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DOUBTNUT <> ENZO LAB

DOUBTNUT <> ENZO LAB

We Improved Login Rates by 15%
for a Vernacular Edtech App

We Improved Login Rates by 15% for Vernacular Edtech App

How did we help

How did we help

Flow Optimization

Flow Optimization

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Redesign

Redesign

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Usability Testing

Usability Testing

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UX Research

UX Research

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Industry

edtech

edtech

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Users

Grade 6-12 & JEE/NEET aspirants

Grade 6-12 & JEE/NEET aspirants

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Growth stage

Scaling

Scaling

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Website

www.doubtnut.com

www.doubtnut.com

Button

Button

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INTRODUCTION

INTRODUCTION

Doubtnut provides instant solutions to
student queries using AI

Doubtnut provides instant solutions to student
queries using AI

Doubtnut provides instant solutions to student
queries using AI

Doubtnut is an edtech product for Bharat that is democratizing education, bridging the gap between tutors and students by offering personalized video solutions in vernacular languages and quality education at their fingertips 24*7.

Doubtnut is an edtech product for Bharat that is democratizing education, bridging the gap between tutors and students by offering personalized video solutions in vernacular languages and quality education at their fingertips 24*7.

Doubtnut leverages advanced AI to make learning more accessible by providing instant, personalized video solutions through smart question recognition.

Doubtnut leverages advanced AI to make learning more accessible by providing instant, personalized video solutions through smart question recognition.

Smart Question Recognition

Analyse questions via text, pictures, or voice using OCR Technology

Provides with
Instant Video Solutions

Image-matching algorithm finds the most relevant solutions from their library

Personalized Student
Learning Path
Personalized Student
Path

Search results are personalized based on students’ preferences

CHALLENGE

CHALLENGE

20–24% of users were dropping off
at the login stage

20–24% of users were dropping off
at the login stage

20–24% of users were dropping off at the login stage

Doubtnut had hit product-market fit. Millions of students were discovering the app through word of mouth. But our data showed a troubling pattern This meant they couldn’t access Doubtnut’s core features. No login = No learning We needed to figure out: Why were users dropping off?

Doubtnut had hit product-market fit. Millions of students were discovering the app through word of mouth. But our data showed a troubling pattern This meant they couldn’t access Doubtnut’s core features. No login = No learning We needed to figure out: Why were users dropping off?

OUR APPROACH

OUR APPROACH

Understanding the Bharat Users

Understanding the
Bharat Users

Aman Adarsh, from Sitamarhi, Bihar
Aman Adarsh, from Sitamarhi, Bihar
Father is a farmer and is financially unstable so he is highly motivated to improve his family living

Goal

Clear Board Exams with good marks

Pain points

Doesn't get enough value from school
Limited data on phone
Fear of asking doubts in school
No help from family in studies
Problem when content is not in Hindi

Language known

Uses app in Hindi
Studies in Hindi
Speaks Hindi & Bhojpuri

Rahul Kumar from Allahabad, UP
Father has a small shop in the village, belongs to a middle class family, self motivated in studies

Goal

Clear IIT JEE Exam

Pain points

So many content available on internet difficulty to pick one Limited Data on phone No help from family in studies Problem when content is not in Hindi

Language known

Uses app in Hindi
Studies in Hindi
Speaks Hindi

We used multiple research methods
to understand where users were struggling.
We used multiple research methods to understand where users were struggling.
Data Analysis & Extracting Insights

We checked data & user actions on each step & saw 8–9% of users drop off on first screen without attempting to log in

Live App Recording session

OTP delays (10+ seconds) made users give up. Some users entered 11 digit number as they didn’t know their number

Usability Testing & Interview

We made 90+ calls to students but only 20-30% answered Talking to students taught how confusing the login was

Let’s have a look at the Login Flow which was present in the app when we started working on the project!

The existing flow had two 2 flows only:
1. Sign in with number via OTP
2. Sign in via True-caller

Let’s have a look at the Login Flow which was present in the app when we started working on the project!

The existing flow had two 2 flows only:
1. Sign in with number via OTP
2. Sign in via True-caller

Problem identified in the old Login flow
Problem identified in the
old Login flow
No Clear Value Proposition

We checked data & user actions on each step & saw 8–9% of users drop off on first screen without attempting to log in

Language Barrier
Barrier of Language for Students

OTP delays (10+ seconds) made users give up. Some users entered 11 digit number as they didn’t know their number

Confusing Login Options

Confused by two CTA's True-caller and log in with phone number, users were unable to decided on which one to click for login

Entering Wrong Digits
Entering
Wrong Digits

Some % of users enter the wrong number or eleven-digit phone number as they usually don’t remember their numbers

Let’s look at what the User’s said about
the login page in their own words:
Let’s look at what the User’s said about the login page in their own words:

Aman Adarsh, from Sitamarhi, Bihar

"Konse wale button pe pahele click karna hai samjh nahi aarha hai"

Adarsh Kumar from Class 10th, Bihar

"OTP nahi aa raha lagata hai app kaam nahi kar raha, fhirse try karta hu

Anil Kumar Singh from Class 11, UP

"Youtube pe toh log in karna nahi padta hai aapne aap chalta hai"

Soni Suman from Class 12, Bokaro, Jharkhand

"OTP ke liye itna kyu wait karna padta hai? jaldi se kyo nahi aata hai?"
So, once we had understood the problem in detail, we wanted to see how the other apps solved login for Bharat users

So, once we had understood the problem in detail, we wanted to see how the other apps solved login for Bharat users

Meesho

Let users explore the app without logging in. Only required login when making a purchase.

