Andrew Kotov

Online Lecture

Platform Redesign

Audience

930,000 users

Task

Redesign of the LMS platform in 3 months with an emphasis on improving sticky metrics (at the start of work, a subscriber of the platform logged into it 1 time per month)

Result

+25% retention (7d)

+8% day stickiness

Platform ↗

Role

Created design concept & vision with founders
Designed scenarios, key screens, and Rive animations
Synced and brainshtorm with PO and handed off interactions to dev
Built custom Python tools for video & TouchDesigner file for graphics

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Background

and Disrupt

Background

The platform had a huge audience — but the experience of watching lectures was frustrating. A different studio had worked on it before, but failed to meet expectations. The client was ready to give up on outsourcing and do everything in-house. But they were advised to give our studio, MateÇa, a chance.

Fast Kickoff
The art director dropped the project on a Monday. By Tuesday, we were deep into metrics, research, and competitor analysis.

Reviewed product data
Defined the target audience
Ran 3 quick user interviews
Audited the current platform

We explored streaming platforms and edtech to find the right blend.

From edtech: social ratings, peer activity
From streaming: fluid feed, bold new releases

I mapped out the references and pitched ideas with the art director. We presented them directly to the founders — that’s when they decided to work with us.

Design Concept

process

Time was tight. We moved fast from product structure to concept. For that I prepared service vision:

Design Matrix
Behavioral matrix
3 Metaphors

I initiated a workshop where we were able to communicate with the founders of the product to run the platform without being tied to a digital product

Concept

I also had to auto-generate covers for lectures, so I built a visual generator in TouchDesigner.

Design delivery

The metaphor of stars of happiness shaped everything — icons, micro-interactions, lecture scrolls.

Key Metrics

After Redesign

Preserved the spirit of «Synchronization» but introduced a new visual and UX language — clean, intuitive, and streaming-like — it changed the product

Day-3 retention

from 33%

to 37%

+4%

Preserved the spirit of "Synchronization" but introduced a new visual and UX language — clean, intuitive, and streaming-like.

Day-7 retention

from 33%

to 40%

+7%

User engagement improved: more users return after a week.

Stickiness

+5-8%

The DAU/MAU ratio increased — users started using the platform more frequently during the week.

Authorization within the first week

from 65%

to 91%

+34%

Most new users now complete onboarding successfully and don’t drop off at the start.

Conversion from purchase to authorization  

(Day 1)

+32%

Most new users now complete onboarding successfully and don’t drop off at the start.

Conversion from purchase to authorization  

(Day 7)

+25%

Even a week after purchase, more users complete the authorization process.

2 December

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E-com vinyl record store — a bright, modern space in Saint Petersburg.

Th, 10 August

2024

Mobile App for premium concierge service of Russia's top-2 banks