Turning One-Time Purchases into Scalable Learning Plans
Designed a plan-based model that unlocked user choice and higher revenue.
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Quickly know what we did
The Prototype video contains representation of
following screens/ actions-
Batch Listing
Plan comparision table
Batch description , Infinite learning, more info bottom sheet
Order Summary & Order Confirmation
All classes (plan upgrade cta)
Batch description (plan upgrade)
Quick Overview
Problem
A single, flat-pricing forced students to pay for features they didn’t always need, This created both affordability concerns and drop in revenue
We needed to balance two goals:
Maintain affordable batch prices for students
Sustain healthy revenue growth for the business.
Solution
We restructured batches into a plan-based model built around feature tiers.
This allowed students to choose only what they needed, while still giving high-intent learners the opportunity to upgrade for more value.
Impact
Rise in Online Batches Revenue
Increase in AOV
Rise in Attachment Rate
* This data was recorded for initial 15 days only (Of phase 2 solution)
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Project Outline
BASE
01
Context
02
Objective
PHASE 1
03
What we actually made
04
UI screens
05
Impact & User insights
PHASE 2
06
Things that we improved
07
Revamped UI screens
08
Final impact
Context
What is Batch Plus?
Batch Plus aims to provides a wide array of products by breaking standard online batch into various plans.
Under Batch Plus, different cohort categories like UPSC, NEET, JEE, etc. can make plans by putting in various offerings.
Project Planning
We decided to execute this project in 2 phases-
PHASE 2
Revamped basic version with post purchase upgrades and streamlined product offerings for better clarity.
PHASE 1
Developed MVP to enhance product discoverability, streamlining the purchasing process.
Base
Objective
PREMIUM TARGETING
Present our top products by as advanced options to users who are also seeking premium offerings
PROPOSITION
Make our offerings stand out prominently by showcasing clear value propositions to users.
UPGRADE INCENTIVES
Split our regular batch into different plans, adding enticing offerings to encourage users to upgrade.
Business wants us to find a better version of current solution in which they can increase the order value by making pre-made bundles of their offerings with normal batch
Phase 1
What We Decided To Make
In phase 1 we made MVP and mainly decided to create the basic flows and framework for the Batch Plans.
01
Plan comparison table so that user can compare all the plans at one place
02
Avenue for plans placement on batch description page
03
Post Plan purchasing journey and plan up-gradation touch points
Information Architecture
This is the ideal information architecture of of the plan discovery and purchasing flow. it is divided into two categories (pre-purchase and post-purchase)
Himanshu
Phase 1
UI That Went Live As MVP
Observations of Phase 1
Impact of MVP
The product was rolled out in ‘two batches’ only to see the response of students(users).
Sales Data
This data was recorded for 15 days only
Contribution of batch plus in online revenue
Earned from ‘2 Batches’ only
Attachment rate in plus enabled batches
Survey Data
Responses of 50 students who bought batch plus
Students were able to understand the plus plan without any guidance
Students believe that the plus plan covers everything they need for preparation
Insights we got from users
Users were unable to find offerings after post purchase
Users wants a demo or more information about offerings
Phase 2
Taking it To Next Level
Things that we improved
In phase 2 we made we basically ‘revamped’ the existing flow and made it better by including user feedback and enhancements.
01
Improved content structure and visuals of plans card.
It was consuming more space and taking up extra focus.
02
Gave offerings details directly on the description page.
It was consuming more space and taking up extra focus.
03
Redesigned table to handle 3 plans & better comparison.
It was consuming more space and taking up extra focus.
04
Resolved the upgrade cta issue from all classes page.
To boost visibility and eliminate dual call to action confusion.
05
Plan switching facility on order summary page
To give users the flexibility to switch plans without going back
06
Clubbed offerings at one place.
Users were unable to locate offerings post plus plan purchase.
Phase 2
Revamped UI Design
Result
Final Impact
This data was recorded for initial ‘15 days’ only
Increased by 15%
Attachment rate in plus enabled batches
Increased by 8.5%
Contribution of batch plus in revenue
Overall increase in revenue as compared to VD2.0*
Increase in average order value
Earned from batch plus enabled batches
Note:
VD stands for vishwas diwas, it is physicswallah’s annual launch event in which new batches and product are launched.
Iterations
Here are some iterations of comparison table, infinite learning screen, plans section on description page, order summary screen and upgrade nudges
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