What we achieved together

Red Button trains and educates professionals

Red Button offers educational services to companies. Their Red Button EDU platform was created during the COVID-19 pandemic, with the aim of making their educational videos accessible to people. Today, users can receive in-depth education on specific topics. Access to the platform is paid; it is primarily purchased by companies for their employees or by individuals.

"Last year, we decided that we would like to expand our business and we looked for a way to improve our services and products for our customers and to ensure a better customer experience so that they would remain in a business relationship with us for as long as possible. We were looking for an experienced and reliable partner who would help us through the project from the definition of goals based on the company's strategy, through the provision of services, to the possible implementation of solutions for the identified needs. The cooperation with Zuzka and her team was very professional and high-quality."
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Eva Králová Hajdušková
Head of communication and marketing, Red Button

How to achieve higher user engagement?

At the time of our cooperation, tens of thousands of users had access to the Red Button EDU portal. However, they used it irregularly. The client was convinced that the content on the platform was of very high quality and that the platform had the potential to increase the number of regular active users. However, they didn't know exactly why users with paid access were not using the platform more intensively. They needed to map all the causes, prioritize them, and begin to address them gradually.

"We were looking for a way to better understand the motivation and needs of our users in order to increase their engagement on our platform. Cooperation with Stride XL helped us a lot in this respect and showed us what to focus on in this endeavor."

Michal Poppe
Product owner, Red Button EDU

Client involvement in research yields the best results

During our work, we used the method of participatory research, which means that people from Red Button EDU also participated in the research. Together, we defined the research goals and research questions. They could join all the interviews and had access to anonymized transcripts of the interviews. After the interviews with the respondents, we discussed the most interesting findings together. Gradually, we created interim conclusions from the research, which we discussed together to determine what to focus on primarily in the final analysis and synthesis.

We met with the client regularly and informed them about the progress. Because we chose a participatory approach, there were no delays or surprises in the project. In addition, the small team that collaborated with us was able to disseminate the research findings further within the organization - distributing and explaining them to everyone for whom they could be useful in their decision-making.

Creating research target groups

At the workshop, we looked at who and what could influence the activity of users on the platform. The result was a description of 6 proto-personas (personas based on assumptions and hypotheses) and a mapping of the customer and user journey.

Members of the client's team come into contact with different target groups at different stages of the customer or user journey. Thanks to the joint workshop, they now have a comprehensive description of all the segments they target in one place. We were interested in, for example:

• how they work with the platform,
  
• how they rate it,
• what position Red Button EDU has in the company's educational system,
• who uses the platform,
• how they promote it in the company, etc.

Both the advantages and disadvantages of the platform emerged from the interviews. Based on these, we developed a set of recommendations that will lead to increased user activity.

We recommended to the client what to focus on next

The result of the cooperation was a detailed report and many suggestions. The client can use some of them to improve the user-friendliness of the portal. Some serve as inspiration for salespeople and marketing specialists. Some of our insights will also be useful in discussions about the brand or Red Button's services and products.

We especially enjoyed the close cooperation with the client and their involvement in the project, which made the research much more efficient. We are pleased that the satisfaction was mutual.