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Case Study: codeSpark — Conversion Optimization for a Learn-to-Code App

Project Overview

codeSpark is the #1 learn-to-code app for kids, introducing children ages 3–10 to the fundamentals of computer science through storytelling and game design. As part of the Begin family of brands, codeSpark makes programming accessible by allowing kids to create and share their own games—without needing to read.

I joined the conversion rate optimization (CVR) team as a Product Designer focused on growing trial starts and increasing customer lifetime value. Our team ran a series of iterative design experiments aimed at improving key touchpoints in the user journey, including the homepage, plan selection page, and checkout flow.

Quiz in 2nd Module- Mobile.png

My Role

  • Product Designer, Growth & Monetization

  • Designed and tested new landing page variants

  • Partnered with data analysts, engineers, and product managers to develop hypotheses and interpret results

  • Conducted UX audits of the funnel and proposed improvements backed by behavioral insights

  • Led the redesign of the checkout experience

  • Developed early versions of a personalization quiz, modeled after successful tests from HOMER​

​The Challenge

How do we convert more visitors into subscribers while improving perceived value and reducing friction during checkout?

codeSpark had a strong product offering and high customer satisfaction, but its web conversion funnel had not been fully optimized since launch. We needed to:

  • Increase the trial start rate

  • Improve the Average Order Value (AOV)

  • Reduce bounce at key drop-off points (e.g. plan selection, checkout)

  • Communicate the value of subscription tiers more clearly

  • Introduce personalization to make the experience feel tailored to each child

Process & Approach

Checkout Redesign

  • Analyzed user behavior in the checkout flow to identify confusion points

  • Simplified form fields and made pricing/options more digestible

  • Introduced clearer visual hierarchy and inline error handling

  • Results: 2× increase in checkout conversion

New Modules 

  • The CVR team wanted to test new modules that show parents how codeSpark teaches kids to code. 

  • The hypothesis was that the current modules on the homepage did not actually show what was inside the app and how kids would learn to code. 

  • I designed two modules to add onto the homepage. We tested two variants against the current homepage placing the two new modules in different positions, knowing that the scroll rate declines further down the page. We tested to see which variant had the highest trial start rate. 

Plan & Pricing Optimization

  • Designed and tested new layout variants for the plan selection page

  • Emphasized savings for annual subscriptions and clarified feature differences

  • Created trust-building components (guarantee language, testimonials)

  • Results: 13% boost in AOV

Personalization Quiz

  • Prototyped a lightweight onboarding quiz to match kids with the right coding challenges

  • Took inspiration from successful HOMER experiments to adapt content for the codeSpark user

  • Collaborated with the education and content teams to align questions with actual game logic

  • Early tests showed promise, laying groundwork for deeper personalization strategies

A Conversion Rate Test I designed for codeSpark to increase trial start rate. 

Outcome

  • My work on codeSpark helped set a new baseline for growth experimentation across Begin's digital products. The CRO experiments we launched led to measurable gains in trial starts, conversion rates, and revenue per user, while also creating a more delightful experience for parents evaluating the product.

  • This project reinforced the impact of small UX improvements compounded across the funnel—and the value of treating optimization work with the same rigor and care as new feature design.

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