2020-2021
Enabling Growth by Educational Design
Key achievements
4.4 of 5
video classes
satisfaction
Since its launch, students have highly rated the courses, content, and instructors.
500h+
of recorded
online classes
In six months, we trained and filmed over 200 experts to enable the new online experience.
40%
growth in
students
Within 6 months after the business model redesign in 2023 for a platform subscription
How might we redesign Tera’s learning experience amid Covid-19, shifting from fixed courses to a flexible, modular system that adapts to diverse learning needs?
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 Arc method:
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.
In the transition from a blended to a fully digital experience, maintaining a feeling of progress is among the key features we hold onto in the redesign process.
As part of its differentiation from competitors, Tera's digital experience redesign maintained space for networking practice through workshops and live events.
Beyond video classes:
Study, Practice, Connect. 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.
Our team conducted several tests and iterations to tackle this issue while creating an educational journey that incorporates videos, live sessions, theoretical text explanations, frameworks, and real-life challenges. Additionally, we established a vibrant community led by community leaders and engaged students.
This distinctive approach to education fosters both synchronous and asynchronous learning, along with 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.
The structure of the platform promotes the three foundational elements of the Tera process: learning, practicing, and connecting.
The essence of the experience resides in real-time events, spanning from one to three-day seminars starting on a weekly basis.
Within Tera, our educational sessions resemble dialogues. Each session is led by a Specialist and a Coordinator directing the discourse.
To overcome this complex challenge, I assembled and led a diverse group of people with different background to work together.
My Role:
Staff Product Designer / Project Leader
Special Thanks:
Thais Costa, Daniel Prata, Ana Garzon, Karine Presotti, Wilson Tayar.
Duration:
4 months
Key Achievements:
Expanded the content library to 500+ hours, enhancing accessibility and flexibility.
Increased student retention through interactive workshops, challenges, and live sessions.
Strengthened community interactions with expert-led discussions and peer collaboration.
Attracted a broader audience, driving significant student enrollment growth.
Positioned Tera as a leader in innovative digital education with a scalable learning model.
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.