Event-Based Customer and Business Intelligence
Tutorial Completion Funnel Analysis
Interface Division helped The Woobles find exactly where first-time crocheters were abandoning their kits — then measure the impact of a curriculum overhaul designed to turn more beginners into repeat customers.
Client
The Woobles
The Woobles sells learn-to-crochet kits for beginner, intermediate, and advanced crocheters — from penguins and bunnies to popular branded collections. Every kit ships with yarn, hooks, a pre-started piece to remove the hardest first step, and a code to access a learning management system filled with bite-sized, TikTok-style videos that teach customers how to crochet from scratch.
The hypothesis
The Woobles team believed there were clear drop-off points in their tutorial flows — especially for customers who had never crocheted before. If they could identify where learners got stuck and increase kit completion, they reasoned, more customers would come back to buy a second kit after finishing their first.
The problem was visibility. They had no quantitative view into where those drop-off points actually were across kits, skill levels, or individual tutorial videos.
Defining the problem and building instrumentation
The Woobles engaged Interface Division to define the measurement problem and build the analytics foundation. We worked with the team to instrument their learning management system and design funnel analyses that could be applied consistently across their catalog.
The goal was not a one-off report — it was repeatable instrumentation and funnel views that could scale across kits and skill tiers, giving product and content teams a shared language for where learners progressed and where they stopped.
Pinpointing drop-off across kits
We analyzed funnel completion across more than a dozen of The Woobles' most popular kits — sampling beginner, intermediate, and advanced products to compare patterns across the catalog.
For each kit, we created views that started with the entire tutorial completion funnel and zoomed in step by step until the precise fall-off point between two specific steps was identified at scale.
The analysis made drop-off unmistakable. For the majority of users, abandonment clustered at very specific steps and very specific content videos within each tutorial flow — not vague "somewhere in the middle" problems, but precise sticking points the content team could act on.
From analytics to curriculum overhaul
After roughly six months of analysis, The Woobles took the findings into real user focus groups and observed customers working through the tutorials firsthand. That qualitative work confirmed where learners were struggling and gave the content team direct evidence for what needed to change.
The team overhauled the tutorial system — updating curriculum, testing changes, and shipping new content designed to help customers get through the common learning hurdles our funnels had surfaced.
Results
After rolling out the new curriculum, year-over-year analysis for the same period showed strong results tied directly to the areas we had focused on.
Ten of twelve kits showed improved completion rates in the targeted steps and videos. At a macro level, five of ten kits showed increases in overall completion rates year over year — evidence that fixing specific drop-off points translated into more customers finishing what they started.
Problem definition and measurement strategy for tutorial completion
LMS instrumentation for step- and video-level progress tracking
Funnel analyses across 12+ popular beginner, intermediate, and advanced kits
Identification of specific drop-off steps and content videos by kit
Six months of iterative analysis to support focus groups and content decisions
Year-over-year completion benchmarking after curriculum rollout