Knowunity
Knowunity
Connect Millions US Students with Homework Help
Connect Millions US Students with Homework Help
Connect Millions US Students with Homework Help
Exploring business growth opportunities in US Ed-Tech market
Exploring business growth opportunities in US Ed-Tech market
OVERVIEW
OVERVIEW
Knowunity
Knowunity
an Ed-Tech startup adapting to US market,
an Ed-Tech startup adapting to US market,
hopes to test its effectiveness in aiding high school & middle school students with homework.
hopes to test its effectiveness in aiding high school & middle school students with homework.
🤯 However
🤯 However
87.5% users can’t find help at all on their first try in Knowunity according to our research
87.5% users can’t find help at all on their first try in Knowunity according to our research
🤔 How Might We
🤔 How Might We
enhance user retention by supporting students' homework reliably and effectively?
enhance user retention by supporting students' homework reliably and effectively?
OUR APPROACH
OUR APPROACH
Impact millions of users by offering help beyond just getting homework done
Impact millions of users by offering help beyond just getting homework done
Suggestion 1
Suggestion 1
Introduce an authorized virtual classroom section.
Introduce an authorized virtual classroom section.
Suggestion 2
Suggestion 2
Pinterest-layout search page with AI-backed ranking
Pinterest-layout search page with AI-backed ranking
Suggestion 3
Suggestion 3
Personalized AI chatbot with subjects filter
Personalized AI chatbot with subjects filter
Overall usability suggestions
Overall usability suggestions
Improve Color contrast, Group Chat label, and Pdf keywords search
Improve Color contrast, Group Chat label, and Pdf keywords search
My role
Recruited and conducted 8 user interviews, worked with team to analyze data to identify problems
Lead redesign for search page, deliver 3 design recommendation for client
Collaborated with program manger and researcher team to ensure our deliverables met client expectations.
Recruited and conducted 8 user interviews, worked with team to analyze data to identify problems
Lead redesign for search page, deliver 3 design recommendation for client
Collaborated with program manger and researcher team to ensure our deliverables met client expectations.
Project Goal
Knowunity is Europes fastest growing EdTech app with now 9 million users across Europe, and now expand to the US. They would love to test with US highschool/middle school students how well Knowunity supports users when working on homework or assignments.
Knowunity would like to understand if there are any features missing, functionalities unclear to use and interact with or any user flows not working well for this particular use case.
Knowunity is Europes fastest growing EdTech app with now 9 million users across Europe, and now expand to the US. They would love to test with US highschool/middle school students how well Knowunity supports users when working on homework or assignments.
Knowunity would like to understand if there are any features missing, functionalities unclear to use and interact with or any user flows not working well for this particular use case.
BACKSTAGE STORY
BACKSTAGE STORY
Our Journey of connecting Millions US Students with Homework Help
Our Journey of connecting Millions US Students with Homework Help
1
1
Screener Survey
Screener Survey
12 Questions
15 Responses
8 Recruits
12 Questions
15 Responses
8 Recruits
2
2
Interview Preparation
Interview Preparation
Drafted interview questions, tasks & scenarios
Pilot test
Drafted interview questions, tasks & scenarios
Pilot test
3
3
Moderated Interview
Moderated Interview
8 interviews
4 Middle Schoolers
2 High Schoolers (AP)
2 High Schoolers
8 interviews
4 Middle Schoolers
2 High Schoolers (AP)
2 High Schoolers
4
4
Analysis and Suggestions
Analysis and Suggestions
Insights on homework habits
Synthesized data on usability issues
Developed recommendations
Insights on homework habits
Synthesized data on usability issues
Developed recommendations
Unlock Business Potential
Unlock Business Potential
Why homework habits are crucial ?
Why homework habits are crucial ?
In the US, unlike in Europe, homework constitutes 16% to 30% of school time for middle and high school students. This demographic faces higher pressure due to a broader range of subjects and substantial homework volumes. Grasping these homework habits is vital for strategizing in the US market.
