The document provides an overview and analysis of the online education platform UpGrad. It discusses UpGrad's mission to provide online learning programs developed in collaboration with industry experts. It analyzes UpGrad's strategy, team, funding, revenue model, course offerings, competitive advantages, and technology platforms. It also includes a comparison of UpGrad to other major MOOC platforms like Coursera, Udemy, Udacity, and edX.

1. Industry​ ​Project​ ​1​ ​–​ ​UpGrad
Introduction
The​ ​convenience​ ​of​ ​an​ ​online​ ​degree​ ​has​ ​a​ ​wide​ ​appeal.​ ​With​ ​advances​ ​in​ ​technology​ ​and​ ​our
increased​ ​dependence​ ​on​ ​all​ ​things​ ​digital​ ​has​ ​led​ ​to​ ​a​ ​huge​ ​surge​ ​in​ ​online​ ​learning.​ ​With​ ​a
variety​ ​of​ ​courses​ ​to​ ​choose​ ​from​ ​–​ ​includes​ ​certifications​ ​and​ ​degrees,​ ​interactive​ ​and
engaging​ ​platforms​ ​as​ ​support,​ ​and​ ​convenience​ ​as​ ​the​ ​prime​ ​factor,​ ​many​ ​students​ ​today
prefer​ ​e-learning​ ​to​ ​the​ ​traditional​ ​classroom​ ​education.​ ​In​ ​2016,​ ​the​ ​e-learning​ ​market​ ​was
worth​ ​$166.5​ ​billion,​ ​and​ ​is​ ​estimated​ ​to​ ​reach​ ​$255​ ​billion​ ​by​ ​2017​ ​(​www.weforum.org​).
With​ ​there​ ​being​ ​several​ ​perks​ ​in​ ​the​ ​e-learning​ ​domain,​ ​there​ ​is​ ​however,​ ​the​ ​growing​ ​need​ ​to
try​ ​and​ ​provide​ ​an​ ​exceptional​ ​user​ ​experience​ ​to​ ​students​ ​which​ ​sometimes​ ​does​ ​raise​ ​the
question​ ​–​ ​is​ ​e-learning​ ​better​ ​than​ ​the​ ​traditional​ ​face-2-face​ ​classroom​ ​learning​ ​or​ ​not?​ ​With
several​ ​pros​ ​such​ ​as​ ​face-to-face​ ​interactions​ ​and​ ​effective​ ​discussions​ ​and​ ​interactions,​ ​on​ ​the
traditional​ ​side,​ ​companies​ ​in​ ​the​ ​MOOC​ ​space​ ​are​ ​constantly​ ​trying​ ​their​ ​best​ ​to​ ​enhance​ ​their
platform​ ​with​ ​features​ ​to​ ​try​ ​and​ ​provide​ ​a​ ​blend​ ​of​ ​both​ ​worlds​ ​in​ ​the​ ​entire​ ​e-learning
experience.
Objective
The​ ​objective​ ​of​ ​this​ ​assignment​ ​is​ ​to​ ​try​ ​and​ ​find​ ​out​ ​what​ ​students​ ​are​ ​looking​ ​for​ ​when​ ​they​ ​do
choose​ ​to​ ​go​ ​in​ ​for​ ​an​ ​online​ ​course.​ ​What​ ​would​ ​assist​ ​in​ ​their​ ​learning​ ​experience​ ​and​ ​how​ ​can​ ​this​ ​be
provided​ ​to​ ​garner​ ​maximum​ ​benefits​ ​from​ ​the​ ​platform.
Hypothesis
● Online​ ​courses​ ​are​ ​gaining​ ​popularity​ ​and​ ​many​ ​users’​ ​especially​ ​working​ ​professionals
are​ ​interested​ ​in​ ​getting​ ​an​ ​online​ ​certification​ ​course
● They​ ​enroll​ ​in​ ​online​ ​courses​ ​for​ ​varied​ ​reasons​ ​such​ ​as​ ​up-skill,​ ​securing​ ​a​ ​better​ ​job,
new​ ​prospects​ ​etc.
● Interaction​ ​and​ ​engagement​ ​form​ ​a​ ​key​ ​part​ ​of​ ​the​ ​e-learning​ ​platform​ ​and​ ​users​ ​are​ ​in
need​ ​of​ ​innovative​ ​and​ ​intuitive​ ​features​ ​to​ ​help​ ​with​ ​their​ ​learning.
___________________________________________________________________
Group​ ​members
Dattatrey​ ​Kulkarni​ ​(​idattatrey@gmail.com​)
Nisha​ ​Sashidharan​ ​(​nisha_sas@hotmail.co.uk​)
Ravikiran​ ​Sastry​ ​(​ravikiran.sastry@gmail.com​)

2. UpGrad​ ​–​ ​Overview​ ​and​ ​Analysis
Specifics UpGrad
Website​ ​URL https://upgrad.com/
Mission​ ​&​ ​Goals “To​ ​provide​ ​opportunities​ ​to​ ​advance​ ​your​ ​professional​ ​journey​ ​through
rigorous​ ​online​ ​programs​ ​that​ ​offer​ ​personalized​ ​support,​ ​developed​ ​in
collaboration​ ​with​ ​best​ ​in​ ​class​ ​faculty​ ​and​ ​industry​ ​professionals.”
Strategy UpGrad​ ​serves​ ​as​ ​a​ ​B2C​ ​and​ ​B2B​ ​platform,​ ​with​ ​more​ ​focus​ ​on​ ​the​ ​former.
Their​ ​strategy,​ ​holistically,​ ​is​ ​to​ ​provide​ ​an​ ​immersive​ ​learning​ ​experience
unlike​ ​any​ ​other​ ​e-learning​ ​platforms​ ​in​ ​India.​ ​Fusing​ ​online​ ​and​ ​offline
teaching​ ​methods,​ ​getting​ ​students​ ​to​ ​engage,​ ​and​ ​providing​ ​high​ ​quality
content​ ​in​ ​various​ ​engaging​ ​forms​ ​are​ ​some​ ​key​ ​target​ ​areas​ ​in​ ​their
strategy.
Team Ronnie​ ​Screwvala​​ ​–​ ​Co-founder​ ​&​ ​Chairman
Mayank​ ​Kuma​r​ ​–​ ​Co-founder​ ​&​ ​MD
Ravijot​ ​Chugh​ ​​–​ ​Co-founder,​ ​Product
Phalgun​ ​Kompalli​​ ​–​ ​Co-founder,​ ​Operations
Headquarters Mumbai,​ ​Maharashtra
Employees According​ ​to​ ​the​ ​company’s​ ​LinkedIn​ ​profile,​ ​UpGrad​ ​has​ ​around​ ​​51-200
employees.
Funding Rs.​ ​100​ ​crore​​ ​is​ ​the​ ​total​ ​fund​ ​that​ ​has​ ​been​ ​raised​ ​to​ ​date.​ ​Of​ ​which,​ ​10
crore​ ​has​ ​been​ ​invested​ ​by​ ​co-founder​ ​Ronnie​ ​Screwvala​ ​himself.
Revenue No​ ​information​ ​available.
Revenue​ ​Model UpGrad’s​ ​primary​ ​revenue​ ​models​ ​are:
● B2C​ ​-​ ​8​ ​well​ ​defined​ ​and​ ​structured​ ​certificate​ ​courses​ ​which​ ​users
enroll​ ​for
● B2B​ ​-​ ​Corporate​ ​training​ ​and​ ​up-skill​ ​programs
● B2B​ ​-​ ​​ ​Hiring​ ​services​ ​provided​ ​to​ ​enterprises​ ​and​ ​other​ ​recruiting
agencies
Operations Global
Type​ ​of​ ​Courses Business​ ​&​ ​Entrepreneurship,​ ​Management,​ ​Marketing​ ​&​ ​Digital
Marketing,​ ​Machine​ ​Learning,​ ​AI,​ ​Big​ ​Data,​ ​Software​ ​Development
No.​ ​of​ ​Courses 8​ ​courses
Competitive​ ​Advantage ● UpGrad​ ​provides​ ​an​ ​immersive​ ​learning​ ​experience​ ​with​ ​a​ ​combination
of​ ​video​ ​and​ ​text​ ​content​ ​clubbed​ ​with​ ​quizzes​ ​and​ ​assignments
● Subject​ ​matter​ ​experts​ ​and​ ​mentors​ ​have​ ​co-developed​ ​the​ ​program
and​ ​also​ ​help​ ​mentor​ ​students​ ​through​ ​the​ ​duration​ ​of​ ​their​ ​course
● The​ ​course​ ​content​ ​contains​ ​the​ ​latest​ ​industry​ ​insights​ ​helping
students​ ​with​ ​real-time​ ​examples​ ​and​ ​case​ ​studies
● The​ ​learning​ ​platform​ ​allows​ ​students​ ​to​ ​learn​ ​with​ ​ease.​ ​Students​ ​can
see​ ​the​ ​various​ ​modules​ ​in​ ​the​ ​course,​ ​pick​ ​up​ ​from​ ​where​ ​they​ ​left​ ​off,
see​ ​their​ ​progress,​ ​and​ ​view​ ​their​ ​assignment​ ​scores​ ​too
● An​ ​interactive​ ​and​ ​engaging​ ​discussion​ ​forum​ ​where​ ​studies​ ​can​ ​post
their​ ​queries​ ​and​ ​view​ ​responses

