How U Show
Small Feature, Big Potential: Rethinking the Next Step Forward
AAPD Product Design Competition 2024 Finalist
About the Competition
MY ROLE
Visual Designer, Team Coordinator, Presenter
DURATION
6 Weeks
INFO
Project Background
Client Partner － Hahow
Hahow is a leading online learning platform in Taiwan, focused on practical learning outcomes and community growth.
To improve learning effectiveness, the team identified low assignment submission rates as a key factor behind reduced course completion.
Design Process
SWOT / Competitor Analysis
Based on the existing interface and initial competitor analysis, we found that Hahow offers the most diverse course selection and has a significant user base advantage. As online learning continues to grow, highlighting the role of assignments could be a key opportunity to differentiate Hahow from other platforms and enhance the overall user experience.
Survey Results
Based on 130 valid survey responses, initial findings revealed that assignment outcomes currently play a relatively weak role in purchase decisions, indicating significant potential for impact growth.
8 User Interviews
To further explore unclear areas from the survey, we selected several participants for in-depth online interviews. By using contextual scenarios to guide the discussion, we identified potential solutions aligned with the company’s core HMW:
“How might we showcase learner work to inspire trust and increase sales?”
From interview feedback, we outlined user profiles based on their attitudes toward assignments and their motivations for purchasing courses. We identified four distinct quadrants, aiming to increase purchase intent among users who currently place low value on assignments by enhancing the appeal of assignment displays.
Persona
Early research allowed us to narrow user profiles down to two key types.
Product Strategy & Design
Three-Phase Planning
Considering feasibility and long-term goals, we developed a three-stage solution to address the HMW: “How might we increase conversions through assignments on the platform?”
Add detail to the assignment interface and highlight instructor feedback to encourage students to submit their work.
Mid-Term: Highlighting Outstanding Work
Introduce reward badges for excellent assignments and add a student portfolio section to increase visibility. This helps potential learners better understand course content and the value of completing a course.
Usability Testing
SUS Score Comparison: Before vs. After
Improved Assignment Browsing – Enabling a High-Engagement Loop
The original one-way browsing flow was redesigned into a multi-directional loop, turning assignment viewing into an experience of exploring course possibilities.
Beyond the Interface
After optimizing the interface and enhancing assignment visibility, the next key step is to strengthen content credibility through social sharing and the continuous input of high-quality assignments — ultimately driving conversion.
Through this series of short-, mid-, and long-term plans, assignments take on multiple roles across the user journey—from attracting learners before purchase with high-quality examples, to empowering them to create excellent work themselves. This process ultimately builds a positive cycle that drives higher course conversion on the platform.