Andrew Kotov

Online Lecture

Platform Redesign

Audience

930,000 users

Task

Redesign of the LMS platform in 3 months with an emphasis on improving sticky metrics (at the start of work, a subscriber of the platform logged into it 1 time per month)

Task

Redesign of the LMS platform in 3 months with an emphasis on improving sticky metrics (at the start of work, a subscriber of the platform logged into it 1 time per month)

Result

+25% retention (7d)

+8% day stickiness

🔗 Platform ↗

Role

Created design concept & vision with founders
Designed scenarios, key screens, and Rive animations
Synced and brainshtorm with PO and handed off interactions to dev
Built custom Python tools for video & TouchDesigner file for graphics

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11:03

Background

and Disrupt

Background

The platform had a huge audience — but the experience of watching lectures was frustrating. A different studio had worked on it before, but failed to meet expectations. The client was ready to give up on outsourcing and do everything in-house. But they were advised to give our studio, MateÇa, a chance.

Background

Fast Kickoff
The art director dropped the project on a Monday. By Tuesday, we were deep into metrics, research, and competitor analysis.

Reviewed product data
Defined the target audience
Ran 3 quick user interviews
Audited the current platform

Fast Kickoff
The art director dropped the project on a Monday. By Tuesday, we were deep into metrics, research, and competitor analysis.

Reviewed product data
Defined the target audience
Ran 3 quick user interviews
Audited the current platform

We explored streaming platforms and edtech to find the right blend.

From edtech: social ratings, peer activity
From streaming: fluid feed, bold new releases

We explored streaming platforms and edtech to find the right blend.

From edtech: social ratings, peer activity
From streaming: fluid feed, bold new releases

I mapped out the references and pitched ideas with the art director. We presented them directly to the founders — that’s when they decided to work with us.

Design Concept

process

Time was tight. We moved fast from product structure to concept. For that I prepared service vision:

Design Matrix
Behavioral matrix
3 Metaphors

Time was tight. We moved fast from product structure to concept. For that I prepared service vision:

Design Matrix
Behavioral matrix
3 Metaphors

I initiated a workshop where we were able to communicate with the founders of the product to run the platform without being tied to a digital product

Concept

I also had to auto-generate covers for lectures, so I built a visual generator in TouchDesigner.

Design delivery

The metaphor of stars of happiness shaped everything — icons, micro-interactions, lecture scrolls.

Key Metrics

After Redesign

Preserved the spirit of «Synchronization» but introduced a new visual and UX language — clean, intuitive, and streaming-like — it changed the product

Day-3 retention

from 33%

to 37%

+4%

Preserved the spirit of "Synchronization" but introduced a new visual and UX language — clean, intuitive, and streaming-like.

Day-7 retention

from 33%

to 40%

+7%

User engagement improved: more users return after a week.

Stickiness

+5-8%

The DAU/MAU ratio increased — users started using the platform more frequently during the week.

Authorization within the first week

from 65%

to 91%

+34%

Most new users now complete onboarding successfully and don’t drop off at the start.

Conversion from purchase to authorization  

(Day 1)

+32%

Most new users now complete onboarding successfully and don’t drop off at the start.

Conversion from purchase to authorization  

(Day 7)

+25%

Even a week after purchase, more users complete the authorization process.

let’s talk

inst

mail

Andrey Kotov

who creates complex conceptual

digital designer

web services

and mobile apps

let’s talk

inst

mail

Andrey Kotov

who creates complex conceptual

digital designer

web services

and mobile apps

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Th, 10 August, 2024

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