• Unacademy: Improve Discovery & Checkouts through Competitor Analysis

Challenge Details

Case Study brief: In this challenge you need to improve discovery & checkouts for your product through competitor analysis of global peers
Difficulty: Easy
Skills Evaluated: Analytical Ability, Communication Skills, Problem Solving, User Research

The EdTech space in India is seeing a lot of activity, be it acquisitions or fundraises. In general, there is a buzz about the sector and startups in the space.

With physical classrooms and private coaching likely to remain shut for some time to come, there does seem like a genuine need that these startups fulfil: be it UPSC, CAT, IIT JEE preparation or general schooling or even specific skill courses.

But Education, unlike many online segments, is not a sector where purchase decisions happen in one go. Infact, the decision maker may not necessarily be the end user. 

Moreover, course fees present a high entry barrier, which creates an even greater need for validation.

Thanks to the lockdowns & free offerings, the Indian EdTech players have seen a spurt in traffic. But what really matters, once things settle, is whether people actually pay or not.

And while in the Indian context, EdTech is, even now, relatively nascent, the sector has developed extensively in global markets.

In this challenge, you need to do a competitor analysis across global EdTech players to find the top 3 changesthat Unacademy must make in its website.

The goal of these changes must be to improve course/content discovery and checkouts (ie. drive sales).

While you are free to choose any Global peers, here’s a handy list:

  • Udemy
  • Coursera
  • Khan Academy
  • Linkedin Learning 

(You are free to choose 1 or many competitors, depending on time availability)

Please note:

  • We recommend primary user research to help with prioritization of tweaks
  • While you can detail more than 3 tweaks, only the top 3 will be considered
  • You can suggest changes for either the mobile or desktop website
  • Unacademy is NOT hosting this challenge. This is only a learning exercise


  • While the main focus of the challenge is competitor analysis, to find improvements, you can also suggest unique tweaks catered to the Indian market (bonus points for this)

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