How Headway Supercharges Microlearning with Empathy-Based Onboarding

In this episode of “Tame the Mobile Beast,” Tom Butta speaks with Yeva Koldovska, Product Manager at Headway, one of the world’s fastest-growing companies in edtech. They discuss the importance of embracing “empathy-based onboarding” to foster long-term connections with users and to boost conversions.

Short on time? Here are five key takeaways from the conversation:

Empathy is a Powerful Conversion Driver

Headway has pioneered empathy-based onboarding — a user-centric approach that involves thoughtful and extensive questioning during the onboarding process to understand what users feel. Are they overwhelmed? Curious? Uncertain? Headway then acknowledges those feelings with real-time responses to make customers feel heard and understood. The process culminates in offering solutions tailored to the user’s expressed needs, reinforcing how the product is designed to address their specific challenges.

Microlearning Addresses Modern Attention Spans

In the age of information overload, attention is fleeting. Headway has risen to this challenge by prioritizing microlearning through bite-sized, digestible content that can be consumed during brief moments throughout the day. This caters to the modern user’s need for accessible and flexible learning experiences. By focusing on key concepts and insights, microlearning minimizes cognitive overload, making learning more enjoyable and effective.

Personalization Through Zero-Party Data Collection Enhances Engagement

Headway’s extensive questioning during their onboarding process — sometimes as many as 35 — allows the brand to deliver deeply customized experiences. By gathering valuable zero-party data,   including user preferences, goals and challenges, the brand can build personalized learning paths and content recommendations. This ensures each customer receives the most relevant and valuable information based on their unique needs and goals. 

Multi-Platform Experiences Increase Customer Value

Headway recognizes that users have different preferences and access points. By offering products across multiple platforms (web, iOS, Android), users can consume content and learning materials from any device, at any time — switching between platforms seamlessly. Headway also recognizes that app and web users have different behaviors, and works to customize those experiences accordingly. Web users, for example, may have a higher commitment level, as they have to manually enter payment information. 

Understanding User Needs Leads to Product Expansion

Headway’s expansion into new product offerings — Nibble, AddMile, Headway for Business — demonstrates the brand’s commitment to understanding and meeting evolving user needs. By closely monitoring user feedback and market trends, they identify new opportunities to expand their product portfolio and cater to a wide range of learning styles and preferences. This proactive approach to product development ensures that Headway remains relevant and valuable to its users as the industry evolves.