User Research for Baamboozle
Role: UX researcher
Duration: 4 weeks
Tools: Google Docs,
Zoom, Miro, Speechnotes
Baamboozle is a digital tool that helps teachers create engaging educational games. It started as a passion project and for 5 years was free. The sudden increase in the interest in online teaching tools due to the pandemic made the owner decide to introduce a freemium subscription model to support the development of the new features and grow the project.
Over the years Baamboozle has received a lot of positive feedback: it is easy to use, younger students like the design, and are eager to participate. The paid version had to be way better than its free alternative to convince users.
To provide enough value and know how to position Baamboozle against its competition, we need to understand what role digital tools play in teachers’ lives, how do they help the teaching process, and what motivates them to use paid versions. I joined the founder as a researcher to talk to existing users and understand what role Baamboozle plays in their work.
How can we make teachers' lives easier with Baamboozle?
What features teachers would like to see in Baamboozle?
How can we introduce paid features?
To answer these questions, over the course of 4 weeks I´ve created a research plan, talked to 13 users, and analyzed data from surveys.
Primary research included screening survey and user interviews.
Secondary research included data from previous surveys, feedback, and desk research.
The main criteria for recruitment were familiarity with digital education games, so we’ve selected users who used Baamboozle for 3+ months. These were more likely the ones who used it before the pandemic too.
We’ve tried to recruit equal numbers of users who use and don’t use paid tools, but during the interviewing process, it became clear that those who said that they use them “sometimes” actually don’t use paid tools.
The interviews helped us identify and prioritize features that users were looking for the most with User Personas and Jobs-to-be-done. These features made the base for the paid subscription of Baamboozle.
Having a look into teachers’ lives also gave us insight that later was used for the company’s branding and marketing strategy.
Some key findings:
Teachers reuse a lot of materials
They need to have these materials organized
Then need as much control over games as possible
Most issues with playing games have nothing to do with technical problems
The one answer this research didn’t answer: how much would users pay for Baamboozle?
Though they reported seeing the value in the product and agreeing with the idea that it should be paid, the actual decision whether to subscribe or not would depend on the actual features.
As a result, Baamboozle reached its goal in subscriptions and received a lot of positive feedback encouraging the freemium model.
Anastasia has been a real asset to our team as we transition to a new business model. She has helped us understand our customers at a fundamental level so we may serve them better. Not only that, but she presents her findings in an impressive manner with them being both thorough and easy to digest.
Her professionalism and work ethic has been second to none, be it on tasks related to the user experience or marketing and branding. I would highly recommend Anastasia to anyone seeking a talented and hard-working UX researcher or digital strategist.
Ronan Casey, Founder at Baamboozle