Role
Product designer
User Researcher
Timeline
July – November 2021
Team
1 Product designer (me)
3 Software engineers
1 Data Analyst
1 Founder & Product Lead
Website
(Only mobile version available)
My Role
As the sole designer at the company, I was responsible for the end-to-end design process. Working in close collaboration with the founder, product manager and software engineers. Independently lead user research efforts, rapid-prototyping and visual design.
The Context
The Journey feature was designed especifically for members (paid subscription), with the goal of solving for the lack of engagement – measured by the time to play the first full audio. With an impressive positive impact after release, we decided to make this a core product feature, available for all users. It became one of the main conversion drivers, also for unpaid members.
Impact
+7%
higher conversion rate (percentage p.) compared to the overall trial conversion rate (users that become subscribers after trial period).
39%
of users in trial period engaged with Journeys. The most used feature by this user group.
Scenario
PROBLEM
Our user research analysis pointed that:
1. Users felt lost in the platform right after starting a trial period.
2. Users that didn’t engage with the core features, cancelled their membership before the trial period ended.
3. Users seemed to lack understanding of the core value proposition of the product. They didn’t feel excited about it, which eventually would make them cancel the trial period without even finishing a full audio.
HYPOTHESIS
By making users excited and early-engaged with full audios stories right after they sign up for trial period, will make the product value more evident. This will increase the likelihood that those users will convert into a payed membership.
Explorations
IDEA A
7 Days Challenge
“Daily challenge” as an engagement mechanic. We prototyped and tested a 7 days Journey, in which users would listen to one audio per day.
User testing
We ran user tests with 10 users. We learned that users wouldn´t engage with the Journeys on a daily basis, as they don´t masturbate so often by nature. We discovered that the average returning users timeframe is every 3 days.
Outcome
Creating a 7 days challenge made users feel upset by not being able to complete it.
IDEA B
Unlock audios
Audios would be unlocked as the user listened to them in sequence. We thought this mechanic could spark curiosity and create a sense of expectation around the next audios.
User testing
This feature was thought (and tested) only for paid members, but this mechanic caused frustration as they had already paid to have full access to the platform.
Outcome
We decided to kill this idea to avoid creating frustation for members, which could possibly have a negative impact on the long term engagement.
Solution
Entry point screen
By entering in the Journey tab, one of the journeys is featured so the user understand that there is a sequence of audios to listen to.
Journey details
Inside each Journey, the user has an overview with audio details when opening the chevron.
Relevant Data
Jouney FRAU & FRAU
Highest trial conversion rate of 37%.
Journey tooltip
Early AB tests pointed to an increase of 16% of the conversion rate.
Learnings & Insights
START SMALL, MOVE FAST
Working with short feedback loops and having users at the center of the process (rapid-prototyping + user testing often) streamlined our pivots, which made the progress very much apparent.
CROSS-FUNCTINAL POWER
• Involving software engineers since the early stages gave us confidence on the feasibility and allowed us to have a faster release. • Intense collaboration with content team was crucial to have Journeys that would make sense for users.
NEXT STEPS
1. Journeys in French – Rollout, measure and iterate journeys in the French market. 2. Improvements for unpaid members – we’re rolling some tests in Optimize and those who perform better will be implemented.