Onboarding project | SuperNova AI - Learn English in your Mother Tongue

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Onboarding project | SuperNova AI - Learn English in your Mother Tongue

Ideal Customer Profile

Supernova AI : Company Overview

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Supernova AI is an educational technology company based in India, focused on leveraging artificial intelligence to create innovative learning solutions.

Their flagship product is 'Miss Nova', an AI-powered tutor designed for children and for individuals aiming to learn English.

The company emphasizes on making education accessible and engaging through mobile-centric platforms and interactive content.

Vision

Personalized AI tutoring for all.

Mission

Empower 250 million+ Indian learners to master English by providing an affordable, personalized AI tutor in their native language, unlocking confidence and global opportunities for every learner.

Core Value Proposition

For parents who worry about their child's English learning progress and struggle to provide effective support, SuperNova AI is a personalized AI-powered teacher platform that provides transparent progress tracking, expert mentorship guidance, and mother-tongue learning support to ensure confident, independent learning.
For young learners who find traditional English lessons boring and difficult to understand, SuperNova AI is a personalized AI-powered teacher that transforms skill-building into engaging play while providing instant help and native language explanations to make learning exciting and accessible.
For busy professionals who need to improve their English communication but lack time for traditional classes, SuperNova AI is an AI-powered companion that fits into demanding schedules with bite-sized sessions and 24/7 support to build workplace confidence in a judgment-free environment.

Market Attitude and Perception

The English learning market is highly fragmented and driven by pragmatic users seeking tangible, real-world outcomes like career advancement or ensuring their child's academic success. While a wide spectrum of options exists, from free, unstructured content on YouTube to expensive, formal programs like the British Council, users are increasingly exploring digital solutions that promise a middle ground of affordability and flexibility. However, there is significant skepticism; users are highly sensitive to cost and will quickly abandon apps they perceive as ineffective, especially with so many free alternatives available. Consequently, the market values demonstrable results over superficial gamification and demands that any paid solution clearly proves its worth as a direct investment in achieving core life goals.

