How can Ringle turn AI Phone practice into a guided learning loop users would pay for?
Duration
8 Weeks
Team
Team Project (1 developer 2 Designers)
Role
UX/UI Design, User Research, Prototyping, Usability Test
Tools
Figma, Figjam
Business Goal
Reach 20% Market Share in the Adult AI English Market
Ringle aimed to reach 20% market share in Korea’s adult AI English learning market.
Strategy
Leveraging Ringle’s Tutoring Legacy for High-Intent Learners
To validate the 20% market share opportunity with lower risk, we focused on high-intent learners and used Ringle’s tutoring legacy as the foundation for the AI speaking experience.
Impact
Reduce Drop-off and Increase Paid Conversion
This could help Ringle AI reduce post-call drop-off, strengthen perceived paid value, and support paid conversion.
BEFORE CALL
From unclear practice to goal-based speaking
The AI Call was easy to start, but unclear in purpose. In the new flow, users set the AI partner, topic, and context before the call, so they can start with a real-life purpose.
DURING CALL
Keep speaking, even when users get stuck
In the old flow, users were left alone once the call started. In the new flow, the conversation begins with a clear scenario and provides example patterns only when users need help.
AFTER CALL
Guide users after the call ends
The new flow suggests review topics and key expressions after each call, helping users move naturally into the next practice.
BACKGROUND
Ringle aimed to capture 20% of Korea’s adult AI English market.
Ringle offers premium 1:1 English lessons with top global university tutors. Ringle needed to refine a new paid target and choose the AI experience with the strongest growth potential.
Strategic Assumption
Choosing high-intent learners as the first test group
To support the 20% market share goal, we assumed learners with urgent English needs had stronger conversion potential. We narrowed the focus to this high-intent group first to validate the opportunity before expanding.
USER SURVEY
Validating the Target and Finding Friction
We surveyed English app users and learners with English needs to validate our target assumption and understand where users experienced friction in the learning flow.
1:1 IN-DEPTH USER INTERVIEW
Useful Feedback, But No Actionable Next Step
Interviews showed that feedback quality was not the issue. Ringle provided useful feedback, but users were unsure how to use it for review or their next practice.
WHAT WE DEFINED
Leveraging Ringle’s Legacy for AI Call
To show impact within 6 months, we looked at how Ringle could leverage its tutoring legacy and feedback assets. The first opportunity was to turn useful feedback into targeted speaking practice for high-intent learners.
HOW MIGHT WE
Turning Feedback into a Clear Practice Loop
We focused on how Ringle’s existing feedback and AI analysis could lead to the next practice. This helped us define AI Call as part of a connected loop, not a standalone speaking feature.
IDEATION
Designing Support Across the Call Journey
We mapped pain points across before, during, and after the call, then selected ideas that helped users set context, keep speaking, and continue practising after the session.
FLOW SKETCHES & WIREFRAME
Structuring the AI Call Flow
After selecting the key ideas, we sketched the three stages users would experience and translated the flow into low-fidelity wireframes.
FEEDBACK SESSION
Making the Wireframe Direction More Persuasive
Wireframes were the expected deliverable, but the stakeholders responded more strongly to concepts with clearer business evidence. The feedback showed that our AI Call direction needed more concrete success metrics and a clearer link to new user acquisition within 6 months.
TAKEAWAY 01
Meeting the brief was not enough to make the concept persuasive
We met the wireframe requirement, but the concept needed clearer metrics and a stronger link to new user acquisition.
TAKEAWAY 02
User feedback should show priority, not just opinions
User research should show priority, not just opinions. Ranking the feedback would have made each design decision clearer and easier for stakeholders to trust.
IF THIS PROJECT IS CONTINUED
Validate AI Call for New User Growth
The next step would be to test whether AI Call gives new users a clear reason to try Ringle, from first value discovery to sign-up and AI Call start.
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