20MO, formerly known as Zabanmo, is now a web app for learning high-school subjects. Its official product page at 20mo.ir/site describes that current focus. The project was not simply a rebrand: the experience had to evolve from a slow, fragmented journey into a fast and clear learning path.
At the start, acquisition was working, but many registered users did not return. Week-two retention was below 20%, and the mobile classroom experience created friction for the majority of users. The first goal was therefore not to buy more traffic, but to identify and fix the reasons people left.
What is 20MO today?
The current 20MO product centers on high-school learning. Its product structure brings together courses, majors and grade levels, lessons, quizzes, learning plans, teachers, and support-related areas. Zabanmo remains useful as the former brand name, while 20MO should be the primary name in current content and search results.
That distinction matters for SEO as well. People searching for the old name should understand the relationship, but the page should not describe the current product only as a language-learning app.
The core problem: acquisition without retention
Initial data showed that roughly 70% of users arrived on mobile, while the classroom journey took more than eight seconds to load there. Users were forced to wait before seeing the product's value, and many left.
Week-two retention below 20% pointed to a broader journey problem. Users were not always sure what to do after signing in, where the next exercise lived, or how to continue their progress.
Diagnosing the journey with data
We mapped the critical funnel: sign-in, path selection, lesson or class start, practice completion, and the next return. Load time, exits, device data, and stopping points were reviewed together so priorities would come from evidence rather than guesswork.
The biggest bottleneck sat in the mobile experience and the first learning action. The roadmap shifted from adding more features to simplifying the journeys that already mattered most.
Redesigning the learning architecture
The redesigned home experience needed to answer one immediate question: “What should I continue now?” Lessons, quizzes, and learning plans were separated clearly while their relationships remained visible.
The information architecture also accounted for majors, grade levels, and subjects so that adding more content would not make navigation harder. That is essential in an education platform, where a simple menu can become confusing as lessons and assessments grow.
Improving mobile speed and usability
The frontend was rebuilt with Next.js, reducing the primary classroom load time from more than eight seconds to under two. Mobile screens were redesigned from the ground up instead of shrinking the desktop layout.
Primary actions, progress status, and the route back into learning were placed where users could find them quickly. Faster loading and a clearer next action directly improved the start of each learning session.
Building a reason to return
Retention required more than reminders. A smart practice flow suggested the next exercise based on performance, giving each student a specific action when they returned.
This completed the learning loop: learn, practice, receive feedback, and take the next step. A clear continuation path is far more effective than sending users back to a crowded dashboard.
Results after six months
According to the project data, monthly active users tripled within six months. Week-two retention increased from below 20% to 48%, while course completion rose by 45%. These improvements came without increasing advertising spend.
The result illustrates an important growth principle: growth does not always begin at the top of the funnel. Improving speed, the core journey, and the reason to return can create more value than acquiring additional traffic.
Lessons for education products
An education platform is more than a library of videos and quizzes. Users need to enter quickly, understand where they are, see the next step, and feel their progress. If one link in that loop is weak, good educational content may still fail to become a habit.
For product leaders, week-two retention, lesson starts, practice completion, and time to first value are often more meaningful than raw registrations. Those metrics reveal whether the product has become part of a learner's routine.
Key takeaways from the 20MO case study
Measure funnel drop-offs before increasing acquisition spend. Treat mobile as the design baseline when most learners arrive there. Remember that speed is part of the learning experience. Give every returning user one clear next action. Finally, make sure brand language reflects the product as it exists today.
20MO, formerly Zabanmo, shows how a data-led redesign can improve both user experience and business outcomes. If your product attracts registrations but struggles to build repeated use, start with the funnel, performance, and the path to first value.