Tutorly - Find The Perfect Tutor

Introduction

Parents and siblings often struggle to find the right tutor for their children. They tend to rely on recommendations from friends or choose a local tutor out of convenience, even if the tutor isn’t the best match for the child’s specific needs. This lack of access to comprehensive tutor information can lead to suboptimal choices, potentially impacting the child’s educational progress and leaving the family feeling frustrated with the process.

How did i identify this?

This problem was something that i personally went through and i have also seen my younger siblings go through the same. 

At the same time, i put it against the following parameters to identify this as a problem. 

Take a quick tour of the Tutorly app in this video

The Process

What i wanted to understand through research

1. To determine the key criteria parents/siblings prioritize when selecting a tutor, including qualifications, location, availability, and fees.
2. Current struggles (pain points) and existing methods used for finding tutors.
3. Willingness to invest in high-quality tutors.
4. If there is an existing online platform already being used, and if so, to further identify its strengths and weaknesses.

1. Secondary Research

I began my process with secondary research, exploring online resources and blogs addressing this issue. I discovered numerous articles detailing the key factors parents consider when choosing a tutor for their child.

Competitor Analysis

To better understand the market and identify opportunities for Tutorly, I conducted a competitor analysis. This step was crucial in examining the strengths and weaknesses of existing tutoring platforms, allowing me to pinpoint gaps in the services offered. 

Key Insights from secondary research

• Parents look for tutors who are well qualified & experienced in their respective domain.
• They look for tutors who can understand & bond with the kids, helping them to learn in a fun and engaging manner.
• Parents want to see improvement in their child’s grades.
• They look for tutors who are located close by from their location.

2. Primary Research

Quantitative Research

Quantitative research was done with the help of a google survey. The purpose was to go deeper into the problem and to understand from the users how do they find tutors, what is their reason, if they face any problems etc. 

A total of 40 responses were recorded. 

Below are some snapshots of from the survey:

This highlighted a few key areas i wanted to explore further through direct user interviews

• Pain Points: To identify the specific challenges and obstacles parents and siblings face when searching for a tutor.
• Existing Flow: To understand how users currently search for and evaluate tutor options.
• Behavior: To explore the thought process and factors that influence users decision making when choosing a tutor.

Qualitative Research

The one-on-one interviews provided deep insights into their decision making process, what are the crucial criteria that make or break the decision making.  

What is their current process to look for a tutor and the challenges they face in that. 

1. Affinity Map & Empathy Map

To effectively pinpoint the main frustrations and areas of friction from the user interviews, I utilized affinity mapping and empathy mapping. These tools helped me systematically organize the insights, allowing for a deeper focus on key pain points while also capturing the emotions, thoughts, and behaviors of the users.

Key insights drawn from Affinity Map & Empathy Map: 

• Distance of the tutor: Parents and siblings prioritize finding tutors located close by, making accessibility and convenience key factors in their decision-making process.
• Availability: The ideal tutor should offer flexible timings that align with the family's schedule, ensuring consistency in the child’s learning journey.
• Pricing: Budget-friendly tuition is crucial. Families seek quality education that doesn't break the bank, balancing affordability with effectiveness.
• Visible improvement: Parents demand noticeable progress in their child’s grades. Tangible academic gains are non-negotiable and drive their choice of tutor.
• Teaching methods/Bond: The teaching approach must resonate with the child, fostering a strong connection that motivates and engages them.
• Experience: Experienced tutors are valued for their proven track record in improving student outcomes and handling various learning needs.

2. User Persona

Drawing from the insights gained through the affinity map and empathy map, I achieved a clearer understanding of the actual user and their persona. These tools provided valuable clarity, helping to better define and refine who the target user truly is and what their key characteristics and needs are.

3. Customer Journey Map

This customer journey map captures a user's experience in searching for a tutor, starting from their initial motivation and highlighting the emotional highs and lows encountered throughout the process. It provides a concise overview of the key challenges and touch points that influence the user's journey, offering valuable insights into their needs and frustrations.

4. Storyboarding

Let's look at an ideal journey of a user who's trying to find a tutor with the help of a storyboard. 

5. How might we statements

By leveraging insights from the affinity and empathy maps, we can craft "How might we" statements that pinpoint key features to focus on in the design solution. These statements guide us in addressing users' core needs and pain points, ensuring the final design effectively resolves their challenges.

6. Core User Flow

1. Wireframe

I created paper wireframes to explore different design concepts and ideas. This approach allowed me to iterate quickly and cost-effectively before committing to more time-intensive and expensive digital solutions.

2. Mid Fidelity

To refine my initial sketches and bring them into a digital format, I created mid-fidelity designs. These were developed without incorporating brand logos or colors, focusing instead on establishing a clear structure for the app's elements and overall layout. The aim was to ensure the app's design was functional and intuitive before finalizing its visual identity.

To enhance Tutorly's user experience, I conducted user testing with both parents and siblings using a guerrilla testing approach. I engaged with parents from my locality as well as friends and their parents, gathering valuable insights. These insights highlighted areas of improvement and helped refine the app.

I implemented actionable feedback immediately, while other suggestions were earmarked for future updates in version 2, ensuring continuous improvement and alignment with user needs. This process has been instrumental in fine-tuning Tutorly’s functionality and user satisfaction.

How will Tutorly make money?

Tutorly as an app will primarily make money via commissions.

It will be free for all the users to download, use and connect with the tutors.

Learnings

Since this was my first-ever case study, I gained invaluable experience in understanding the importance of user feedback in the design process. Engaging with real users highlighted how critical it is to stay flexible and adaptive.

I learned that while some insights can be immediately implemented to enhance the product, others can serve as a foundation for future iterations. This experience reinforced my belief that user-centric design is essential for creating meaningful and impactful solutions.