Leanpitch:

An innovative ed-tech platform designed to cater to the needs of agile and scrum enthusiasts, trainees seeking certification, and professionals looking to enhance their skills in product management, alongside a diverse array of other training programs including product management, project management, devOps, design, and coding.

With a strong presence in both the Indian and international markets, Leanpitch distinguishes itself through the exceptional quality of its training programs, which are experiential, hands-on, and devoid of traditional PPT-based instruction. The company also boasts a robust community of over 30,000 agile and scrum enthusiasts.

My Role: Research, Strategy, UI/UX Design, Storytelling & Branding

The case study demonstrates that a deep understanding of user needs and preferences is essential for driving successful platform redesign initiatives and achieving business objectives in the competitive ed-tech landscape. By prioritizing user research, alignment with business goals, competitive differentiation, and iterative improvement, Leanpitch was able to transform its website into a user-centered platform that delivers value to its users and maintains a competitive edge in the market.

Problem Statement:

Traditional educational approaches often lack practical insights and personalized support needed for agile methodologies and product management, leaving learners struggling with complex concepts and limited interactive experiences, thus impeding skill development and career advancement.

Sorting Exercise with users
Conducting User Interviews as a part of our
initial user research
Creating User Journey Maps with real users

User Research

Research MethodDetails
Surveys and QuestionnairesDistributed online surveys to existing and potential learners to gather quantitative data on their needs, preferences, and challenges. Questions focused on learning habits, preferred training modes, and content gaps.
InterviewsConducted one-on-one interviews with a diverse group of learners, including Agile and Scrum enthusiasts, product management aspirants, and corporate professionals. Explored in-depth insights on their learning experiences and pain points
Focus GroupsOrganized focus group discussions with small groups of target users to brainstorm and discuss their experiences with current training programs and expectations from Leanpitch’s offerings.
User ObservationsObserved users in real-world settings, such as live training sessions and workshops, to understand their interactions and challenges with existing educational approaches.
Persona DevelopmentCreated detailed user personas based on collected data to represent key segments of Leanpitch’s target audience, including Agile trainees, product managers, and corporate clients.
Usability TestingTested existing Leanpitch platforms and resources with real users to identify usability issues and gather feedback on content accessibility and user experience.
Competitive AnalysisAnalyzed competitor offerings and user experiences to identify gaps and opportunities in the market, and to benchmark Leanpitch’s programs against industry standards.
Feedback CollectionRegularly collected feedback through post-course surveys and feedback forms to continuously improve the training programs based on user suggestions and experiences.
Social Media ListeningMonitored social media channels and forums to gather insights on learner discussions, trends, and sentiments related to Agile, Scrum, and product management training.

Competitor Analaysis

AspectsLeanpitchScrum AllianceScrum.orgKnowledge HutSimplilearn
OfferingsAgile & Scrum,
Product Management, Management, Project Management,
Agile Coaching,
DevOps,
Design,
Coding
Agile & Scrum Certifications, Coaching ProgramsScrum Certifications, Professional Scrum Master (PSM), Professional Scrum Product Owner (PSPO)Agile & Scrum, Project Management, IT Service Management, Quality Management, Data ScienceAgile & Scrum, Project Management, Data Science, Cloud Computing, Cyber Security, Digital Marketing
Training modesOnline, Live, Offline, Crash Courses, E-learningOnline, In-personOnline, In-personOnline, In-person, Blended LearningOnline, Self-paced, Instructor-led
USPExperiential, hands-on training with no PPTs; strong community of 30k+ Agile & Scrum enthusiastsEstablished and globally recognized certificationHigh-quality, consistent Scrum training from the original creators of ScrumDiverse range of training modes, extensive course offeringsComprehensive, industry-recognized certifications, focus on career outcomes
Community EngagementActive community, webinars, meetups, mentorship programs.Global community, local user groups, events like Global Scrum GatheringActive online community, forums, global eventsOnline forums, community eventsOnline forums, community events, industry connections
Pricing StructureBasic and Prime memberships; Prime includes free access to events, e-learning content, and priority supportTiered pricing for different certifications and membership levelsFixed pricing for each certificationTiered pricing based on course and delivery modeSubscription-based model, tiered pricing for certifications and courses
Content QualityHigh-quality, hands-on, practical contentHigh-quality, standardized curriculum, experienced trainersHigh-quality, standardized curriculum, original Scrum contentHigh-quality, diverse content, experienced trainersHigh-quality, diverse content, practical exercises and real-world projects
Customer SupportPriority support for Prime membersStandard support, additional support for membersStandard support, active community forumsStandard support, additional resources for premium user24/7 customer support, additional resources for premium users
Certification RecognitionGrowing recognition, particularly in India and abroadHighly recognized and valued globallyHighly recognized and valued globallyRecognized and valued, particularly in the corporate sectorHighly recognized and valued globally, strong industry connections
FlexibilityFlexible training modes catering to individual and corporate needsLess flexible, more structured certification pathsLess flexible, more structured certification pathsFlexible training modes and diverse course offeringsHighly flexible, with a variety of learning modes and extensive course offerings