3. ● Gamification​ ​in​ ​the​ ​form​ ​of​ ​badges​ ​and​ ​points​ ​allotted​ ​has​ ​also​ ​been
implemented​ ​to​ ​inculcate​ ​a​ ​competitive​ ​spirit
● Partnered​ ​with​ ​some​ ​of​ ​the​ ​best​ ​companies​ ​in​ ​India​ ​to​ ​place​ ​students
from​ ​each​ ​cohort
● UpGrad​ ​Xchange​ ​located​ ​in​ ​Bangalore
Tech​ ​Platforms Website:
https://upgrad.com/
Android:
https://play.google.com/store/apps/details?id=com.upgrad.student&hl=en
iOS:
https://itunes.apple.com/in/app/upgrad/id1191301447?mt=8
(compatible​ ​with​ ​iPhone,​ ​iPad,​ ​and​ ​iPod​ ​Touch)
App​ ​Ratings Android:​ ​4.3
iOS:​ ​4+
App​ ​Features ● Only​ ​meant​ ​for​ ​registered​ ​users
● Users​ ​can​ ​login​ ​and​ ​view​ ​course​ ​material,​ ​track​ ​progress,​ ​check
notifications​ ​and​ ​much​ ​more
● Stream​ ​videos​ ​online​ ​or​ ​download​ ​for​ ​offline​ ​viewing
● Interactive​ ​learning​ ​–​ ​access​ ​the​ ​discussion​ ​forum,​ ​in-video​ ​Q/A​ ​session
● Directory​ ​of​ ​current​ ​cohort​ ​students
● Bookmark​ ​sessions​ ​and​ ​use​ ​calendar​ ​to​ ​mark​ ​deadlines​ ​and​ ​events
Social​ ​Media Facebook,​ ​Twitter,​ ​LinkedIn,​ ​Google+,​ ​YouTube

4. Competitor​ ​Analysis
Direct​ ​Competitors
Specifics Coursera Udemy Udacity edX
Website​ ​URL https://www.coursera
.org/
https://www.udemy.co
m/
https://udacity.com/ https://www.edx.org/
Mission​ ​&
Goal
“We​ ​envision​ ​a​ ​world
where​ ​anyone,
anywhere​ ​can
transform​ ​their​ ​life​ ​by
accessing​ ​the​ ​world’s
best​ ​learning
experience.”
“At​ ​Udemy,​ ​we’re
improving​ ​lives​ ​through
learning.”
“Our​ ​mission​ ​is​ ​to​ ​bring
accessible,​ ​affordable,
engaging,​ ​and​ ​highly
effective​ ​higher
education​ ​to​ ​the​ ​world.
We​ ​believe​ ​that​ ​higher
education​ ​is​ ​a​ ​basic
human​ ​right,​ ​and​ ​we
seek​ ​to​ ​empower​ ​our
students​ ​to​ ​advance
their​ ​education​ ​and
careers.”
“Increase​ ​access​ ​to
high-quality​ ​education
for​ ​everyone,
everywhere
Enhance​ ​teaching​ ​and
learning​ ​on​ ​campus
and​ ​online
Advance​ ​teaching​ ​and
learning​ ​through
research.”
Strategy Coursera​ ​essentially
serves​ ​as​ ​a​ ​B2C
platform.​ ​They​ ​have
tie-ups​ ​with​ ​various
reputed​ ​universities
around​ ​the​ ​globe​ ​and
offer​ ​a​ ​plethora​ ​of
online​ ​courses​ ​and
degrees,​ ​certificate
courses,​ ​and
specialization​ ​courses
in​ ​various​ ​fields.​ ​They
also​ ​have​ ​courses​ ​for
enterprises​ ​making
this​ ​a​ ​foray​ ​into​ ​the
B2B​ ​market.
Udemy​ ​also​ ​serves​ ​as​ ​a
B2C​ ​platform.​ ​The
encourage​ ​instructors
to​ ​create​ ​courses​ ​for
the​ ​site​ ​which​ ​in​ ​turn
will​ ​create​ ​its​ ​own
student​ ​following.​ ​The
model​ ​has​ ​helped
develop​ ​the​ ​platform
to​ ​great​ ​heights.​ ​The
company’s​ ​instructor
revenue​ ​policy​ ​explains
the​ ​pricing,
promotions,​ ​and​ ​other
details.​ ​They​ ​have​ ​also
entered​ ​the​ ​B2B
market​ ​where​ ​their
courses​ ​promise
employee​ ​up-skilling
and​ ​development.
To​ ​connect​ ​both​ ​the
student​ ​and​ ​learning
community​ ​via​ ​a
platform​ ​where​ ​content
can​ ​be​ ​easily​ ​moderated
and​ ​consumed
intelligently.
Connecting​ ​the​ ​world
via​ ​one​ ​article​ ​at​ ​a
time.​ ​This​ ​Harvard​ ​and
MIT​ ​union​ ​definitely
sets​ ​an​ ​example​ ​of
how​ ​content​ ​can​ ​be
freely​ ​provided​ ​to​ ​one
and​ ​all.
Team Coursera​ ​was​ ​founded
in​ ​​2012​​ ​by​ ​two
Stanford​ ​Computer
Science​ ​professors,
Daphne​ ​Koller​​ ​and
Andrew​ ​Ng​.
Udemy​ ​founder​ ​​Eren
Bali​​ ​built​ ​software​ ​for​ ​a
live​ ​virtual​ ​classroom
while​ ​living​ ​in​ ​Turkey.
He​ ​saw​ ​potential​ ​in
making​ ​the​ ​product
free​ ​for​ ​everyone,​ ​and
moved​ ​to​ ​Silicon​ ​Valley
Udacity​ ​was​ ​founded​ ​by
Sebastian​ ​Thrun,​ ​David
Stavens​,​ ​and​ ​​Mike
Sokolsky​.
Sebastian​ ​Thrun​,​ ​serves
as​ ​the​ ​current​ ​CEO​ ​of
Udacity.​ ​Sebastian​ ​is
EdX​ ​was​ ​founded​ ​in
2012​ ​at​ ​MIT​ ​and
Harvard.
Anant​ ​Agarwal​,
former​ ​Director​ ​of
MIT's​ ​Computer
Science​ ​and​ ​Artificial

