Can you fix it…tomorrow?While long recognized as a leader in admissions exam prep courses, The Princeton Review relied on a score report that was old and hard to understand as its front-line marketing vehicle to students. The Princeton Review asked us to design a new score report that would not only make it easy for students to understand the meaning of their test scores, but allow the company to offer customized suggestions that would encourage purchase of The Princeton Review services. The Princeton Review wanted to unveil a new score report at their Test Fest event—in eight weeks.
The SMAC Stack InsightsAnalytics is not just about putting the right tags and systems in place. Designing clean, easy to use, reports that highlight problem areas and provide valuable insights and recommendations to solving the problems are keys to success.
Our solution: turn a report card into an improvement planThrough research with students, parents and guidance counsellors, we gained three critical pieces of insight: 1) the college selection process is difficult for students, as critical information is not aggregated in one place where school options can be weighed; 2) because test scores are the basic currency of college selection, when students first receive their scores, they’re very receptive to messages about improving them, making the score report an important tool for The Princeton Review marketing; 3) quality information, well-presented, will significantly increase the effectiveness of the report as a marketing tool. We realized the test score report was the perfect place to demonstrate the power of a score improvement plan. It was quite simple: show students the schools their scores qualified them for, show them schools they could qualify for with improvements in test scores, and then close the deal with prep courses from The Princeton Review that would help improve those scores.
A significantly better mousetrapAfter a detailed review of competitor’s reports and research with students, influencers and stakeholders, we were able to quickly develop a prototype for a new score report that would better serve the needs of customers and The Princeton Review marketing. The new tool would be easier to read and provide more relevant information for students than competitor’s reports, and would allow The Princeton Review marketing to offer personalized course suggestions for each student at a time when they would be most receptive, increasing the likelihood of response and conversion. Once the prototype was tested with prospects, our design team went into crunch mode and built a robust generation engine that would interface with The Princeton Review’s learning management system, allowing the tool to auto-populate each report with user-appropriate colleges, exam prep course suggestions and personalized messages.
What the market expects from the undisputed leader.The Princeton Review’s “New Prospect Report” tool was launched to rave reviews at Test Fest. It’s the kind of deceptively simple, highly useful tool that characterizes the best technology innovations today. Its launch has cemented The Princeton Review’s position as the industry leader.
The Princeton Review’s Student Portal was awarded the 2015 “Silver” Horizon Interactive Award in the “School/University” category for excellence in interactive media production.