From Mock Tests to Meltdowns: GMAT Prep Discovery

Clip art taken from GMAT Buddy

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Introduction

In Fall 2025, Brilliant Test Prep, an education test prep platform, needed our user experience (UX) research to understand how the company could prepare and support students through their GMAT test journey.

Methodology

To understand current pain points GMAT test-takers face, we focused on identifying costs, conceptual explanations in study materials, and where students should begin. We met on a weekly basis via Zoom and maintained our goals using Notion.

We started with user interviews and collected qualitative data on Zoom. Each participant was screened through probing questions to see if they met the eligibility requirements for Brilliant Test Prep. We leveraged Dovetail for data analysis.

Process of selecting participants for semi-structured interview.

Using Miro, we first brainstormed and organized questions into four categories: demographic characteristics, attitudes toward learning, behavioral patterns, and opportunities for learning assistance (see image below). Our research lead, Aditi, and project manager/team lead, Serena, used these themes to build the anatomy of our semi-structured interview guide.

Behavioral screening questions.

Execution

To scout participants, our study followed a convenience and respondent-assisted sampling method, meaning that participants were readily available and willing to share their experiences at the researchers’ convenience. Those who fit into the criteria resulted in a total of five participants.

The semi-structured interview allowed participants and researchers to be flexible in their questions and responses.  Comments and quotes were identified and categorized into emerging themes or common patterns using Dovetail. After analyses and interpretation, our final deliverable was reported to our Brilliant Test Prep stakeholder, Ryan.

Results

Results indicated that participants varied in age, profession, and stage of their academic journey. More interestingly, here is what our participants described in four phases:

Phase 1: The Decision to Apply to Grad School

• Participants often graduate from school during or shortly after completing their undergraduate degrees, which range from a few months to a couple of years post-graduation. This phase revealed that motivations for pursuing a GMAT-centered program included enhancing career prospects, gaining specialized skills, and fulfilling personal academic goals.

• One participant quoted, “My undergrad was business as well, and at that time, it just seemed logical to do a master’s degree as well, especially in a more international context where I went for the GMAT as well”.

• This indicates that motivations for pursuing a GMAT-centered program included enhancing career prospects, gaining specialized skills, and fulfilling personal academic goals.

Phase 2: Preparation Strategies

Participants spent 2-7 months preparing for the GMAT, dedicating 1-2 hours on weekdays and 3-4 hours on weekends. Their strategies included:

• Taking mock tests to identify weaknesses

• Reviewing incorrect answers to reinforce learning

• Using free resources like YouTube, online forums, and question banks

• Employing repetition and exposure to diverse question types.

Phase 3: Challenges of Studying

High Cost	Lack of Structure	Gaps in Foundational Knowledge	Time Management
Many test-takers found current resources unaffordable and lacking depth, with some bundles costing upwards of $500	Deciding where and how to start studying was a significant challenge	Test-takers struggled to understand the underlying concepts behind questions	Balancing study time with other responsibilities and managing time during the test itself were recurring issues

Phase 4: Test-Taking Experience

• Participants struggled with two things when taking the GMAT:

  • (1) time management under pressure, and

  • (2) technological/environmental challenges.

• Some participants who took the test at home faced difficulties with the online test interface and lacked familiarity with tools (e.g., virtual whiteboard).

Recommendations

So... what do our findings mean?

To improve the GMAT prep experience, we provide three recommendations:

1. Create structured learning pathways tailored to individual progress and weaknesses.

   1. These pathways can help users focus on areas needing improvement.

2. Offer affordable, high-quality content bundles and provide comprehensive instructional materials that explain foundational concepts.

3. Offer a community feature for peer support and a bookmarking tool to organize resources will enhance user engagement.

   1. Expanding resources for data insight questions and offering personalized learning plans will further address specific student needs.

Clip art taken from MBA House

Impact

This project has provided Brilliant Test Prep with actionable insights that are already shaping the way they design and deliver their services. By addressing affordability, usability, and community needs, the company is positioned as an essential resource for GMAT test-takers.

Stakeholders (Ryan) have embraced these insights enthusiastically, with plans already underway to prioritize the features highlighted in the study.