Shaping the future of italki’s Product Experience
Jobs to be done
Primary objective
One-on-one lesson is the main business of italki. Our users like it and are quite loyal to our platform (30%+ conversion rate).
However, we were seeing the growth rate becoming flat, and the acquisition cost was increasing. We needed to find a more sustainable way of growing our business.
Secondary objective
Our founders always had the vision to build italki as a community for language learners/lovers, instead of just being a marketplace.
Now that we have a stable business running, they want to pursue their original product vision.
Business considerations
We wanted to build a strong community where language learners can gather together to learn, share and grow the community organically. The community itself is free for all but it creates both traffic and more opportunities for students to learn, also offering teachers a new way to market.
Workshops
We codenamed this project as “Project Asgard”, indicating that were are looking for a new home with people. We ran a few design-thinking workshops to understand, analyze, ideate and most importantly, get alignment across key stakeholders
