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EDU PLATFORM

Research on the implementation of online education platforms in the Azerbaijani market.

I decided to conduct research to understand the opinions of people living in Azerbaijan about online education and to learn about the challenges they face when using online education platforms. My primary goal is to make online education more accessible for people living in Azerbaijan.

My role in this project.

CX Researcher

Research on online education platforms in the foreign and local markets:

Before gathering people's opinions, I decided to research the most widely used online education platforms in the foreign and local markets so that I could better understand them during the survey.

Key aspects I focused on while researching current online education platforms:

What features do these platforms have?
What are their customer acquisition strategies?
Who are their main customers?
What is the average price of the courses?

Who have we considered as our primary target audience?

When examining online education platforms in the local and foreign markets, I determined that their average user base consists of individuals aged 18 to 40. However, rather than proposing a solution for such a broad demographic initially, I wanted to narrow down my target audience to achieve better results.
Individuals aged 18 to 25.
Primarily students and those who have recently entered the workforce.
People living in Azerbaijan.

Research process:

After researching several popular local and foreign online education platforms, I decided to interview a few individuals from the target audience to answer the following questions.

Questions I want to find answers to:

Is anyone using those platforms in the local market?
Which one is the most commonly used?
Why do users choose that platform, or what features do they find appealing?
Are there any issues they encounter while using it?
What factors do they prioritize when selecting a course?
Are the course prices satisfactory for the users?

Before moving on to the interview stage, I divide the individuals aged 18 to 25, whom I have identified as my target audience, into two groups:

Of course, in addition to the users, I must also include non-users in my target audience so that I can convert them into potential customers for the platform I intend to develop.
Those who have used online education platforms to date.
Those who have never used them.

Percentage ratio of users as a result of the research (%):

As a result of the research, I determined that approximately 2 out of every 6 people are users of online education platforms, which accounts for about 33%. Of the remaining 67%, approximately 45% have information about online platforms but do not use them, while the other 22% are not familiar with online education platforms at all.

What problems will GIXMA solve for HR representatives?

It will solve the problem of HR representatives finding the right candidate.
It will help HR representatives easily create job postings that match their desired requirements.

User opinions and issues identified as a result of the research:

They prioritize having training materials in various languages.
They value having trainers who are certified and specialized professionals.
They emphasize that the courses should be financially accessible.
They want resources to be regularly updated.
They prefer having subtitles even if the training is in another language.
They consider obtaining a certificate at the end of the training important.
They pay attention to reviews from individuals who have taken the course.
They generally prefer to pay separately for each course.
They value having short videos for the training (similar to those on Udemy).
They expect there to be assessments at the end of each module and a final exam.
They are dissatisfied with the lack of networking opportunities during online education.
In addition to trainers, they value having supplementary training materials that are certified.
Teachers should answer users' questions.
There should be live sessions at the beginning and end of each module so that users can easily direct their questions to the instructor.

Mind-mapping:

Due to the numerous user opinions and issues identified in the research, I created a mind map to determine which problems are more critical and must be addressed in the initial phase.

As a result of the interviews, the desires and feasible solutions expressed by most users are as follows. These factors also play a significant role in the customer acquisition phase. They are the most important elements in converting a lead into a customer:

They prioritize having trainers who are certified and specialized professionals.
They also value having supplementary training materials that are certified.
They emphasize the importance of having short videos for the training (similar to those on Udemy).
They consider obtaining a certificate at the end of the training important.
They pay attention to reviews from individuals who have taken the course.
Teachers should answer users' questions.

Next, the nuances that users value the most are as follows. These aspects will not only attract customers but also keep existing customers satisfied. Even if we do not implement the following points, addressing the ones mentioned above can still help us attract customers and convert them into loyal ones:

They prioritize having training materials available in various languages.
They emphasize the importance of regularly updating resources on the platform.
They prefer having subtitles even if the training is in another language.
They generally prefer to pay separately for each course.
They expect assessments at the end of each module and a final exam.
They are dissatisfied with the lack of networking opportunities during online education.

Solutions corresponding to the problems:

The solutions I have added below can be used to convert leads into customers:

We can create a platform that includes a verification process for trainers upon registration, as well as a verification for training materials. This will create a positive impression of the platform among users. Additionally, not everyone will be able to become a trainer, which will enhance the professionalism of the platform. The verification process for trainers can be conducted through specific tests, and training materials can be automatically checked using AI.
To encourage users to engage with the platform, we should provide open access to at least 2-3 minute clips from the first three training videos. Additionally, we need to add a user review section to the platform so that users and other potential customers can obtain more detailed information about the course without having to make a payment.
Trainers will be able to add courses in various languages to the platform. However, it is possible that the course a user wants is in English, but English is not among the languages added by the trainer. This could make it difficult for the user to understand the training material. As a solution, we can add subtitles in several international languages to those videos.
Furthermore, to attract more users and promote the platform, we should allocate a budget for advertising.

The solutions I have added below can be used to enhance customer retention:

We can set a condition for trainers during the registration process that they must answer questions from every participant in the training. Otherwise, they may be removed from the platform. Additionally, users have expressed complaints about the lack of networking opportunities. We could create a special community for each profession within the platform, which could be facilitated through Telegram channels, WhatsApp groups, etc.
We can also include test questions at the end of each module in the courses, allowing every participant to assess their knowledge. This could even be made mandatory, meaning users cannot proceed to the next module without completing the test. Furthermore, if the result is unsuccessful, the new module will not open. They will need to review the lessons again and retake the test to improve in that area.
Users want to obtain certificates from the courses. Therefore, we should ensure that all courses provide certification. If this is not possible, then we must clearly state upfront, in a way that users can easily see, that there is no certification available for this course.

Research process and CJM images:

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