Driving 80% higher engagement in online learning experiences - Connectlab.ai
MiDigiWorld was launched in 2020 to bring expert-led learning experiences online during the pandemic. It is an online live interactive learning mobile and web platform for varied age groups.
The vision is to create an extraordinary learning experience with live sessions delivered by professionals and celebrities who are the best in their field.
Google play app rating: 4.5(2.2k),
1000K+ downloads.
"The app is easy to use and understand. Learning with this platform is truly interesting" - 35 yr learner, India
A team Midigiworld reached out to connectlab.ai with a brief to design and develop a skill learning app for both instructors and learner. Midigiworld is a wholly-owned subsidiary of Indiashoppe Ltd, a largest e-commerce website from India.
The MiDigi leadership team gave us a clear but challenging brief:
Build a platform where learners could access experts across categories (wellness, cooking, coding, etc.).
Create a mix of live and recorded sessions that are engaging but safe for scale.
Enable seamless expert–learner interaction through chat and discovery flows.
Do this fast, with MVP in weeks, not months.
👉 On paper, it sounded straightforward.
In reality, it clashed with constraints of tech debt, legal risks, and shifting business goals.
As the the founding designer at connectlab,ai, I wasn’t just designing flows. I was also the only person setting up design processes from scratch, aligning with stakeholders, and mentoring a small team.
Startups move fast and break things, but as the only design voice at the table, I had to move fast without breaking trust, usability, or learner/instructor experience. This was design in its rawest form.
Unlike a clean-slate product, We had to ship in week, not months while adapting to the unpredictable realities of learners stuck at home.
Midigiworld addresses the problem by offering a platform where people can learn new things and achieve accomplishments without investing excessive time. Furthermore, users can engage in one-to-one chats with experts to gain additional knowledge.
No budget and time for formal research or usability testing. I had to do quick Zoom calls, WhatsApp follow-ups, and personal outreach.
I conducted semi-structured Zoom interviews with 8 learners, ranging from people without experience using paid learning platforms to frequent users. After transcribing interviews, three important themes have been identified.
1. Lack of interaction with the experts.
2. Non-availability of short-term live session.
3. Show off learnings and experience to get an internship or job.
Moreover, interviews quickly revealed a conflict: learners wanted short, interactive live sessions, but the business prioritized pre-approved, scalable formats to reduce risk.
My challenge was balancing engagement with operational safety. This led to a hybrid approach ‘Quick Snacks’ for interactivity and ‘Deep Dives’ for credibility.
For example: A 5-min “Breathing Break” led into a 30-min “Yoga Session” with curated experts.
We also did competitive analysis to understand the problem.
After forming a good idea of what needs to include to make online experiences better for learners, it was time to design. I started by looking at the final requirement sheet given by the Midigiworld team and after having discussed it with every stakeholder. Once they’ve signed up from home, the learner can navigate to courses, chat, and explore other features.
Moreover, we centered our biggest decisions around:
1. How to let learners know about the one-to-one chat features with experts
2. How to ensure short-term courses are visually easy to access
3. How to help learners know about their accomplishments by giving them certificates
220k+ "Registered learners developing their skills from the best in their domain"
300+ "Combination of full time and part time tutors delivering live classes"
180 "Live sessions for learners on a daily basis through their annual subscription"
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