Let users explore the app without logging in. Only required login when making a purchase.

Sharechat

Like Meesho users don’t need to log in to view content on the app unless users choose to create content they need to log in

Like Meesho users don’t need to log in to view content on the app unless users choose to create content they need to log in

Whatsapp

WhatsApp creates your profile through your number so they don’t have any other method of login

WhatsApp creates your profile through your number so they don’t have any other method of login

Key Takeaways from the Apps our TG uses
Key Takeaways from the
Apps our TG uses

Let users select their language first so they understand the login flow

Prioritize one login method at a time to avoid confusion to users.

Communicate the app’s value upfront so users feel motivated to log in.

OUR SOLUTION

OUR SOLUTION

A More User-Centric Login Flow

A More User-Centric
Login Flow

Moving Forward lets check what are the changes we did to our product to increase the login rate!

Moving Forward lets check what are the changes we did to our product to increase the login rate!

Motivation – Show Users Why to Log In
Motivation –
Show Users Why to Log In

We added an animated walkthrough explaining Doubtnut’s benefits before the login screen. Displayed real-time user numbers (“10,000+ students learning right now!”) to create FOMO

We added an animated walkthrough explaining Doubtnut’s benefits before the login screen. Displayed real-time user numbers (“10,000+ students learning right now!”) to create FOMO

Impact of this change

6%

Increased core feature usage

Communication – Speak the User’s Language
Communication – Speak the User’s Language

Moved the language selection screen to the first step. Used subtle animations to guide users towards login instead of distracting them.

Moved the language selection screen to the first step. Used subtle animations to guide users towards login instead of distracting them.

We observed many users tapping on the walk-through animation so we utilised those taps and animate the bottom login sheet on every tap

We observed many users tapping on the walk-through animation so we utilised those taps and animate the bottom login sheet on every tap

Impact of this change

60%

Users could now navigate the login flow in their preferred language.

Accessibility – Make Logging In Effortless
Accessibility – Make Logging In Effortless

Some users spending more time watching animation and drop without login, so we added auto pull-up animation for the login screen so users naturally moved to the next step

Some users spending more time watching animation and drop without login, so we added auto pull-up animation for the login screen so users naturally moved to the next step

OUR SOLUTION

OUR SOLUTION

Choosing the Right Flow for Bharat Users

Choosing the Right Flow for Bharat Users

We saw users hesitating at the login screen, unsure whether to pick Truecaller or enter their phone number. Some tried one, failed, then gave up entirely. We needed a solution that was fast, frictionless, and foolproof. So, we ran two experiments to find out: Which login flow leads to the highest success rate?

We saw users hesitating at the login screen, unsure whether to pick Truecaller or enter their phone number. Some tried one, failed, then gave up entirely. We needed a solution that was fast, frictionless, and foolproof. So, we ran two experiments to find out: Which login flow leads to the highest success rate?

Experiment A: Truecaller First

Truecaller login at first position in the user flow, in case it fails then users will get an option to log in with a phone number!

Truecaller login at first position in the user flow, in case it fails then users will get an option to log in with a phone number!

Experiment B: Phone Number First

Log in with phone number first then Truecaller login when we failed to send OTP in 10sec and user is not able to login via the phone number!

Log in with phone number first then Truecaller login when we failed to send OTP in 10sec and user is not able to login via the phone number!

With these experiments, we realised the success rate of Truecaller login (experiment variant 1) has considerable higher success rate as compared to success % of login with the phone number on the first attempt ( experiment — variant 2)

With these experiments, we realised the success rate of Truecaller login (experiment variant 1) has considerable higher success rate as compared to success % of login with the phone number on the first attempt ( experiment — variant 2)

We decided to show the Truecaller login first as to login in with one click, in case of failure users will get a phone number login flow.

Users who don’t have Truecaller on their phones will get the option to log in with a phone number only.

We decided to show the Truecaller login first as to login in with one click, in case of failure users will get a phone number login flow.

Users who don’t have Truecaller on their phones will get the option to log in with a phone number only.

IMPACT DRIVEN

IMPACT DRIVEN

Improved Login Rates

Improved Login Rates

DOUBTNUT

Enzo crafted the narrative for Build with Fast AI, simplifying AI for the masses, from logo design to the entire paid user experience.

Tanushree Nagori Co-Founder - Doubtnut, IIT Delhi

Impact we drove for our client

6%

rise in first-time questions asked by new users after adding engaging animations

4%

reduction in login failures by introducing the Truecaller auto-popup.

0.5%

drop reduction across screens by adding a default pull-up animation tap

2.5%

decrease in OTP failures by integrating 5 OTP vendors, ensuring reliability.

2%

improvement in logins with a well-timed app notification reminder.

OTHER PROECTS

OTHER PROECTS

Helping businesses reach their goals and solving real-world challenges.

Helping businesses reach their goals and solving real-world challenges.

UX Strategy, A/B Testing

Wiom

UX Strategy, Redesign

Scaler

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