5. Daphne​ ​served​ ​as​ ​the
company’s​ ​Co-CEO
until​ ​2014,​ ​and​ ​then
as​ ​President​ ​until
2016.​ ​Andrew​ ​on​ ​the
other​ ​hand​ ​served​ ​as
the​ ​company’s​ ​Co-CEO
until​ ​2014,​ ​and​ ​is
currently​ ​the​ ​Co-Chair
of​ ​the​ ​Coursera​ ​Board.
In​ ​June​ ​2017,​ ​​Jeff
Maggioncalda​ ​​joined
Coursera​ ​as​ ​the​ ​new
CEO​.​ ​He​ ​previously
served​ ​for​ ​18​ ​years​ ​as
the​ ​founding​ ​CEO​ ​at
Financial​ ​Engines​ ​Inc,
a​ ​company
co-founded​ ​by
economist​ ​and​ ​Nobel
Prize​ ​winner​ ​William
Sharpe.
to​ ​explore​ ​the​ ​idea​ ​and
find​ ​investors.​ ​Two
years​ ​later,​ ​in​ ​​2010​​ ​the
site​ ​was​ ​launched​ ​Bali
along​ ​with​ ​two​ ​other
co-founders​ ​-​ ​​Oktay
Caglar​​ ​and​ ​​Gagan
Biyani​.
Kevin​ ​H.​ ​Johnson​​ ​now
serves​ ​are​ ​the​ ​​CEO​​ ​of
the​ ​company.​ ​He​ ​is​ ​an
e-commerce​ ​veteran
with​ ​a​ ​passion​ ​for
digital​ ​marketing​ ​and
education.​ ​Before
joining​ ​Udemy,​ ​Kevin
served​ ​as​ ​CEO​ ​of
Ebates​ ​Inc.,​ ​a​ ​leading
e-commerce
marketplace​ ​ranked​ ​as
a​ ​top-15​ ​in​ ​the​ ​​ ​U.S.
also​ ​a​ ​Research
Professor​ ​at​ ​Stanford
University,​ ​a​ ​former
Google​ ​Fellow,​ ​as​ ​well
as​ ​the​ ​inventor​ ​of​ ​the
autonomous​ ​car​ ​and
project​ ​lead​ ​on​ ​Google
Glass.​ ​Sebastian​ ​has
been​ ​named​ ​the​ ​5th
Most​ ​Creative​ ​Person​ ​in
Business​ ​(Fast
Company),​ ​among​ ​the
50​ ​Smartest​ ​People​ ​in
Tech​ ​(Fortune),​ ​and
highlighted​ ​in​ ​50​ ​Best
Inventions​ ​of​ ​2010
(Time).
Intelligence
Laboratory,​ ​serves​ ​as
the​ ​first​ ​president​ ​of
edX.
Headquarters Mountain​ ​View,
California
San​ ​Francisco,
California
Mountain​ ​View,
California
Cambridge,
Massachusetts
Employees 250+ 250+ 100+ 50+
Funding Coursera​ ​has​ ​secured
$210.3​ ​million​ ​in
funding​ ​to​ ​date.
● Initial​ ​funding​ ​–
$16​ ​million
● 2013​ ​–​ ​World
Bank​ ​Group​ ​led
the​ ​Series​ ​B
funding​ ​which
totaled​ ​$63
million
● 2015​ ​–​ ​EDB
investments​ ​led
the​ ​Series​ ​C
funding​ ​which
totaled​ ​more
than​ ​$63​ ​million
Udemy has a total of
$173 million from 16
investors​ ​to​ ​date.
● 2010​ ​–​ ​Seed​ ​round
got​ ​the​ ​company
$1​ ​million
● 2011​ ​–​ ​Series​ ​A
funding​ ​saw​ ​500
startups​ ​and​ ​MHS
capital​ ​investing​ ​$3
million
● 2012​ ​–​ ​Series​ ​B
funding,​ ​the
company​ ​raised
$12​ ​million​ ​led​ ​by
Insight​ ​Venture
Partners
Udacity has a total
funding amount of $160
million​ ​to​ ​date.
● 2012​ ​–​ ​initial​ ​seed
amount​ ​invested​ ​by
venture​ ​firm​ ​Charles
River​ ​Ventures​ ​+
$200,000​ ​of​ ​Thrun’s
personal​ ​money
● 2012​ ​–​ ​Series​ ​A
funding​ ​got​ ​the
company​ ​$5​ ​million
● 2012​ ​–​ ​Series​ ​B​ ​got
the​ ​company​ ​$15
million​ ​led​ ​by
venture​ ​capital​ ​firm
Andreessen
Horowitz
Both​ ​Harvard​ ​and​ ​MIT
contributed​ ​$30
million​ ​in​ ​seed​ ​money
to​ ​begin​ ​the​ ​venture.

6. ● 2017​ ​–​ ​raised​ ​$64
million​ ​in​ ​a
Series-D​ ​funding
round.​ ​The
majority​ ​of​ ​the
funding​ ​came
from​ ​existing
investors​ ​and​ ​a
new​ ​investor
Lampert
Foundation
● 2014​ ​–​ ​raised
another​ ​$32​ ​million
in​ ​a​ ​Series​ ​C
funding​ ​led​ ​by
Norwest​ ​Venture
Partners
● 2015​ ​–​ ​raised​ ​$65
million​ ​in​ ​Series​ ​D
funding​ ​led​ ​by
Stripes​ ​Group
● 2016​ ​–​ ​the
company​ ​raised
$60​ ​million​ ​from
Naspers
● 2014​ ​–​ ​Series​ ​C​ ​of
funding​ ​raised​ ​$35
million
● 2015​ ​–​ ​Series​ ​D
funding​ ​got​ ​the
company​ ​a
whopping​ ​$105
million​ ​led​ ​by
Bertelsmann
Revenue In​ ​2016,​ ​Coursera’s
revenue​ ​was​ ​around
$50-60​ ​million​.
The​ ​company​ ​has​ ​never
disclosed​ ​their​ ​revenue
numbers,​ ​however​ ​in
2011​ ​over​ ​a​ ​$1​ ​million
courses​ ​were​ ​sold​ ​on
the​ ​platform.
In​ ​​2015​,​ ​Udemy​ ​saw​ ​a
200%​ ​rise​ ​in​ ​revenue
due​ ​the​ ​increase​ ​in​ ​the
number​ ​of​ ​courses
being​ ​sold.
Udacity​ ​does​ ​not
disclose​ ​its​ ​financials​ ​but
has​ ​revealed​ ​that​ ​it​ ​is
growing​ ​at​ ​rate​ ​of​ ​30%
per​ ​month​​ ​and​ ​is
profitable.​ ​Its​ ​annual
revenue​ ​run​ ​rate​ ​is
believed​ ​to​ ​be​ ​​$24
million​ ​​(2015).
Not​ ​much​ ​information
is​ ​available​ ​on​ ​edX’s
revenue.
However,​ ​based​ ​on
research​ ​in​ ​2016​ ​edX
made​ ​around​ ​​$20–30
million​​ ​from​ ​their
partners​​ ​and​ ​from​ ​the
sales​ ​of​ ​certificates
and​ ​other​ ​credentials.
Revenue
Models
Coursera​ ​primarily
makes​ ​money​ ​by:
● Selling​ ​certificates
and​ ​specialization
courses​ ​to​ ​users
● Subscription
models​ ​for
Enterprises
Udemy​ ​has:
● Instructor​ ​Revenue
Share​ ​policy
whereby​ ​they
charge​ ​instructors
a​ ​certain​ ​percent
on​ ​the​ ​courses​ ​they
charge​ ​for
● Corporate​ ​tie-ups
● Subscription​ ​based
model
Udacity​ ​makes​ ​money
through:
● Their​ ​high​ ​profile
Nano​ ​degree
programs
● Subscription​ ​models
for​ ​Enterprises
●
Money​ ​making​ ​areas
for​ ​edX:
● Universities​ ​sign
partnership
agreements​​ ​with
edX​ ​to​ ​create
more​ ​edX​ ​courses
● edX​ ​keeps​ ​the​ ​first
$50,000​ ​in
revenue​​ ​from
each​ ​new​ ​course​ ​+
50%​ ​of​ ​revenue
exceeding​ ​that
threshold
● Corporate
training​​ ​–​ ​In
March​ ​2014,​ ​edX
offered​ ​a​ ​pilot

