Yiota Demetriou
CX & UX Designer // Service Designer // Strategist
Made with

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.

In order to do this, I needed to first acquire the first-hand experience of the app, and at the same time pair this experience with existing customer reviews and validation. This required a psychological review of the app, market research, as well as auditing the company's UX maturity; specifically, I needed to understand what the company thinks they know about their target audiences, and what critical questions are they asking that address users' needs.

In order to do this, I needed to first acquire the first-hand experience of the app, and at the same time pair this experience with existing customer reviews and validation. This required a psychological review of the app, market research, as well as auditing the company's UX maturity; specifically, I needed to understand what the company thinks they know about their target audiences, and what critical questions are they asking that address users' needs.

It was important to rethink and evaluate existing UX processes
Gamification and Growth

Personas

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.

Gamification and Growth

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.

Gamification for Growth!

Gamification Workshop

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.

Gamification and Growth
36
Interviews
42
Usability Tests
8
Iterations
10M
Downloads
By understanding their users better, auditing their UX maturing, evaluating their existing processes, and introducing growth through gamification, I was able to reduce the risk of loss and increase retention of users with 10M users!