Insight Academy
Self-help courses on a SaaS platform with gamified learning and live events
CHALLENGE
Help students navigate their learning experience and gamify it. Make webinars happen. Guide leads through a webinar funnel and bring back those who fell off. Make sure sales and marketing teams are in control of analytics.
RESPONSIBILITIES
Website design
Customer journey maps
No-code implementation
Slide decks
Copywriting
DISCIPLINES
Customer Experience
UX/UI design
No-code
TIMELINE
2018-2023
2018-2023
TOOLS
Figma
Miro
Manychat
Tilda (no-code website builder)
Getcourse (3rd party SaaS platform)
Background
The owner of the project — a psychologist — launched her first online course via a popular 3rd party SaaS platform. So I stepped in to assess the situation:
The owner of the project — a psychologist — launched her first online course via a popular 3rd party SaaS platform. So I stepped in to assess the situation:
The owner of the project —
a psychologist — launched her first online course via a popular 3rd party SaaS platform. So I stepped in to assess the situation:
Customer problems
Customers had to manually transfer a payment, send a screenshot, and wait for manager to approve it.
Customers had to manually transfer a payment, send a screenshot, and wait for manager to approve it.
Customers had to manually transfer a payment, send a screenshot, and wait for manager to approve it.
The platform was NOT user-friendly: customers kept getting lost and frustrated.
The platform was NOT user-friendly: customers kept getting lost and frustrated.
The platform was NOT user-friendly: customers kept getting lost and frustrated.
Their support tickets weren’t getting answers.
Their support tickets weren’t getting answers.
Their support tickets weren’t getting answers.
Lessons were just videos. Students couldn’t find specific parts to rewatch or still learn if playback wasn’t possible.
Lessons were just videos. Students couldn’t find specific parts to rewatch or still learn if playback wasn’t possible.
Lessons were just videos. Students couldn’t find specific parts to rewatch or still learn if playback wasn’t possible.
Business problems
No website, manual payment processing — impossible to scale.
No website, manual payment processing — impossible to scale.
No website, manual payment processing — impossible to scale.
The platform was NOT user-friendly: the CEO couldn’t see any metrics.
The platform was NOT user-friendly: the CEO couldn’t see any metrics.
The platform was NOT user-friendly: the CEO couldn’t see any metrics.
CEO planned to do webinars, but wasn’t tech-savvy.
CEO planned to do webinars, but wasn’t tech-savvy.
CEO planned to do webinars, but wasn’t tech-savvy.
CEO wanted to automate sales, improve retention, and gather user insights to scale effectively.
CEO wanted to automate sales, improve retention, and gather user insights to scale effectively.
CEO wanted to automate sales, improve retention, and gather user insights to scale effectively.
These are independent reviews of the platform my boss (and most online education startups) used:
These are independent reviews of the platform my boss (and most online education startups) used:
Steps Taken
For Customers
For Customers
I managed support and gathered CX/UX insights from the tickets.
I managed support and gathered CX/UX insights from the tickets.
I managed support and gathered CX/UX insights from the tickets.
Wrote self-help microcopies and engaging onboarding throughout the customer journey.
Wrote self-help microcopies and engaging onboarding throughout the customer journey.
Wrote self-help microcopies and engaging onboarding throughout the customer journey.
Improved lesson UX with timecodes, text summaries, and visuals.
Improved lesson UX with timecodes, text summaries, and visuals.
Improved lesson UX with timecodes, text summaries, and visuals.
Gamified courses: added bonus points, personalized learning path, badges, branded telegram sticker packs.
Gamified courses: added bonus points, personalized learning path, badges, branded telegram sticker packs.
Gamified courses: added bonus points, personalized learning path, badges, branded telegram sticker packs.
Set up email/Telegram reminders for new lessons, pending payments, and expiring access.
Set up email/Telegram reminders for new lessons, pending payments, and expiring access.
Set up email/Telegram reminders for new lessons, pending payments, and expiring access.
For the business
For the business
Launched a no-code website with clear CTAs, online payments, and automated course access.
Launched a no-code website with clear CTAs, online payments, and automated course access.
Launched a no-code website with clear CTAs, online payments, and automated course access.
Set up the whole webinar/autowebinar experience (tech, design, user flows, automation, UTMs and analytics).
Set up the whole webinar/autowebinar experience (tech, design, user flows, automation, UTMs and analytics).
Set up the whole webinar/autowebinar experience (tech, design, user flows, automation, UTMs and analytics).
Ran customer interviews and launched a free mini-course to boost retention.
Ran customer interviews and launched a free mini-course to boost retention.
Ran customer interviews and launched a free mini-course to boost retention.
Set up funnel analytics and custom Telegram reports for my boss and sales managers.
Set up funnel analytics and custom Telegram reports for my boss and sales managers.
Set up funnel analytics and custom Telegram reports for my boss and sales managers.
I treated everyone involved — customers, teachers, sales team, my boss — as distinct user personas, and worked to make their experiences enjoyable.
I treated everyone involved — customers, teachers, sales team, my boss — as distinct user personas, and worked to make their experiences enjoyable.
SCREENSHOTS
I no longer have access to all the materials, but there are the bits that i do have.
I no longer have access to all the materials, but there are the bits that i do have.
Customer flows: webinar and course sales. Mapped and then implemented:
Customer flows: webinar and course sales. Mapped and then implemented:
New lead alerts and sales report:
New lead alerts and sales report:
Screener survey and selection of qualified participants for in‑depth interviews:
Screener survey and selection of qualified participants for in‑depth interviews:
OUTCOME
Customers could solve most issues independently. We could go days without support tickets, while they kept actively buying and studying.
With all our team’s effort revenue grew steadily and became more predictable.
Customers could solve most issues independently. We could go days without support tickets, while they kept actively buying and studying.
With all our team’s effort revenue grew steadily and became more predictable.
70%
Webinar attendance
Webinar attendance
62.5%
Customers returned
Customers returned
x12
Drop in tickets
Drop in tickets
NEXT CASE
Sona, CEO of Insight Academy
Olya is meticulous, disciplined, and reliable. You can count on her to get things done on time without any reminders. Working with her means less stress, no constant check-ins, and burnout-free launches.
Olya is meticulous, disciplined, and reliable. You can count on her to get things done on time without any reminders. Working with her means less stress, no constant check-ins, and burnout-free launches.
NEXT CASE
I’ve been recommended to other entrepreneurs, including influencers with audiences of 50K to 5M+. I was involved in high-stakes projects, from a live webinar with 5,400 attendees to products used by 10,000+ students.
I became a reliable team member, delivering under pressure. The most rewarding part was seeing users become confident and self-sufficient—this experience gave me the skills and clarity to fully step into UX and product design.
I’ve been recommended to other entrepreneurs, including influencers with audiences of 50K to 5M+.
I was involved in high-stakes projects, from a live webinar with 5,400 attendees to products used by 10,000+ students.
I became a reliable team member, delivering under pressure. The most rewarding part was seeing users become confident and self-sufficient—this experience gave me the skills and clarity to fully step into UX and product design.
© Olga Kruglikova 2025. All Rights Reserved