RESEARCH GOALS

RESEARCH GOALS

To gain a thorough understanding of the past year using Quizlet Plus, including use cases, potential alternatives, most-used features, perceived value, and price.
To gain a thorough understanding of the past year using Quizlet Plus, including use cases, potential alternatives, most-used features, perceived value, and price.
  1. To uncover any potential patterns in re-subscribers, including but not limited to majors, subjects, study patterns, and Quizlet history

  2. To understand what value Quizlet Plus offered them beyond regular Quizlet or other competitor offerings

  3. To map out users’ journey within the year looking for suitable and/or free alternatives and its denouement, considering their renewal

  4. To gain insight into student economic decisions and how to approach selling educational services to students

  5. To determine potential future directions and offerings for Plus in order to retain current user and increase subscriptions

  1. To uncover any potential patterns in re-subscribers, including but not limited to majors, subjects, study patterns, and Quizlet history

  2. To understand what value Quizlet Plus offered them beyond regular Quizlet or other competitor offerings

  3. To map out users’ journey within the year looking for suitable and/or free alternatives and its denouement, considering their renewal

  4. To gain insight into student economic decisions and how to approach selling educational services to students

  5. To determine potential future directions and offerings for Plus in order to retain current user and increase subscriptions

INTRODUCTION

INTRODUCTION

It’s been a year since the paywall went up and Quizlet had its first cohort of Plus subscribers. After a year, we’re interested in understanding what that year with Plus was like and what their journey to renewal looked like.

It’s been a year since the paywall went up and Quizlet had its first cohort of Plus subscribers. After a year, we’re interested in understanding what that year with Plus was like and what their journey to renewal looked like.

“You want to stick with something that’s familiar because it’s working. I don’t have an incentive to change, if it wasn’t working then I would seek out something else, but it does work for me.”

“You want to stick with something that’s familiar because it’s working. I don’t have an incentive to change, if it wasn’t working then I would seek out something else, but it does work for me.”

SYNTHESIS

SYNTHESIS

So what’s the story?
So what’s the story?

Firstly, who were these subscribers?

Health sciences students (nursing, PA, PT, dentistry, sports therapy, etc.) in a post-graduate program. These are students who knew of Quizlet early on and used it casually during high school or undergraduate, but have since become power users.

Firstly, who were these subscribers?

Health sciences students (nursing, PA, PT, dentistry, sports therapy, etc.) in a post-graduate program. These are students who knew of Quizlet early on and used it casually during high school or undergraduate, but have since become power users.

What was the journey to renewal?

Users went through 3 main stages in their search for a tool that would adequately meet their needs: high content volume, fast pacing of classes, and little time to search and validate new resources.

What was the journey to renewal?

Users went through 3 main stages in their search for a tool that would adequately meet their needs: high content volume, fast pacing of classes, and little time to search and validate new resources.

1 Discovery

Finding a study method that works for me,

and fast

ALL ABOUT

Word-of-mouth

Trial and error

Testing Learn

KEY FACTORS

2 Validation

Seeing if this method works for me— are there results?

ALL ABOUT

Grades

Adapting Plus to me

Time-savers

KEY FACTORS

3 Renewal

This works and I’ve made it mine— why would I ever change?

ALL ABOUT

Cost-value

Stakes

KEY FACTORS

1 Discovery

Finding a study method that works for me,

and fast

ALL ABOUT

Word-of-mouth

Trial and error

Testing Learn

KEY FACTORS

2 Validation

Seeing if this method works for me— are there results?

ALL ABOUT

Grades

Adapting Plus to me

Time-savers

KEY FACTORS

3 Renewal

This works and I’ve made it mine— why would I ever change?

ALL ABOUT

Cost-value

Stakes

KEY FACTORS

INSIGHTS

INSIGHTS

So what’s the learning?
So what’s the learning?

1

1

Prior experience with Learn hooks in subscribers.
Prior experience with Learn hooks in subscribers.

Subscribers were students who already used Learn as their tried-and-true method for getting good grades. Having that experience is a significant driver for subscription, and replicating it can fuel more subscriptions.

Subscribers were students who already used Learn as their tried-and-true method for getting good grades. Having that experience is a significant driver for subscription, and replicating it can fuel more subscriptions.

2

Students know they need Learn, but they want SRS with it, too.

Users are aware of how helpful Learn is, but they want to more actively engage with material in a way that’ll stick. Incorporating SRS into Learn will provide an even more effective Learn experience that answers a need.

