ZB Education
A personalized learning experience that drove 77% traffic growth and launched to 1,800+ daily active users.
The Challenge
ZenBusiness users — first-time and early-stage small business owners — were getting lost after signup. The product helped them form their business, but offered little guidance on what to do next. Churn was high in the critical first 90 days.
I was brought in to lead the Guidance division, tasked with creating experiences that would help users build confidence and take meaningful next steps after business formation.
Approach
We began with qualitative research across new and churned users, identifying a core insight: users didn't lack information — they lacked a trusted starting point. They felt overwhelmed by choice and uncertain about what applied to their specific situation.
This led to a personalisation-first education framework. Rather than a generic content library, we built a guided pathway that adapted to business type, stage, and self-reported goals. I designed the information architecture, onboarding quiz, content surfaces, and mobile reading experience from scratch.
Outcome
The education center launched to strong early adoption, reaching 1,800+ daily active users within weeks. A new educational funnel framework I developed increased organic traffic to the education hub by 77%. User confidence scores in post-session surveys were consistently high, and the center became a key retention lever in ZenBusiness's post-formation experience.
