{"id":12630,"date":"2020-12-07T15:48:10","date_gmt":"2020-12-07T14:48:10","guid":{"rendered":"https:\/\/uxstudioteam.com\/?p=12630"},"modified":"2022-05-19T14:33:56","modified_gmt":"2022-05-19T13:33:56","slug":"how-we-helped-a-language-learning-app-reach-its-target-audience-with-visual-design","status":"publish","type":"post","link":"https:\/\/timemachine.uxstudioteam.com\/ux-blog\/how-we-helped-a-language-learning-app-reach-its-target-audience-with-visual-design\/","title":{"rendered":"How We Helped a Language App Reach Its Target Audience With Visual Design"},"content":{"rendered":"

\"xeropan<\/p>\n

Xeropan<\/a> is a pedagogical game built by teachers of English as a foreign language. By playing, learners can get a level of instruction and results that are usually only possible in a real-life classroom. In 2018 we worked on the UX of this app<\/a>, this time we focused on the UI and visual storytelling.<\/p>\n

<\/p>\n

The problem<\/strong><\/h2>\n

In the fall of 2019, Xeropan\u2019s CEO reached out to us because, although he was receiving great feedback on his product, his conversions in the app stores weren\u2019t living up to his expectations. Additionally, he had the feeling that his ratio of <\/span>paying customers to total users could be improved.<\/b><\/p>\n

This case study is an in-depth project description. We also have a short and sweet page<\/a> if you’d like a quick overview.<\/p>\n

Discovery<\/strong><\/h2>\n

In order to solve the problems at hand, Antoine, our researcher,\u00a0 <\/span>first needed to understand the causes of these problems.<\/p>\n

To increase conversions<\/a>, he had to explore which part of the funnel could be improved and what was the problem in the first place, so he decided to ask potential users to find the app, download it and play around with it while leading him through their impressions, thoughts, and questions.<\/span><\/p>\n

To find a way to increase the ratio of paying users, Antoine also asked participants what difference they saw between the free and premium plans, in terms of value. Also, he questioned them about their willingness to pay. He then asked them about past experiences where they had paid for a similar service, to understand the motivations that triggered the buying decision.<\/span><\/p>\n

Findings<\/strong><\/h2>\n

The most important findings from this discovery phase were the following:<\/span><\/p>\n