BMT - BUSINESS MARKETING TOOL
Business - Enterprise tool
2022
PLC Revamp: Enhancing Parental Engagement and Accessibility for Foundational Learning Resources
Print Learn Center (PLC) is a platform for parents where they can effortlessly access a treasure trove of foundational learning resources tailored to their child's unique needs. It was redesigned to address user experience challenges and better cater to parents seeking foundational learning resources for children aged 3-12 years. The revamp focused on enhancing accessibility, simplifying navigation, and aligning the platform's offerings with parental expectations for holistic child development.
- CLIENT HP
- YEAR 2023
- CATEGORY Product Design
- Role UX/UI Design Lead
Challenges
The previous PLC platform faced an identity crisis. Parents struggled to identify PLC as a foundational learning resource due to unclear descriptions in Google search results and got confused with ed-tech brands like BYJU'S. Moreover, PLC's predominantly mobile-first (90%) audience encountered usability hurdles when accessing the site through smartphones. As a result, parents turned to Google searches and rival online sources for worksheets, highlighting a significant gap in PLC's brand recognition and platform stickiness.
My Role
As Lead UX/UI, I led the research and discovery phase, planning and overseeing the Center Location Test (CLT) with eye-tracking exercises. Collaborated with stakeholders to define actionable insights, prioritised key design challenges, and then developed a UX strategy that improved content discoverability and resolved pain points for mobile users, especially for mobile users. Finally, began supervising the creation of wireframes and prototypes informed by research findings to test new designs.
Research Objectives & Methodology
To gain insights, began with understanding parents' experiences with the PLC platform and their perceptions of online foundational learning resources for their child’s development. We conducted in-depth interviews (60-80 minutes) and eye-tracking exercises with 17 participants, including 8 PLC users and 9 non-users, at CLT venues in Delhi and Lucknow on 11th and 12th February 2023.
The study focused on parents of children aged 3-12 from SEC A households with graduate or postgraduate education.
Research revealed that parents seek holistic development for their children, valuing conceptual understanding, social-emotional development, and physical growth. While preferring a balance between online and offline resources, parents lean more towards online options due to variety and easy access. However, awareness and usage of PLC was hindered by unclear Google search result descriptions and associating the term "learn center” with BYJU's, making PLC lose its purpose.
Solutions and Design Approach
To address existing challenges, our design approach focused on clarifying the platform's purpose, optimizing for mobile by redesigning the interface, enhancing brand positioning and simplifying navigation through intuitive categorization and search functionality. We aimed to differentiate PLC from competitors like BYJUS through consistent branding and messaging, improve content discoverability, and incorporate parental feedback for ongoing improvements.
Further, key solutions included clarifying PLC's purpose with a tagline or hero message on the home page, "Printable Learning Worksheets for Kids Aged 3-12," and a dedicated "About Us" section. A mobile-first design was introduced, featuring touch-friendly elements, larger buttons, and a sticky navigation bar. Navigation was simplified with a smart search bar, filters, and age-specific tabs. Consistent branding emphasized playful yet educational themes, and a feedback loop allowed parents to share suggestions via in-app surveys. Developed wireframes and prototypes and conducted iterative testing to validate usability improvements.
Outcomes and Impact
• The PLC design revamp yielded significant usability and satisfaction improvements. Key outcomes resulted in enhanced content discoverability, with 85% of participants locating worksheets within 30 seconds and a 40% reduction in search time.
• Engagement and task completion increased by 30%, with a 25% boost in navigation satisfaction.
• The revamp also improved brand perception, with 70% associating PLC with foundational learning resources and 90% finding the mobile interface intuitive.
• User feedback submissions increased by 35%, guiding further improvements.
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