7. course​ ​on​ ​big​ ​data
for​ ​3,500​ ​IT
professionals​ ​from
2,000
organizations​ ​that
grossed​ ​nearly
$1.75​ ​million
Operations Global
Coursera​ ​mainly​ ​works
with​ ​​universities,
colleges​​ ​and​ ​now​ ​also
with​ ​the​ ​​government​.
The​ ​company​ ​has​ ​a
total​ ​of​ ​​149​ ​partners
across​ ​​29​ ​countries​.
As​ ​of​ ​Feb​ ​2017,
Coursera​ ​had​ ​​24
million​ ​registered
users​ ​​for​ ​its​ ​courses.
Global
~10​ ​million​ ​(Feb​ ​2016)
Global
17​ ​million​ ​students
Global
~10 million (December
2016)
Type​ ​of
Courses
Coursera​ ​offers​ ​a
plethora​ ​of​ ​courses​ ​in
several​ ​categories.
The​ ​most​ ​popular
ones​ ​that​ ​are​ ​opted
for​ ​are​ ​-​ ​​machine
learning,
programmings,​ ​data
science,​ ​data
analytics,​ ​business
analytics,​ ​big​ ​data,
digital​ ​marketing​,​ ​and
much​ ​more.
Courses​ ​across​ ​a​ ​wide
range​ ​of​ ​categories​ ​are
available​ ​-​ ​​business
and​ ​entrepreneurship,
programming,
academics,​ ​the​ ​arts,
health​ ​&​ ​fitness,
language,​ ​music,
technology,​ ​games​,
and​ ​more.
Udacity is more of a
skills-based platform for
professionals.
Their top specialties are
Web Development and
Data​ ​Science​.
Popular​ ​courses​ ​–
Computer​ ​science,
Data​ ​and​ ​Statistics,
Business​ ​and
Management,
Language,
Engineering​,​ ​and
much​ ​more
No.​ ​of​ ​Courses 2,000​ ​+​ ​courses
160+​ ​specializations
2​ ​degrees
55,000​ ​courses 170+​ ​courses
12​ ​Nano​ ​degrees
1,386​ ​courses
76​ ​programs
Competitive
Advantage
● Coursera​ ​has
tie-ups​ ​with
leading
universities​ ​and
institutions​ ​across
the​ ​globe
● The​ ​courses
provide​ ​quizzes,
● Udemy​ ​allows
instructors​ ​to​ ​build
and​ ​promote
online​ ​courses​ ​on
topics​ ​of​ ​their
choosing
● Offers​ ​paid​ ​and
free​ ​courses
● Udacity​ ​partners
with​ ​universities​ ​to
create​ ​courses​ ​that
are​ ​credited
● They​ ​also​ ​have
programs​ ​called
Nano​ ​degrees​ ​that
are​ ​made​ ​towards
● edX​ ​is​ ​a​ ​non-profit
that​ ​features
rigorous
coursework​ ​in​ ​a
variety​ ​of​ ​subjects
● It​ ​has​ ​classes​ ​from
the​ ​most
prestigious

8. weekly​ ​exercises,
peer-graded
assignments,​ ​and
sometimes​ ​a​ ​final
project​ ​or​ ​exam
● They​ ​have
self-paced
courses,​ ​courses
on-demand,​ ​and
timed​ ​classes.
● Certificates
courses​ ​can​ ​be
shared​ ​on
LinkedIn
● Offers
peer-to-peer​ ​and
peer-to-instructor
learning​ ​on
courses
depending​ ​on​ ​the
instructor
● Using​ ​course
development​ ​tools,
one​ ​can​ ​upload
video,​ ​PowerPoint
presentations,
PDFs,​ ​audio,​ ​zip
files​ ​and​ ​live
classes​ ​to​ ​create
courses
● Online​ ​discussion
boards​ ​to​ ​engage
and​ ​interact
● Instructure
compensation
structure
● Deals​ ​and
discounts​ ​available
on​ ​the​ ​website​ ​and
social​ ​media
platforms
the​ ​employment
needs​ ​of​ ​their
corporate​ ​partners
● They​ ​offer​ ​tuition
reimbursement​ ​and
a​ ​job​ ​guarantee​ ​as
part​ ​of​ ​certain
Nanodegrees
● Paid​ ​programs
include​ ​coaching,
feedback,​ ​and
verified​ ​certificates
● Content​ ​is
developed​ ​with
input​ ​from
education​ ​and
industry​ ​experts​ ​and
includes​ ​short
videos,​ ​exercises,
projects,​ ​and
mentoring
institutions​ ​like
Harvard,​ ​MIT,
Berkeley,​ ​and
Boston​ ​University
● One​ ​crucial
feature​ ​is​ ​their
self-paced​ ​and
timed​ ​classes
● Format​ ​includes
videos,​ ​video
transcripts,
discussion​ ​forums,
peer-to-peer
learning,​ ​and
in-person
meetups
● edX​ ​uses​ ​cool
tools​ ​like​ ​videos,
gamified​ ​labs​ ​and
3D​ ​virtual
molecule​ ​builder
in​ ​their​ ​courses
Technology
Platforms
Website:
https://www.coursera
.org/
Android:
https://play.google.co
m/store/apps/details?
id=org.coursera.andro
id
iOS:
https://itunes.apple.c
om/app/apple-store/i
d736535961?mt=8
(compatible​ ​with
iPhone,​ ​iPad,​ ​iPod
Touch​ ​and​ ​Apple​ ​TV)
Website:
https://www.udemy.co
m/
Android:
https://play.google.co
m/store/apps/details?i
d=com.udemy.android
&hl=us
iOS:
https://itunes.apple.co
m/us/app/udemy/id56
2413829?mt=8
(compatible​ ​with
iPhone,​ ​iPad,​ ​iPod
Touch​ ​and​ ​Apple​ ​TV)
Website:
https://udacity.com/
Android:
https://play.google.com
/store/apps/details?id=c
om.udacity.android
iOS:
https://itunes.apple.co
m/us/app/id819700933
?mt=8
(compatible​ ​with
iPhone,​ ​iPad,​ ​and​ ​iPod
Touch)
Website:
https://www.edx.org/
Android:
https://play.google.co
m/store/apps/details?
id=org.edx.mobile
iOS:
https://itunes.apple.c
om/us/app/edx/id945
480667?mt=8
(compatible​ ​with
iPhone,​ ​iPad,​ ​and​ ​iPod
Touch)
App​ ​Ratings Android:​ ​4.4
iOS:​ ​4+
Android:​ ​4.4
iOS:​ ​4+
Android:​ ​4.3
iOS:​ ​4+
Android:​ ​4.5
iOS:​ ​4+
App​ ​Features ● Register​ ​and
sign-up​ ​for
courses​ ​on-the-go
● Register​ ​and
sign-up​ ​for​ ​courses
on-the-go
● Register​ ​and​ ​sign-up
for​ ​courses
on-the-go
● Register​ ​and
sign-up​ ​for
courses​ ​on-the-go

