EDVERB
EDVERB
EDVERB
EDVERB
India’s First Course Aggregator Marketplace
India’s First Course Aggregator Marketplace
India’s First Course Aggregator Marketplace
India’s First Course Aggregator Marketplace
A neutral platform where learners discover, compare, and purchase online courses from every EdTech company in one place. Two products built from scratch — a public marketplace and an internal admin dashboard for operations and partner analytics.
A neutral platform where learners discover, compare, and purchase online courses from every EdTech company in one place. Two products built from scratch — a public marketplace and an internal admin dashboard for operations and partner analytics.
A neutral platform where learners discover, compare, and purchase online courses from every EdTech company in one place. Two products built from scratch — a public marketplace and an internal admin dashboard for operations and partner analytics.
A
context
My Role
Founding Designer
Responsibilities
End-to-End Product Design
Duration
3 Months , 15 Days
Type
Marketplace
My Role
Founding Designer
Responsibilities
End-to-End Product Design
Duration
3 Months , 15 Days
Type
Marketplace
My Role
Founding Designer
Responsibilities
End-to-End Product Design
Duration
3 Months , 15 Days
Type
Marketplace
My Role
Founding Designer
Responsibilities
End-to-End Product Design
Duration
3 Months , 15 Days
Type
Marketplace
b
Highlight's
PURCHASES
1000+
CONVERSION RATE
1.7%
CORE FLOWS DESIGNED
Comparison, Purchase, Filtering
USER INTERVIEWS
12 across 3 personas
PURCHASES
1000+
CONVERSION RATE
1.7%
CORE FLOWS DESIGNED
Comparison, Purchase, Filtering
USER INTERVIEWS
12 across 3 personas
PURCHASES
1000+
CONVERSION RATE
1.7%
CORE FLOWS DESIGNED
Comparison, Purchase, Filtering
USER INTERVIEWS
12 across 3 personas
PURCHASES
1000+
CONVERSION RATE
1.7%
CORE FLOWS DESIGNED
Comparison, Purchase, Filtering
USER INTERVIEWS
12 across 3 personas
01
problem
Every platform sold courses.
None helped you choose.
Every platform sold courses.
None helped you choose.
Every platform sold courses.
None helped you choose.
Every platform sold courses. None helped you choose.
Indian EdTech had no shortage of courses — but every platform only sold its own. Students researching a single skill opened five to six websites, compared prices in spreadsheets, and still couldn't tell which course was genuinely better. The cost of choosing wrong was ₹15,000 to ₹30,000 per decision.
Indian EdTech had no shortage of courses — but every platform only sold its own. Students researching a single skill opened five to six websites, compared prices in spreadsheets, and still couldn't tell which course was genuinely better. The cost of choosing wrong was ₹15,000 to ₹30,000 per decision.
Indian EdTech had no shortage of courses — but every platform only sold its own. Students researching a single skill opened five to six websites, compared prices in spreadsheets, and still couldn’t tell which course was genuinely better. The cost of choosing wrong was ₹15,000 to ₹30,000 per decision.
Indian EdTech had no shortage of courses — but every platform only sold its own. Students researching a single skill opened five to six websites, compared prices in spreadsheets, and still couldn’t tell which course was genuinely better. The cost of choosing wrong was ₹15,000 to ₹30,000 per decision.
01
No neutral ground to compare
Every EdTech platform ranked its own courses first. There was no single place to see alternatives side by side — learners had to do that work themselves.
02
Trust was built on marketing, not transparency
Ratings were self-reported, reviews were unverified, and skill-level mapping didn't exist. Learners had no reliable signal to separate quality from packaging. 03
03
Discovery worked by keyword, not by goal
Students searched by course name, not by what they actually needed. There was no way to filter by skill level, duration, or certificate type.
02
Research
We didn't start designing.
We started listening.
We didn't start designing.
We started listening.
We didn't start designing.
We started listening.
We didn't start designing. We started listening.
