Quizlet — Subscribers Case Study
Quizlet — Subscribers Case Study
Quizlet — Subscribers Case Study
Quizlet — Subscribers Case Study
Understanding the subscriber experience, and how we can keep them coming back.
Understanding the subscriber experience, and how we can keep them coming back.
Understanding the subscriber experience, and how we can keep them coming back.
Understanding the subscriber experience, and how we can keep them coming back.
Context
Context
Context
Context
Quizlet is an ed-tech company empowering learners by giving students and teachers the tools and confidence to succeed. Plus is a subscription-based service that offers additional AI and learning features to enhance studying.
Quizlet is an ed-tech company empowering learners by giving students and teachers the tools and confidence to succeed. Plus is a subscription-based service that offers additional AI and learning features to enhance studying.
Quizlet is an ed-tech company empowering learners by giving students and teachers the tools and confidence to succeed. Plus is a subscription-based service that offers additional AI and learning features to enhance studying.
Quizlet is an ed-tech company empowering learners by giving students and teachers the tools and confidence to succeed. Plus is a subscription-based service that offers additional AI and learning features to enhance studying.
Timeline
Timeline
Timeline
Timeline
Oct — Nov 2023
5 weeks
Oct — Nov 2023
5 weeks
Oct — Nov 2023
5 weeks
Oct — Nov 2023
5 weeks
Tools
Tools
Tools
Tools
User Interviews
Braze
FigJam
User Interviews
Braze
FigJam
User Interviews
Braze
FigJam
User Interviews
Braze
FigJam
Skills
Skills
Skills
Skills
UX Research
User Interviews
Observation Study
Journey Mapping
Insight Synthesis
UX Research
User Interviews
Observation Study
Journey Mapping
Insight Synthesis
UX Research
User Interviews
Observation Study
Journey Mapping
Insight Synthesis
UX Research
User Interviews
Observation Study
Journey Mapping
Insight Synthesis
Introduction
Introduction
Introduction
Introduction
It’s been a year since the paywall went up and Quizlet had its first cohort of Plus subscribers. After a year, we’re interested in understanding what that year with Plus was like and what their journey to renewal looked like.
It’s been a year since the paywall went up and Quizlet had its first cohort of Plus subscribers. After a year, we’re interested in understanding what that year with Plus was like and what their journey to renewal looked like.
It’s been a year since the paywall went up and Quizlet had its first cohort of Plus subscribers. After a year, we’re interested in understanding what that year with Plus was like and what their journey to renewal looked like.
It’s been a year since the paywall went up and Quizlet had its first cohort of Plus subscribers. After a year, we’re interested in understanding what that year with Plus was like and what their journey to renewal looked like.
“You want to stick with something that’s familiar because it’s working. I don’t have an incentive to change, if it wasn’t working then I would seek out something else, but it does work for me.”
“You want to stick with something that’s familiar because it’s working. I don’t have an incentive to change, if it wasn’t working then I would seek out something else, but it does work for me.”
“You want to stick with something that’s familiar because it’s working. I don’t have an incentive to change, if it wasn’t working then I would seek out something else, but it does work for me.”
“You want to stick with something that’s familiar because it’s working. I don’t have an incentive to change, if it wasn’t working then I would seek out something else, but it does work for me.”
Research Goals
Research Goals
Research Goals
Research Goals
To gain a thorough understanding of the past year using Quizlet Plus, including use cases, potential alternatives, most-used features, perceived value, and price.
To gain a thorough understanding of the past year using Quizlet Plus, including use cases, potential alternatives, most-used features, perceived value, and price.
To gain a thorough understanding of the past year using Quizlet Plus, including use cases, potential alternatives, most-used features, perceived value, and price.
To gain a thorough understanding of the past year using Quizlet Plus, including
use cases, potential alternatives, most-used features, perceived value, and price.