9. ● Stream​ ​videos
online​ ​or
download​ ​for
offline​ ​viewing
● Interactive
learning
experience​ ​–
pre-recorded
videos,​ ​quizzes,
and​ ​projects
● Connections
through​ ​forums,
study​ ​groups
● Multi-lingual
support
● View​ ​and​ ​manage
multiple​ ​courses
showing​ ​progress
● Stream​ ​videos
online​ ​or​ ​download
for​ ​offline​ ​viewing
● Audio-only​ ​mode
also​ ​available
● Discussion​ ​forum
with​ ​students​ ​and
instructors
● Personalize
learning​ ​experience
with​ ​speed​ ​controls
and​ ​closed
captioning
● Learn​ ​courses​ ​on
the​ ​computer​ ​or​ ​TV
● View​ ​and​ ​manage
multiple​ ​courses
showing​ ​progress
● Download​ ​classes
and​ ​content​ ​for
offline​ ​viewing
● Access​ ​the
classroom,​ ​connect
with​ ​mentors,​ ​and
track​ ​progress
● Discussion​ ​forum
with​ ​students​ ​and
mentors
● View​ ​and​ ​manage
multiple​ ​classes
showing​ ​progress
● Continuous
supervised​ ​learning
● Download​ ​course
videos​ ​for​ ​offline
viewing
● View​ ​course
announcements
and​ ​handouts
● Test​ ​knowledge
with​ ​quizzes​ ​and
exams
● Schedule​ ​tutorials
as​ ​per​ ​ones
availability
● View​ ​and​ ​manage
multiple​ ​classes
showing​ ​progress
Social​ ​Media Facebook,​ ​Twitter,
LinkedIn,​ ​Instagram,
Google+,​ ​Coursera
Blog,​ ​Tech​ ​Blog
Facebook,​ ​Twitter,
LinkedIn,​ ​Instagram,
Udemy​ ​Blog
Facebook,​ ​Twitter,
Medium,​ ​Instagram,
Google+
Facebook,​ ​Twitter,
YouTube,​ ​LinkedIn,
Google​ ​+,​ ​Reddit,​ ​edX
Blog
Indirect​ ​competitors
Specifics Offline​ ​Certification/Degrees
Mission​ ​&​ ​Goal Provide​ ​students​ ​with​ ​courses​ ​and​ ​degrees​ ​in​ ​a​ ​brick​ ​and​ ​mortar​ ​setup.
Helps​ ​students​ ​to​ ​gain​ ​degrees​ ​that​ ​act​ ​as​ ​minimum​ ​qualification​ ​criteria​ ​for​ ​job
Strategy B2B​ ​and​ ​B2C
There​ ​are​ ​courses​ ​available​ ​for​ ​both​ ​B2B​ ​and​ ​B2C​ ​enterprises.
Most​ ​of​ ​these​ ​are​ ​2-3​ ​days​ ​workshops.
Current
Employees
NA
Funding NA
Revenue NA
Team NA
Operation NA
Revenue​ ​Model Revenue​ ​from​ ​tuition​ ​and​ ​hostel​ ​fees
USP’s Degree​ ​accepted​ ​by​ ​govt​ ​in​ ​case​ ​of​ ​reputed​ ​universities.
Direct​ ​engagement​ ​with​ ​faculty​ ​and​ ​peers.
Access​ ​to​ ​hard​ ​and​ ​soft​ ​course​ ​material.
Working​ ​on​ ​assignments​ ​with​ ​peers.
Strong​ ​alumni​ ​presence​ ​.
Platforms Brick​ ​and​ ​mortar
App​ ​Rating NA

10. App​ ​features NA
User​ ​Research
Sample​ ​Size​ ​Calculation
Calculating​ ​the​ ​population​ ​size
Facebook​ ​Ads​ ​Manager​​ ​is​ ​a​ ​great​ ​tool​ ​to​ ​capture​ ​the​ ​population​ ​size.​ ​Based​ ​on​ ​certain​ ​necessary
parameters,​ ​it​ ​recalculates​ ​the​ ​audience​ ​size​ ​and​ ​displays​ ​a​ ​number​ ​signifying​ ​the​ ​“Potential​ ​Reach”​ ​of
the​ ​campaign.
Parameters​ ​chosen
Locations:​ ​Bangalore,​ ​Chennai,​ ​Delhi,​ ​Hyderabad,​ ​Mumbai,​ ​Pune
Fig.​ ​1​ ​–​ ​Locations​ ​selected​ ​as​ ​one​ ​parameter​ ​–​ ​cities​ ​in​ ​India​ ​identified
Age​ ​range:​ ​25-35

11. Fig.​ ​2​ ​–​ ​Age​ ​range​ ​selected
Target​ ​audience​ ​–​ ​those​ ​who​ ​have​ ​a​ ​Bachelor’s​ ​or​ ​a​ ​Master’s​ ​degree
Fig.​ ​3​ ​–​ ​Target​ ​audience​ ​identified
Using​ ​the​ ​audience​ ​filters​ ​in​ ​the​ ​left​ ​navigation,​ ​we​ ​were​ ​able​ ​to​ ​add​ ​in​ ​the​ ​above​ ​mentioned
parameters​ ​to​ ​arrive​ ​at​ ​the​ ​final​ ​number​ ​–​ ​12,000,000​ ​people.
Fig.​ ​4​ ​-​ ​Audience​ ​size
Calculating​ ​the​ ​sample​ ​size
The​ ​sample​ ​size​ ​has​ ​been​ ​calculated​ ​using​ ​the​ ​following​ ​URL:
https://www.surveymonkey.com/mp/sample-size-calculator/
Total​ ​population:​ ​12,000,000​ ​people
Confidence​ ​level:​ ​95%
Margin​ ​of​ ​error:​ ​10%
Answer:​ ​​97

12. Fig.​ ​5​ ​-​ ​Sample​ ​size​ ​calculation
Response​ ​rate:​ ​10%
Total​ ​number​ ​of​ ​people​ ​to​ ​be​ ​surveyed​ ​=​ ​No.​ ​of​ ​people​ ​responded/response​ ​rate
Total​ ​number​ ​of​ ​people​ ​to​ ​be​ ​surveyed​ ​=​ ​97/0.1
Hence,​ ​Total​ ​number​ ​of​ ​people​ ​to​ ​be​ ​surveyed​ ​=​ ​​970
Data​ ​Gathering​ ​for​ ​User​ ​Research
Survey​ ​link:​ ​​https://goo.gl/dEzEHr
Target​ ​audience:​ ​18-35,​ ​working​ ​professionals​ ​in
Response​ ​link:​ ​​https://goo.gl/kVN5TP
Channels​ ​used:​ ​WhatsApp​ ​Messenger,​ ​Facebook​ ​Messenger,​ ​Email

