Scope of Work
Strategise & Define Product Market Fit for ELSA Products for B2B Market.
Problem Statement
ELSA significantly improves user’s English speaking using deep speech recognition technology & generative AI but It needs to be tailored for various Business usecases which it is not currently designed for.
Objectives & Goals
Strategise & Design ELSA and tailor the product for B2B Market and showcase both customer facing and backend experience.
Success Metrics
- Trial to Close
- Reduction on lost deals
- Engagement (foundation for EPS improvement/learning impact)
- Renewal rate
Business Challenges
ELSA had tailored certain learning modules for certain businesses and sold a MVP to them, but since the success & failure of those educational courses, There hadn’t been any development since a year. This caused a plethora of problems.
Business Challenge 1
- Renewal rate was decreasing since clients didn’t see any value in learning programs any more due to lack of new course/learning material.
From BD's deals data of 2022-2023 collected on 3 Oct:
- Airlines, IT/BPO/Outsourcing, Software/Tech Services have the highest client interests (all deals value >1 million USD) but do not yield high win rate yet (win rates range from 3 to 23.3%).
- Banking/Financial Services and Hospitality are next in having high client interests (all deals value >300k USD), with Hospitality having better win rate than Banking/Financial Services (37% vs. 7.3%).
Business Challenge 2
- The Business heads across different countries were pushing for preparation for AI learning material for different industries since different countries had different market opportunities.
Learned Business Insights
What we also see is that every market has different selling practice or industry focuses and success cases, so it is challenging to identify key industries or niche product direction to prioritize.
- However, general English communication and role/field specific content are needed universally ⇒ We need to scale content creation to quickly meet client’s needs from both aspects.
Stage 1
Ideation Workshops
We conducted workshops between User researcher, Product manager and Product Designer (Myself) in order to discuss and brainstorm:
- Who is the User, what is their journey and their pain points.
- What product and features should be built to address their needs & problems?
Empathy Maps and Journey Map can be found here
1 Persona
We identified 3 stakeholders for whom we have to design user journeys and tailor our applications for their needs.
The Employee
(e.g. Call center agent)
GOALS
Acquire advanced and necessary knowledge / skills to grow in career
PAINPOINTS
Lack time to focus on improving English well-roundedly
Learning & Development staff
(HR or a Technical manager)
GOALS
Improve staff's skills with suitable training programs
PAINPOINTS
Struggle to motivate staff to stick with training programs (especially churn cases)
Director of the department
(Head of HR / Head of CS)
GOALS
Choose effective training programs with good ROIs and reasonable costs / efficiency & flexible involvement
PAINPOINTS
Effectiveness of training programs is not easily measured
2 Problems - Key Takeaways
LEARNER
- English communication is needed for both internal and external communication, and depending on the specific role /department then the proportion of communication vary (e.g. client facing roles will need to communicate externally more, back office will communicate internally more).
- Time is sensitive, along with lack of time to focus on only English training
- Learning / training needs to be applicable to their jobs to be meaningful.
ADMIN
Admin at organizations often:
- Lack expertise to design detailed and effective English training curriculum for varied levels of learners ⇒ depends on outside vendors or specialized instructional teams.
- Struggle with motivating learners to participate and persist with training
- Spend a lot of time tracking learner's performance across different training platforms
- Need to show ROI of training initiatives
Detailed Personas here
3 Proposition
CORE OFFERING
Scalable self-study features for Mass training
personalized learning path for self study, competition with internal teams, content creation for admin
lower cost per license with a higher number of employees
PREMIUM OFFERING
Blended learning for Mid & High level training
Core offering (personalized learning path for self study, competition with internal teams, content creation for admin) + small group learning with human trainers.
Higher cost per license, suitable for focus groups/big logo's demands
3 Pricing
- Gauge how much clients would be willing to pay for our solutions (based on client's budget and competitor's pricing)
- Clients:
- Nestle: maximum $530/learner/year for English training, prefer blended learning model
- FPT: $500/learner/course (3m-6m)(blended learning), not sure the max budget for mass training but $50/user/course 3m is adaptable
- Competitors:
- goFluent: european pricing: 25€ ($27) per learner/month up to 100 learners; Price goes down depending on number of users.
- Enterprise price starts from 10€ ($11)/year and can go down up to 2€ ($2) per learner/year. Example 20.000 users 95.000€ = 4.75€ ($5) per learner/ year
- Duolingo: https://www.duolingo.com/business
$64.59 USD/learner/year (100 pax package)
$49.99 USD/learner/year (500 pax package)
- Explore what offerings we can promote to attract clients
4 Product
SOLUTION 01:
Personalized learning path for your role with AI Coach
Based on learning purposes, jobs, roles, preferred topics, proficiency levels etc., ELSA AI can recommend more relevant lessons content and game types with appropriate levels of difficulty for learners to practice with a clear direction.
User is given an assessment test in which their english proficiency level is being detected with each question.
It begins with the easiest question and reaches hard level to derive at a English skill in pronunciation, intonation, listening and reading.
Personalised curriculum will be created that a user is supposed to do in a linear order. An exercise gets unlocked post completion of a previous one.
Clickable prototype here
SOLUTION 02:
Create your content with Gen AI (for Admins/Trainers)
Problems
- Admins/Trainers cannot utilize ELSA for advanced communication training
- Admins/Trainers struggle with matching ELSA score with other internally used metrics
- Learners unsure of how to best utilize ELSA lessons and features on app
Solution
AI generates the content based on the inputs from the Admins/Trainers.
Solution
AI recommends relevant lessons to the job/role of learners based on the job description.
Clickable prototype here
Please give your feedback, Thanks.