To uncover any potential patterns in re-subscribers, including but not limited to majors, subjects, study patterns, and Quizlet history
To understand what value Quizlet Plus offered them beyond regular Quizlet or other competitor offerings
To map out users’ journey within the year looking for suitable and/or free alternatives and its denouement, considering their renewal
To gain insight into student economic decisions and how to approach selling educational services to students
To determine potential future directions and offerings for Plus in order to retain current user and increase subscriptions
To uncover any potential patterns in re-subscribers, including but not limited to majors, subjects, study patterns, and Quizlet history
To understand what value Quizlet Plus offered them beyond regular Quizlet or other competitor offerings
To map out users’ journey within the year looking for suitable and/or free alternatives and its denouement, considering their renewal
To gain insight into student economic decisions and how to approach selling educational services to students
To determine potential future directions and offerings for Plus in order to retain current user and increase subscriptions
To uncover any potential patterns in re-subscribers, including but not limited to majors, subjects, study patterns, and Quizlet history
To understand what value Quizlet Plus offered them beyond regular Quizlet or other competitor offerings
To map out users’ journey within the year looking for suitable and/or free alternatives and its denouement, considering their renewal
To gain insight into student economic decisions and how to approach selling educational services to students
To determine potential future directions and offerings for Plus in order to retain current user and increase subscriptions
To uncover any potential patterns in re-subscribers, including but not limited to majors, subjects, study patterns, and Quizlet history
To understand what value Quizlet Plus offered them beyond regular Quizlet or other competitor offerings
To map out users’ journey within the year looking for suitable and/or free alternatives and its denouement, considering their renewal
To gain insight into student economic decisions and how to approach selling educational services to students
To determine potential future directions and offerings for Plus in order to retain current user and increase subscriptions
Methodology
Methodology
Methodology
Methodology
We spoke with 9 full-time students who became Plus subscribers via the Learn and Test paywall and chose to renew their subscription for at least another year.
We spoke with 9 full-time students who became Plus subscribers via the Learn and Test paywall and chose to renew their subscription for at least another year.
We spoke with 9 full-time students who became Plus subscribers via the Learn and Test paywall and chose to renew their subscription for at least another year.
We spoke with 9 full-time students who became Plus subscribers via the Learn and Test paywall and chose to renew their subscription for at least another year.
Method
Method
Method
Method
1:1 interviews on User Interviews, conducted virtually via Google Meet and an observation study
1:1 interviews on User Interviews, conducted virtually via Google Meet and an observation study
1:1 interviews on User Interviews, conducted virtually via Google Meet and an observation study
1:1 interviews on User Interviews, conducted virtually via Google Meet and an observation study
Recruitment Sample
Recruitment Sample
Recruitment Sample
Recruitment Sample
Age 18+, currently enrolled in university from US/Canada, and subscribed on annual plan through Learn/Test upsell and renewed
Age 18+, currently enrolled in university from US/Canada, and subscribed on annual plan through Learn/Test upsell and renewed
Age 18+, currently enrolled in university from US/Canada, and subscribed on annual plan through Learn/Test upsell and renewed
Age 18+, currently enrolled in university from US/Canada, and subscribed on annual plan through Learn/Test upsell and renewed
Synthesis
Synthesis
Synthesis
Synthesis
So what’s the story?
So what’s the story?
So what’s the story?
So what’s the story?
Firstly, who were these subscribers?
Health sciences students (nursing, PA, PT, dentistry, sports therapy, etc.) in a post-graduate program. These are students who knew of Quizlet early on and used it casually during high school or undergraduate, but have since become power users.
Firstly, who were these subscribers?
Health sciences students (nursing, PA, PT, dentistry, sports therapy, etc.) in a post-graduate program. These are students who knew of Quizlet early on and used it casually during high school or undergraduate, but have since become power users.
Firstly, who were these subscribers?
Health sciences students (nursing, PA, PT, dentistry, sports therapy, etc.) in a post-graduate program. These are students who knew of Quizlet early on and used it casually during high school or undergraduate, but have since become power users.