Target Audience

CategoryDetails
Agile and Scrum EnthusiastsIndividuals who are passionate about agile methodologies, scrum frameworks, and lean principles and seek to deepen their understanding and expertise in these areas.
Agile and Scrum TraineesProfessionals undergoing training or certification programs to become certified scrum masters (CSMs), certified scrum product owners (CSPOs), or certified agile coaches (CACs) and seeking educational resources and guidance to support their learning journey.
Product Management AspirantsIndividuals aspiring to pursue careers in product management or seeking to enhance their skills in product development, product strategy, and product lifecycle management.
Management PersonnelManagers, team leaders, project managers, and executives responsible for overseeing agile teams, implementing agile practices, and driving organizational agility
Organizations and StartupsCompanies and startups looking to adopt agile methodologies, scrum frameworks, or lean principles within their operations, enhance their project management practices, or upskill their workforce in agile and product management.
Educational InstitutionsColleges, universities, training institutes, and corporate training departments seeking educational resources, training programs, or curriculum support for agile and scrum education initiatives.
Professional Coaches and MentorsExperienced agile coaches, scrum trainers, product management experts, and industry mentors offering coaching, consulting, and guidance services to individuals, teams, and organizations.

User Persona

Key Factors

The research on key factors influencing decisions provided critical insights into what drives consumers to choose Leanpitch’s training programs.

Emerging Trends

Emerging trends provided insights about how education and training industry were reshaping how learning is delivered and experienced.

Key Challenges:

Leanpitch aims to tackle the following core challenges in order to enhance its value proposition, improve user satisfaction, and establish itself as a leading provider of agile and scrum education, product management courses, coaching, and guidance services within the ed tech landscape

Lack of Comprehensive Resources:

Participants often struggle to find adequate resources offering practical, real-world insights essential for excelling in agile methodologies and product management. Existing materials may be outdated or fail to address the complexities of modern business environments.

Absence of Post-Training Programs:

Upon completing courses, learners encounter a void in post-training support and guidance. This lack of continued assistance hampers their ability to apply newly acquired knowledge effectively in professional settings and limits their overall growth potential.

Insufficient Community Engagement:

The absence of vibrant communities within the platform deprives participants of valuable opportunities for networking, knowledge sharing, and peer support. This hinders collaborative learning and diminishes the sense of belonging within the learning ecosystem.

Inadequate Guidance and Mentoring:

Learners often face challenges in accessing personalized guidance and mentoring, essential for navigating complex concepts and overcoming professional hurdles. The absence of tailored support inhibits skill development and limits career advancement opportunities.

Limited Job Placement Channels:

The platform lacks dedicated channels for job placement, depriving participants of avenues to explore career opportunities and connect with potential employers. This gap in employment facilitation impedes the transition of learners from education to employment

Low Awareness:

Despite its offerings, Leanpitch struggles with low awareness among its target audience. Many potential learners remain unaware of the platform’s existence and the benefits it offers, hindering its ability to attract and retain users effectively.

Key Impediments:

While Leanpitch endeavors to address the challenges faced in agile methodologies, scrum practices, and product management education, several impediments may hinder its efforts:

Limited Awareness and Visibility:

Despite its offerings, Leanpitch may struggle to gain visibility and awareness among its target audience. Competing in a crowded ed tech market requires significant investment in marketing, branding, and promotional activities to ensure that potential users are aware of the platform and its value proposition.