Defining our Ideal Customer Profile

	ICP 1	ICP 2	ICP 3	ICP 4	ICP 5
ICP Profile Name	The Career Accelerator	The College-to-Career Transitioner	The Proactive Parent (Parents of K-8)	Home makers	Upscale Private School Student
Age Group	24-32	19-23	30-45	25-45	13-18
Gender Ratio (Female:Male)	30:70	40:60	80:20	100:0	50:50
Tier (Tier 1/Tier 2/Tier 3)	Tier 1 & 2	Tier 2 & 3 (often moving to Tier 1 for opportunity)	Tier 1 & 2	Tier 1 & 2	Tier 1
Apps Used	LinkedIn, YouTube (for tutorials, industry news), Instagram, Google Search (for solutions), possibly using ChatGPT for work drafts.	YouTube (educational content, entertainment), Instagram, Google, WhatsApp/Telegram (for study groups)	WhatsApp, YouTube (parenting, educational content for kids), Facebook, Google	WhatsApp, YouTube (cooking, lifestyle, self-improvement), Facebook, Google	Duolingo, YouTube Premium (educational, vlogs), Khan Academy, Instagram, Google Search
Income Self	₹20K-₹40K	₹2K-₹5K	₹20K-₹50K	₹0	₹0 (Pocket Money 1000-2000)
Income Household	₹40K-₹70K	₹20K-₹40K	₹50K-₹80K	₹20K-₹50K	₹80K+
Income Spend Reasons	Comfortable monthly surplus; willing to spend for career advantage.	Limited but flexible; spends on self-improvement or if peer-recommended	Prioritizes child's education and future success. Willing to invest in supplemental learning if they see clear benefits and structure. Concerned about crowded classrooms or lack of individual attention.	Will try affordable options if they feel seen, safe, and outcomes are visible. Motivated by personal growth and better social interaction.	Used to paying for enrichment tools; expects trackable improvement and tools that give their child an edge. Student is motivated by excellence.
Disposable Income Monthly: (OTT, Books, Courses):	₹800-₹1200	₹300-₹600	₹500-1K	₹300-₹500	₹3000-₹5000
Trigger	Missed promotion Wants to lead meetings confidently Needs to draft impactful emails/reports, Inspired by peers/seniors who communicate effectively. Wants to stand out.	Upcoming placement season campus interviews, feedback on communication skills, Shifting from regional medium to English Medium. Sees friends getting placed due to better communication.	Child avoids speaking English in school/socially, Teacher feedback on child's participation or grammar, Upcoming school presentations/competitions, wants child to have an edge, sees other kids excelling.	Feeling left out in conversations (e.g., at parent-teacher meetings, social gatherings with English-speaking relatives/friends), Desire to help children with homework, personal aspiration for self-improvement and confidence	School debates, Model UN, presentations, leadership roles, Desire to attend top colleges , peer competition.
Pain Point	Struggles with spontaneous fluency in professional settings (meetings, presentations), Feels grammar could be sharper, loses confidence, Worries their current English level is holding back career growth. Finds generic advice ("watch movies") insufficient for professional context.	Hesitates during interviews, Thinks in regional language then translates, Struggles with spontaneous conversation, Lacks confidence in group discussions, worries about grammar. Feels current English level is a barrier to good job offers.	Child lacks confidence to speak English, makes grammatical errors, struggles with vocabulary School might not provide enough individual speaking practice. Worries their child is falling behind or not reaching their potential.	Feels embarrassed or judged when speaking English, Avoids speaking in groups, struggles with basic conversational fluency and vocabulary for everyday situations. Finds traditional classes intimidating or inaccessible.	Has good vocabulary and grammar fundamentals but may lack spontaneous fluency in high-pressure situations, Wants to refine pronunciation for a more global accent, needs practice for impromptu speaking and constructing persuasive arguments.
Social Media Behaviour	Follows career influencers, industry leaders, motivational content, skill-development pages. Searches for specific solutions.	Consumes reels, follows exam tips shares memes and jokes	Part of parent groups, follows educational influencers, seeks recommendations for tutors/apps.	Active in family/community groups on WhatsApp/Facebook, Watches regional and lifestyle content Videos of other Moms	Active on language learning communities, follows international student vlogs, may participate in online forums related to their interests (debating, MUN).
Marital Status	Most Single or Newly Married	Single	Married	Married	NA
Employment Status	Employed	Student or Early Job Seeker	Employed/Homemaker	Homemaker	Student
Features Used	Activity as part of Lesson Plan Ask English Doubts Speak & Fix grammar Practise Scenario Draft Email Learn New Word Translate Word	Speak & Fix grammar Practise Scenario Ask English Doubts	Activity as part of Lesson Plan Ask English Doubts Translate Word Learn New Word Progress Report Practise Scenario	Speak & Fix grammar Practise Scenario Translate word Ask English Doubts	Practise Scenario Learn new Word

ICP Prioritization framework

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM
The Career Accelerator	High	High	Medium	High	High
The College-to-Career Transitioner	High	Low	Medium	High	High
The Proactive Parent (K-8)	Medium	High	High	High	High
Homemakers	Low	Medium	Medium	High	Low
Upscale Private School Student	High	High	Medium	High	Low

JTBD and validation

Goal Priority	Goal Type	ICP	JTBD	Validation approach	Validation
Primary	Personal	The Career Accelerators	To become a confident, fluent communicator who can command respect in any professional setting and secure the next promotion.	User Survey	Image Attached Below
Primary	Personal	The Proactive Parent (K-8)	To relieve my anxiety that my child is not reaching their potential by providing personalized attention that builds the foundational English skills and confidence they need to excel.	User Survey	Image Attached Below

The following data presents results from Survey that included users across Chennai, Bangalore, Kerala, Nagaland, and Mumbai. All responses were from individuals who were 18 and above,

with 70% searching for themselves and 30% searching for children. The survey results match the JTBD presented above

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The user research strongly validates the "Career Accelerator" persona, whose motivation is driven by high-stakes professional and academic events. Triggers like interviews, presentations, and formal workplace communication create an urgent need to improve. For this group, English fluency is not just a skill but a tool for achieving a core need: to feel confident, command respect, and perform effectively in situations that are critical to their career advancement. Their goal is to overcome communication barriers to unlock professional growth and self-assurance.

Similarly, the feedback confirms the "Proactive Parent" JTBD, where the motivation is rooted in parental concern. The trigger is observing their child struggle to communicate clearly with teachers, friends, or family, which sparks anxiety that the child is not reaching their full potential. This group's core need is to relieve that anxiety by taking direct action. They seek to provide personalized attention that will build their child's foundational English skills and confidence, ensuring they are well-equipped to excel socially and academically.