13. User​ ​Research​ ​Analysis
The​ ​user​ ​research​ ​conducted​ ​was​ ​primarily​ ​done​ ​using​ ​a​ ​survey​ ​questionnaire.​ ​Based​ ​on​ ​the​ ​objective
and​ ​hypothesis​ ​of​ ​the​ ​project,​ ​certain​ ​questions​ ​were​ ​formulated.​ ​Based​ ​on​ ​the​ ​responses​ ​received,
the​ ​following​ ​observations​ ​have​ ​been​ ​made.
Age
88.5%​ ​of​ ​the​ ​total​ ​responses​ ​received​ ​are​ ​in​ ​the​ ​age​ ​group​ ​of​ ​24-35.​ ​What​ ​we​ ​potentially​ ​can​ ​infer
from​ ​this​ ​data:
● Online​ ​courses​ ​are​ ​popular​ ​in​ ​the​ ​age​ ​group​ ​of​ ​24-35
o​​ ​​ ​​ ​​People​ ​in​ ​this​ ​age​ ​group​ ​are​ ​typically​ ​young​ ​working​ ​professionals
● 11.5%​ ​of​ ​the​ ​total​ ​responses​ ​received​ ​are​ ​in​ ​the​ ​age​ ​group​ ​of​ ​16-24
o​​ ​​ ​​ ​​People​ ​in​ ​this​ ​age​ ​group​ ​are​ ​normally​ ​young​ ​college/Bachelor​ ​students
o​​ ​​ ​​ ​​Although​ ​it’s​ ​not​ ​topping​ ​the​ ​chart,​ ​but​ ​it​ ​does​ ​seem​ ​like​ ​people​ ​in​ ​this​ ​age​ ​group​ ​are
considering​ ​online​ ​courses
Fig.​ ​6​ ​–​ ​Age​ ​group​ ​of​ ​the​ ​target​ ​audience
Location
The​ ​survey​ ​was​ ​sent​ ​to​ ​our​ ​target​ ​audience​ ​with​ ​no​ ​location​ ​restrictions.​ ​However,​ ​majority​ ​of​ ​the
responses​ ​have​ ​been​ ​gathered​ ​from​ ​Noida​ ​and​ ​Pune.​ ​Possible​ ​deductions​ ​based​ ​on​ ​the​ ​data​ ​received:
● People​ ​living​ ​in​ ​tier​ ​1​ ​and​ ​tier​ ​2​ ​cities​ ​are​ ​interested​ ​in​ ​taking​ ​online​ ​courses
● People​ ​living​ ​in​ ​tier​ ​1​ ​and​ ​tier​ ​2​ ​cities​ ​with​ ​the​ ​given​ ​age​ ​range​ ​are​ ​typically​ ​young
working​ ​professionals,​ ​fresher’s,​ ​students​ ​currently​ ​studying​ ​or​ ​looking​ ​for​ ​an​ ​internship

14. Fig.​ ​7​ ​–​ ​Target​ ​audience​ ​location
Education​ ​and​ ​Occupation
All​ ​the​ ​respondents​ ​either​ ​have​ ​a​ ​Bachelor’s​ ​or​ ​a​ ​higher​ ​degree.​ ​Based​ ​on​ ​the​ ​data​ ​received​ ​for​ ​each
and​ ​every​ ​respondent’s​ ​occupation​ ​there​ ​seems​ ​to​ ​a​ ​trend​ ​that​ ​was​ ​noticed:
● Most​ ​of​ ​the​ ​respondents​ ​were​ ​from​ ​the​ ​Software​ ​industry​ ​with​ ​most​ ​of​ ​them​ ​being
employed​ ​as​ ​analysts,​ ​software​ ​professionals,​ ​and​ ​engineers
● Given​ ​the​ ​age​ ​group,​ ​education,​ ​and​ ​occupation​ ​data​ ​our​ ​first​ ​hypothesis​ ​is​ ​now
successfully​ ​validated​ ​–​ ​where​ ​we​ ​assumed​ ​that​ ​young​ ​working​ ​professionals​ ​are
interested​ ​in​ ​enrolling​ ​in​ ​online​ ​courses
Fig.8​ ​–​ ​Age​ ​group​ ​of​ ​the​ ​target​ ​audience

15. Fig.9​ ​–​ ​Target​ ​audience​ ​occupation
Preferred​ ​Medium​ ​for​ ​Online​ ​Course​ ​Consumption
Interestingly,​ ​a​ ​whopping​ ​88.5%​ ​of​ ​the​ ​respondents​ ​prefer​ ​to​ ​learn​ ​via​ ​their​ ​PC​ ​leaving​ ​the​ ​remaining
5%​ ​who​ ​prefer​ ​to​ ​consume​ ​course​ ​content​ ​on​ ​mobile.​ ​Possible​ ​deductions​ ​based​ ​on​ ​the​ ​data
received:
● Compared​ ​to​ ​a​ ​mobile​ ​or​ ​tablet,​ ​people​ ​would​ ​usually​ ​prefer​ ​using​ ​the​ ​PC​ ​as​ ​the​ ​real
estate​ ​available​ ​on​ ​the​ ​PC​ ​is​ ​much​ ​more​ ​compared​ ​to​ ​the​ ​other​ ​two​ ​options​ ​–​ ​content
can​ ​be​ ​easily​ ​placed​ ​allowing​ ​users​ ​a​ ​more​ ​seamless​ ​learning​ ​experience
● According​ ​to​ ​a​ ​survey​ ​conducted​ ​in​ ​2016,​ ​people​ ​are​ ​more​ ​likely​ ​to​ ​consume​ ​certain
media​ ​content​ ​on​ ​a​ ​desktop​ ​that​ ​might​ ​not​ ​be​ ​conducive​ ​on​ ​a​ ​mobile​ ​given​ ​the​ ​screen
size
Fig.​ ​10​ ​–​ ​Online​ ​course​ ​consumption

16. Primary​ ​Motive​ ​for​ ​Enrolling
38.5%​ ​of​ ​the​ ​respondents​ ​have​ ​seemingly​ ​taken​ ​an​ ​online​ ​course​ ​to​ ​upskill​ ​to​ ​perform​ ​better​ ​in​ ​their
existing​ ​role.
● According​ ​to​ ​a​​ ​​research​​ ​conducted​ ​in​ ​2016,​ ​students​ ​tend​ ​to​ ​opt​ ​for​ ​online​ ​courses​ ​to
augment​ ​their​ ​current​ ​skillset​ ​which​ ​can​ ​then​ ​be​ ​showcased​ ​on​ ​one’s​ ​resume​ ​and​ ​on
LinkedIn​ ​where​ ​it​ ​can​ ​be​ ​used​ ​to​ ​pursue​ ​positions​ ​one​ ​is​ ​seeking
● 245,000​ ​learner​ ​certificates​ ​were​ ​issued​ ​upon​ ​successfully​ ​completing​ ​a​ ​course
(​blog.edx.org​,​ ​2016)
● Career​ ​benefits​ ​are​ ​the​ ​more​ ​common​ ​reason​ ​for​ ​taking​ ​a​ ​MOOC.​ ​Fifty-two​ ​percent​ ​of
the​ ​people​ ​surveyed​ ​report​ ​a​ ​primary​ ​goal​ ​of​ ​improving​ ​their​ ​current​ ​job​ ​or​ ​finding​ ​a
new​ ​job​ ​(​Harvard​ ​Business​ ​Review​,​ ​2015)
Fig.​ ​11​ ​–​ ​Primary​ ​motive​ ​for​ ​enrolling
Primary​ ​Considerations​ ​when​ ​Choosing​ ​an​ ​Online​ ​Course
The​ ​top​ ​three​ ​considerations​ ​that​ ​respondents​ ​seem​ ​to​ ​favour​ ​were:
● Course​ ​quality​ ​and​ ​content​ ​–​ ​where​ ​80.8%​ ​of​ ​the​ ​respondents​ ​believed​ ​it​ ​to​ ​be​ ​a​ ​must​ ​have
● Instructor​ ​profile​ ​-​ ​50%
● Popularity​ ​of​ ​the​ ​MOOC​ ​provider​ ​-​ ​46.2%
What​ ​can​ ​be​ ​concluded?
● Course​ ​quality​ ​and​ ​content​ ​is​ ​a​ ​must​ ​as​ ​it​ ​forms​ ​a​ ​base​ ​for​ ​everything​ ​that​ ​follows.​ ​Well​ ​written,
easy​ ​to​ ​understand,​ ​and​ ​a​ ​variety​ ​of​ ​media​ ​used​ ​helps​ ​students​ ​decided​ ​which​ ​provider​ ​to​ ​go
with.
○ Wang​ ​and​ ​Baker​​ ​(2015)​ ​found​ ​that​ ​course​ ​completers​ ​tend​ ​to​ ​be​ ​more
interested​ ​in​ ​the​ ​course​ ​content,​ ​whereas​ ​non-completers​ ​tend​ ​to​ ​be​ ​more
interested​ ​in​ ​MOOCs​ ​as​ ​a​ ​type​ ​of​ ​learning​ ​experience

