Scholastic
Improving Customer Acquisition through Parent Onboarding
Interaction Design
Visual Design
Wireframing and Prototyping
User Research
Information Architecture
Usability Testing
Typography
Responsive Design
Collaboration
Scholastic Book Clubs aimed to build a community of readers by partnering with teachers to enrich classroom libraries and build lifelong reading habits among students. Boosting parental participation in Book Clubs was crucial for this mission. By encouraging parents to place online orders, Scholastic sought to support teachers and benefit students, enhancing the reading culture in classrooms. The initiative focused on effective onboarding strategies to improve customer acquisition and increase parent engagement.
Shipped Solution
Scholastic Book Clubs faced several significant challenges impacting parental participation. There was a notable 90% drop in parent registrations, largely due to a cumbersome registration process with excessive steps and questions. The existing design was desktop-centric, offering a poor mobile experience, and many parents remained disengaged, preferring paper orders over online registration. To identify these problems, methods included tracking customer service calls and reviewing tickets, analyzing feedback from ForeSee satisfaction ratings, open-ended comments, and Communispace interactions, and conducting usability tests on the registration process.
Hypothesis:
Streamlining the parent registration process would accelerate entry into the Reading Club's website, enabling users to explore age-appropriate books for their children, ultimately leading to increased engagement and recommendations.
Where We Started
Research
Design
Iteration
Testing
Improvement
User Research
• Interviewed parents who participated in the Reading Club.
• Identified pain points through user testing with non-participating parents.
• Collaborated with stakeholders to understand business requirements.
Ideation and Prototyping
• Formed a multidisciplinary agile squad for iterative design.
• Developed personas, journey maps, and prototypes.
• Created clickable prototypes for user testing and feedback iteration.
The goal of Scholastic Bookfinder is all about making life easier for teachers and families. Whether it's finding books that match educational standards or sparking kids' love for reading, the site wants to be a friendly place where everyone can discover great books. Working on this project, I teamed up closely with the VP of Technology as a product designer. We also collaborated with the marketing and product management teams, all with the aim of creating a website that's super easy to use and helps folks find the perfect books for their kids.
Our research identified that a significant portion of teachers (60%) and families (45%) struggled to find specific book titles that matched their needs. To solve this issue, we implemented the Scholastic Bookfinder solution, which included:
Simple search filters for age, genre, reading level, etc. across 180,000+ books.
A regularly updated catalog with over 2,000 new titles added monthly.
A consistent, user-friendly interface with reusable UI components.
Personalized book recommendations based on user data and browsing patterns.
A database of over 500,000 user reviews and ratings for informed selections.
By incorporating these features, the Scholastic Bookfinder effectively addressed the pain points, enabling teachers and families to easily discover and select relevant books tailored to their specific needs and interests.
Scholastic Bookfinder makes a big difference in a few ways. First off, it makes finding the right books for kids much easier, which can be a real struggle for teachers and families. By giving our target audience a simple way to search and find books that fits their needs, it helps users get the best books for each child.
Plus, it's all about promoting reading. By giving kids access to a wide range of books that match their interests and reading levels, Scholastic Bookfinder helps them become better readers and discover the joy of reading.
And it's not just about finding books, it's also about connecting with other educators and families. We can share recommendations and reviews, making it easier to find great books and build a supportive community around reading. All in all, Scholastic Bookfinder is a real game-changer for anyone who loves books!
Shipped Solution