12 indirect interviews, 15+ platform audits, and a team brainstorm that challenged every assumption. The research wasn't about confirming the idea — it was about finding out if the problem was even real.
12 indirect interviews, 15+ platform audits, and a team brainstorm that challenged every assumption. The research wasn't about confirming the idea — it was about finding out if the problem was even real.
12 indirect interviews, 15+ platform audits, and a team brainstorm that challenged every assumption. The research wasn’t about confirming the idea — it was about finding out if the problem was even real.
12 indirect interviews, 15+ platform audits, and a team brainstorm that challenged every assumption. The research wasn't about confirming the idea — it was about finding out if the problem was even real.
A
THE PROCESS
1. Brief
Seven teammates, one problem worth solving.
2. Landscape
3. Validation
4. Personas
5. Questions
6. Insights
1. Brief
2. Landscape
3. Validation
4. Personas
5. Questions
6. Insights
1. Brief
2. Landscape
3. Validation
4. Personas
5. Questions
6. Insights
B
KEY FINDINGS
01
Comparison Is King
Students lose ₹15K to ₹30K on one wrong course decision. No cross-platform comparison tool exists in India.
01
Comparison Is King
Students lose ₹15K to ₹30K on one wrong course decision. No cross-platform comparison tool exists in India.
02
Familiarity Over Invention
Every student referenced Amazon, Myntra, or MakeMyTrip when describing their ideal experience. Nobody asked for something new.
02
Familiarity Over Invention
Every student referenced Amazon, Myntra, or MakeMyTrip when describing their ideal experience. Nobody asked for something new.
03
Trust Over Sales Pitch
Verified reviews and transparent skill-level mapping mattered more than brand partnerships or marketing claims.
03
Trust Over Sales Pitch
Verified reviews and transparent skill-level mapping mattered more than brand partnerships or marketing claims.
03
APPROACH
Five decisions shaped
everything after.
Five decisions shaped
everything after.
Five decisions shaped
everything after.
Five decisions shaped
everything after.
Research gave us five principles. This section is what we did with them — the structural rules that locked every sitemap, navigation, and user flow that followed. None are decorative. Every one traces back to a research insight.
Research gave us five principles. This section is what we did with them — the structural rules that locked every sitemap, navigation, and user flow that followed. None are decorative. Every one traces back to a research insight.
Research gave us five principles. This section is what we did with them — the structural rules that locked every sitemap, navigation, and user flow that followed. None are decorative. Every one traces back to a research insight.
Research gave us five principles. This section is what we did with them — the structural rules that locked every sitemap, navigation, and user flow that followed. None are decorative. Every one traces back to a research insight.
01
Comparison lives in primary navigation
Not buried in a sub-menu. Not a secondary feature. Reachable within one click from any course-related page.
02
Follow e-commerce conventions, don't invent
Filters on left, grid results, sort options at top. If Amazon and Myntra already trained the behavior, we used it.
03
Trust signals are embedded, not separated
Reviews, completion rates, and skill mapping sit directly inside course detail and comparison pages. Never in a separate section.
04
Supply side must be frictionless
Admin dashboard and course submission completable in minimal steps. If an EdTech company can't list courses within one day, the architecture has failed.
05
Zero learning curve architecture
Homepage communicates value in one line. No onboarding walls, no tutorials. The information architecture must feel obvious on first visit.
04
solution
Two products. Three breakpoints.
One design system.
Two products. Three breakpoints.
One design system.
Two products. Three breakpoints.
One design system.
Two products. Three breakpoints.
One design system.
Everything shipped from a single Figma file — a public marketplace for learners and an internal admin dashboard for EdTech operations. Both built on the same design system, designed across desktop, tablet, and mobile.
Everything shipped from a single Figma file — a public marketplace for learners and an internal admin dashboard for EdTech operations. Both built on the same design system, designed across desktop, tablet, and mobile.
Everything shipped from a single Figma file — a public marketplace for learners and an internal admin dashboard for EdTech operations. Both built on the same design system, designed across desktop, tablet, and mobile.
