Nitish Portfolio

Rocket Pro UI/UX Revamp

TEAM

MY ROLE

• Led the end-to-end design strategy for Rocket Pro, establishing myself in the design team.

• Had full creative freedom to experiment with new UX approaches and shape the product vision.

• Successfully aligned stakeholders and rallied fellow designers around a shared mission.

• Drove the product from concept to completion, ensuring business goals and user needs were met.

A new Rocket Pro experience that enhances user engagement and boosts course completion rates through an intuitive UI/UX.

TIMELINE FOR DESIGN

3 months

OUTCOME

High course completion

Course completion grew from 1.9% to & 7%

Increase in DAU

DAU increased from 9-10% to up to 38% on average.

B2C

9:41

Context

Who is betterplace:

BetterPlace is Asia’s leading human capital SaaS platform, empowering enterprises to manage the complete lifecycle of their frontline workforce. As an HRMS solution, BetterPlace addresses every aspect of frontline workforce management, including discovery, hiring, onboarding, background verification, payroll, upskilling, and services such as vendor management, workforce fulfillment, insurance, and credit. Our solutions are used by over 1,500 businesses across 500 locations in the APAC, India, and GCC regions.

What is Rocket pro?

Add on to the SaaS platform, in May 2022, Betterplace acquired two platforms: Aasan Jobs (a job-seeking platform) and Oust (a learning platform for corporate employees).

With these acquisitions, Betterplace created Rocket Pro, a learning platform specifically for blue-collar workers in India. Rocket Pro aimed to teach essential skills like Excel, English, and stress management.

What’s the problem

Research with users

Despite its potential, Rocket Pro had a very low course completion rate (less than 2%).

The general hypothesis was that the outdated UI was the problem, as it hadn't been updated since 2015. To improve user engagement and completion rates, a UI/UX revamp was necessary.

Lets find the root

Validating hypothesis

Before directly revamping the UI, we took a holistic approach to identify the root issues and the best solutions. The approach we followed was:

sTEP 1

sTEP 2

sTEP 3

sTEP 4

Target audience

User behaviour

Competitor research

content evluation

Visual design

Analysing the current user base to pinpoint key segments.

Observing how users interacted with the app and identified pain points.

Studing market trends and industry benchmarks.

Categorizing all existing components.

Using insights to build our own visuals

Our aPPROACH

STEP 1

Defining the Target Audience:

Our approach

How to choose them?

With 1 lakh monthly active users (MAU) on Rocket, we first analyzed the current user landscape—identifying who regularly engaged with the platform and how they used it. This helped us pinpoint the right users for in-depth interviews and further research.

Our approach

Target audience

Final Target Audience for Interviews:

Young professionals in Back Office, Delivery Boy and Customer Care roles
Graduates and 12th-pass users
A mix of male and female users (Male majorly)
Entry-level users with little to no work experience

Check out this excel sheet for more data

Target audience data

STEP 2

User behaviour analysis

Our approach

User interviews

Now that we have identified our user we wanted to conduct user interview to understand how they are interacting with our app

We curated the types of questions we needed to ask, and you can find them in this link.

User interview questions

Our approach

Research insights

The insights from these user interviews clearly showed how confusing and ineffective our product was, making it crucial to fix these issues. It reinforced the urgent need for a UI/UX revamp to improve both the user experience and business growth.

Some of the important insights are lllustrated belowFor detailed Interview insights, please check out this excel file

Interview insights

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RocketPro vs Hello vs Jobs

UI/UX Feedback

Certificate vs Medal vs Guidance

So the problem is clear now,

Approach 1

Buisness problem:

Poor usability led to low engagement, high drop-off rates, and reduced user retention. Users struggled to navigate the platform and understand its value, making it harder to attract and retain learners. This negatively impacted revenue growth and brand perception, limiting Rocket Pro’s market potential.

Approach 1

User problem:

Rocket Pro’s confusing navigation and unclear labeling made it hard for users to find what they needed, leading to frustration and disengagement. Many struggled to understand key features, course types, and interactive elements, making learning feel complex rather than smooth. The lack of clarity and intuitive design reduced motivation, causing low course completion rates.

DEFINED PROBLEM TO SOLVE

Need a complete revamp of Rocket Pro’s UI/UX course page to simplify navigation, improve clarity, and create an intuitive learning experience.

This will help users easily find and complete courses, increasing engagement and completion rates while driving business growth by attracting more learners and boosting revenue.

STEP 3

Market Analysis & Benchmarking

Our approach

Objectives

Explore how apps with complex functionalities design their upskilling sections.

Identify common UX patterns and mental models familiar to our target audience.

Gather UX inspiration and explore innovative approaches for a sustainable and effective learning experience.

Our approach

Benchmarking Competitors:

We analyzed various companies across different domains, including:

Upskilling & Learning Platforms: Coursera, Udemy, Byju’s, Seekho, KIMO
Gamified Learning & Habit-Forming Apps: Duolingo, Habitica, Stepapp
AI & Coaching-Based Platforms: Woebot, Headway
Community-Driven Learning: Sheroes Community, Junoon

This research helped us understand industry best practices and uncover opportunities for improving our product’s learning experience.

Upskilling & learning

Gamified & Habit-Forming

AI & Coaching-Based

Community-Driven Learning

Our approach

Insights

From the competitor analysis, we gained several valuable insights and realized that our product fell short compared to market standards.

For a detailed view of our research and findings, check out this Figma file

Competitors anlaysis (Figma file)

For a detailed view of our research and findings, check out this Figma file (…).

Among all the findings, two stood out as the most crucial:

UI Quality – The competitors' UI quality inspired us and served as the foundation for our new design. (Details will discussed along with the solution in the Visual solution section)
User flow – We noticed 2-3 unnecessary static screens at crucial points, requiring extra user interactions. So, we removed them from the flow.

STEP 4

content analysis

Our approach

Objectives

Rocket had a strong base of daily active users. We analyzed their learning behavior, drop-offs, and content engagement to optimize completion rates.

Our approach

Key insights

Key Insights

Course Performance: Four content types: Image Card, SCORM, Video Landscape, and Video Portrait. Video Landscape had the highest completion rate.
Engagement Trends: Average course duration: 14 minutes; user engagement: 9 minutes.
Enrollment vs. Completion: Top 30 enrolled courses (Image Cards) had only 7% completion rate. Thumbnails drive enrollments, but engaging content boosts completions.
Assessment Analysis: Match the Following & Fill in the Text had high drop-offs. MCQs & True/False retained users better.

For detailed content analysis insights, please check out this excel file

Content analysis insights

Result

Content guidlines

After analyzing the problem, we established a content guideline for the engineering and content teams to follow. The defined guidelines are illustrated below:

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