Aprenda Design
My role
I've worked with strategic partners to define how the business would run and helped to define the visual identity of the product.
Worked with me
Arnaldo Petrazzini, Henrique Stopassoli, Mateus Generoso, Welliton Matiola
Background
Since 2015 I've been dedicating my career to the creation of courses and resources for the UI Design community in Brazil. I taught design both in loco and digitally. I had the opportunity to know all types of people, backgrounds, and expectations. One thing kept repeating all the time: people asking for advanced content. I never understood what they meant by advanced UI content but years later my colleagues at Stoika (digital studio) and I decided to dig deeper into this subject.
Framing the problem
The first thing we understood by talking with old students and other designers was that courses in Brazil are too expensive. Our research also showed courses that ranged from R$800 to R$3,000. Besides being expensive, they were long and time-consuming. That's not accessible for most of the people living in Brazil.
The second thing we discovered was that these courses were made for people starting their careers. All the content was introductory. Content that someone in the mid or senior level already knew about it.
We assumed that designers were looking for content that wasn't so expensive and focused on beginners. Our understanding of the scenario was they were looking for specific themes to help them overcome the lack of certain skills or knowledge.
Specific lessons with a fair price and better experience
To validate our assumptions, we opted to create a straightforward landing page that provides targeted lessons on UI and UX Design. Each lesson was priced at a fixed rate of R$99, with only ten available spots and live teaching experience. This approach allowed people to customize their own curriculum by selecting from a range of available lessons while saving money compared to purchasing a full course.
Cheaper price.
Scarce spots.
Fast learning.
Otimized for mobile screens
Running the experiment
To test the project were created 8 lessons and shared them organically in social media and a partner's newsletter. Was decided to not use any paid ads to acquire the first early adopters.
The functioning of our prototype was pretty simple.
1. Students buy a spot in the class.
2. Would start receiving email automation with all the information needed until the class day.
3. Would take the online live class
4. Would get the certificate and answer a satisfaction survey in the day after.
Outcomes
We ran this experiment for about 2 weeks and got exciting results.
We've got:
38
Sales
+500
Instagram followers
R$3,762
Gross revenue
Feedback from our students:
94%
Said the teacher's method was good.
78%
Said all the doubts were solved.
76%
Said the price for the classes was fair.
90%
Would recommend the classes.
What would happen if we had continued
After completing the test, we opted to put the project on stand-by. Nevertheless, projections indicate that had we sustained our weekly sales over a year, we could have generated approximately R$ 90,000 in gross revenue. If we were to achieve a 10% monthly growth rate, as feasible through effective advertising, our estimates suggest that the gross revenue could reach around R$ 160,000.
Not bad for a side project, right?