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Chegg Tutors is an on-demand tutor matching service. In 2015, a product leader found that a “Start a lesson now” feature — only used by 2% of users — resulted significantly higher lesson rates and returning users. We redesigned the core user experience around this insight.

Key Insight

Repurposing a feature yielded higher lesson rates

Result

24% increase in conversion

Business Impact

$1M incremental revenue H1 2016

Before the redesign

Finding a tutor required searching a list of tutors, reviewing profiles, messaging potential tutors, and awaiting responses.

On-demand matching

The redesign allowed users to submit a written request for help in a subject, which was then sent to all qualified tutors that could respond in less than one minute.