Zero-to-one project: Grobo (a play + learning app from BrainPOP and LEGO)
Grobo was a new play and learning app by BrainPOP and LEGO, structured around 21st-century learning skills for kids ages 7-11. Sarah and her product team helped build this app from the ground up.
Part 1: The situation
Background
BrainPOP is a trusted and reliable edtech product used in schools all over the world, reaching over 25 million students. Teachers love to use BrainPOP in the classroom. But our product team was looking to impact the after-school space and get kids’ attention after the bell had rung.
Problem
User research indicated that while teachers and administrators were avid users of BrainPOP products and saw the efficacy in using them, kids saw BrainPOP as an educational resource and rarely used the platform outside of the classroom. While we had lovable characters, we wanted kids to love using our products in and outside of the classroom.
Question: How might we enhance kids’ learning, experiences, and delight while playing at home?
Part 2: The task
Our task: Create a new playful product for BrainPOP that centers around entertaining and educating kids after school.
My role: Content manager and UX writer
Part 3: The action
What I did
User research: I led usability testing and research with our target audience, using the findings to refine everything from the in-app copy to the onboarding flow. This research was essential for creating an experience that was both fun and easy for kids to navigate and followed the legal obligations of creating an app for kids.
Establishing voice and tone: I developed the initial voice and tone guidelines, which served as a "north star" for all content. This framework helped us maintain a consistent, playful, and encouraging personality throughout the product experience.
Hiring and coaching product writers: I hired, trained, and coached 5 content writers to write in-product copy, including learning coach guidelines for interactions with children.
Leading naming workshops: I facilitated cross-functional workshops to brainstorm and finalize names for the product, features, and tools. This collaborative process ensured that our naming choices were memorable and made sense to our target users.
Content design: I designed and wrote all user-facing content, ensuring it was clear, concise, and appropriate for our audience.
Part 4: The result
Through a user-centered and collaborative approach, we successfully launched a beta for Grobo. My work on voice and tone, naming, managing writers, and content design was instrumental in creating an engaging experience that resonated with kids and solved the initial problem of low after-school engagement. The content strategy I developed laid the foundation for a cohesive user experience, positioning the product for future growth in this new market.