SquareTales Subscription

Square Panda is an edtech startup focused on helping young children learn to read. Square Panda is known for combining physical and digital experiences to create efficacious learning moments. SquareTales is a flagship product line in the Square Panda learning system.

Background

In spring of 2020, the COVID-19 pandemic forced schools to shut their doors early and transition overnight to e-learning formats.  Square Panda decided to advance the schedule on the relaunch of SquareTales, a recently developed early literacy product.  The goal of the relaunch was to drive micro-conversions via a free trial, and ultimately a larger conversion via a subscription purchase.  

The relaunch required a 100% overhaul of the SquareTales product website and checkout experience.  

My role:  Lead designer (and product manager), working with a graphic designer

User Journey

I then enlisted the marketing team and led them through a user journey exercise.  We identified a handful of personas, and walked through a basic blockframe of the website.  At each stage, we outlined the user’s emotions and concerns. From this exercise, we were able to craft a narrative, and form a plan for the site’s content. 

Website Redesign

See below for snippets of the final design. The redesigned SquareTales website went live in June 2020.

Check out the full site at squaretales.squarepanda.com. 

A major feature of the relaunch was a shift from a monthly subscription model to a quarterly subscription model.  One of our challenges was how to explain the quarterly subscription model in an easily digestible way.  We settled on a simple timeline graphic.

Quiz

One of the problems of our old website was a high bounce rate.  The marketing stakeholders felt that a quiz feature would promote engagement and microconversion (email signup).  I collaborated with the curriculum team to create a simple placement quiz to help confused parents figure out what Square Panda product would best suit their child’s literacy needs.

Today, the quiz has an 87% completion rate.

Redesigned Checkout Journey

 Our previous checkout flow lacked branding and polish, and also had several high risk drop off points. I redesigned the checkout page into a single page experience, and reduced the number of steps required from 6 to 4. I also introduced worked with the marketing team to introduce an experiment checkout sequence. Since some of the flow was experimental, I worked with the engineering team to ensure that the checkout steps were modular, and that we could reorder the steps later without significant refactoring.

Data Analytics

One of the problems with our old website was we lacked data, and were unable to dig deeper to understand how users were engaging with the site.  As part of the overhaul, we added in-depth data tracking via the platform Clevertap.  I assisted the data science team to define events that could be used to evaluate and inform design decisions down the line. (i.e. Did the user complete this section?  Did the user scroll here?  Did the user click on this button? and many more)