Creating a website for preparation for the theoretical exam in the UK
Enhancing user capabilities: how we adapted the application for the web platform
Context
Initially, the product existed only in the format of a mobile application, helping users effectively prepare for the theoretical driving test in the UK. However, with the growth of the audience and user needs, it became clear that many find it more convenient to use a web solution. This is especially relevant for students and professionals who prefer to study from a computer.
The task was to create a website that not only retains all the advantages of the application but also improves the user experience through a convenient interface and adaptation for larger screens.
Understanding the task
Task
Develop a web version of the product for preparing for the theoretical exam, while preserving the functionality of the application and adapting it for use on a computer.
Goal for the user
Ensure convenient access to educational materials from any device, including computers, for comfortable preparation.
Business goal
Increase audience reach, boost user engagement, and increase the number of subscriptions through a new channel.
Target audience
Users who prefer to prepare using a computer or do not have access to a smartphone or prefer web interfaces.
Criterion of success
The growth in the number of registered users and subscriptions through the web platform, the increase in mobile app installations.
Why is this important?
Creating a web version of the product opens up access to preparation for a wide audience that prefers to work from a computer. This is especially relevant for students and professionals who find it easier to work on a larger screen or in an environment that is not tied to mobile devices.
Moreover, having a web platform enhances the product's competitiveness in the market by expanding communication channels with users and strengthening their loyalty. This step allows for attracting new users and increasing the number of paid subscriptions, which is important for scaling the business.
Analytics of the current situation
At the time the project started, the product existed only as a mobile application, and its audience was primarily made up of smartphone users.
However, internal studies have shown that:
About 30% of potential users prefer to prepare for exams on a computer but cannot find suitable solutions.
Competitors with web versions of their products demonstrate a higher level of user engagement and conversion to subscriptions.
In reviews from existing users, there was often mention of the need for a larger screen for more comfortable work with study materials.
This data became the basis for the decision to develop a web version that will meet the current needs of users and enhance the product's competitiveness.
Benchmarking
To analyze the market, competitors offering preparation for theoretical exams in both mobile app formats and web platforms were studied.
Conclusions:
Platforms with web versions provide a wider range of preparation tools, such as interactive tests, detailed statistics, and customizable curricula
The attractive and intuitive interface of web versions helps keep users' attention
It is necessary to ensure synchronization of progress between the app and the web version
Focus on improving the user experience through adaptive design, convenient navigation, and advanced analytics tools for tracking progress
Include unique elements such as real exam scenarios and customization of learning paths to stand out from competitors
Tasks
Designing the service from scratch, including new features
Competitor analysis
Organizing the design system
Communication with developers
Preparing design layouts for development
Reviewing developed layouts
Establishing the design process
