Work
About
Squla
Re-imagining digital education for young children
Grades 1-2
Grades 3-5
Grades 6-8
Futurewhiz is Dutch company that develops paid educational apps for kindergartens and young children from grades 1-8. These are intended to support children’s education outside of school in multiple subjects, by providing fun quizzes tailored to each grade.
They’ve divide their product offering into 2 segments:
Squla (for grades 1-5)
Studira (for grades 6-8)
This project focused on Squla’s app and children with ages between 5-9 years old.
I collaborated with my team and Futurewhiz stakeholders to identify market opportunities for young students and parents in grades 1–5. We explored potential solutions, defined key market requirements, and crafted a North Star vision. The ultimate goal was to design an MVP for Squla to validate both customer and business needs.
Problem
Squla is the market leader in the Netherlands for educational apps for children in grades 3-5. However this position has been dropping every year, specially for new generations in the early grades of 1-2.
Together with the UX Researcher, interviewed 10 parents and 10 children, including both existing customers and non-customers, across various ages and school performance levels. Additionally, we developed a survey targeting around 400 parents to validate the insights, understand their market-wide relevance, and identify potential customer segments
After conducting research on literature and academic studies, I’ve defined 5 key principles to create engaging learning experiences. These principles, combined with the interview and survey findings guided me to design a solution for a new product proposition.
Research
stage
Solution
exploration
Scenario development
With the insights gathered from research, I’ve designed a map with the two possible directions that Futurewhiz stakeholders can take Squla. One is positioned on providing a more open educational experience that gives additional challenges to children after school. The other one focus on providing educational resources to children that are struggling in specific school subjects
Workshop
I’ve outlined the key requirements for success and facilitated a workshop with my design lead and Squla’s stakeholders. Together, we assessed how the current product performed against these requirements and analyzed competitor performance for each one. The goal was to determine which scenario Squla should pursue further and develop into an MVP.
Stakeholders decision
Squla’s stakeholders chose to pursue a new product concept focused on a game-based, playful learning approach designed to engage students across all age groups.
Solution
Story-driven
Grows with children
Game-based learning
