Aligning design with business strategy

10% more weekly active users

ROLE

Product designer

TIME LINE

Jan - May 2024. (5 months)

CORE RESPONSABILITIES

User research, product strategy, product/UI design.

Context

Problem

Objectives

Discovery

Ideation

Testing

Iterating

Designs

Impact

Reflections

Some context

Innovamat is an edTech company that brings the science of math teaching to the classroom in an easy-to-use product. It’s purpose is to unleash everyone's potential through education.

The latest changes in the company strategy, resulted in the need of a new information architecture of the product “Classroom manager” in order to fit the new business vision and the market demands.


Learn more about innovamat here.

What were the business problems?

The product structure did not match the business strategy

The current structure of the classroom manager did not allow the product to grow according to the business goals. The new business verticals were: Core curriculum, digital practice, assessment and response to intervention.

The product structure did not match the business strategy

The current structure of the classroom manager did not allow the product to grow according to the business goals. The new business verticals were: Core curriculum, digital practice, assessment and response to intervention.

Elevated churn due to the activation time and % active users

The was an increasing churn in secondary and Early years stages (about 11%). Analysing the causes, we found a correlation between the the detractors and the ratio of active users and its activation time.

Elevated churn due to the activation time and % active users

The was an increasing churn in secondary and Early years stages (about 11%). Analysing the causes, we found a correlation between the the detractors and the ratio of active users and its activation time.

Objectives and success definition

Align the information architecture with the business strategy.

metrics:

Churn

% Activated business verticals per regions and school

% Activated business verticals per regions

Improve onboarding and setup experience for a better activation ratio and times

metrics:

WAT & WAC (weekly active teachers and classes)

nº incidences related to the set up of the classroom manager

Activation time (for schools)

Ease access to the needed resources

metrics:

Median time to reach a desired resource (in s)

nº incidences related to the set up of the classroom manager

Activation time (for schools)

Discovery: Interviews and insights to understand the context

Interviewing user and different stakeholders, allowed us to find out opportunities where the information architecture could help.

Teachers

The information architecture could help improve the set up. Our product should explain itself that you have to create your class, and add your students once you reach the classroom manager.

School admins

Year upgrade experience for existing accounts.

Customer success

The metrics of the classroom manager could help account managers to better understand if a school is in churn risk and take actions to prevent it.

Ideation: Information architecture definition

Building the information architecture for the different roles based on the business objectives and insights from the interviews.

Before

Before

After

After

Class as the center of the experience

Prototyping and user testing

In order to validate and iterate our decisions. The team conducted different user testings with a functional prototype made in Figma.

Validations

80%

On task achievement when finding different elements through the navigation.

100%

Of the users understood the mental model of coming in and out of a class.

85%

On task achievement in school management tasks.

Iterations

Copys

Copys such as the "content per course" or the "weekly reports" were changed based on user feedback.

Behaviour

When opening a class, users expected to see students list radder than teachers list.

Visuals

School card had just a shadow. It was surrounded by a surface to made it more clickable.

Empty states

We realised the "power" empty state had to help improve the user activation process.

Designs

Impact measurement

10%

more active teachers

Weekly active teachers in comparison to last academic year.

19%

Time reduction

From 21 s to 17.13 s median time to reach a desired resource.

5.2%

Less tickets

Coming from the help center regarding the classroom manager.

Weekly active teachers evolution

Volume of tickets by category

What could I have done better

We were not fast enough

The most challenging aspect of this project was breaking it down into smaller deliverables that truly added value. I feel we made significant progress early on without adequately evaluating, in quantitative terms, whether the solution was actually working. In this instance, the metrics turned out well, but that might not always have been the case.

We were not fast enough

The most challenging aspect of this project was breaking it down into smaller deliverables that truly added value. I feel we made significant progress early on without adequately evaluating, in quantitative terms, whether the solution was actually working. In this instance, the metrics turned out well, but that might not always have been the case.

We started to code too soon

We started by writing software, but we could have begun with simpler tasks, like reviewing the copy. (In the case of the architecture change, we were going to have to do that anyway).

We started to code too soon

We started by writing software, but we could have begun with simpler tasks, like reviewing the copy. (In the case of the architecture change, we were going to have to do that anyway).

What I learned

During this project, I have significantly developed my ability to influence different teams and stakeholders, persuading them with arguments, reasoning, and data.

Collaboration with many teams has been crucial in this project to fully understand the context and focus on changing what truly had the greatest impact.

© 2026 Raúl Tamarit Marzo Portfolio | raultamaritdesign@gmail.com

© 2025 Raúl Tamarit Marzo Portfolio

raultamaritdesign@gmail.com

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