Onboarding Teardown

Based on our Prioritized ICP we will be walking through SuperNova's Onboarding flow from the lens of the following two personas

Rajesh Chauhan - Proactive Parent

SuperNova AI Onboarding Teardown (2).png

Priya Rajendran - The Career Accelerator

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Detailed Onboarding Teardown

SuperNova AI Onboarding Teardown - V1.pdf

Link to onboarding teardown presentation.

Customer Delight Meter: Rajesh (The Proactive Parent)

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Journey Stage	Delight Score	Rationale for Score
1. App Store Discovery	6/10	Mixed Feelings: Rajesh sees positive signals like high ratings and a #7 rank, which builds initial trust. However, the imagery of working professionals and the title "Spoken English" create doubt about whether it's truly for his 8-year-old daughter.
2. Account Creation	4/10	Increasing Skepticism: The pushy, default opt-in for WhatsApp messages and the unclear reason for needing a phone number trigger Rajesh's caution, especially given his past negative experiences with apps. The flow feels slightly intrusive.
3. Language & Learner Details	2/10	High Frustration: This is a major low point. The app fails to switch to the selected native language (Hindi) for the next screen. The "Board" options are confusing, and not asking for Priyanka's name or goals makes the experience feel impersonal and generic, not customized.
4. Premature Upgrade Screen	1/10	Trust Broken: Being asked to pay (even a small amount) before experiencing any core value is a huge red flag for a price-sensitive and skeptical user like Rajesh. It feels like a "proper test" designed to get money, not a fun learning tool.
5. "Admission Test" Onboarding	3/10	Confusing & Intimidating: The term "admission test" is scary for a child. The flow is disjointed with inconsistent characters, language errors, and unclear instructions. The only redeeming feature is the positive "Amazing" feedback animation, which Priyanka might briefly enjoy, slightly lifting the score from rock bottom.
6. Final Impression	2/10	Disappointment: The entire experience confirmed Rajesh's initial fears. As he stated, "it wasn't much fun... We didn't even really get a chance to see if it's something she'd actually like." The app failed to build confidence and did not feel like a safe, engaging tool for his child.

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Customer Delight Meter: Priya (The Career Accelerator)

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Journey Stage	Delight Score	Rationale for Score
1. App Store Discovery	7/10	Optimistic & Hopeful: The store listing is a good fit for Priya. The high ratings, professional imagery, and focus on learning in her "mother tongue" make her feel this could be the practical solution she's looking for.
2. Learner Details Setup	5/10	Slight Disconnect: While the flow is simple, being called a "student" feels a bit off-putting for a professional. The generic "Work" category doesn't inspire confidence that the experience will be tailored to her specific career needs.
3. WhatsApp Upgrade Flow	2/10	Major Drop-off / Scared: This is a terrible experience for a professional. Being redirected to WhatsApp for pricing feels "unusual and potentially scammy." The slow response time, being sent to YouTube, and the evasive answers to her trial request destroy the professional trust she had.
4. First 'Aha!' Moment (Meet Nova)	8/10	Impressive Recovery: If she gets a trial, this is a "wow" moment. The quality of the regional language AI voice and the fast transcription are impressive. The core technology shines through, making her forget the bad WhatsApp experience and restoring hope.
5. Conversational Intro Flow	3/10	Promise Unfulfilled: The initial 'wow' fades as the "conversation" feels clunky, verbose, and not truly interactive. It doesn't personalize based on her goals and feels more like a canned script than a smart, adaptive AI tutor.
6. Final Impression	3/10	Underwhelmed: The core practice loop is choppy and lacks personalization. As Priya stated, "it wasn't so smooth. I really need to see some quick, actual improvement, and I just wasn't getting that proper feeling here." The app has impressive tech but fails to package it into a valuable, smooth learning experience.

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Key Takeaways and Improvements

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Cognitive Biases that have been Incorporated

Authority Bias

What is it: The tendency to attribute greater weight to the opinion of an authority figure and be more influenced by that opinion.
Where is it used:
- WhatsApp Flow: Mention of Gobinath (famous tamil influencer in the message).

