Casestudy - FutureLearn: Research

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How might we better understand our learner motivations?

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Challenge

Acquire a holistic & actionable understanding of our learners then group them based on a range of data: such as demographics, learner motivations & current professional archetype

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Problem Statement

Whilst learner data can be gathered from behaviours, we currently do not gather sufficient self-reported data, which does not empower marketing & product to make informed decisions related to learner motivations

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User Need

As a prospect or existing learner, I would like a personalised experience so that I can receive relevant recommendations

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Assumption & Opportunity
We assume that this piece of work will open up a wealth of possibilities by segmenting learners into actionable groups that will empower us to create personalised journeys, support partners with data about their audience reach, predict future behaviours & monitor audience growth patterns which will ultimately increase revenue plus create better relationships users.

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Feature Goals

1. Align user questions with new strategic audience groups

2. Utilise existing material for other sources of research e.g. foundational research

3. Continuously refine questions based ideas based on findings

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Methodology

5-day sprint with, 45 minute face-to-face interview sessions then we did a deep dive analysis of finding

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New learner prototype is here