Firstly, who were these subscribers?
Health sciences students (nursing, PA, PT, dentistry, sports therapy, etc.) in a post-graduate program. These are students who knew of Quizlet early on and used it casually during high school or undergraduate, but have since become power users.
What was the journey to renewal?
Users went through 3 main stages in their search for a tool that would adequately meet their needs: high content volume, fast pacing of classes, and little time to search and validate new resources.
What was the journey to renewal?
Users went through 3 main stages in their search for a tool that would adequately meet their needs: high content volume, fast pacing of classes, and little time to search and validate new resources.
What was the journey to renewal?
Users went through 3 main stages in their search for a tool that would adequately meet their needs: high content volume, fast pacing of classes, and little time to search and validate new resources.
What was the journey to renewal?
Users went through 3 main stages in their search for a tool that would adequately meet their needs: high content volume, fast pacing of classes, and little time to search and validate new resources.
Insights
Insights
Insights
Insights
So what’s the learning?
So what’s the learning?
So what’s the learning?
So what’s the learning?
1
1
1
1
Prior experience with Learn hooks in subscribers.
Prior experience with Learn hooks in subscribers.
Prior experience with Learn hooks in subscribers.
Prior experience with Learn hooks in subscribers.
Subscribers were students who already used Learn as their tried-and-true method for getting good grades. Having that experience is a significant driver for subscription, and replicating it can fuel more subscriptions.
Subscribers were students who already used Learn as their tried-and-true method for getting good grades. Having that experience is a significant driver for subscription, and replicating it can fuel more subscriptions.
Subscribers were students who already used Learn as their tried-and-true method for getting good grades. Having that experience is a significant driver for subscription, and replicating it can fuel more subscriptions.
Subscribers were students who already used Learn as their tried-and-true method for getting good grades. Having that experience is a significant driver for subscription, and replicating it can fuel more subscriptions.
2
2
2
2
Students know they need Learn, but they want SRS with it, too.
Students know they need Learn, but they want SRS with it, too.
Students know they need Learn, but they want SRS with it, too.
Students know they need Learn, but they want SRS with it, too.
Users are aware of how helpful Learn is, but they want to more actively engage with material in a way that’ll stick. Incorporating SRS into Learn will provide an even more effective Learn experience that answers a need.
Users are aware of how helpful Learn is, but they want to more actively engage with material in a way that’ll stick. Incorporating SRS into Learn will provide an even more effective Learn experience that answers a need.
Users are aware of how helpful Learn is, but they want to more actively engage with material in a way that’ll stick. Incorporating SRS into Learn will provide an even more effective Learn experience that answers a need.
Users are aware of how helpful Learn is, but they want to more actively engage with material in a way that’ll stick. Incorporating SRS into Learn will provide an even more effective Learn experience that answers a need.
3
3
3
3
Plus allows them to customize Quizlet to their needs, not the other way around.
Plus allows them to customize Quizlet to their needs, not the other way around.
Plus allows them to customize Quizlet to their needs, not the other way around.
Plus allows them to customize Quizlet to their needs, not the other way around.
Students alter Plus to their unique way of studying to make it work for them, giving them control over their routine.
Students alter Plus to their unique way of studying to make it work for them, giving them control over their routine.
Students alter Plus to their unique way of studying to make it work for them, giving them control over their routine.
Students alter Plus to their unique way of studying to make it work for them, giving them control over their routine.
4
4
4
4
Plus by itself can be worth having; Plus when your friends have it, is worth keeping.
Plus by itself can be worth having; Plus when your friends have it, is worth keeping.
Plus by itself can be worth having; Plus when your friends have it, is worth keeping.
Plus by itself can be worth having; Plus when your friends have it, is worth keeping.
Having peers on the same platform reinforces the presence of trustworthy, relevant content that students can fall back on when time is short or stress is high— they’re not alone in this, because their cohort is on Plus, too.