Default Bias

What is it: The tendency to stick with a pre-selected option (the default) rather than making an active choice.
Where is it used:
- Account Creation: "I accept to receive notifications & messages from Supernova on WhatsApp" is checked by default..

Cognitive Biases that could have been Incorporated

IKEA Effect:

- What is it: People place a disproportionately high value on products they partially created.
- How it could have been used:
- - Instead of an "Admission Test," the app could have a short, interactive setup: "Let's get Miss Nova ready! What's your name?" and "What's one thing you love to talk about? (e.g., cricket, movies, space)".
  - By having the user or parent provide this small piece of personal information, they are now co-creating their experience. Miss Nova could then use their name in the first interaction, creating an immediate, powerful sense of ownership and personalization

Loss Aversion:

- What is it: he pain of losing something is twice as powerful as the pleasure of gaining something equivalent.
- How it could have been used:
- - Instead of asking for payment at the first step a better flow would be to give the user something first. After a successful, personalized onboarding, the app could say: "Congratulations, Priya! Based on your goals, you've unlocked a 3-day all-access trial."
  - Now, Priya owns the trial. It's hers. The prospect of it expiring after 3 days triggers loss aversion, making her far more likely to engage with the app to maximize its value and maybe eventually convert to a paid user to avoid losing access.

Activation metrics

Following our ICP prioritization framework, we are now focusing on a critical milestone in the user journey: activation.

This following section outlines five potential activation metrics tailored to our top two segments, Career Accelerators (ICP 1) and Proactive Parents (ICP 3).

A strong activation metric is a leading indicator of long-term success. The five metrics proposed in this section were chosen based on their ability to influence two key areas:

User Behavior: Signaling user commitment, proving they realize value, and ultimately improving conversion.
Business Impact: Driving measurable lifts in Retention, Word of Mouth, and Lifetime Value (LTV).

For ICP 3 - Proactive Parent

Activation Metric	Hypothesis	Assumption	Why does it activate?
The parent completes the first interactive "Warm-up" activity within 24 hours of signup.	If parent sees child having a fun first interaction, they will perceive the app as engaging and not another class or chore. They will be more likely to continue.	I am renaming the "Admission Test" to the "Warm-up Activity." The activity is fun and engaging for the child, and the parent hears and sees the child's excitement. The activity is a sneak peek of the capabilities of Ms NOva	Parent shows commitment: Medium Parent realizes Value: High Improves Conversion: Medium
The parent claims the child's first physical reward from the gemstore within the first 14 days of subscribing.	If parent & child receives a tangible reward, they will feel excited and motivated to use the app more and win more rewards.	The reward is a tangible, everyday item the child can use (e.g., a pencil box, bag, or coloring book).	Impact on Retention: High Impact on WOM: High Impact on LTV: High
The parent views the first "Progress Report" within the first 7 days of subscribing.	If parent sees tangible improvement and realizes that the child is learning. The parent's perception of the app shifts from being fun to being effective.	The report is easy to understand. The app is effective at showing positive improvement.	Impact on Retention: High Impact on WOM: High Impact on LTV: High
The parent completes two calls with an academic counselor within the first 3 days of signup.	If parent is skeptical, talking to an actual human more than once will alleviate their concerns.	The academic counselor adds value and isn't just trying to push sales.	Parent shows commitment: High Parent realizes Value: High Improves Conversion: High
The parent starts a monthly subscription within the first 7 days of signup.	If parent invests money, they are more likely to get the child to use the app, leading to more chances of success.	The app has enough engaging content for the month, and the child shows positive improvement.	Impact on Retention: High Impact on WOM: Low Impact on LTV: High

