Chatterbug
E-Learning
Role
As Design Lead, I created a marketing page strategy for all Chatterbug products, so users can better understand their differences
Responsibility
Information architecture, Animation, Prototyping, Stakeholder management, Competitor & data analysis
Summary
Chatterbug is a startup from the original members of GitHub and aims to make it easy for users to learn a language from real people. They offer two different products. A lessons product that is desktop-based and focuses on one to one language learning with a native speaker and streams, a TikTok style social language learning mobile app. Alongside my role as Design Lead on these two projects, I was also tasked to oversee the marketing strategy with the marketing team for the user-facing marketing landing pages.
Chatterbug Lessons LP
Working with the marketing team and focusing on the DACH marketing and English speakers we devised a set of USPs for both products that we thought would be important to communicate clearly. We iterated on visuals and did some A/B testing of different landing page images to see which converted best.
Highlighting the USPs
One element that we learned from the product design user interview process was that people want to see the tutors they're going to be working with, something that wasn't present in the original marketing designs. With this in mind, we made sure that both products had a large section on introducing the different tutors and streamers.
Chatterbug Streams LP
We also made sure that the marketing imagery, branding and onboarding flows appeared seamless to the user, so that there was no discrepancy in their user experience. The final piece of important information for both products was their respective pricing pages along with the slightly complex information regarding price discounts if purchasing both products together.
Streamers Overview
Chatterbug Go LP
Learnings
Even though marketing pages are seen to be something extraneous and not connected to the product team, I've learnt that the reverse is true. It's extremely important that marketing and product work very closely when developing landing page strategies as both the navigation and onboarding flow need to seamlessly flow into the product. If any of these experiences feel alien to the user, or the branding and messaging do not connect, that this adds to product abandonment and lost marketing spend.