ROLE   Product Strategy · Research · Ideation · UX · UI 
TEAM  2 Engineers · 2 Designers · 1 Content creator · CEO
​​​​​​​METHODOLOGY  Hybrid, Scrum+Kanban (full-time remote team)
TOOLS   Figma · Hotjar · Slack · Notion
TIMELINE   Q4 2021 - Q1 · Q2 2022
Turingo initially aimed to support entrepreneurs in digital transformation to succeed through online courses. In 2021, I contributed to a significant pivot, redesigning the platform to integrate a community with online courses. This case study highlights the ongoing evolution of the second phase, emphasizing the integration of interactive and collaborative features to empower users and foster community connections.
We acknowledged the power of our community and its impact on users. However, because we built it organically in another platform, we were missing it in ours, compromising retention, engagement, and other potential opportunities. It also affected the users. Few of them knew about its existence, leaving +33,000 users out of it, depriving them of building social networks and business connections. 
After pivoting and redesigning the core product with a new architecture (see case study), the goal is to introduce interaction and collaboration features for community integration to benefit users by being part of an entrepreneur network to grow professionally and their businesses. Also, as a hybrid platform combining a community with online courses, it will enhance and open B2B and B2C business opportunities.

I helped set up and led the research team in the company. I did 8 interview sessions and a survey of +150 participants to know who our users are and their experiences with the platform and the community. Some of the key insights are:

1 • Turingo has 3 primary user groups. Small business owners who want to start or grow their businesses. Freelancers who act as mentors/advisers/contractors, and Investors/large companies who look to sponsor and create content for their clients.

2 • On the Telegram App, members say they feel lost in a big chat group, finding it hard to keep up with all the conversations. They feel overwhelmed but eager to maintain connections and network with other entrepreneurs.

3 •  In this community, users create an ecosystem where they solve their needs through collaboration and interaction. They agree to migrate to a new platform, have everything in one place, and be part of a Turingo network.

Also, I did secondary research to find how other platforms organize their information, and I took as referents educational websites related to online courses and how they display the info. And community platforms related to how they design interactions.
We strategically optimized an existing feature to gradually implement interaction, starting with course reviews and lesson comments to seek user involvement and see their willingness to engage, followed by the community feed, mentions, and notifications, aligning with the community vision and MVP definition. The platform was crafted in light and dark modes to cover user needs and preferences and developed for responsiveness, ensuring optimal performance and user satisfaction.

The interaction integration started with course reviews and lesson comments as initial steps. Online reviews help users shortcut their research and make better and faster decisions, and they also help build trust and reliability and guide content improvement based on user needs.

I designed a modal for user feedback after course completion but before certificate delivery. The certificate is important to them, and gathering feedback before delivering it represents a significant step for engagement. Users can rate from 1 to 5 stars, optionally add an explanation, or choose to review later from the landing course page.​​​​
Similar to reviews, comments have been integrated into lessons, accessible upon subscription to a specific course and during lesson viewing. Users can start the interaction by commenting on lessons or liking others' opinions. Additionally, a link next to the text box allows users to contact us directly via the contact form if they need assistance. This modification not only allows interaction but also provides support options for users.
Aiming for a safe environment as a community, a reporting system was necessary to report reviews and comments. Users have the option to report content for various reasons, such as "false information," "unauthorized sales," "inappropriate language," "breaks the community rules," "spam," and "other" to specify their concerns. This empowers users to actively contribute to the community's safety by providing detailed explanations when reporting.
• +1,500 course reviews and +400 lesson comments in 6 months.
• ★★★★★ Courses average rating: 5/5; 80% of reviews with additional comments.
• 0 reports,
highlighting community commitment to guidelines.

• Community feedback in reviews and comments helps us quickly find and fix bugs.
The activity feed integrates the community into the platform, enabling users to build connections, empower their businesses, and avoid feeling isolated in the entrepreneurial journey. It plays a key role in improving retention and engagement, laying the foundation for a future subscription model for large companies.
I followed similar design patterns from other social media platforms so the design would not break users' mental models, ensuring the community has its own space in the sidebar for efficient navigation and a central column for interaction. For secondary information, such as about, details, members, and community rules, I grouped them into secondary columns.​​
Building on this foundation, users can publish various post types, including text, links, images, videos, documents, and surveys. As part of ongoing enhancements, we incorporated default tags for posts, aiming to optimize users' content filtering experience within the Feed. ​​​​​​​
A notification center has been designed to optimize user interaction to alert users about comments or likes on their posts. Users can easily access notifications through the navigation bar, where an icon displays a badge and number. Clicking it opens a dropdown with the latest notifications and allows access to the notification center. Additionally, toast notifications are integrated for real-time updates, ensuring users stay informed.
The mention feature notifies users when tagged, fostering communication and engagement. Users can verify the other person's identity through name, profile picture, and job title, without any limitations on the number of mentions.
+100 posts were published, and +700 posts were liked in 6 months.
• 90% task success rate in usability testing.
• 91/100 Customer satisfaction with the community.
While user engagement has leaned more toward online courses than community participation, achieving a high task success rate in usability testing and a high customer satisfaction rating, plus a decrease in bounce rate, indicates the platform is just beginning to realize its potential. 
It was the first time building a hybrid platform as a team and individually. For a small team, communication and collaboration were key to success in a project like this, and the iterative process highlighted the continual pursuit of improvement in future projects.

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