Key Insights:

  • TAP Buddy, the Whatsapp chatbot had a disengaging and robot-like microcopy.

    The options for responses were confusing for students.

  • Students had different needs based on their skills and will.

    Some needed more scaffolding while others felt under-challenged.

  • The gamification was not resonating with the students!

    They did not feel challenged and the gamification focused on extrinsic rewards like points, badges, and leaderboards that meant nothing to the students.

    There was no focus on building mastery.

➡️ User Journey for a TAP student

The User Flow Map revealed the top 2 factors for high dropout rates:

  • Major frictions in the onboarding process

  • Psychological distancing from the chatbot, due to a complex and confusing microcopy.

➡️ User Personas

The Nudgees: These students did not feel challenged enough in the activities and learning goals set for them; their interest dropped over time. If they face any constraints or logistical issues, they tend to drop out without making any effort to find a solution, for which they find excuses.

The Climbers: These students were very self-motivated but did not get the appropriate scaffolding when they could not cope with the learning materials.

My life, my rules: These students felt challenged and enthusiastically accomplished all the tasks. They might be excited to see the points but they are not particularly motivated to complete the activities for points.

The Lost One: These students struggled the most, lacking personalized help and scaffolding, leading to high dropout rates. Some of them face structural challenges in attending classes, but most of them are simply absent due to a lack of motivation.