Product design: increasing visits to price page by 26% for Babbel Live
Introduction
Babbel is a language learning product where we focus on motivated language learners who want to become conversational in their chosen language. As well as the self language lessons, Babbel also offers teacher-led online group classes. I worked at Babbel in Berlin, Germany for 2+ years as the lead product designer for Babbel Live learner's team.
I heard countless times from our researchers and product analysts that Babbel Live best serves the learners who’ve already subscribed. But what about the learners who haven’t started yet? Since the launch of Babbel Live in 2022, the team hadn’t prioritised onboarding new learners to the product. But finally in Q1 2024, I knew it was time to change that.
The problem
Ultimately, new learners were too anxious to get started with Babbel Live. Speaking a new language you don't know in a group of strangers is nerve-racking. Yet, from a survey done by our researchers, we knew that 74% of learners with a subscription to Babbel Live take a free Live class before subscribing. Most of these learners confirmed they understood the value of Babbel Live during their first class.
The goal
So with these things in mind, my goal was to make learners feel confident enough to book their first class and attend that first class, and then subscribe to Live.
The approach
I knew the importance of empathising with our learners and answering questions like:
- Where do I start?
- What Live class should I book?
- What happens during the class?
- How do I sign up?
After several initial explorations in multiple directions and several rounds of feedback, I started the next stage of the design process: define and converge. I thought critically about what is necessary to achieve our goal for the first release (MVP) and defined the functionality and logic for the onboarding feature.
With the new Babbel brand just released, I played around with new colours, typography, images, iconography while staying aligned with the existing Babbel Live interface. It was important that this feature grabbed learners' attention and gave them a clear indication of where to start their journey with Babbel Live.
The result
After a four-week AB test visible to 300,000 learners, the results were in:
- 6% more learners were booking their first class
- 5% more learners were joining their first classes
- 26% more learners visiting the Babbel Live pricing page and investigating subscriptions