Everything shipped from a single Figma file — a public marketplace for learners and an internal admin dashboard for EdTech operations. Both built on the same design system, designed across desktop, tablet, and mobile.
01
Flow
Compare — the core of the product
Compare — the core of the product
Comparison wasn’t a feature bolted onto the product, it was the product. Price, syllabus, duration, and reviews had to sit on one screen, because splitting that across tabs was the exact problem Edverb existed to remove.
Comparison wasn’t a feature bolted onto the product, it was the product. Price, syllabus, duration, and reviews had to sit on one screen, because splitting that across tabs was the exact problem Edverb existed to remove.
Comparison wasn’t a feature bolted onto the product, it was the product. Price, syllabus, duration, and reviews had to sit on one screen, because splitting that across tabs was the exact problem Edverb existed to remove.
Comparison wasn’t a feature bolted onto the product, it was the product. Price, syllabus, duration, and reviews had to sit on one screen, because splitting that across tabs was the exact problem Edverb existed to remove.
02
Flow
Browse and Filter
Browse and Filter
The layout borrowed what learners already knew — Amazon-style grid, Myntra-style filters. Filtering by skill level mattered more than filtering by topic, because two courses on the same subject can teach completely different depths.
The layout borrowed what learners already knew — Amazon-style grid, Myntra-style filters. Filtering by skill level mattered more than filtering by topic, because two courses on the same subject can teach completely different depths.
The layout borrowed what learners already knew — Amazon-style grid, Myntra-style filters. Filtering by skill level mattered more than filtering by topic, because two courses on the same subject can teach completely different depths.
The layout borrowed what learners already knew — Amazon-style grid, Myntra-style filters. Filtering by skill level mattered more than filtering by topic, because two courses on the same subject can teach completely different depths.
03
Flow
Purchase
Purchase
Trust built through comparison and reviews had to carry all the way to checkout. The moment a learner felt unsure again right before paying, the entire funnel failed.
Trust built through comparison and reviews had to carry all the way to checkout. The moment a learner felt unsure again right before paying, the entire funnel failed.
Trust built through comparison and reviews had to carry all the way to checkout. The moment a learner felt unsure again right before paying, the entire funnel failed.
Trust built through comparison and reviews had to carry all the way to checkout. The moment a learner felt unsure again right before paying, the entire funnel failed.
admin dashbord
ADMIN DASHBOARD - The other half nobody sees
ADMIN DASHBOARD - The other half nobody sees
Course submissions, content moderation, partner analytics, and onboarding — all self-serve. If an EdTech company couldn't list their first course within one day, the product failed on the supply side.
Course submissions, content moderation, partner analytics, and onboarding — all self-serve. If an EdTech company couldn't list their first course within one day, the product failed on the supply side.
Course submissions, content moderation, partner analytics, and onboarding — all self-serve. If an EdTech company couldn't list their first course within one day, the product failed on the supply side.
Course submissions, content moderation, partner analytics, and onboarding — all self-serve. If an EdTech company couldn't list their first course within one day, the product failed on the supply side.
05
OUTCOME
The numbers did the talking.
The numbers did the talking.
The numbers did the talking.
The numbers did the talking.
Edverb ran for five months — from launch on September 11, 2025 to shutdown on March 21, 2026. In that window, with zero external funding and a seven-person team, the product proved that the gap was real and the design worked.
Edverb ran for five months — from launch on September 11, 2025 to shutdown on March 21, 2026. In that window, with zero external funding and a seven-person team, the product proved that the gap was real and the design worked.
Edverb ran for five months — from launch on September 11, 2025 to shutdown on March 21, 2026. In that window, with zero external funding and a seven-person team, the product proved that the gap was real and the design worked.
Edverb ran for five months — from launch on September 11, 2025 to shutdown on March 21, 2026. In that window, with zero external funding and a seven-person team, the product proved that the gap was real and the design worked.