Resource Constraints:

Developing and maintaining comprehensive resources, including courses, coaching materials, and interactive learning tools, requires substantial investment in content creation, platform development, and infrastructure. Limited resources may hinder Leanpitch’s ability to continually update and expand its offerings to meet evolving user needs and industry trend

User Engagement and Retention:

Encouraging active participation and engagement among users is crucial for the success of any educational platform. However, sustaining user interest and retention over the long term can be challenging, particularly if learners encounter difficulties
or perceive a lack of value in the platform’s offerings.

Playscrum cards to increase user engagement

Quality Assurance:

Ensuring the quality and relevance of educational content, coaching services, and learning experiences is paramount for maintaining user trust and credibility. However, maintaining consistently high standards across a diverse range of offerings may be challenging, especially as the platform scales and introduces new courses or services.

Community Building:

Establishing and nurturing a vibrant community within the platform requires dedicated efforts to facilitate networking, collaboration, and knowledge sharing among users. Building a sense of belonging and fostering meaningful interactions may be challenging, particularly in the absence of face-to-face engagement opportunities.

Partnership and Collaboration:

Collaborating with industry experts, professional associations, educational institutions, and corporate partners can enhance Leanpitch’s credibility, expand its reach, and enrich its offerings. However, building strategic partnerships requires time, effort, and negotiation skills to align interests and objectives effectively.

Technological Challenges:

Managing and optimizing the platform’s technology infrastructure, including servers, databases, and software applications, is essential for delivering a seamless user experience. However, technical issues such as downtime, performance bottlenecks, or security vulnerabilities may arise, impacting user satisfaction and trust in the platform. Addressing these impediments requires a strategic approach, proactive problem-solving, and ongoing adaptation to changing market dynamics and user preferences.
By prioritizing user needs, investing in quality assurance, fostering community engagement, and forging strategic partnerships, Leanpitch can overcome these challenges and establish itself as a leading provider of agile and scrum
education and product management training

Implementations (1st Iteration)

Membership Program:

To enhance its value proposition and cater to the needs of dedicated learners, Leanpitch introduced the Prime Membership program. This overview explores the Prime Membership’s objectives, implementation, benefits, market reception, and impact on Leanpitch’s overall growth and customer satisfaction.

User Jouney Map for Prime Members

Objectives:

Implementation:

The Prime Membership was strategically designed with the following features:

Key Features:

  1. Unlimited Access: Free access to events, meetups, webinars, crash courses and e-learning content.
  2. Exclusive Content: Access to exclusive resources and materials not available to non-members.
  3. Personalized Support: Priority access to mentors and coaches for personalized guidance.
  4. Community Engagement: Invitations to exclusive member-only events fostering networking and community building.

Benefits:

  1. Cost Savings: Significant savings on training costs for frequent users.
  2. Convenience: One-stop access to all necessary training and resources.
  3. Career Advancement: Continuous learning and development opportunities aid in career progression.
  4. Networking Opportunities: Enhanced opportunities to network with industry experts and peers.

Membership Growth:

The Prime Membership program saw slow growth since its inception, with monthly subscriptions increasing by 3-4% on average. But it started to gain momentum in subsequent months with the subscriptions increasiong to almost 9% monthly.

Customer Satisfaction:

Surveys indicated that there was a 65% satisfaction rate among Prime members, highlighting the value and convenience offered by the program.

Revenue Impact:

The subscription-based model provided a steady revenue stream, contributing to atleast 12% increase in overall revenue. The predictable income from memberships allowed for better financial planning and investment in new content and resources.

Challenges and Solutions:

Challenges

Solutions

Designing Tailored Learning Experiences

Designing a personalized and engaging learning path for learners required a deep understanding of their individual needs, preferences, and goals. It began by conducting thorough learner assessments to identify their current knowledge level, learning styles, and areas for improvement. Armed with this insight, we curate a diverse range of learning materials, including interactive e-learning modules, multimedia content, and hands-on activities, to cater to different learning preferences. Incorporating elements of gamification, such as badges, leaderboards, and challenges we added an extra layer of engagement and motivation. Additionally, providing opportunities for learner autonomy and self-directed learning also empowered individuals to take ownership of their educational journey. Regular feedback loops and assessments helped track progress and tailor the learning experience further. Designing a personalized and engaging learning path required a combination of empathy, creativity, and adaptability to meet the unique needs of each learner effectively.