In the US, unlike in Europe, homework constitutes 16% to 30% of school time for middle and high school students. This demographic faces higher pressure due to a broader range of subjects and substantial homework volumes. Grasping these homework habits is vital for strategizing in the US market.
Middle School
📝
📝
TYPE
TYPE
⏱️
⏱️
Time it Takes
Time it Takes
🗓
🗓
When it’s due
When it’s due
Middle School
Middle School
Worksheets
Research
Worksheets
Research
10 min - 2 hrs
10 min - 2 hrs
1 - 2 days
1 - 2 days
High School
( Non-AP )
High School
( Non-AP )
Worksheets
Research
Worksheets
Research
30 min - 3 hrs
30 min - 3 hrs
1 day
1 day
High School
( AP )
High School
( AP )
Packets
Research
Packets
Research
4 hours
4 hours
2 - 4 days
2 - 4 days
User survey & moderate test
User survey & moderate test
How grades effect homework needs
How grades effect homework needs
Our research supported by 8 moderate user tests and 15 user surveys, reveals patterns in US students' homework habits, highlighting different needs based on grade levels and subjects:
Our research supported by 8 moderate user tests and 15 user surveys, reveals patterns in US students' homework habits, highlighting different needs based on grade levels and subjects:
Lower-grade students prioritize understanding methods over direct answers, and struggle with comprehending homework questions.
Higher-grade students often seek direct resources due to deadline pressures and heavier workloads.
Students typically rely on teachers' materials first, with AI tools being the last resort. Lower-grade students particularly depend on classroom materials and seldom use AI.
For Mathematics & language grammar checks, AI tools are preferred, while for Liberal Arts & Science, students use various platforms for research
Lower-grade students prioritize understanding methods over direct answers, and struggle with comprehending homework questions.
Higher-grade students often seek direct resources due to deadline pressures and heavier workloads.
Students typically rely on teachers' materials first, with AI tools being the last resort. Lower-grade students particularly depend on classroom materials and seldom use AI.
For Mathematics & language grammar checks, AI tools are preferred, while for Liberal Arts & Science, students use various platforms for research
Middle School
📚
📚
Help Style preference
Help Style
preference
Help Style preference
🤯
🤯
pressure
pressure
🔍
🔍
hELP RESOURCE
hELP RESOURCE
Middle School
Middle School
prioritize understanding methods over direct answers
prioritize understanding methods over direct answers
struggle with comprehending homework questions or subject knowledge
struggle with comprehending homework questions or subject knowledge
rely on classroom materials and seldom use AI.
rely on classroom materials and seldom use AI.
High School
( Non-AP & AP )
High School
( Non-AP & AP )
trends to seek direct resources and solution
trends to seek direct resources and solution
struggle with deadline pressures and heavier workloads
struggle with deadline pressures and heavier workloads
rely on teacher's materials first, then ask friends or search online, sometime use AI tools.
rely on teacher's materials first, then ask friends or search online, sometime use AI tools.
Middle School
📚
Tool
Tool
🤯
Input
Input
Mathematics
Mathematics
AI, Search
AI, Search
1:1 Question input
1:1 Question input
Liberal Arts/Science
Liberal Arts/Science
Google, aparthistory.go, Mayo clinic, desmos, newsela and others
Google, aparthistory.go, Mayo clinic, desmos, newsela and others
Research / article review
Research / article review
CHALLENGES
CHALLENGES
On their first attempt, 87.5% of students don't get satisfying answers from Knowunity
On their first attempt, 87.5% of students don't get satisfying answers from Knowunity
OPPOTUNITIES
OPPOTUNITIES
Attract millions of users by offering help beyond just getting homework done
Attract millions of users by offering help beyond just getting homework done
Attract millions of users by offering help beyond just getting homework done
Finding 1
Finding 1
Users mostly rely on teachers for resources
Users mostly rely on teachers for resources
6 out of 8 users trust the resources that provided by their teachers, via various platforms, including class notes or files, google drive, school website and other web applications.
