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Helping families discover more of ABCmouse
As the sole Product Manager Intern, I independently identified a content discoverability opportunity and led it from product data → hypothesis → design → ~46K-user A/B test.
I owned initial data analyses, an experiment spec and trigger diagrams, full-stack implementation and A/B test deployment.
Huge thanks to everyone who mentored me during my time at AofL!
SKILLS
TIMELINE
TEAM
UX DESIGN
PRODUCT STRATEGY
JUNE 2026 - AUG 2026
1 PM, 1 DESIGNER, 1 SOFTWARE ENGINEER, 1 QA ENGINEER
DISCOVERING A GAP
ABCmouse has no shortage of content.
ABCmouse is an early learning platform used by 40 million families to build foundational literacy and numeracy skills. Its educational approach and robust course offerings have earned widespread recognition from parents and educators from all over the world, including the United States, Canada, Australia, and Mexico.
CONTENT INCLUDES OVER FIVE DIFFERENT SUBJECT TYPES
With the breadth of content we offer, families should be able to find an activity that satisfies their child's learning goals and matches their age and interests.
But parents don't experience all 400+ hours of learning-filled play.
A CORE TENSION
Lack of difficult content is often cited as a reason for churn.
Parents are ultimately in charge of evaluating if an educational product is "educational enough" for the financial investment. Depending on how deeply they guide their child through activities, parents experiences with ABCmouse are extremely variable, and assumptions about the offerings may be shaped by only a small area within the app.
CHURNED USERS' CRITIQUES ON ABCMOUSE
I asked:
What if this wasn't a content problem, but actually a discoverability problem?
A CORE TENSION
The user who sees our product less decides if it's worth paying for
ABCmouse has two primary users: a child, who directly uses the app, and a parent. From existing user research (and corresponding parent user personas), we've encountered multiple archetypes of parents with differing attitudes toward screentime, as well as levels of involvement.
ACTIVITES OFFERED ON ABCMOUSE
WHAT A CHILD ENCOUNTERS
WHAT A PARENT OBSERVES
Therefore, first impressions matter!
If a parent's opinion on the app is shaped by short glances at what their child is playing with, then creating a positive first interaction that aligns with expectations is one of our top priorities.
The pod I worked in this summer was focused on improving ABCmouse's First-Time User Experience (FTUE) and improvements to our student home page, which is the landing page that leads to all of our activities.
HOW CAN WE JUGGLE THESE THREE OBJECTIVES?
TAKING IT TO THE BEGINNING
Understanding first touchpoints with ABCmouse
For many families, familiarity with ABCmouse begins before they even download our app. I decided to look upstream into our user acquisition channels.
Across numerous acquisition channels including Youtube and Google Ads, advertisements featuring our Magic Rainbow Traceables (MRT) activity game mechanics were consistently top performers.
TRAPEZOID TRACEABLE ACTIVITY DEMO
WHOOPS… THIS IS WHERE I LEFT OFF!
THE FULL CASE STUDY WILL BE UPDATED SOON :3
CLICK HERE TO VIEW MY FINAL INTERN PRESENTATION DECK!