3

Plus allows them to customize Quizlet to their needs, not the other way around.

Students alter Plus to their unique way of studying to make it work for them, giving them control over their routine.

4

Plus by itself can be worth having; Plus when your friends have it, is worth keeping.

Having peers on the same platform reinforces the presence of trustworthy, relevant content that students can fall back on when time is short or stress is high— they’re not alone in this, because their cohort is on Plus, too.

5

If it ain’t broke, don’t fix it!

If students find a method or resource that works for them, there’s no reason to change or look for alternatives. Decisions to renew in this group were extremely easy, and they didn’t even think about canceling.

2

Users are aware of how helpful Learn is, but they want to more actively engage with material in a way that’ll stick. Incorporating SRS into Learn will provide an even more effective Learn experience that answers a need.

Students know they need Learn, but they want SRS with it, too.

3

Students alter Plus to their unique way of studying to make it work for them, giving them control over their routine.

Plus allows them to customize Quizlet to their needs, not the other way around.

4

Having peers on the same platform reinforces the presence of trustworthy, relevant content that students can fall back on when time is short or stress is high— they’re not alone in this, because their cohort is on Plus, too.

Plus by itself can be worth having; Plus when your friends have it, is worth keeping.

5

If it ain’t broke, don’t fix it!

If students find a method or resource that works for them, there’s no reason to change or look for alternatives. Decisions to renew in this group were extremely easy, and they didn’t even think about canceling.

REFLECTION

REFLECTION

Zoom in, but remember to zoom out too.
Zoom in, but remember to zoom out too.

Synthesis can be pretty granular: rewatching videos, poring over transcripts, and going back to good old sticky notes. But at the end of the day, connecting the dots together and tying in actionable insights shows stakeholders the bigger picture, and ultimately makes your points stick.

Synthesis can be pretty granular: rewatching videos, poring over transcripts, and going back to good old sticky notes. But at the end of the day, connecting the dots together and tying in actionable insights shows stakeholders the bigger picture, and ultimately makes your points stick.

This being my first solo project was a little nerve-wracking, but also really insightful! I enjoyed speaking with health sciences students and getting to understand their entire studying journey, and how to make it easier. If you’re interested, please reach out to see the full deck!

This being my first solo project was a little nerve-wracking, but also really insightful! I enjoyed speaking with health sciences students and getting to understand their entire studying journey, and how to make it easier. If you’re interested, please reach out to see the full deck!

(PART OF THE) QUIZLET USER RESEARCH TEAM

MANY THANKS TO PETE, ALANNA, & LIZZIE FOR THEIR SUPPORT & GUIDANCE!

LINKEDIN

EMAIL

RESUME

CV

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Quizlet — Subscribers Case Study

Quizlet — Subscribers Case Study

Quizlet is an ed-tech company empowering learners by giving students and teachers the tools and confidence to succeed. Plus is a subscription-based service that offers additional AI and learning features to enhance studying.

Quizlet is an ed-tech company empowering learners by giving students and teachers the tools and confidence to succeed. Plus is a subscription-based service that offers additional AI and learning features to enhance studying.

TIMELINE

TIMELINE

Oct — Nov 2023

5 weeks

Oct — Nov 2023

5 weeks

TOOLS

TOOLS

User Interviews

Braze

FigJam

User Interviews

Braze

FigJam

SKILLS

SKILLS

UX Research

User Interviews

Observation Study

Journey Mapping

Insight Synthesis

UX Research

User Interviews

Observation Study

Journey Mapping

Insight Synthesis

METHODOLOGY

METHODOLOGY

We spoke with 9 full-time students who became Plus subscribers via the Learn and Test paywall and chose to renew their subscription for at least another year.

We spoke with 9 full-time students who became Plus subscribers via the Learn and Test paywall and chose to renew their subscription for at least another year.

Method

Method

1:1 interviews on User Interviews, conducted virtually via Google Meet and an observation study

1:1 interviews on User Interviews, conducted virtually via Google Meet and an observation study

Recruitment Sample

Recruitment Sample

Age 18+, currently enrolled in university from US/Canada, and subscribed on annual plan through Learn/Test upsell and renewed

Age 18+, currently enrolled in university from US/Canada, and subscribed on annual plan through Learn/Test upsell and renewed

LINKEDIN

EMAIL

RESUME

CV

DON'T BE SHY — LET'S TALK