A proposal to improve Ringle's online English learning service to start monetizing its learning materials through content subscription service.
Ringle is a fast-growing online English learning platform based in South Korea. Ringle provides two services: a paid tutoring service, and a free content service. Among 100K+ signed-in users, only 15K of the users are on a paid tutoring service ($37/hour). There exists a barrier to entry.
Improve on Ringle's existing content service to provide an affordable content subscription service that can be implemented within 6 months.
Implementing the solutions above, I created a 3-STEP model that visualizes how the users would discover, sign-in, subscribe to monthly subscription, and eventually be using both the content and the tutoring services
Empathize with Users & Ask Why
The problem was not at the quality of the service but rather at the accessibility and the usability of the service. Through an extensive user interview, I was able to identify users' core needs.
Accessible and Affordable
I am hopeful that the subscription-based content service will allow more users to access learn English with Ringle at more affordable price.