DM
JoVE

Turning a video library into an adaptive AI coach.

JoVE is trusted by universities and researchers worldwide for its peer-reviewed science videos. Entering the B2C space meant starting fresh — a library alone isn't enough. I designed JoVE's first B2C product as an AI coach that answers questions instantly and guides learners through structured micro-courses with quizzes, progress tracking, and certificates.

Year2024
CategoryEdTech
ServicesProduct Design, AI Product Design, Mobile App
JoVE Coach — Cover
JoVE Coach — Overview
Challenge

A library gives you content, but it doesn't guide you. Learners arrive with two very different needs

  • —Some just want a quick answer to move past a doubt
  • —Others want step-by-step progress and a certificate
  • —User interviews revealed endless browsing with no direction
  • —No clarity on what to watch next
  • —No sense of achievement after finishing a video
  • —Competitor analysis (Khan Academy, Coursera, Skillshare, Udacity) showed progression, quizzes, and certificates drive engagement
JoVE Coach — Course flow
JoVE Coach — AI interface
JoVE Coach — Quiz
Role & Contribution

Designed the end-to-end adaptive learning experience

  • —Chat as the coach — conversational, action-oriented, 35% longer sessions
  • —Structured micro-courses with bite-sized videos and embedded quizzes — 3x more certificates
  • —Quizzes after concepts turning passive watching into active learning
  • —Visible progress via rings, sticky bars, microcopy — 22% boost in completions
  • —Strategic nudges only after related content — 18% fewer drop-offs
  • —Celebratory moments (confetti, overlays) at milestones — 1.5x more likely to continue
  • —Design system: playful illustrations, unified icons, clean typography, supportive tone
  • —Mobile: sidebar → navbar, video player central, progressive disclosure
JoVE Coach — Progress
JoVE Coach — Nudge
JoVE Coach — Details
Approach

One platform serving two different learning needs without feeling fragmented

  • —Sketched both paths: doubt-first vs structured learner
  • —Instead of two separate flows, wove them into one adaptive journey
  • —Ask a question → short video → quick quiz → nudged into micro-course → certificate
  • —Principle: don't force a choice, let the experience guide naturally
  • —Explored two separate modes first, then scrapped them when one adaptive flow proved cleaner
  • —42% of doubt-first learners continued into a micro-course in beta
42%Progressed to courses
3xMore certificates
27%More completions
35%Longer sessions
JoVE Coach — Mobile
JoVE Coach — Screens
JoVE Coach — Result
Key Takeaway

The best design decision was the one I threw away — two separate modes felt logical but one adaptive flow proved far more effective. Learners stay longer, complete journeys, and earn certificates without ever feeling lost in a catalog.

Got something worth building?

I like working with people who care about their product as much as I do. Tell me what you're working on — worst case, we have a good conversation.

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