Competitive Analysis

We decided to do competitive analysis to view other eLearning competitors and see what are Udemy’s advantages and opportunities to enhance their user experience and add business value.

Key Findings – User Interview and User Survey

We conducted a survey and received 32 responses to understand needs, motivations, and pain points of e-learning. We also did usability testing to ask participants about their experience with e-learning platforms.

We found that in the survey :

• 65% of respondents rarely or sometimes use online learning platforms.

• 62% of respondents used online learning platforms to do career change.

In the usability testing, we found that:

• Participants felt overwhelmed with the amount of content presented on the landing page.

• Participants indicated in the usability testing, found the pop-information modal while going through courses in the Udemy search page frustrating.

Personas

From usability testing and survey, we created two persona: George, a seasoned career changer and Mandy, a upskilling professional.

How Might We Questions and Problem Statement

We then asked ourselves these questions:

1. How might we better highlight the main factors that influence users as they’re deciding to buy a specific course?

2. How might we increase user accountability in order to motivate them to finish courses in Udemy and take others?

3. How might we account for users’ limited time and focus so they can maximize the benefits the courses offer?

Then, we came up with a problem statement:

There exists both an abundance of resources to self-learn and also an increased need and desire of users to self-learn skills for personal or career motivations. However, users face barriers to being able to complete courses online such as : time, ability to focus, and accountability.