Project Overview
Background: An after-school dance company is planning to launch a new online course offering. Design Dance runs over 100 dance classes in schools and community organizations around Chicago, teaching over 1,500 K-12 students per year.
Objective: Design Dance wants to expand their reach through online dance education courses and a community designed for families on a separate website called The Groove. They have created a sample of their first online course called ‘Mindful Movement” which focuses on mindfulness for children and families. Our goal was to conduct user testing, offer redesign direction based on the results, and assist with the marketing strategy for the new course.
Solution: Based on the results of our user testing and competitive analysis, the value of the program was not aligned with industry standards and what customers were willing to pay. We created an accompanying box full of activities to complement and increase the value of the overall course, as well as change the information architecture of the online course to align with emotions and a comprehensive marketing plan.
Competitive Analysis
In order to get a better understanding of the competitive landscape that Design Dance’s “The Groove” would be entering, we conducted a competitive analysis of similar courses currently being offered online. We found 7 companies offering up to 5 main features.
Main takeaways
- Majority of online programs only offer courses on mindfulness
- Programs offer instructional videos for parents or interactive videos for kids
- Most programs offer previews or free trials
- The Groove is unique because it offers:
- More than just “mindful” content
- Activities for families to do together
Research
Results
All of the parents who were surveyed at the Mindful Movement community day said:
- They would like to learn more movement activities to do with their family.
- They were likely to implement some of the activities in their homes.
Online Survey takeaways:
Activity cost, families schedules, and the child’s interest determine purchasing behavior.
- The course needs to clearly communicate Design Dance’s unique ability to teach adults how to interact with kids in a fun and engaging manner.
- By using the “I do, we do, you do” model, parents can teach abstract concepts to children.
“Your program seems to be having a nice effect on my daughter. Today when I picked her up from preschool, her teacher told me that one of her friends was having a hard time, was mad and crying. My daughter told him, ‘Sometimes when you’re upset you just need to take a breath.’ Then she demonstrated taking a big breath through her nose and out through her mouth.” Michigan Tester Mom
- Parents are always searching for ways to manage their children’s emotions in a constructive and positive way that does not disrupt their busy schedule.
- Charts/reward systems mold children’s behavior by leveraging their desire for immediate gratification.
Solution
Awareness
Created a marketing plan to build awareness of the Mindful Movement program through digital channels (social media, email, Design Dance/The Groove websites, and posting on blogs) allowing our client the ability to track and measure the success of their campaigns.
Non-digital marketing channels included word of mouth marketing, hosting community events, street festivals in Chicago during the summer and, in school dance events.
Trial
After visiting the website, prospective customers will be able to try out the course with one free activity to do with their children at home along with a sample video. After 7 days they will receive an email offering a discount to purchase the full course.
Purchase
After clicking on the discount link, prospective customers will be brought to the Design Dance teachable page to purchase the full mindful movement course. View the prototype here:
https://projects.invisionapp.com/share/57EQMSVT8#/screens/266918303
Online Activities
Activity Box
Parents will receive their box in 5-7 business days which will include a number of fun interactive activities that parents can do with their children that will help reinforce and help practice the principles of mindfulness being taught in the online course.
The box contains 6 unique activities and detailed instructions for each.
Extending the experience
Customers will continue to receive newsletter updates informing them of upcoming course launches and events in the community and on Facebook Live through the exclusive member only Facebook page. Additionally, members can become “Ambassadors” for the program receiving discounts for every person they refer that purchases a course.
Future Directions
The client was very happy with the user testing we did and the solutions devised based on the result of our extensive research. They have already starting re-shooting some of the videos to incorporate the new ideas of emotion/behavioral management as well as fixing some basic issues with the pilot videos such as poor sound quality.
They plan on further refining the box activities and will conduct user testing for the box and the final videos in early 2018. They will also be using the Excel marketing plan to schedule and track their marketing campaign progress for this and future courses.
Shawn Dimpfl 