Having peers on the same platform reinforces the presence of trustworthy, relevant content that students can fall back on when time is short or stress is high— they’re not alone in this, because their cohort is on Plus, too.
Having peers on the same platform reinforces the presence of trustworthy, relevant content that students can fall back on when time is short or stress is high— they’re not alone in this, because their cohort is on Plus, too.
Having peers on the same platform reinforces the presence of trustworthy, relevant content that students can fall back on when time is short or stress is high— they’re not alone in this, because their cohort is on Plus, too.
5
5
5
5
If it ain’t broke, don’t fix it!
If it ain’t broke, don’t fix it!
If it ain’t broke, don’t fix it!
If it ain’t broke, don’t fix it!
If students find a method or resource that works for them, there’s no reason to change or look for alternatives. Decisions to renew in this group were extremely easy, and they didn’t even think about canceling.
If students find a method or resource that works for them, there’s no reason to change or look for alternatives. Decisions to renew in this group were extremely easy, and they didn’t even think about canceling.
If students find a method or resource that works for them, there’s no reason to change or look for alternatives. Decisions to renew in this group were extremely easy, and they didn’t even think about canceling.
If students find a method or resource that works for them, there’s no reason to change or look for alternatives. Decisions to renew in this group were extremely easy, and they didn’t even think about canceling.
Reflection
Reflection
Reflection
Zoom in, but remember to zoom out too.
Zoom in, but remember to zoom out too.
Zoom in, but remember to zoom out too.
Zoom in, but remember to zoom out too.
Synthesis can be pretty granular: rewatching videos, poring over transcripts, and going back to good old sticky notes. But at the end of the day, connecting the dots together and tying in actionable insights shows stakeholders the bigger picture, and ultimately makes your points stick.
Synthesis can be pretty granular: rewatching videos, poring over transcripts, and going back to good old sticky notes. But at the end of the day, connecting the dots together and tying in actionable insights shows stakeholders the bigger picture, and ultimately makes your points stick.
Synthesis can be pretty granular: rewatching videos, poring over transcripts, and going back to good old sticky notes. But at the end of the day, connecting the dots together and tying in actionable insights shows stakeholders the bigger picture, and ultimately makes your points stick.
Synthesis can be pretty granular: rewatching videos, poring over transcripts, and going back to good old sticky notes. But at the end of the day, connecting the dots together and tying in actionable insights shows stakeholders the bigger picture, and ultimately makes your points stick.
This being my first solo project was a little nerve-wracking, but also really insightful! I enjoyed speaking with health sciences students and getting to understand their entire studying journey, and how to make it easier. If you’re interested, please reach out to see the full deck!
This being my first solo project was a little nerve-wracking, but also really insightful! I enjoyed speaking with health sciences students and getting to understand their entire studying journey, and how to make it easier. If you’re interested, please reach out to see the full deck!
This being my first solo project was a little nerve-wracking, but also really insightful! I enjoyed speaking with health sciences students and getting to understand their entire studying journey, and how to make it easier. If you’re interested, please reach out to see the full deck!
This being my first solo project was a little nerve-wracking, but also really insightful! I enjoyed speaking with health sciences students and getting to understand their entire studying journey, and how to make it easier. If you’re interested, please reach out to see the full deck!
(PART OF THE) QUIZLET USER RESEARCH TEAM
MANY THANKS TO PETE, ALANNA, & LIZZIE FOR THEIR SUPPORT & GUIDANCE!
(PART OF THE) QUIZLET USER RESEARCH TEAM
MANY THANKS TO PETE, ALANNA, & LIZZIE FOR THEIR SUPPORT & GUIDANCE!
(PART OF THE) QUIZLET USER RESEARCH TEAM
MANY THANKS TO PETE, ALANNA, & LIZZIE FOR THEIR SUPPORT & GUIDANCE!