TOMORROWLAND

Welcome to the future of education!

At Embibe, we have just one mission – to truly personalise education. Because every child deserves it. This has led us to embark on this noblest of journeys to deliver life and learning outcomes for every student! Rooted in consumer behavior, we are leveraging AI to deliver personalised achievement journeys for every student.

Embibe has traversed a long journey from a data-centric product to an AI platform. On this journey, we have realised that the most powerful teams are: 1. Vision Led in understanding student context and obsessed with success; 2. Self-Organising in defining their own agenda; 3. Intellectually Fierce and Globally Conscious in their choices, and 4. Consistently Excellent in their execution.

After exploring a deeply functional organisational structure in engineering, we are now evolving towards a problem-solving team structure that manifests at the platform and backend level as an agile team supporting a unified front-end and augmented by a strong Architect + Principal Engineer + Advisory Group for technical mentoring. This document outlines the problem statement and other aspects of the Tomorrowland team that will be at the cutting edge of UX.

THE PROBLEM STATEMENT

We want to build a team that will ensure an awesome user experience each time a learner engages with any facet of the Embibe platform.

THE INSPIRATION

We are inspired by leading technology giants like Apple, which give users highly intuitive and highly usable interfaces that drive immense stickiness to the platform. It is the endeavour of this function to ensure a highly intuitive user experience to keep users engaged with the platform.

THE OBJECTIVES

In a nutshell, this function has to ensure that the user has a great experience each time she/he engages with Embibe.
Some specific objectives are:

• To create innovative content
• To ensure Embibe has a great online reputation and perception
• To increase awareness of Embibe as a great place to work in the eyes of current and future employees
• To ensure that users have an incredible experience interacting with Embibe content on social media
• To design intuitive user experience
• To deliver product media promos
• To maintain high quality of production uniformity across the platform
• To deliver graphic design and illustrations seen on any media or format
• To set communication and brand voice
• To conduct user research and validation
• To deliver marketing collateral

PRODUCT MANIFESTATION OF YOUR EFFORT

• Delivering high-quality, intuitive design across the product, setting the standard for content, brand and communication strategy
• Brand Guidelines
• ToV (Tone of Voice)
• Communication Plan
• Launch Media Plan
• Campaign Plan
• Defining how learners will use the product
• It will determine the overarching UX of the product

BUSINESS MANIFESTATION OF YOUR EFFORT

This team will architect the user experience; therefore, it is responsible for delivering:

• Improved Customer Experience
• Improved Stickiness
• Increasing LTV
• DAUs

In addition, the team should strive to reduce production cost and drive potential revenue.

METRICS YOU WILL OWN AND LIVE BY

L2 PROBLEMS OWNED

We believe in building an organisation at the intersection of domain modelling and problem intuition. While the L1 teams give us the flexibility to have a multi-faceted view of the problem and cluster similar problems together, the L2 structure ensures independent and focused problem-solving. The following L2 teams have been suggested for the L1 problem stated above:

• Edflix : To standardise and set the bar for all content output in the company
• Online Reputation Management : To ensure that Embibe has a stellar reputation and perception online. To enable this, the team responsible for reputation management proactively monitors, actively engages negative sentiment, addresses genuine concerns of users and ensures long-term problem resolution that prevents other negative sentiment from emerging due to a sub-par product or service experience.
• Employer Branding : To build the reputation of one of the best places to work by proactively showcasing the various aspects of career progression, meritocratic culture, a safe environment for failure, collaborative colleagues and authentic mentors; to ensure that Embibe attracts the best talent across every vertical and department of the company
• Social Media : To create a cult following for Embibe across social media, making it the most talked about and admired brand in its category
  User Experience Design : To create a design identity for Embibe that ensures a superlative user experience each time a learner engages with any facet of the Embibe platform
• Product Media : To create India’s best education brand through product media reinforcement and off-platform
• Production Validation : To ensure that all the content produced on the platform adheres to the standards set in the PoCs by the content innovation team
• Graphic Design and Illustration : To ensure that the design language followed across Embibe is standardised and reflects the values and identity of the Embibe platform
• Product and Communication Strategy and Brand : To build the communication strategy and the brand image and perception for India’s most trusted learning outcomes brand
• Marketing Collateral : To design and build the marketing collaterals that reflect the identity of India’s most trusted learning outcomes brand

L1 SKILLS REQUIRED

• Complex Problem Solving
• First-Principles Thinking
• Strong Product Thinking
• High Business Acumen

IP DEVELOPED SO FAR

1. Design Guidelines

Embibe: AI Powered Personalised Adaptive Learning & Outcomes Platform

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