Here’s an overview of the user experience design for Leanpitch, focusing on maximizing engagement and learning in a fun and exciting way across various interactive learning content.

Online Training:

Objective: To provide interactive and engaging learning experiences for remote learners.

Approach:

Outcome:

Live Training:

Objective: To deliver immersive and experiential learning experiences in a classroom setting.

Approach:

Outcome:

Offline Training:

Objective: To deliver training programs in a classroom environment for learners

Approach:

Outcome:

Crash Courses:

Objective: To deliver intensive and focused training programs for learners with time constraints.

Approach:

Outcome:

eLearning:

Objective: To deliver self-paced and flexible learning experiences

Approach:

Outcome:

By adopting a learner-centric approach and leveraging various training modes, Leanpitch was able to create tailored learning experiences that cater to the diverse needs and preferences of its learners. Through continuous innovation and adaptation, Leanpitch remains committed to providing personalized and impactful learning experiences that drive success and growth in the ever-evolving landscape of professional development.

Community:

Leanpitch has successfully built a robust community of over 30,000 agile and scrum enthusiasts. This overview explores the strategies Leanpitch employed to create and engage this community, its role and impact, and the innovative methods used to keep the community active and growing.

Role of the Community:

Use Cases:

Impact of the Community

Methods for Engagement and Growth:

Regular Webinars and Meetups:

Leanpitch organizes regular webinars and meetups on various topics related to agile and scrum. These events keep the community informed and engaged while providing opportunities for learning and networking.

Gamification:

Leanpitch employs gamification techniques, such as quizzes, challenges, and leaderboards, to make learning fun and competitive. Gamification increases member participation and motivation to engage with the community.

Mentorship Programs:

Experienced professionals provide mentorship to newcomers, guiding them through their learning and career paths. These programs help in building strong relationships and fostering a supportive community environment.

Discussion Forums and Q&A Sessions:

Leanpitch has set up online forums and regular Q&A sessions where members can ask questions and share insights.This facilitates continuous engagement and provides a platform for problem-solving and knowledge sharing.

Exclusive Content for Prime Members:

Prime members get access to exclusive content, including advanced webinars, study materials, and priority support. This incentivizes membership upgrades and provides additional value to the community.

Community-Led Initiatives:

Leanpitch encourages community-led initiatives, such as study groups, local meetups, and collaborative projects. hese initiatives foster a sense of ownership and active participation among members.

Community App:

A community app focused on connecting like-minded Agile & Scrum enthusiasts from different fileds of work

our community app stems from recognizing the limitations and shortcomings of existing community platforms despite their abundance. While there are indeed numerous community apps available, manyfail to adequately address the diverse needs and preferences of users seeking meaningful connections and discussions.

Key Issues

-Fragmented Communities
-Moderation Challenges
-Lack of Personalization
-Limited Engagement Tools

Solution

-Discoverability
-Personalization
-Robust Moderation
-Rich Engagement Features

Implementing a user-friendly search functionality that allows users to easily find communities based on keywords, interests, or categories. Utilizing filters and sorting options to refine search results and enhance discoverability. Allowing users to customize their experience by indicating their interests, preferred topics, and communication preferences. Using this information to tailor content recommendations and suggest relevant communities. Implementing AI-powered content moderation algorithms to detect and filter out spam, hate speech, and other forms of harmful or inappropriate content in real-time, complementing human moderation efforts and ensuring a safer online environment.

