Challenge:

Tera, a digital school in Brazil that teaches PMs and Designers about product development, leadership and business, faced the challenge of a limited growth model and decided to reposition itself in the online education market. 

Objective:

Instead of selling individual live courses with a fixed start and end date, we wanted to create a dynamic platform business offering a modular education content system, mixing sync and async touchpoints. This system would empower learners to shape their educational journey according to their objectives and calendars, amplifying the number of offers available to evolve. 

Process:

For the project, I assembled a cross-functional team of designers, educators, copywriters, project managers, and developers who collaborated over four months to refine and implement the solution. Through extensive testing and iterations with students, we validated the perceived value and alignment with Jobs-to-be-Done (JTBD), ensuring the modular system's adaptability to diverse learning needs and business strategies.

The Arch solution:

We aimed to create a modular, flexible structure that accommodated micro-learning and in-depth pursuits. The arch concept was introduced as the foundational building block that embodied the learning journey. 

The most minor arch in the system is the classes. They can be combined to build larger arches called modules, courses or certifications. This approach allows learners to engage educational content according to their needs, objectives and professional challenges, offering a personalized and dynamic learning experience.

We believe adults learn better when given the chance to meet people with diverse backgrounds and solve problems together. Therefore, we preserved a main characteristic that made our school recognized: our live digital touchpoints, where we offer the opportunity for students to learn and collaborate with our experts and the community. These live events are organized to connect with the content of the arches, bringing the content to life with workshops, challenges, Q&A sessions and case studies.

Beyond video classes:

Study, Practice, Interact. At Tera, we believe in a different approach to education that involves learning new skills, practicing in real scenarios and interacting with real people. During the research phase, we realized students were tired of watching videos without engaging or interacting.

To address this issue, our team conducted several tests and iterations to create an educational journey that includes videos, text explanations, tools and real-life challenges. Additionally, we built a vibrant community led by community leaders and engaged students.

This unique approach to education stimulates both synchronous and asynchronous learning, as well as individual and collective exploration within a contextual framework.

Outcome:

After validating the modular methodology and the new experience, we captured +500 hours of content—a massive investment that significantly impacted the business in the medium and long term.

The introduction of the modular Arc system marked a transformative shift for Tera. Learners now had the freedom to engage with small or large arcs tailored to their preferences and aspirations. This flexibility attracted a wider audience, leading to a significant growth in student enrollment. The successful pivot from courses to a scalable platform showcased the adaptability and resonance of the arc concept in meeting the evolving demands of the education landscape.

Conclusion:

Adopting the modular Arc system, we addressed the immediate challenge and established a forward-looking educational model. Our success underscores the importance of conceptual innovation, collaborative design processes, and an understanding of learners' evolving needs. The arc concept has not just reshaped our offerings; it has redefined our company's growth trajectory, emphasizing the intrinsic complexity of education while making it accessible and personalized for every learner.