17. ○ In​ ​the​ ​Global​ ​Shapers​ ​Survey,​ ​close​ ​to​ ​half​ ​(47.79%)​ ​of​ ​respondents​ ​said​ ​they​ ​would​ ​be
willing​ ​to​ ​pursue​ ​certification​ ​for​ ​certain​ ​skills,​ ​including​ ​online​ ​certification,​ ​once​ ​they
have​ ​started​ ​their​ ​working​ ​careers​​ ​(​www.weforum.org​​ ​2017)
Fig.​ ​12​ ​–​ ​Primary​ ​motive​ ​for​ ​enrolling
Course​ ​Platforms​ ​that​ ​Students​ ​have​ ​Opted
Coursera​ ​is​ ​a​ ​clear​ ​winner​ ​here.​ ​With​ ​a​ ​variety​ ​of​ ​courses​ ​and​ ​specializations​ ​offered​ ​–​ ​it​ ​seems​ ​like​ ​the
preferred​ ​go-to​ ​MOOC​ ​platform​ ​for​ ​many.
● With​ ​2000+​ ​courses,​ ​Coursera​ ​is​ ​still​ ​the​ ​largest​ ​MOOC​ ​provider​ ​even​ ​after​ ​discontinuing
hundreds​ ​of​ ​courses​ ​(​Class​ ​Central​,​ ​2016)
Fig.​ ​13​ ​–​ ​Course​ ​platforms​ ​that​ ​students​ ​have​ ​opted

18. Drawbacks​ ​of​ ​Online​ ​Courses​ ​in​ ​Comparison​ ​with​ ​Offline​ ​Courses
Almost​ ​70%​ ​of​ ​the​ ​respondents​ ​have​ ​reportedly​ ​chosen​ ​“lack​ ​of​ ​community​ ​building,​ ​peer​ ​learning,​ ​and​ ​face​ ​to
face​ ​discussions​ ​as​ ​a​ ​major​ ​drawback​ ​which​ ​indicates​ ​that​ ​the​ ​current​ ​platforms​ ​that​ ​students​ ​are​ ​using​ ​are
definitely​ ​not​ ​up​ ​to​ ​the​ ​mark​ ​in​ ​this​ ​regards.
Fig.​ ​14​ ​–​ ​Drawbacks​ ​on​ ​the​ ​current​ ​platforms​ ​being​ ​used
What​ ​Factors​ ​(if​ ​present)​ ​would​ ​have​ ​Helped​ ​the​ ​Respondents​ ​Learn​ ​Better
Respondents’​ ​share​ ​their​ ​point​ ​of​ ​view​ ​on​ ​what​ ​they​ ​believe​ ​would​ ​be​ ​a​ ​perfect​ ​learning​ ​platform​ ​to​ ​opt​ ​for.
Students​ ​are​ ​reportedly​ ​asking​ ​for​ ​more​ ​session​ ​on​ ​the​ ​platform,​ ​more​ ​gamification​ ​on​ ​the​ ​discussion​ ​forums,
and​ ​scheduling​ ​regular​ ​sessions​ ​in​ ​spare​ ​time​ ​for​ ​a​ ​more​ ​synchronized​ ​learning​ ​experience.
This​ ​does​ ​mean​ ​that​ ​students​ ​are​ ​looking​ ​for​ ​more​ ​engaging​ ​and​ ​interactive​ ​elements​ ​on​ ​such​ ​plaforms​ ​to​ ​learn
from.
Fig.​ ​15​ ​–​ ​Factors​ ​that​ ​will​ ​help​ ​students​ ​learn​ ​better
Based​ ​on​ ​the​ ​survey​ ​conducted,​ ​we​ ​have​ ​validated​ ​all​ ​three​ ​hypotheses.

19. User​ ​Persona
NAME:​​ ​Astha
AGE:​ ​​26
LOCATION:​ ​​Delhi
NCR
OCCUPATION:
Marketing​ ​Manager
MARITAL​ ​STATUS:
Single
INCOME:​ ​​10​ ​L
MOTIVATIONS PERSONALITY
EDUCATION​:
Masters​ ​Degree
GOALS
- Upskilling​ ​for​ ​career
advancement​ ​/​ ​transition
- Uses​ ​the​ ​online​ ​course​ ​for
learning​ ​concepts​ ​better,
certification​ ​for​ ​signalling​ ​skill
and/or​ ​interest​ ​in​ ​the​ ​subject
- Flexibility​ ​in​ ​payment​ ​options.
Ability​ ​to​ ​manage​ ​and​ ​track
payments​ ​online
- Wants​ ​options​ ​to​ ​learn​ ​on​ ​the
side​ ​while​ ​continuing​ ​to​ ​earn​ ​in​ ​a
day​ ​job
- Wants​ ​bite-sized,​ ​self​ ​paced
options​ ​since​ ​he​ ​has​ ​an
unpredictable​ ​work​ ​schedule​ ​and
is​ ​unable​ ​to​ ​devote​ ​long​ ​hours
regularly​ ​to​ ​the​ ​course
- Wants​ ​courses​ ​with​ ​curriculum
that​ ​is​ ​up-to-date​ ​and​ ​in​ ​line​ ​with
job​ ​duties
TECHNOLOGY
- Primarily​ ​Mobile​ ​first
- Prefers​ ​mobile​ ​for​ ​casual
communication​ ​and
transactions​ ​but​ ​prefers

20. PAIN​ ​POINTS
- Finds​ ​it​ ​difficult​ ​to​ ​sustain
motivation​ ​throughout​ ​the
duration​ ​of​ ​the​ ​course
- Finds​ ​it​ ​difficult​ ​to​ ​afford​ ​​ ​quality
courses​ ​due​ ​to​ ​the​ ​costs
involved.
- Finds​ ​it​ ​difficult​ ​to​ ​assess​ ​course
quality​ ​and​ ​applicability​ ​without
actually​ ​enrolling​ ​in​ ​the​ ​course
- Finds​ ​it​ ​difficult​ ​to​ ​establish
credibility​ ​of​ ​the​ ​certification
with​ ​current​ ​and​ ​potential
employers
- Finds​ ​it​ ​difficult​ ​to​ ​clarify​ ​doubts
without​ ​face-to-face​ ​interaction
in​ ​an​ ​online​ ​setting
- Misses​ ​the​ ​community​ ​building,
classroom​ ​bonding​ ​and
personalised​ ​attention​ ​of​ ​offline
classrooms​ ​in​ ​online​ ​courses.
BIO
Astha​ ​is​ ​a​ ​Software​ ​Engineer​ ​working​ ​in
a​ ​Software​ ​Services​ ​company​ ​in​ ​urban
India.​ ​She​ ​is​ ​looking​ ​to​ ​advance​ ​her
career​ ​and​ ​pay,​ ​and​ ​wishes​ ​to​ ​obtain
skills​ ​and​ ​certifications​ ​to​ ​help​ ​her​ ​do​ ​so.
She​ ​prefers​ ​to​ ​pay​ ​through​ ​digital​ ​modes
for​ ​both​ ​online​ ​and​ ​offline​ ​transactions.
BRANDS
● Apple
● BMW
● SONY
● Google
● Caprese
QUOTE:​ ​“​I’d​ ​like​ ​a​ ​course​ ​that​ ​covers​ ​content​ ​that​ ​is​ ​relevant​ ​to
my​ ​desired​ ​career​ ​path​ ​and​ ​is​ ​valued​ ​and​ ​reputed​ ​by
employers.​”
Prototyping