6 out of 8 users trust the resources that provided by their teachers, via various platforms, including class notes or files, google drive, school website and other web applications.
“Our teacher gives us a book and it has all the information”
“Our teacher gives us a book and it has all the information”
– Bruce, Grade 6
– Bruce, Grade 6
“I prefer using my teacher’s materials”
“I prefer using my teacher’s materials”
– Andrea, Grade 8
– Andrea, Grade 8
“She has a whole google doc with everything and when it’s due”
“She has a whole google doc with everything and when it’s due”
– Kyra, Grade 11
– Kyra, Grade 11
“Usually our teachers give us an educational review game”
“Usually our teachers give us an educational review game”
– Walter, Grade 7
– Walter, Grade 7
“They tell us what to write down”
“They tell us what to write down”
– Kevin, Grade 9
– Kevin, Grade 9
“My teacher provides a list of websites we should look at”
“My teacher provides a list of websites we should look at”
– Nemo, Grade 11
– Nemo, Grade 11
Suggestion 1
Suggestion 1
Add a “Virtual Classroom” feature
Add a “Virtual Classroom” feature
Allow teachers to upload content for students and answer questions
Allow teachers to upload content for students and answer questions
Embed in the chats space to highlight its community function
Embed in the chats space to highlight its community function
Add a “files” tab to contain teacher-uploaded content
Add a “files” tab to contain teacher-uploaded content
Use existing group chat UI to encourage classroom discussions between students
Use existing group chat UI to encourage classroom discussions between students
Finding 2
Finding 2
Users don’t think Knowunity is credible for homework help
Users don’t think Knowunity is credible for homework help
8 out of 8 users don’t think Knowunity is credible for homework and confused about inconsistent search results
8 out of 8 users don’t think Knowunity is credible for homework and confused about inconsistent search results
“I didn’t recognize this is for search, it looks like social media.”
-Walter, 8th grade
“But I hope it more like searching engine since that will be more helpful for homework instead of see random stuff.”
– Andrea, Grade 81
“For homework, I like the search result page better.”
- Burce, 6th grade
“For homework, I like the search result page better.”
- Burce, 6th grade
“I hope just jump right to search information.”
– Kyra, Grade 11
“I hope just jump right to search information.”
– Kyra, Grade 11
You really need is a search bar and good sources. I would expect to see recent source I visited to be displayed, it’s like quick access.
-Leo, 11th grade
You really need is a search bar and good sources. I would expect to see recent source I visited to be displayed, it’s like quick access.
-Leo, 11th grade
“I didn’t recognize this is for search, it looks like social media.”
-Walter, 8th grade
“I didn’t recognize this is for search, it looks like social media.”
-Walter, 8th grade
“But I hope it more like searching engine since that will be more helpful for homework instead of see random stuff.”
– Andrea, Grade 81
“But I hope it more like searching engine since that will be more helpful for homework instead of see random stuff.”
– Andrea, Grade 81
Suggestion 2
Suggestion 2
Enhance the search function in Pinterest-style layout and smart ranking
Enhance the search function in Pinterest-style layout and smart ranking
Users can see more results at once, allow users to long press image for preview, save and more actions. Also rank the search result to provide user more accurate information to build trust.
Users can see more results at once, allow users to long press image for preview, save and more actions. Also rank the search result to provide user more accurate information to build trust.
Display search results as cards in a grid-based layout to meet user’s search needs
Display search results as cards in a grid-based layout to meet user’s search needs
Long press to preview details
Long press to preview details
Finding 3
Finding 3
Users don’t trust answers provided by AI chatbot
Users don’t trust answers provided by AI chatbot
4 out of 8 users don’t trust AI for providing answers but appreciate it’s insights for solving the problem.
4 out of 8 users don’t trust AI for providing answers but appreciate it’s insights for solving the problem.
Suggestion 3
Suggestion 3
Personalized chatbot for knowledge recapitulation
Personalized chatbot for knowledge recapitulation
Personalized AI chatbot with subjects filter, accompany user’s learning process, instead of just give them direct answers.