PURCHASES
1000+
CONVERSION RATE
1.7%
COMPARE FEATURE USAGE
22%
CHECKOUT DROP-OFF
33.7%
COMPANIES ONBOARDED
50+
COURSE PUBLISH TIME
Under 10 min
PURCHASES
1000+
CONVERSION RATE
1.7%
COMPARE FEATURE USAGE
22%
CHECKOUT DROP-OFF
33.7%
COMPANIES ONBOARDED
50+
COURSE PUBLISH TIME
Under 10 min
PURCHASES
1000+
CONVERSION RATE
1.7%
COMPARE FEATURE USAGE
22%
CHECKOUT DROP-OFF
33.7%
COMPANIES ONBOARDED
50+
COURSE PUBLISH TIME
Under 10 min
PURCHASES
1000+
CONVERSION RATE
1.7%
COMPARE FEATURE USAGE
22%
CHECKOUT DROP-OFF
33.7%
COMPANIES ONBOARDED
50+
COURSE PUBLISH TIME
Under 10 min
06
RETROSPECTIVE
Edverb officially shut down on
March 21, 2026.
Edverb officially shut down on
March 21, 2026.
Edverb officially shut down on
March 21, 2026.
Edverb officially shut down on
March 21, 2026.
1,000+ courses sold, 50+ partners, proven demand. But seven friends funding a startup from savings, with no external investment, couldn’t sustain the burn. What we couldn’t solve wasn’t design — it was distribution cost.
1,000+ courses sold, 50+ partners, proven demand. But seven friends funding a startup from savings, with no external investment, couldn’t sustain the burn. What we couldn’t solve wasn’t design — it was distribution cost.
1,000+ courses sold, 50+ partners, proven demand. But seven friends funding a startup from savings, with no external investment, couldn’t sustain the burn. What we couldn’t solve wasn’t design — it was distribution cost.
1,000+ courses sold, 50+ partners, proven demand. But seven friends funding a startup from savings, with no external investment, couldn’t sustain the burn. What we couldn’t solve wasn’t design — it was distribution cost.
What I'd do differently
What I'd do differently
What I'd do differently
I designed the full product — system, wireframes, hi-fi, prototype — before testing with users. The fixes were small, but earlier testing at the wireframe stage would have killed bad assumptions faster.
I designed the full product — system, wireframes, hi-fi, prototype — before testing with users. The fixes were small, but earlier testing at the wireframe stage would have killed bad assumptions faster.
I designed the full product — system, wireframes, hi-fi, prototype — before testing with users. The fixes were small, but earlier testing at the wireframe stage would have killed bad assumptions faster.
Tradeoffs
Tradeoffs
Tradeoffs
Desktop-first was a research-backed call. Responsive worked, but mobile never felt native — a V2 rethink, not just scaling, was needed. V1 scope had a hard boundary — if it wasn't on the sitemap, it didn't get designed. Kept launch tight, but power users hit a ceiling.
Desktop-first was a research-backed call. Responsive worked, but mobile never felt native — a V2 rethink, not just scaling, was needed. V1 scope had a hard boundary — if it wasn't on the sitemap, it didn't get designed. Kept launch tight, but power users hit a ceiling.
Desktop-first was a research-backed call. Responsive worked, but mobile never felt native — a V2 rethink, not just scaling, was needed. V1 scope had a hard boundary — if it wasn't on the sitemap, it didn't get designed. Kept launch tight, but power users hit a ceiling.
Lessons
Lessons
Lessons
A working product and a working business are not the same thing. Edverb proved people needed it, used it, and paid for it. But acquisition cost ate the margins. That distinction — you only learn by building something real.
A working product and a working business are not the same thing. Edverb proved people needed it, used it, and paid for it. But acquisition cost ate the margins. That distinction — you only learn by building something real.
A working product and a working business are not the same thing. Edverb proved people needed it, used it, and paid for it. But acquisition cost ate the margins. That distinction — you only learn by building something real.