem of educational materials that includes physical Vademecum and Collection of Matura Assignments, as well as digital educational tools. In order for the user to understand the value of the product and how the ecosystem works, we have developed a sales and marketing funnel. This allowed us to determine precisely what, when and how to communicate to the user at each stage of his scientific path.
We have designed the information structure so that the user understands the value propositions and knows how to take advantage of the offer.
We have arranged the information at different stages of the path so that students understand how to use paper and digital materials.
Customer Journey Map
UX
Wireframes
Workshops
Context of the project
With the new school year, the publishing house Nowa Era planned to introduce a new product: Nowa Taraz Matura. The basis of the product was to be a paper publication, and access to a digital version, allowing flexible forms of learning, was an important addition to it. The goal of our collaboration was to be a project through which students will understand how to use the New Now Matura ecosystem.
Design challenge
The customer's research showed that students do not understand how to use additional materials because a clear onboarding process is missing.
We had to figure out what the process should look like, thanks to which the student would seamlessly and quickly start using the entire New Now Matura ecosystem.
Objectives of the project
Delivering full value
It is important that the user using the publication can easily and quickly go to the appropriate section with digital supplementary materials.
Understandably communicate the terms of use of the offer
The products are complementary, however, students must understand that the materials in the application are only available after purchasing the base product, that is, a paper publication.
Conquering brand innovation
Reimagining the New Era, as a brand meeting the needs of young people and emphasizing the values derived from the new solution.
Zima provided us with valuable support in the onboarding of the new paper-digital product. It helped to improve the customer's purchase path, functionalize the product landing page and instruct the transition from the paper part to the digital part.
Great sense of needs, fresh ideas and efficient operation. We are very pleased with the cooperation.
Design process
Exploration
Together with the client, we analyzed data from previous studies. Knowing them helped us understand the perspective of the users of the product. We examined the path that users go through when using the digital version and the problems they encounter in doing so.
In the exploration phase, we also carried out benchmarking.
The most important conclusions:
- The instruction in the book and the landing page should be the basis for explaining the idea of the product.
- The process of familiarizing yourself with the product varies depending on the path to reach and the stage at which the solution is used.
- Contextual information should be presented at each stage of the product in a way that does not overwhelm the recipient.
Information Architecture and UX Design
The starting point for the creation of the target funnel was the analysis of the Customer Journey for two people.
The onboarding funnel is intended to organize which information should be presented at the individual points of contact of the user with the product — i.e. in marketing activities, during the sale and use of the product — and how to present it.
Onboarding funnel
We divided the user path into phases, each of which was supposed to answer previously defined questions. Thus, three levels of familiarization with the product were created, which were reflected in the funnel.
We have specified in detail what kind of information the user should receive at a given stage.
Design challenge
Paper instruction
Unlocking digital content
The research showed that the instruction contained in the book did not fulfill its role well, due to the rather chaotic manner of giving information and its disturbed hierarchy.
Innovation in everyday language learning is necessary
We have prepared a recommendation of what a landing page should look like, which tells about the product and its values, shows the ecosystem of the product and explains how to use it.
Product overview and benefits at a glance
- Description of the product, its value for the user, a contextual photo illustrating the moment of its use.
- Getting acquainted with the details and the opportunity to purchase the product.
Pictorial instructions for use
- A combination of text with contextual images that show how to use the product ecosystem.
Presentation of the possibilities of the application
- A short presentation of the materials that the user can find in the application, so as to encourage him to explore them.
Unlocking access
- Explaining how to unlock access to digital content in a few steps.
Product card
We have also developed a subpage presenting each of the subject-scopes, showing in detail what is in the available printed and digital materials.
Promoting financial benefits from the purchase of the kit
- Presentation of the offer of a set of a given subject-scope in the form of pictures of books and a mockup of the application.
An overview of what is included in a particular publication and its related addons in the application
- Attractive presentation of content with photos and description, together with the presentation of the context of the use of the product.
Presentation of all
- Present the entire offer in a way that allows you to easily familiarize yourself with it.
UI Recommendations
summary
The result of cooperation is a set of recommendations: how to describe the product, how to present all its elements, what kind of information it should contain, depending on the context of its use.
The client followed most of the recommendations. The implemented changes can be seen on the website New Era - Now Matura.
210 hours
It took us so many hours to work on this project
2 months
So many months of work on this project
4 designers
So many designers were involved in this project
Our team worked in a design model
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