Personalized AI chatbot with subjects filter, accompany user’s learning process, instead of just give them direct answers.
Provide users quick access tor generate guidance or give direct solutions for their input question.
Provide user with AI mentor in different subjects to give more accurate answer
Provide users quick access tor generate guidance or give direct solutions for their input question.
Provide user with AI mentor in different subjects to give more accurate answer
Give Guidance
Show solutions
Subjects Mentor
Overall usability suggestion 1
Overall usability suggestion 1
Label activity levels for group chats
Label activity levels for group chats
Introduce labels to categorize users according to their activity levels. Implement sorting orders for group chats based on engagement.
Introduce labels to categorize users according to their activity levels. Implement sorting orders for group chats based on engagement.
Overall usability suggestion 2
Overall usability suggestion 2
Improve color contract for accessibility
Improve color contract for accessibility
Improve the accessibility by changing the contrast ratio for AI chat-bot to above 4.5:1, which is fail at 3.51:1 now.
Improve the accessibility by changing the contrast ratio for AI chat-bot to above 4.5:1, which is fail at 3.51:1 now.
Overall usability suggestion 3
Overall usability suggestion 3
Implement keywords search function for PDF file
Implement keywords search function for PDF file
User prefer the search button in PDF view to search keywords within the file, instead of returning to the search page.
User prefer the search button in PDF view to search keywords within the file, instead of returning to the search page.
Develop in the future
Develop in the future
Collect more user data & follow up design impact
Collect more user data & follow up design impact
Since we're exploring US middle and high school students' homework habits. We hope to gather more data through surveys and interviews to understand this market better.
In our meeting with Knowunity, we found that 20% of their users are homeschooled. We'd like more time to research this group's impact.
We'll also track how our design recommendations are implemented and how they effects on user retention and behavior.
Since we're exploring US middle and high school students' homework habits. We hope to gather more data through surveys and interviews to understand this market better.
In our meeting with Knowunity, we found that 20% of their users are homeschooled. We'd like more time to research this group's impact.
We'll also track how our design recommendations are implemented and how they effects on user retention and behavior.
My Takeaways
My Takeaways
Adjust research during user test & Understand business
Adjust research during user test & Understand business
It's important to update our research when we find new patterns. In preparing our client presentation, we saw chances for better insights and designs. But due to limited user data, these ideas stayed as theories, not solid suggestions.
Another key lesson was balancing business goals with user needs in collaboration with Knowunity's team. We learned to prioritize our suggestions by understanding the business side, presenting our most creative ideas first to engage clients and leaving standard ones for later, making our presentations more impactful.
Lastly, I learned to ask clients about their thoughts on unexpected questions or topics beyond our research. This skill helped us understand their goals and offer useful insights or hypotheses with the data we had.
It's important to update our research when we find new patterns. In preparing our client presentation, we saw chances for better insights and designs. But due to limited user data, these ideas stayed as theories, not solid suggestions.
Another key lesson was balancing business goals with user needs in collaboration with Knowunity's team. We learned to prioritize our suggestions by understanding the business side, presenting our most creative ideas first to engage clients and leaving standard ones for later, making our presentations more impactful.
Lastly, I learned to ask clients about their thoughts on unexpected questions or topics beyond our research. This skill helped us understand their goals and offer useful insights or hypotheses with the data we had.
It's important to update our research when we find new patterns. In preparing our client presentation, we saw chances for better insights and designs. But due to limited user data, these ideas stayed as theories, not solid suggestions.
Another key lesson was balancing business goals with user needs in collaboration with Knowunity's team. We learned to prioritize our suggestions by understanding the business side, presenting our most creative ideas first to engage clients and leaving standard ones for later, making our presentations more impactful.
Lastly, I learned to ask clients about their thoughts on unexpected questions or topics beyond our research. This skill helped us understand their goals and offer useful insights or hypotheses with the data we had.