Case Studies
Retention Improvement Strategy Leading to a Successful Pivot
Challenge:
The project faced a significant challenge with exceptionally low D30 retention rates. The primary objective was to conduct an in-depth analysis and devise a robust strategy to enhance user retention.
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Work Done:
User Behavior Analysis: My first step was to undertake a comprehensive examination of user actions. It quickly became evident that there was an irregular pattern of user engagement. Key features were underutilised, signalling a misalignment between user behavior and the product's intended objectives.
User Interviews: To gain deeper insights, I engaged in user interviews. What emerged from these conversations was a revelation - users were experiencing confusion regarding the app's user interface and its core purpose. As I delved further into discussions with customers, I made a surprising discovery. Users had organically adopted an alternative usage pattern that delivered a more captivating experience compared to the originally intended use. This revelation prompted a closer examination of this alternate usage and its potential for enhancement.
After conducting thorough market research and additional user interviews, I conceptualised a new vision for the app. I recommended a pivotal shift towards an entirely new and promising solution.
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Outcome:
The decision to pivot marked a turning point in the project's journey, resulting in remarkable progress. Today, the project is thriving, and the lesson I learned was crystal clear—low retention rates often point to a misalignment with the elusive Product-Market Fit. While quick wins can be achieved through usability adjustments, the enduring key to success lies in identifying and nurturing the intrinsic value that users hold dear.
Changing marketing positioning led to retention improvement
Challenge:
The project encompassed several distinct niches, featuring a combination of prominent functionalities. This variety not only created a diversity of offerings but also led to confusion among customers. My primary objective was to bolster the retention rate.
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Work Done:
Analyzing User Paths: My journey began by delving into user paths through analytics. What I found was a low engagement rate with crucial actions that were integral to our product's success.
Evaluating Marketing Efforts: My next stop was a close examination of our marketing ads. To my surprise, I discovered that the project had been employing three different marketing messages. Each of these messages highlighted distinct aspects of the app. While this was meant to be a test, it resulted in an inadvertent inconsistency in our product's positioning. As a result, our user base was divided, and the functionality of user matching, which was at the core of our offering, was not as effective as it could be. To address this, I facilitated a brainstorming meeting that led to the identification of the Ideal Customer Profile (ICP). With this ICP in hand, we refined all our marketing messages to align with the chosen profile and crafted a new test advertisement in Meta.
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Outcome:
The new ad, now consistent in positioning and messaging, outperformed all previous attempts. It resonated with our target audience and garnered the most responses and installations. From that point forward, our marketing efforts, accurately focused on the chosen ICP with the right message, began yielding significant improvements in our metrics.
The power of user-centric design and the importance of quick time-to-value
Challenge:
To test the Minimum Viable Product (MVP), the founder needed to gather a substantial amount of private legal information from potential customers. While friends of the founder agreed to provide this data, random individuals were hesitant to share their information. I was tasked with finding a solution to validate the startup idea by either improving the MVP or changing our approach. To achieve this, I adopted a two-pronged approach: analyzing the user journey and engaging with stakeholders and potential customers.
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Work Done:
Optimizing Time to Value: I began by mapping out the entire user journey, identifying pain points, and pinpointing opportunities for enhancement. The strategy aimed to accelerate the time it took for users to realize the product's value. By streamlining the onboarding process and eliminating unnecessary steps, our focus was on delivering immediate benefits to users.
Redesigning the Form: A critical component of our process was a lengthy, complex form necessary for gathering data to initiate legal processes. Initially, shortening the form without compromising the overall process seemed impossible. However, I proposed a radical transformation: building user trust by explaining the purpose of data collection and the ultimate benefits they would receive. We created a visual representation of completed tasks and resolved legal conflicts. This approach motivated users to complete the form.
Prioritizing features: As part of the strategic input, I emphasized the importance of enabling users to save drafts of the form. This feature was crucial to meeting users' needs and significantly improved the onboarding process.
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Outcome:
The transformed onboarding process, with its emphasis on achieving quick time-to-value and a simplified, outcome-driven form, proved to be a game-changer. Users now embarked on their product journey with increased trust and motivation. The 20% increase in the onboarding success rate demonstrated the effectiveness of this approach.
Enhancing User Engagement & Retention by onboarding improvement
Challenge:
Most of users were bypassing the Library with content and instead manually crafting their own content. While the platform allowed content creation, the existing tool, though efficient, didn't meet user-friendliness standards. The pressing need was to boost user retention.
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Work Done:
Customer Interviews and User Path Analysis: I conducted 10 customer interviews and scrutinized user paths through analytical tools. In addition, I personally delved into usability analysis. What emerged was a revelation: the content creation tool wasn't the issue. Instead, users had issues with discovering the Library's potential and navigating its features. Many users were oblivious to the pop-up messages that explained the new Library function. In fact, they dismissed these pop-ups hastily, never realizing that a simpler path to their goal was just a click away.
Proposed Solution: Based on these findings, I suggested a shift in the user flow. New users would be directed straight to the Library, bypassing the initial content creation steps. Additionally, a prominent call-to-action buttons were introduced to guide users toward their goals.
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Outcome:
The results were remarkable. The retention rate D7 of new users experienced a substantial boost, increasing by 12%.
Understanding User Needs led to engagement improvement
Challenge:
the mission was to increase user engagement of the target audience: college students.
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Work Done:
Through a series of customer interviews, i unearthed a valuable insight: Students' engagement levels dropped significantly when they couldn't track their progress or find motivational elements within the app. The need for progress indicators, save progress options, and the flexibility to resume their learning journey later became abundantly clear. This user feedback highlighted a desire for a non-linear learning process.
UI Enhancements: Taking this feedback, I introduced key UI elements such as progress bars and save progress features to our app. We restructured the learning journey, allowing users to navigate it non-linearly
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Outcome:
The impact was profound. By addressing the students' needs and implementing these UI elements, we observed a remarkable improvement. The success rate of students completing their tasks surged from 46% to a striking 79%.
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