What it does
Udemy is an online learning marketplace that provides access to a massive library of video courses on a wide range of subjects. It connects students looking to learn new skills with expert instructors. The app allows users to discover, purchase or subscribe to, and consume educational content on their mobile devices.
Where it shines
Udemy shines in its ability to quickly guide users from a vast catalog to relevant content. The onboarding includes a mandatory personalization quiz (00:44) that asks for the user's field and occupation, ensuring the home screen is immediately filled with tailored suggestions. For users who want to explore further, the app offers powerful, multi-layered filtering options (01:07) that allow them to drill down by subcategory, level, language, and more. This dual approach serves both users who know what they want and those who are just browsing.
UX highlights
- Clear Information Hierarchy: Course detail pages (01:42) are well-structured, presenting the title, rating, student count, and instructor upfront, followed by a clear curriculum breakdown.
- Flexible Video Player: The in-course video player (04:08) includes essential controls like playback speed adjustment and closed captioning, catering to different learning preferences.
- Integrated Community Features: Each course has a dedicated Q&A section (04:43), allowing students to ask questions and get help from instructors and peers directly within the learning environment.
- Personalized Recommendations: The home screen features multiple carousels like "Popular for Data Analysts" (00:58), which are directly informed by the onboarding quiz, making discovery feel relevant.
- Action-Oriented Lists: The app uses clear calls-to-action on course listings, which change contextually from "Buy now" to "Start Learning" (02:51) after a purchase or subscription.
Monetization & growth
While the video doesn't show the user purchasing an individual course, it does showcase the subscription flow. At 02:28, the user taps on a "Try Personal Plan for free" button. The subsequent checkout screen (02:29) presents two options: a yearly plan and a monthly plan. The yearly plan is highlighted with a "Save $179.00" tag, a common strategy to incentivize longer-term commitment. The flow leads to a standard 1-week free trial initiated through the App Store, indicating a soft paywall approach for its subscription content.
Who it’s for
Udemy is for a broad audience of lifelong learners. This includes professionals looking to upskill or gain certifications in fields like tech and business, students seeking supplemental learning materials, and hobbyists wanting to explore new interests like drawing or photography. The platform's structure caters to both self-directed learners and those following a specific career path.
Notes & opportunities
The sheer number of filtering options (01:08), while powerful, could potentially feel overwhelming for a first-time user. The UI could benefit from progressively disclosing some of the more advanced filters. Additionally, as the app moves towards a subscription model, clearly communicating the value of the "Personal Plan" versus individual course purchases will be critical to avoid user confusion.