yoli - UX/UI Design

Research - Synthesis & Define - Hypothesis & Explore - LEAN UX (Build + Test & Measure + Learn) - Deliver

Business Goal

Create effortless flow though a complex full-featured app built for an industry with inherently high churn (language learning).

Establish a distinctive and friendly, yet professional brand identity conducive to learning.

In person:

- English training centers are unaffordable for most people

- People don’t have time to take classes in a school

- Laziness is the default when it comes to self-improvement

- People live too far from the training center

- People have inflexible schedules

- The teaching style is rigid

- Too many students in classes

Online teaching:

- Inflexible schedule

- Teachers are mostly Chinese

- You actually get very little practice

- Students are all different English levels

- You need a laptop, which doesn't always work

- It's hard to find a good foreign teacher

- Most online schools are exam-oriented

Painpoint:

- Doesn’t want to study with only one teacher

- Class are too expensive for her

- Time is limited for review and practice

User Goals

1. Users want native speaking teacher

2. Uses take an English class anytime, anywhere

3. Users want course records to review

Distinctive clean shapes and strategic use of colors reinforce spaces within the app according to behavior (i.e. passive study, 1-to-1 classes, course selection). These aesthetic cues give learners a clear sense of where they are, and what to do next.

After extensive discussions with the yoli team to deeply understand its core users and challenges with churn, course progress visibility and one-click progression (i.e. start next class) became central to the UI/UX.