Product Designer/ Product Owner
Prodigy is a free, self-paced math game for grades 1 - 8 that's already being used by over 20 million students and teachers worldwide. The game automatically adapts for each and every child while reporting real-time information back to teachers and parents.
Prodigy's membership landing page is where our visitors, usually parents, go to purchase memberships to apply to their children's game account. A significant portion of parents is presented with this page when their child lands on it from their game with the intention of asking their parents to purchase them a membership.
The project's primary goal was to increase membership conversions by new, and existing users while addressing identified pain points in the experience of the page. Some of these points included lack of product context and lack of clear messaging to the parents. Also, pricing strategies and other industry standard practices were tested in search of positive effects on conversions.
After gathering data from user testing, targeted ad campaigns, phone interviews, and other company metrics, design solutions were implemented in stages and analyzed for statistical significance. This approach led to a brand-aligned, and user-validated landing page. The in-game data was also leveraged to deliver targeted messaging to further drive the product value proposition to our existing users. There was also the addition of a third pricing option validated through multiple stages of A/B testing
Prodigy's line of toys is a series of figurines with activation codes. These codes once entered in the game would unlock a virtual version of the character that fights alongside the player. This project also acted as an on-boarding goal to new Dev and QA resources. Although ambitious, this project had to be limited in scope to effectively onboard a team of new employees while accomplishing company objectives.
The primary objective for this project was the design of a new page for the sales of toys. The page needed to be visually appealing to children, while supporting the sales of a new series of toys added to the collection. By meeting these objectives, toy sales had a positive and measurable increase. Due to the increase in buying options, a component for product recommendation was applied to crucial areas of the page. With the implementation of individual character pages a dedicated space to show their personality was created to strengthen the sense of personality.
The implementation of new and improved UX patterns brought focus to the purchase of sets. The UI treatment leveraged bold illustrations for visual appeal and delight aimed at players. Tthe clarity in help and support content meant more informed customers and fewer tickets for the Customer Support department
Sales & Marketing