How Ornikar and Mozza drive success in online learning and revolutionize driver education
Founded in 2013, Ornikar has revolutionized the traditional driving school model, positioning itself as the first online driver training platform within a decade. This impressive growth trajectory has been driven by a series of successful investments from leading venture capital firms such as KKR, Elaia, Idinvest Partners and Bpifrance that amounted to $171 million.
With a current valuation of around $750 million and listed on the Next40, Ornikar stands out as one of France's most successful scale-up companies.
Despite leading the online driving course sector and attracting a large number of users to its courses, Ornikar faced a challenge in 2021: converting theory-savvy users into practical learners.
With a strong online course uptake but a drop-off when it came to booking driving lessons, the core challenge was to understand why learners hesitated to book driving lessons after completing their theory tests.
Teaming up with Mozza, Orniklar worked on the why and the how, identifying the barriers preventing users from booking driving lessons. Beyond strategic recommendations, the team also implemented solutions that would make the leap from online courses to driving lessons seamless and appealing for learners.
In addressing Ornikar's goal to increase the conversion rate from online theory users to driving lesson bookings, Mozza executed a complete product strategy sprint.
The targeted approach combined creative workshops, data analysis, ideation phase and strategic UX/UI design.
User Research on the perceived barriers
We gathered insights from existing data, user feedback, and a comprehensive qualitative research phase. Our focus was on understanding the perceived barriers that users face between completing their theory course and booking driving lessons. We aimed to identify the pain points that hinder this transition and gather detailed user perceptions.
Streamlining Ornikar's driving lesson booking process
We developed a strategic framework to reduce friction and improve the perception of Ornikar's driving lessons. We organised collaborative ideation sessions to brainstorm and refine ideas that match Ornikar's objectives and users' needs.
We have worked to create a real narrative so that booking driving lessons becomes a natural step for users. To ensure the effectiveness of these new directions, we carried out tests with users to collect their feedback.
Enhancing user trust and engagement in Ornikar’s driving course
We designed user flows that guide users from the end of their theory course to the booking of their first driving lesson in a seamless way. By implementing UX principles and psychological tactics, we built trust around Ornikar's practical lessons.
Finally, game design elements were introduced to improve the engagement and rewarding nature of the transition from theory to practice.
Optimizing through iteration
Throughout the process, we incorporated feedback loops and progress tracking to motivate users and promote lesson booking.
Based on the test results, we refined the designs and strategies, ensuring that the final implementation would effectively increase user conversions.
Flavien Le Rendu
Flavien Le Rendu, Ornikar
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Cofounder of Cousto, ex COO of Ferpection
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VP Product at Kard, ex Head of Product at Cajoo, Heetch and Amazon
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