Our reposition strategy has successfully helped the student base grow from 0 to 100K. Over 90% of enrolled students remained with us for more than 2 semesters, paying a monthly tuition fee of 298 USD. This suggested that our reposition strategy attracted the dedicated learners we aimed to target.
Following the reposition strategy, XiaohouCode decided to include Scratch, Python, and C++ education program in addition to CodeMonkey's CoffeeScript. Based on the changes on product-market fit, I restructured the branding system.
While preserving the well-known character designs and visual style, I introduced more vibrant colors to enhance the brand's appeal to Chinese parents and students. To differentiate each product line, I created unique brand keywords and distinct visual elements, while maintaining a cohesive overall style.
To inspire creativity and make learning more relevant to students' lives, we designed a series of new characters and storylines that incorporated life events, cultural festivals, art, and new technologies into coding lessons.
To attract parents to participate in XiaohouCode's recurring lectures and workshops, I developed another set of poster templates with emphasis on teacher.
Following the reposition and rebrand strategies, we built 10+ EdTech tools to ensure hybrid education quality.
In project-based classrooms, students often encounter unique learning challenges. So, it is important for teachers to effectively oversee the general learning progress of the class as a whole, and define the student groups who may be facing challenges. EdTech solutions were therefore necessary to boost teacher's productivity.
As XiaohouCode included multiple coding languages for different age groups, we worked with product managers, developers and teachers to design various interactive coding courses and Integrated Development Environments (IDEs) tailored to students' ages and learning objectives
It is important to involve parents in their children's learning. As most learning activities take place at home after class, parents also play a part in teaching. Therefore, we decided to provide daily student learning performance reports to parents and assist them in providing personalized guidance for their children.
During my two and a half years at XiaohouCode, I grew from a designer to a design manager. My design philosophy evolved from solely focusing on user experience to integrating the strengths of various partners to create better educational products. Many valuable lessons have been learned, including: