Let’s paint the picture.

You’re thinking of going boating.
Before you can get on the water, you need to get a boating license.

You Google how to get boating license in your Province or State.
This is how you discover BoatED.com

During the registration process, you discover a course upsell called

What you see above, is an interactive upsell modal that has been released for over a year.
During this time, over 70% of traffic upgraded to iLearnToBoat.

Despite its success, we received multiple complaints.
Not from one, but from 5 different States of America.

“Boat course is supposed to be about educating people on the importance of safety. We’re afraid that with iLearnToBoat, people are rushing and skipping through content. Resulting in people operating boats without being cautious. ”
— New York, New York, United States

Solution

So, what changed?

1.Highlighted other benefits of the course:

  • Ability to print license upon completion

  • Interactive learning experience

  • Ability to learn at your own pace

  • Content is easier to digest

2. Created sustainable design

Prior to this project, we did not have a Design System.
So I used this opportunity to build one.
Which resulted in:

  • Cohesive look across the entire product

  • Consistent typography, colours, buttons, modals, and radius

  • Equal spacing by applying 8 point grid

  • Developers having an easier time to implement designs

3. Added social proof

People are more likelier to buy products others love and trust.
iLearnToBoat has over 26,000 five star reviews, which is a testimate to how great the product is.

Process

Now that you’ve seen the final result, it is time to dive into how I got here.

High level process:

  • Sprints x 2

  • Iterations x 5

  • User Testing x 3

  • ASYNC communication via Loom and Slack

Constraints

  • Avoid using words like fast, gamification, and speed

  • Keep iLearnToBoat branding

Challenges

At Kalkomey culture is surrounded around getting together over a Zoom call. Without clear agendas or post meetings notes.
Resulting in staff spending 60-80% of the time on the calls.
Designers and Engineers are forced to do work in 30 to 60 minute increments of time.

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