Madrid, 20th of June, 2013

Increasing engagement at math online teaching www.smartick.es

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Smartick is a math teaching web for 5 to 12 year old kids.

Smartick methodology is based upon:

– 15 minute daily sessions.

– Adaptive content dependent on student’s performance (measured in real time).

– Maximum concentration throughout the session.

Therefore, one of Smartick’s key objectives is to keep kids working at their maximum skill level.

In this sense, there are two basic elements which we have to maximize: – Usage, days of use of Smartick (ideally everyday).

– Concentration during the session.

Putting things in perspective. What is Smartick?

At the end of the day this is the same as saying we have to maximize

kid’s engagement when using Smartick.

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In essence, Smartick is a subscription base service sold to parents at

an average price of 30 Euros per kid per month.

Smartick is sold directly to parents concerned about their kids

education and through schools.

Smartick is also offered to kids at the risk of social exclusion through

the Smartick social responsibility initiative.

This makes Smartick’s returns twofold:

– Economic, through the proceeds from our client base.

– Social, in general, as we aim to enhance math literacy among kids, and in

particular through our social responsibility initiative.

How does Smartick seek (economic & social) returns?

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When we decided to gamify, we had two main goals in mind:

– Improve kid’s engagement, maximizing is concentration and usage.

– Leverage on our client base as a way to promote sales through word of mouth.

Why do we use Gamification?

We have intended to achieve this goals through gamification at two

levels:

– Gamification during the session to foster kid’s concentration.

– Gamification after the session to foster kid’s engagement and word of mouth.

In addition, we had to keep things as simple and clean as possible.

Gamification has to help kid’s motivation while not distracting him

from the main task, solving math exercises.

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Intra-session gamification (during the session)

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Intra-session gamification (during the session)

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Inter-session gamification (after the session)

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Inter-session gamification (after the session)

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Inter-session gamification (after the session)

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Preliminary results. Engagement

50%

52%

54%

56%

58%

60%

62%

64%

66%

68%

Week before Week after

Usage (4,3% increase)

25%

30%

35%

40%

45%

50%

55%

Week before Week after

Concentration (31,2% increase!!)

Engagement has improved substantially, both in terms of usage

(4,3% increase) and in terms of concentration (31,2% increase!!)

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Preliminary results. Improvement in concentration

The following graph shows the sharp increase in the concentration.

We have measure it in terms of number of problems solved per

session. The increase has been well above our best expectations.

60

65

70

75

80

85

90

95

07/05/2013 14/05/2013 21/05/2013 28/05/2013 04/06/2013 11/06/2013

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Preliminary results. Word of mouth

Activity in the Smartclub has been noticeable.

– More than 2.840 invitations to join a club have been sent to Smartick members in

the first seven days (1,25 invitations per kid).

– More than 1.645 invitations accepted.

– More than 290 invitations printed for non-members.

Whether this activity ends up translating into more and better word

of mouth, higher sales and conversion rates (from trial to

subscriptions) is still early to know.

We are very confident that results will come, since feedback we have

received from our clients is very promising.

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Thank you!

Good bye

www.smartick.es