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Buki

Buki

An online platform that matches tutors with learners.

An online platform that matches tutors with learners.

Buki is an online platform that connects private tutors with students. With 110,000+ tutors and 200+ subjects, Buki makes it easy for students and tutors to find each other.

Problem

The conversion rate for booking a class with a tutor is 30% higher from the tutor profile page than from the catalog page. As a result, the company wanted to increase the conversion rate directly from the catalog page and minimise the time users spend selecting a tutor.


My objective was to identify what users look for on the catalog page to make a decision to book a class. To achieve this, I conducted user research, generated hypotheses, and tested them using the Doable Diamond framework in whole process.

Obstacles

Reduce the number of filters users need to apply for search. 

Avoid solutions where tutors should add any extra information about themselves. Keep the number of septs minimum that users should make in order to find a tutor. 

Solution

On the catalog page, provide users with clear and comprehensive information about the tutor, including a larger profile photo, to enable them to make an informed decision about booking a class.

Problem

The conversion rate for booking a class with a tutor is 30% higher from the tutor profile page than from the catalog page. As a result, the company wanted to increase the conversion rate directly from the catalog page and minimise the time users spend selecting a tutor.


My objective was to identify what users look for on the catalog page to make a decision to book a class. To achieve this, I conducted user research, generated hypotheses, and tested them using the Doable Diamond framework in whole process.

Obstacles

Reduce the number of filters users need to apply for search. 

Avoid solutions where tutors should add any extra information about themselves. Keep the number of septs minimum that users should make in order to find a tutor. 

Solution

On the catalog page, provide users with clear and comprehensive information about the tutor, including a larger profile photo, to enable them to make an informed decision about booking a class.

User Research

As part of my research on user behavior in the platform, I conducted user interviews. I carefully screened my participants and selected those who were 30 years old or above and looking for a private tutor for themselves or their children. In total, I conducted five interviews, one of which was with a user who had used the Buki platform before.

During interviews, many interviewers tend to select specialists based on their photographs. However, it has been observed that private tutors often have poor quality photos, or sometimes no photos at all. Furthermore, when they do provide a photo, it may not be in a portrait format, making it difficult to clearly see the face of the person.

User Research

As part of my research on user behavior in the platform, I conducted user interviews. I carefully screened my participants and selected those who were 30 years old or above and looking for a private tutor for themselves or their children. In total, I conducted five interviews, one of which was with a user who had used the Buki platform before.

During interviews, many interviewers tend to select specialists based on their photographs. However, it has been observed that private tutors often have poor quality photos, or sometimes no photos at all. Furthermore, when they do provide a photo, it may not be in a portrait format, making it difficult to clearly see the face of the person.

“The photo gives me sometimes more information rather than description. Usually I look at the eyes of the person.”

Sasha

Tutor for herself.

“The photo gives me sometimes more information rather than description. Usually I look at the eyes of the person.”

“The photo gives me sometimes more information rather than description. Usually I look at the eyes of the person.”

Sasha

Tutor for herself.

VPC

During the idea generation phase, we utilised the VPS canvas to gain a clear understanding of the user’s needs, wants, and jobs. We came up with a total of 340 ideas, which we then prioritised based on their value to the user and the level of difficulty associated with implementing them. From these ideas, we developed three main hypotheses that were taken to the design stage.

Solution

During the idea generation phase, we utilised the VPS canvas to gain a clear understanding of the user’s needs, wants, and jobs. We came up with a total of 340 ideas, which we then prioritised based on their value to the user and the level of difficulty associated with implementing them. From these ideas, we developed three main hypotheses that were taken to the design stage.

Improved UI

In addition, I accepted the challenge to improve UI part, since I received complaints about the outdated website on user interviews, which gave the impression that it wasn’t working. To address this, I chose more vibrant and fresh colors and added a secondary accent color that harmoniously complements the layout. All of the colors were tested for accessibility to ensure that they meet the appropriate standards.

Iterations

I experimented with different layouts to find one that meets both business and user goals. It took several iterations to find the right one.

New profile photo upload page

I also decided to provide a tip for the tutor regarding the photo uploading process, so it would help tutors understand the importance of adding am qualitive photo to their profile.


In addition, I created a new layout to make the process easier for tutors to crop photo and made a totally new layout.

Outcome

During the user testing, it was observed that all users preferred the layouts with a bigger photo. A larger photo helps them to make an emotional connection and is one of the most common ways to find a tutor. Tutors also expressed their preference for a bigger photo, as they could use their professional photo in a full scale. They found the tips provided to be quite useful. The hypothesis was proven correct.

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