Growing WeGrow - Studio Fundi

Client

Digital Planet

Industry

Education

Scope

Behavioural Research
Service Design
Analysis
Strategy

Growing WeGrow: Increasing learner’s online education with behavioural design

The Challenge: Use behavioural design to increase engagement with online education.

Digital Planet started as a technology development and distribution company. The company consistently look for innovative opportunities to add value to its electronic devices and further its product offering. One such opportunity is WeGrowSA. WeGrowSA was developed with the goal of democratising South African’s access to online education.

WeGrowSA sells vouchers to their platform, which provides exclusive access to heavily discounted online education from the world’s top providers. WeGrowSA has the potential to not only make money but affect a real difference. However, the product had low levels of engagement and was not living up to the founders’ aspirations.

The Solution

Studio Fundi was initially commissioned to review the product and, using a behavioural and human-centred approach, recommend interventions to drive engagement. However, after an initial audit of the brand and product, we advised on a broader growth and innovation strategy for the company.

Our research and analysis revealed the need to rebrand, reframe and rethink WeGrowSA’s positioning in the South African market. We worked closely with WeGrowSA’s head of product to manage a team of designers, developers and copywriters to increase engagement with the product.

Our recommendation was to rebrand and reframe the company to be less paternalistic and more aspirational, change the name of the product to avoid associations with WeGrow/WeWork, and rebrand education as something to be proud of – a “flex”. We advised that the product should play into South Africa’s culture of hustle and innovation.

We also redesigned the business model to move away from a ‘disposable’ voucher system toward a ‘desirable’ membership programme. The idea was to evolve from an education ‘provider’ to a ‘connector’. The new model connects members to educational content, events and experiences. The redesign of the business model was also intended to increase the longevity and impact of the company.