Recurring Booking
Fluency’s conversation platform required students to schedule one class at a time, creating a high cognitive load that often prevented them from building a consistent study habit. Instead of focusing on learning, they had to repeatedly search for available slots and confirm bookings manually, which led to missed sessions.
66% of students said schedule availability was the most decisive factor when booking, and over half had already lost credits (each credit representing one available booking) simply by forgetting to schedule. To address this, we introduced a way to book multiple lessons in advance, aiming to reduce friction and help students build a routine.
Results
Knowing that not every student is inclined to plan their study weeks in advance, we set an adoption target of 30% for this feature. Adoption surpassed expectations, reaching 39.4% and benefiting more than 7,000 students. Additionally, after introducing recurring booking as part of the first scheduling experience, 31% of new users chose to set up a four-week study plan.
What We Did
Through a controlled test, we found that the average number of classes taken per week tripled among participants (from 0.3 to 1 class per week). Based on this result, we developed a feature that allowed students to schedule multiple sessions at once, always on the same day and time each week. We launched the pilot with 100 students and then gradually expanded it to the entire user base, testing variations of copy and confirmation flows.