Creating a loop flow to drive more user engagement and generate extra business revenue.
P-gum - 2017
In this project, I addressed declining user engagement by conducting user interviews and analyzing metrics. Users perceived the app as less engaging over time. To remedy this, I introduced a Daily Reward strategy, encouraging users to watch a limited number of videos daily for free tokens. This initiative aimed to enhance daily app interactions and generate extra revenue for the business.
Led the entire project lifecycle, from problem identification to ideation, design, and testing.
Conducted user interviews to understand the reasons of decline in user engagement and analyzed feedback to uncover key pain points.
Utilized qualitative and quantitative data to inform the design.
Proposed a solution that addressed both user expectations and the business need for an additional revenue stream.
One of the key challenges was designing a simple yet engaging flow to encourage users visit the app daily even when they weren’t walking. To address this challenge, I designed a loop flow for the feature to bring users to the app and keep them at least for 3 mins in the app. Another challenge was that we didn't want to reduce the token value by giving it away in large amounts so we decided to limit the number of videos user could watch.
I extensively analyzed User Engagement Rate data in Google Analytics, revealing a downturn. This in-depth examination provided crucial insights into user behavior. These data-driven findings played a crucial role in shaping our design decisions, aimed at revitalizing user engagement within the app.
During the user interviews, I uncovered key insights into why users disengaged over time. Many expressed dissatisfaction with token earnings, finding them uninspiring. Additionally, users anticipated a richer app experience beyond step counting. These revelations directly shaped my design decisions, ensuring solutions aligned with users' desires and expectations, fostering a more engaging and rewarding experience.
Design ideation sparked collaborative creativity, allowing me to visualize diverse solutions. This process facilitated the selection of a user-centric and data-driven solution, ensuring alignment with both user needs and business goals.
I conducted usability test with a group of users to evaluate the effectiveness and engagement of the new feature. The test also provided insights on some usability issues that further down helped me reiterate on the designs and decide on the final iteration.
To boost user engagement and add extra business revenue, I introduced the Daily Reward system, aiming for increased user interaction and an enhanced overall user experience. The interaction loop created by this strategy, significantly helped the business to generate extra revenue through ads.
This data-driven strategy resulted in a 3.57% rise in the DAU/MAU Ratio within 90 days. It also unlocked a new revenue stream for the business that significantly helped us invest more in marketing campaigns to drive further user engagement over time.
As a result of the enhanced engagement and user experience we received more positive reviews on the local app marketplaces and other channels such as Instagram leading to a 46.92% increase in new app installs in Q1 2017 vs. Q4 2016.
This project highlighted the critical importance of data-driven decision-making. Combining user interviews and analytics enabled me to identify user pain points, leading to the creation of a user-centric solution. The experience highlighted the significance of continuous user engagement, strategic feature implementation, and maintaining a balance between user expectations and business objectives.
