Mathleaks
A Swedish EdTech startup offering math solutions for Högstadiet (High School), Gymnasium (Upper Secondary), and Komvux (Adult Education), using smart digital solutions to help students build math confidence.
Overview
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What..
A user research project aimed at understanding user needs, behaviors, and motivations for choosing Mathleaks as their preferred math companion.
The client sought insights into a decline in user engagement over the past year and relied on our expertise to propose a solid business model informed by user research.
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Why..
Mathleaks attracts users through its website and mobile app but has struggled to retain engagement and convert free users to paid subscribers.
This challenge has impacted overall business stability, requiring immediate action to address retention and drive conversions.
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How..
The existing website provided valuable insights into user navigation patterns, behavior, and flow through statistical analysis.
Supplementing this with user interviews revealed their goals, expectations, and current pain points. This combination of methods allowed us to uncover root causes and design a sustainable, modern business model.
The Business Problem
Mathleaks faced significant challenges in retaining new users and converting them into loyal subscribers. With a freemium-to-premium model, conversion rates were only 8-10%, highlighting a lack of understanding of user needs, goals, and motivations.
The Design Approach
Quantitative & Qualitative analysis findings
The most engaging pages were solution pages wherein new users accounted for 66% of page views. 90% drop-off occurred on the solution pages indicating completion of task.
Homepage has the highest visits but also the highest drop-off, indicating lack of engagement. 98% users who visited prenumerera page proceeded to the checkout page.
Majority users arriving from prenumerera page dropped off on checkout page.
The main user goals determined during the research
Key user scenarios determining the users behavior on Mathleaks
Translate research into Business & User insights
Analytics and user interviews revealed three main student goal categories, which were not well-defined in the current platform flow.
Catering to a young, digitally savvy demographic, users prioritized simple, intuitive navigation and showed low tolerance for effortful exploration.
If unable to find desired information within 5-8 seconds, they were likely to bounce.
Each insight category highlighted a key action for the business, supported by examples to drive actionable outcomes.
Research insights highlighted key areas for improvement to create a smoother user experience. They also revealed new business opportunities to foster collaboration between teachers and students
Clear actionable steps were outlined for the client, including detailed guidance on the sitemap, design concepts, and UI. These deliverables provided a tangible starting point, showcasing how our recommendations could be implemented for Mathleaks.
Key learnings and takeaway
A data-driven design strategy enabled us to identify tangible problem areas and develop a tailored business approach.
The insights were eye-opening for the client, highlighting key improvement areas while uncovering new opportunities to integrate teachers into the platform.