Ringle is an online education platform that provides 1:1 customized video English lessons between native English-speaking tutors and learners. After the lesson, an AI analysis report is provided so that you can check your scores by area.

This project was mentored by UX Designer Jibin Lim. I sent cold contact emails to 17 companies and received responses from 2 companies. Among them, I chose to work with Ringle as I resonated with their mission to create global opportunities by breaking down language barriers.

Background

  • Improve Learning Effectiveness and student retention on Ringle

Goal

  • Project leader on a team of five

  • UX Designer

  • Presenter

My role

Duration

  • 2023.07.-2023.09

Understanding the Problem

Ringle was planning to launch Ringle Teens, an English learning platform for teenagers, but the launch was delayed due to Korean academy regulations. This prolonged delay led to Ringle experiencing a deficit in 2022.

  • Deficit Due to Delayed New Business Launch

I noticed significant fluctuations in Ringle's consumer transaction counts and indices. Looking at the data from the past 3 years, there were substantial quarterly variations. This uncertainty undermined the foundation for launching their new business.

  • Consumer Transaction Count and Index with Large Fluctuations

Approach to Problem

  • Expert Interview: Understanding the importance of loyal customers

Through an interview with Ringle's UX designer Jibin Lim, I learned that Ringle achieved 50% revenue growth in Q1 2023 compared to the previous year by enhancing their adult product's usability.This metric revealed that loyal customers were the key factor supporting Ringle's growth.

Problem Statement

How canI improve Ringle's English lesson effectiveness and student retention?

My analysis revealed the need to stabilize Ringle's transaction metrics while expanding their loyal customer base. Through stakeholder interviews, including insights from CEO Seonghoon Lee, we identified learning effectiveness as the key driver of customer retention. This discovery led us to design a new service focused on enhancing the learning experience to drive sustained engagement and repeat purchases.

User Research

  • User Demographics Analysis

Our research revealed a distinct user profile for Ringle
: Professional single women aged 30-39 with high earning potential.

Consumer Gender and Age

  • Persona

Based on demographic analysis, I developed a persona
: a high-achieving single professional 30s woman with an annual income exceeding 100M KRW.

This persona served as a foundation for user-centered design process.

  • User Journey Map

To better understand the end-to-end user experience, I developed a comprehensive user journey map capturing both behavioral patterns and emotional responses.

Ideation

Using insights from user journey map, my team conducted a "How Might We" (HMW) brainstorming session to explore identified pain points. By formulating challenge statements as questions, I opened up creative pathways for addressing user pain points while maintaining a solution-focused mindset.

How Might We Solve the Pain points

  • Grouped the most voted ideas into three keywords—lesson continuity, lesson effectiveness, and psychological accessibility of lessons.

  • Established these three aspects as project's key metrics.

Key metrics

Expanding and gathering ideas

  • Sketched ideas guided by our core metrics and brainstorming insights.

  • Evaluated each proposal and reached consensus on the final solution direction.

Storyboard

Hand-sketched storyboards assuming how the persona would use this service.

Solution to Problem

1. Daily Missions

  • Gamified daily check-in system with vocabulary quizzes

  • Point-based reward system to encourage engagement

2. Peak Learning Times

  • Personal analytics dashboard showing optimal study patterns

  • Visual representation of user's learning schedule

3. My Note

  • Post-lesson reflection space

  • Personal learning journal for lesson retention

Solution Validation

  • Ringle UX Designer’s Feedback on Solutions

*CAF Statistics: An AI-based diagnostic report provided by Ringle based on Complexity, Accuracy, and Fluency.

  • User Interiew: Validating the solution

I conducted remote user interviews (30-minute sessions) to validate the prototype and gathered direct feedback on proposed solutions.

Affinity diagram

Through user interviews, I collected and categorized 73 pieces of feedback into positive, neutral, and negative responses.

Heuristic Analysis

Our team assessed the severity of neutral and negative feedback using three weighted criteria:

  • Goal alignment (50%)

  • Team impact assessment (30%)

  • Expert feedback alignment (20%)

The assessment results were categorized into five severity levels

  • Positive: 42%

  • Netral: 24%

  • Negative: 34%

  • Insights: How to improve

I focused on critical requirements (Mandatory and Very Important) and created actionable implementation plans.

Interaction Design

  • IA: Building the user flow

I developed a comprehensive IA by analyzing the existing Ringle framework, strategically incorporating new features.

Daily Missions

My Note

  • Wireframe: Screen flows and interaction design

Final Solutions

  • Stampboard

Calendar-style stamp board

Calendar design makes the stamp board more intuitive to understand

Completed mission quizzes can be reviewed anytime
→ Increased learning efficiency

Accessible mission history

  • Mission Quizzes

Optimized UI elements to reflect Ringle's brand essence through improved color palette and legibility

UI alignment with brand

  • Implemented a three-option format to reduce cognitive load

  • Enhanced user familiarity through standardized quiz types

User-friendly problem-solving

  • My Note Homepage

  • Transformed homepage into a personal knowledge hub

  • Enhanced searchability and filtering capabilities

Enhanced Memo Hub

  • Note Creation Page

  • Integrated personalized CAF statistics into note-taking interface

  • Offered structured guidance using CAF for hesitant writers

Data-Driven Note Templates

Specialized UI for Note-Taking

Designed an intuitive note-taking interface to improve usability

Second Interview: Checking users’ responses

I conducted additional user interviews to verify if the improved prototype met user needs. I Interviewed 10 participants (5 returning, 5 new) using initial methodology.

Interview

As with the initial user interviews, I utilized affinity diagrams to categorize interview responses into positive, negative, and neutral feedback.

Systematic feedback classification

Outcomes

  • Increased 긍정 피드백 비율

긍정평가 증가 그래프

  • 1차 인터뷰이들의 긍정평가

Proposal to the Ringle Design Team

Expected Outcomes

Expecting improvement in three key metrics.

Reflection

The Ringle Daily Missions & My Note project, which came after the SOCAR project, was a more advanced project that overcame previous mistakes. I did extensive research on users and the company, so the target user profile was more defined. The clear objectives allowed me to maintain steady progress throughout the project.

Furthermore, I believe this was the project where I properly created a user-centered prototype. During the first round of interviews, I was worried because there were many negative evaluations and areas for improvement. However, by focusing more on user feedback and trying to understand user needs more deeply, the second round of interviews yielded more positive responses compared to the first round.

This experience confirmed my competency as a product designer. My ability to deeply understand users was recognized and praised by the UX design team. The fact that my proposed solution aligned with Ringle's own service direction further validated my product design capabilities.