21. From the user research, we see that most students do not participate actively in an online
forum​ ​setting​ ​primarily​ ​due​ ​to​ ​3​ ​reasons:
● Apathy​ ​towards​ ​fellow​ ​students​ ​whom​ ​they​ ​do​ ​not​ ​know​ ​in​ ​person
● Asynchronous​ ​nature​ ​of​ ​the​ ​online​ ​learning​ ​experience
● Lack​ ​of​ ​credibility​ ​in​ ​the​ ​responses​ ​on​ ​discussion​ ​forums
Our suggested solution to all of these issues is setting up ​Timed Discussion Sessions with
industry​ ​experts​ ​on​ ​the​ ​forums.
● Each​ ​session​ ​would​ ​be​ ​tied​ ​to​ ​the​ ​topic​ ​for​ ​the​ ​module​ ​due​ ​that​ ​week.
● The sessions will be scheduled on a Saturday, a day before the assignment submission
for the course module, when presumably most users have already gone through the
course​ ​content.
● Each session would include a few open ended questions / case studies(related to the
course​ ​module)​ ​to​ ​which​ ​students​ ​could​ ​propose​ ​their​ ​answers.
● The session would be moderated by the industry expert, whose presence would
encourage​ ​students​ ​to​ ​participate,​ ​as​ ​well​ ​as​ ​lend​ ​credibility​ ​to​ ​the​ ​conversation.
● The student responses will be in a real time chat stream)scrollable), where other
students​ ​can​ ​upvote​ ​or​ ​bookmark​ ​particular​ ​responses.
● The​ ​instructor​ ​can​ ​also​ ​appreciate​ ​certain​ ​responses​ ​by​ ​awarding​ ​them​ ​a​ ​star.
Users​ ​and​ ​Use​ ​Cases
There​ ​are​ ​2​ ​kinds​ ​of​ ​users​ ​for​ ​this​ ​module
● Student​ ​Users
○ Can​ ​discover​ ​an​ ​upcoming​ ​session
○ Can​ ​join​ ​a​ ​session​ ​which​ ​is​ ​live
○ Can​ ​post​ ​responses​ ​in​ ​an​ ​ongoing​ ​discussion
○ Can​ ​view​ ​messages​ ​posted​ ​by​ ​the​ ​guest​ ​expert
○ Can​ ​view​ ​responses​ ​posted​ ​by​ ​other​ ​users
○ Can​ ​upvote​ ​responses​ ​by​ ​other​ ​users
○ Can​ ​exit​ ​an​ ​ongoing​ ​session
○ Can​ ​view​ ​how​ ​much​ ​longer​ ​the​ ​existing​ ​session​ ​would​ ​continue
○ Can​ ​view​ ​the​ ​profile​ ​of​ ​the​ ​guest​ ​expert
○ Can​ ​view​ ​how​ ​many​ ​users​ ​are​ ​online​ ​at​ ​a​ ​given​ ​time
○ Can​ ​submit​ ​feedback​ ​after​ ​each​ ​session(at​ ​the​ ​end​ ​of​ ​the​ ​session)
● Guest​ ​Experts
○ Can​ ​schedule​ ​a​ ​new​ ​session
○ Can​ ​reschedule​ ​a​ ​previously​ ​scheduled​ ​session
○ Can​ ​start​ ​hosting​ ​a​ ​session

22. ○ Can​ ​extend​ ​an​ ​ongoing​ ​session
○ Can​ ​end​ ​an​ ​ongoing​ ​session
○ Can​ ​view​ ​responses​ ​posted​ ​by​ ​students
○ Can​ ​mark​ ​a​ ​response​ ​with​ ​a​ ​‘star’​ ​for​ ​appreciation
○ Can​ ​flag​ ​a​ ​response​ ​as​ ​inappropriate
○ Can​ ​write​ ​messages​ ​to​ ​the​ ​entire​ ​group
Gamification​ ​and​ ​Reputation​ ​System
The success of the initiative depends on participation from the students, and a healthy relevant
discussion. To ensure the same, we propose gamifying participation in the discussion sessions
as​ ​per​ ​the​ ​points​ ​system​ ​below:
- Forum​ ​Response:​ ​1​ ​point
- Upvote​ ​from​ ​fellow​ ​student:​ ​2​ ​points
- Star​ ​awarded​ ​by​ ​expert:​ ​5​ ​points
This​ ​point​ ​system​ ​integrates​ ​with​ ​the​ ​existing​ ​leaderboard​ ​on​ ​UpGrad.
Continuous​ ​Feedback​ ​from​ ​Users
The​ ​user​ ​feedback​ ​would​ ​be​ ​collected​ ​on​ ​an​ ​ongoing​ ​basis:
● at​ ​the​ ​end​ ​of​ ​each​ ​session(both​ ​from​ ​student​ ​/​ ​expert),​ ​or
● whenever​ ​a​ ​student​ ​user​ ​exits​ ​an​ ​ongoing​ ​session.

23. 1) Discussion​ ​Session​ ​-​ ​Student​ ​View
2)​ ​Discussion​ ​Session​ ​-​ ​Expert​ ​View

24. 3)​ ​Expert​ ​Home​ ​/​ ​Landing​ ​Page​ ​view

25. 4)​ ​Expert​ ​Feedback​ ​Page
5)​ ​Student​ ​Feedback​ ​Page
6)​ ​Expert​ ​Profile​ ​Page

26. Usability​ ​Testing​ ​Feedback
Technique​ ​Used:​ ​Quick​ ​and​ ​Dirty​ ​Technique
1) Discussion​ ​-​ ​Student​ ​View:
a) User​ ​should​ ​be​ ​able​ ​to​ ​tag​ ​other​ ​students​ ​on​ ​comments​ ​when​ ​discussing​ ​an​ ​idea
that​ ​is​ ​in​ ​furtherance​ ​to​ ​a​ ​proposed​ ​solution.
b) User​ ​should​ ​be​ ​able​ ​to​ ​visit​ ​the​ ​expert​ ​profile​ ​from​ ​withint​ ​the​ ​Discussion​ ​Session
Page​ ​as​ ​well.
2) Discussion​ ​-​ ​Expert​ ​View:
a) User​ ​should​ ​be​ ​able​ ​to​ ​view​ ​the​ ​members​ ​who’re​ ​online​ ​at​ ​any​ ​point​ ​in​ ​time.
3) Expert​ ​-​ ​Home​ ​Page​ ​View:
a) User​ ​should​ ​be​ ​able​ ​to​ ​cancel​ ​scheduled​ ​sessions.
4) General:
a) User​ ​should​ ​be​ ​able​ ​to​ ​view​ ​upcoming​ ​discussion​ ​sessions​ ​prominently​ ​-
preferably​ ​on​ ​the​ ​home​ ​screen.
Wireframes
Incorporating​ ​the​ ​feedback​ ​from​ ​the​ ​usability​ ​testing,​ ​the​ ​final​ ​wireframes​ ​are​ ​as​ ​given​ ​below:
1) Student​ ​Discussion​ ​Page

27. 2)​ ​Student​ ​Home​ ​Page​ ​Notification
3)​ ​Expert​ ​Profile​ ​Page

28. 4)​ ​Expert​ ​Home​ ​Page​ ​View
5)​ ​Expert​ ​Answer​ ​View

29. 6)​ ​Expert​ ​Feedback​ ​View
7)​ ​Student​ ​Feedback​ ​View
User​ ​Flow
(Screens​ ​identified​ ​as​ ​per​ ​numbering​ ​above)
Student:

30. ​ ​
Expert: