150k+ students
15k+ teachers
$100m+ annual revenue
Forbes #15 Russia Tech
Skyeng — #1 Russian Edtech Platform for learning a variety of subjects (40+ products), to people of different ages (kids, teenagers, adults), in various formats (1-on-1, self-study, groups, webinars, ISA). There are three main products: English for adults, math for schoolers, and English for kids.
<aside> 🔥 Before entering the international market, the company decided to make a new model of payment — subscription. We made an MVP of subscription in two months and implemented it in three products. I made all scenarios connected with subscription management since the first payment. After three months since launching, profit per student increased by 24.5% and GMV (Gross Merchandise Value) increased by 8.1%. Other metrics didn’t drop. The project was successful, and eight more products implemented the subscription model.
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The final design for a page for the management of subscriptions
Historically all of our products were paid for by packages of lessons. For example, 1-on-1 English for adults has six packages: 4, 8, 16, 32, 64, and 128 lessons. The bigger the package, the cheaper every lesson.
Before entering the international market, the company decided to make a new model of payment — subscription. Implement in all products — dangerous, and we risk dropping down metrics. Implement in one product — can be a lack of expertise in a team and lengthy implementation.
If we make a subscription payment model, the profit per student will rise by 10% in the next three months. We will make an MVP, launch in two months and do split testing with a control group to check it out. We will be correct if we raise profit per student in the next three months and don’t drop the other 5 metrics, except average payment and ARPU.
A working group of 20 people from eight teams: product/project managers, developers, analysts, dev architects, test engineers and a UX writer. I am the only product designer who was responsible for the design.