The idea was to designate certain discussion threads as “featured” or “pinned” to the top of relevant channels or groups. These threads can cover timely topics, important announcements, or popular discussions that moderators want to showcase to the community. We wanted to actively encourage users to participate in discussions by posting engaging prompts, questions, or conversation starters. Utilizing notifications or announcements to notify users about new discussion threads
and encourage them to join the conversation. It would also allow to collaborate with influencers, subject matter experts, or prominent community members to host or participate in discussion threads on relevant topics. Cross-promote these discussions across multiple channels or platforms to reach a wider audience and drive engagement

As an idea yet to be implemented, these strategies serve as a blueprint for guiding the development and execution of a community app with a focus on fostering vibrant discussions and interactions. Once the app is developed and launched, these strategies can be adapted, refined, and implemented based on real-world feedback, user behavior, and evolving community dynamics.

The Preceptors:

we understood the importance of hands-on learning and mentorship in the fields of agile methodology and product design. So, we created a space where industry experts can connect with aspiring professionals to share their knowledge, insights, and best practices. Preceptors is more than just a platform – it’s a community-driven ecosystem dedicated to empowering individuals to excel in their careers and achieve their professional aspirations

Gamification:

Gamification has proven to be an effective tool for Leanpitch in creating an interactive and immersive learning experience. This overview delves into the implementation of gamification at Leanpitch, its objectives, methods, outcomes, and the impact on learners and the organization.

Objectives:

  1. Increase Engagement: To make learning more engaging and enjoyable.
  2. Enhance Motivation: To motivate learners to participate actively and consistently.
  3. Improve Retention: To improve knowledge retention through interactive and repetitive learning.
  4. Encourage Collaboration: To foster a collaborative learning environment.
  5. Track Progress: To provide measurable outcomes and track learner progress effectively.

Implementation:

Points and Badges:

Learners earn points for completing modules, participating in activities, and achieving specific milestones. Badges are awarded for significant accomplishments. This system incentivizes learners to complete courses and participate actively.

Leaderboards:

Leaderboards display the top performers in various activities, fostering a competitive yet friendly environment. Leaderboards motivate learners to improve their performance and stay engaged.

Quizzes and Challenges:

Regular quizzes and challenges are integrated into the learning modules to reinforce knowledge and skills. These activities promote active recall and application of knowledge.

Interactive Scenarios:

Real-world scenarios and simulations are used to provide hands-on experience in a controlled environment. This method enhances practical understanding and application of concepts.

Progress Tracking:

Learners can track their progress through visual dashboards that show completed modules, earned points, and upcoming activities.
Progress tracking helps learners stay motivated and focused on their learning journey.

Outcomes and Impact

Increased Engagement:

A significant increase in learner engagement was observed, with higher participation rates in quizzes, challenges, and discussions. Engagement metrics showed a 20% increase in active participation.

Enhanced Motivation:

Learners reported feeling more motivated to complete courses and participate in additional activities. Survey results indicated active improvement in learner motivation.

Improved Retention:

Knowledge retention improved, with learners showing better performance in assessments and practical applications. Assessment scores increased by 10% on average after the implementation of gamification.

Enhanced Collaboration:

There was a noticeable increase in collaborative activities and peer interactions. The number of collaborative projects and group activities increased by 17%

Positive Feedback:

Learners provided positive feedback on the gamified learning experience. 90% of survey respondents rated the gamified elements as highly beneficial.

The positive outcomes and feedback from learners highlighted the effectiveness of gamification in achieving Leanpitch’s educational objectives. Moving forward, Leanpitch plans to further innovate and expand its gamification strategies to continue providing an enriching and engaging learning experience.

Final Results:

The final result of the Leanpitch website revamp is a user-centered, intuitive, and visually appealing platform that caters to the needs of agile and scrum enthusiasts, trainees seeking certification, and professionals in product management. The revamped website not only improves usability and user experience but also aligns with Leanpitch’s objectives and goals for increased engagement and conversion rates. Overall, the user research process provided valuable insights and guided the redesign efforts to create a website that effectively meets the needs of Leanpitch’s target audience while staying ahead of the competition in the ed-tech and agile training industry.

The Future:

Looking ahead, Leanpitch is poised for continued growth and innovation. Key areas of focus for the future include:

Leanpitch’s commitment to quality, innovation, and community positions it well for a bright and impactful future. By staying true to its core values and embracing new opportunities, Leanpitch will continue to empower professionals worldwide, driving success in their careers and contributing to the growth of the Agile and Scrum community.