How we used UX to change a learning experience
Tailor made learning experience — that was the tag line
It started with a private tutor for guitar lessons. Ziv Gal has been teaching guitar lessons for a long time, he knows a thing or two about that learning experience and he took that knowledge when he developed a special algorithm…
So that algorithm can match you with the right video to go with your skill level! (It all a big pile of smart people computer code, hard work and coffee breaks and we won’t get into it)
And so Ziv met with us
We met for lunch, heard all about Ziv’s ideas and insights on the matter and started to work, Step one was to do a research of our own, from a user perspective. So…
Ages 14- 36, but the majority are 14–22. they want to be musicians, they want to impress their friends, they dream about their first gig, they fantasize about Carnegie Hall. Or maybe they just want to learn to play the guitar…
They are facing 3 choices: A private tutor, watching YouTube videos, or an online website/app that gives guitar lessons.
They also lose patients pretty fast. In fact 80-90% of first time guitarists quit the first year.
A tutor costs money, it requires a pre-planned schedule and worst of all, you need to leave the house for it (I men seriously, who does that?!)
There are over 70,000,000 results on YouTube for “How to play guitar”, add another 4,000,000 for “guitar lessons” and you get the idea. There’s no way to find a video that suits you and your skill level (well, there is a way.. but you’re going to need a lot of time. And again, in this day and age, who does that? who has the time?!)
Websites. Here’s the thing about guitar teaching websites, there are over 40,000,000 of them. How do you which one will do? You go to the most popular.
It has over 2M visitors a month, but also 52.2% bounce rate, and an average visit duration of 00:05:08. The overall look is not very inviting, it has a mass (and a mess) of text, you don’t really know what to do or where to start. Unless you were already familiar with the site, or heard someone recommend it, you would most likely leave.
Be “cool” and easy to use
Online product, with a personal touch
Provide a fun learning experience
What did we do?
Test and tone
- Personal, talk directly to the user.
- Putting the user in the center, motivate by describing his actions, not the product.
- Keep the guitar (and music in general) as the source of content,
use terms and phrases that originates from that world.
The welcoming look and feel
A well designed homepage, giving you an overlook on the content and encourages you to start.
The added value
Use a ranking system that rewards the user according to their progress, collect “guitar special picks” every lesson you complete, and achieve new status:
- Onboarding: Let’s get to know you!
- Exploring: View content designed for you, or look for the content you want to.
- Feedback: Give us your opinion on your last lesson:
And we’ll give you the next one according to your feedback (calculated by the algorithm)