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Power Batch: How UX Drove 320% Higher Demo Conversions
Power Batch is a premium, high-AOV learning product at Physics Wallah built to deliver a deeply personalized student experience through 1:1 teacher interaction, instant doubt support beyond class hours, and non-academic assistance. It is a high-commitment offering where trust, clarity, and sustained engagement are critical to conversion and retention. To scale the product sustainably, we re-evaluated the end-to-end student journey and reduced friction across key decision points, resulting in a 226% increase in attendance and a 170% improvement in click-to-demo conversion during a 2-month A/B test.
Role:
Product Design
Industry:
Ed-Tech
Duration:
4 weeks
Problem Statement
Students landing on the Power Batch page struggled to clearly understand the value of the offering and why it was relevant to them. The page lacked strong value articulation and failed to differentiate Power Batch from regular batches, leading to confusion, low confidence, and hesitation at key decision points.
Several critical trust-building and decision-enabling elements were missing, including:
Social proof such as top rankers and testimonials
A peek into actual classes to set expectations
Adequate reassurance during a long, high-effort demo booking flow
As a result, although users showed initial intent by clicking the “Book Demo” CTA, data revealed an ~80% drop-off before completing the booking, directly impacting demo registrations and attendance. Our hypothesis was that introducing clearer value communication, stronger social proof, and better expectation-setting across the journey would significantly improve user confidence and drive meaningful action.
Research
To understand user behavior and identify gaps in the Power Batch experience, we conducted research across three stages: heuristic analysis, online sentiment analysis, and targeted user surveys.
1. Heuristic Analysis (Peer Interviews)
We conducted peer-to-peer usability interviews to evaluate the landing page experience. The goal was to understand user expectations, validate existing sections, and identify gaps in clarity and decision-making support.
Key insight: The page lacked clear value communication and did not effectively answer what makes Power Batch worth it.
2. Online Sentiment Analysis (Quora, Reddit, YouTube)
We analyzed organic student discussions to understand perception and comparisons with other offerings.
Key insights:
Power Batch was often compared to Arjuna/Lakshya, with some users preferring them due to less batch pricing & ability to solve doubts using in-app or third party AI.
Live interaction with teachers and small batch size were seen as strong positives
Perceived value improved significantly when paired with scholarships, but discoverability was low
Consideration increased when offline (Vidyapeeth) options were unavailable
3. User Surveys (Drop-offs & No-shows)
We spoke to students who either dropped off after visiting the page or booked but didn’t attend demos within the past week.
Key insights:
Many users did not fully understand teacher interaction feature during demo class, which made them doubt the price justification of the batch
While features were appreciated, value vs price justification remained unclear
Some users explored Power Batch but chose alternatives due to better perceived ROI
Demo experience and expectations (e.g., subject-specific interest, interaction quality) influenced decisions
No major usability issues in booking, but intent weakened post-click
Design
Moodboard Direction — Crafting a Premium Experience
The visual direction for Power Batch was intentionally designed to feel more premium and aspirational in contrast to the rest of the app. Since Power Batch is a high-value offering, the interface needed to immediately communicate exclusivity, trust, and personalization.
Key visual directions explored:
Dark immersive backgrounds with glowing highlights to create depth and focus
Luxury-inspired visual language influenced by premium product and lifestyle branding
Minimal layouts with strong typography to enhance clarity and sophistication
Cinematic lighting and gradients to create a high-end digital experience
Elevated UI treatment to differentiate Power Batch from regular learning batches
Premium aesthetics aimed at increasing perceived value and user confidence
Emotion-driven visuals focused on aspiration, achievement, and outcomes
Logo iteration using AI
We explored multiple logo directions and visual identities using AI-powered tools like Ideogram, Freepik AI, and Figma AI to rapidly iterate on typography, lightning bolt placement, color palettes, and brand styling. The explorations helped define a premium yet energetic identity that aligned with the aspirational positioning of Power Batch.
Mock-ups
