The Project

A routine for college entrance exam students

The idea of ​​creating a weekly study routine gave rise to a lighthearted and fun voice action. The experience is a themed ruler, where users receive daily sets of 5 questions, followed by recommendations for additional content. The project was developed in partnership with Google and Descomplica.

The Challenge

Value, made simple!

The year of the Enem/Vestibular exam is always a time of extreme tension in the lives of students, who can't risk leaving everything to the last minute. The challenge was precisely to create an experience balanced between desired daily consumption and a reasonable demand for effort, within this pressure-packed scenario. From a broader perspective, the objective was to adapt Descomplica's value proposition into a simple, concise voice experience. On a second level, the challenge was to make the benefits of subscribing to a daily content guide clear to the user.

The Process

Everyone seeking common knowledge

In close collaboration with the Descomplica team and the Google team, we developed an experience that consistently delivered a series of interesting questions, with consistently fresh content. The process was arduous until the value proposition was defined. From that point on, the project began to run more smoothly and we were able to meet deadlines that took into account the ENEM (National College Entrance Exam) date. One of the key lessons was the enormous importance of having a well-defined and clear value proposition for everyone involved, and then communicating this value proposition to all users.

Product Key

Every day is a day!

The programming schedule is the core element of the experience, designed to be memorable. The daily ruler is the tool that creates habit. Google Assistant's daily updates facilitated the creation of this ruler, which begins on Sinistra Monday, with very difficult questions, and continues through Zen Sunday, with content on soft skills and emotional intelligence, to help students prepare. Combined with the key product is a very streamlined conversation structure: the user logs in, answers a series of questions, views their results, and, if they don't want to delve into any content, exits in less than two minutes. This is a fast and consistent delivery of value.

The Solution

Tasting

The product model is based on a routine, a schedule, and so the first experience serves to demonstrate what this ongoing contact will be like. During onboarding, we created a "tasting" series of editorially defined questions. The questions were handpicked to represent an appropriate level of difficulty, neither too easy nor too difficult. At the end of this process, students are offered a subscription to the daily ruler. We use specific topics for each day of the week. Students choose a subject, confirm the subject, receive the question proposed by the app, and answer it. Frequent use makes students more knowledgeable about the chosen topics.

Results

Another habit, made simple

The Google Assistant team's feedback on the action was that it provides one of the most seamless flows they've ever sponsored. The product achieved its initial goals, and after its launch, new ones were envisioned. Descomplica Vestibular will continue to evolve, now also serving as a source of lead generation and services for Descomplica platform users and prospects. This marks the beginning of a new cycle focused on growing the base and optimizing conversion rates.