Improved Student Engagement in a WhatsApp chatbot-led learning model by 80%.
Credit: The Apprentice Project
Client
The Apprentice Project, Mumbai
Role
UX Researcher & Product Manager
Duration
9 months
Skills
Participant Recruitment, Contextual Inquiry, A/B testing, User flows, User personas, Product Management, UX writing, Service Design, Chatbot design
Team
CEO, Operations Lead, Developers
Trigger:
The Apprentice Project (TAP) works to empower under-served students by equipping them with critical 21st-century skills using TAP Buddy, an artificial intelligence-powered WhatsApp chatbot.
The idea was revolutionary until we realized that there are two sides to the story…
What the TAP team saw
What the students felt“I am way too behind with the activity submission to care about the points, badges, and leaderboard”
TAP buddy, a chatbot that sends video-based learning materials and prompts students to perform projects independently, did not promote a friendly student experience and wasn’t personalised to their needs.
CHALLENGE: We suddenly transitioned from in-person teacher-led traditional learning to an online, smartphone-based, self-learning model owing to the pandemic and scalability factors.
Despite gamification and social incentives for students, there was a high dropout rate and low engagement (metrics: submission of activities, attendance in weekly sessions, and click rate of self-learning material).
Leveling up…
See the journey
OUTCOMES:
1. Crafted a narrative design tied to habit-building incentives as a quest around India’s cities.
2. Personified the chatbot and wrote a conversational copy to improve engagement by setting a fun and quirky tone.
3. Reduced friction in the onboarding user journey through behaviorally informed nudges.
