Customer Growth Hacking // Make Your app into a hobby
My client, a well-known international app for fishing was looking for ways to expand its audience, retain and convert its app users, as well as smooth out the app's onboarding.
Based on the interviews/workshop, and existing UX research we set up three personas. Here is an example of one of them. We referred to them throughout the entire product development process.
The goal was to turn the app into a habit for the users. This is was easy to achieve considering the nature of the app, a social habit, and activity. But what was challenging was highlighting the importance of the app's sociability and community features, instead of trying to convert users into Premium members right at onboarding. The subscription was more important at this point.
This was made clear through the app's psychological review, through auditing the existing UX research, and through user personas/journeys.
GET OUT OF YOUR OWN HEAD
It was also very important that the team evaluate their own UX practices and biased, in order to understand users better and more holistically.
I suggested the company redirect and familiarise itself with the theory and practice of gamification. Crowd-sourced data is what powered this app, and having more of it is critical to sufficiently to provide its customers with a service. However, in order to gather this data, users need an incentive to post content, which will then help generate the service that the app is offering.
I developed, designed, and facilitated a gamification and growth workshop, where I educated the team on gamification personas and how this strategy can increase incentives for people to sign up and contribute content to the data-pool/platform offered via the app.
Redesign Onboarding for Growth
By implementing gamification into the company's UX strategies. I then went on to evaluate its onboarding to see how it could be changed for business impact.