For ICP 1 - Career Accelerator

Activation Metric	Hypothesis	Assumption	Why does it activate?
Learner completes the 'Meet Nova AI' voice introduction within the first session.	If a user experiences the high-quality regional voice and rapid interaction, they will have an 'aha' moment and recognize the product's key differentiator.	The voice transcription is highly accurate, with minimal errors. The user experience is consistently smooth and positive.	Learner shows commitment: Medium Learner realizes Value: High Improves Conversion: Medium
Learner uses the app for 10+ minutes on 3 different days within the first 7 days of signup.	This is an initial indicator of habit formation. The amount of time spent shows that the user is genuinely engaged with the content.	The 10-minute usage metric reflects genuine engagement, not idle time caused by system latency or errors.	Impact on Retention: High Impact on WOM: Medium Impact on LTV: High
Learner personalizes their learning path within the first 24 hours of signup.	If learner actively personalizes their experience, they will feel an increased sense of ownership and become more engaged with the content.	The available personalization topics are relevant and at an appropriate difficulty level for the learner.	Impact on Retention: High Impact on WOM: Medium Impact on LTV: High
Learner purchases an annual subscription within the first 7 days of signup.	If learner invests a significant amount of money, they are demonstrating strong commitment and are more likely to use the app consistently to get value from their investment	Flexible payment options, such as EMIs, are available. The user is convinced of the app's value before purchasing, which minimizes the likelihood of refunds.	Impact on Retention: High Impact on WOM: Medium Impact on LTV: High
Learner uses 3+ different Nova tools for 10+ minutes each within the first 14 days of subscribing.	If learner uses multiple tools, it indicates the app is becoming more integrated into their daily life, increasing its utility and making them less likely to churn.	The learner has moved beyond initial exploration and is purposefully using the tools to achieve specific outcomes	Impact on Retention: High Impact on WOM: High Impact on LTV: High

Key metrics to Track

Is Our Promise Compelling?

Landing Page Conversion Rate: The percentage of visitors who sign up. This is the primary measure of how well our promise resonates.
Bounce Rate / Time on Page: Do visitors engage with our promise, or do they leave immediately? This signals message clarity and relevance
Click-Through Rate (CTR) from Ads/Emails: Measures how compelling our promise is on external channels before a user even reaches our site.

Is the Path to Value Clear & Easy?

Sign-Up Completion Rate: Of those who start registration, how many finish? This measures friction in the very first step.
Onboarding Funnel Drop-Off Rates: At which specific step do we lose the most users?
Time to Complete Each Step: Where are users getting stuck or confused? This pinpoints specific areas for UX improvement.
Time to First Meaningful Interaction: How quickly a user experiences the core technology.
Profile Completion Rate: What percentage of users personalize their path by setting goals and topics.

Did Users Experience Value?

Activation Rate: The percentage of new users who successfully complete the key activation milestones.
Daily/Monthly Active Users (DAU/MAU): Are users coming back after their initial experience? This measures stickiness.
Average Session Time: When users return, are they deeply engaged or just checking in for a moment?
Breadth of Feature Adoption: How many key features have users experienced in their first week
W1 & W4 Retention Cohorts: What percentage of users who signed up in a given week are still active 1 week later and 4 weeks later
ICP-Specific Value Metrics:
- For ICP 3 (Parent): Progress Report View Rate
- For ICP 1 (Career Accelerator): Average Number of Voice Interactions per Session

Does Value Drive Growth?

Conversion Rate (Free to Paid): Are activated users more likely to subscribe? This proves the monetary value of activation.
Counselor Call to Purchase Rate: The conversion efficiency of our high-touch sales process.
Referral Rate: Is the "aha" moment so powerful that users are willing to tell their friends?
First Month Churn Rate: The percentage of new subscribers who cancel within their first paid month.

Is the Foundation Solid?

Activity Load Times: Is slowness and performance creating friction and frustration?
Transcription Error Rate: A direct measure of core feature quality. Low quality erodes trust and prevents activation.
First Response Time to Support Queries: The 95th percentile time it takes for a user to get a first response from customer support
Crash Rates: The percentage of user sessions that end in a crash.
ANR Rate: Instances where the app's UI thread is blocked for too long, causing the app to feel frozen
API Latency & Error Rates: The speed and success rate of calls to your backend services
OTP Success Rates: A basic but critical metric.

Are We Learning Directly from Users?

App Store Rating & Product Reviews: The public perception of our quality and value.
NPS (Net Promoter Score) Surveys: "How likely are you to recommend our app?" Segmented by activated users, non-activated users, and persona
In-App Microsurveys: Short, contextual, one-question surveys (post activity or post key action)
Cancellation by Reason: Derived from exit surveys. Categorize reasons (e.g., "Too expensive," "Child lost interest," "Technical issues") to guide product and marketing strategy.
Support Ticket Categorization & Trends: Analyze and tag all incoming support tickets. What are the top 3 problems users are reporting this week?