MK Portfolio

Form Results

Explore

Portfolio

Reversing User Decline: A Case Study in App Revitalization

⁠

https://coda.io/@megk/portfolio/reversing-user-decline-a-case-study-in-app-revitalization-9⁠

⁠

⁠

Product Overview

Monthly Active Users: 500 Million

Key Features: Take and edit photos in-app, add effects, browse and search the photo feed, share comments, send private messages

Revenue Stream: In-stream photo and video-based ads

The Challenge

Aperture, a photo-based social media app, faced a critical issue: a rising number of young users abandoning the platform. This demographic is key to Aperture's long-term success. User research revealed that young users found filter discovery cumbersome and lacked motivation to create and share content. This resulted in decreased engagement and ultimately, app abandonment.

⁠

My Role: Product Manager

Our Approach

To address this challenge, we prioritized improving the filter discovery experience on the app's home screen, the most frequently visited section. We aimed to make filter exploration and experimentation easier, ultimately boosting content creation and user engagement.

Key Insights

Young users find our existing filter library valuable but struggle with filter discovery.

Lack of motivation to create and share content leads to decreased app usage.

Competitors offer more intuitive filter discovery options.

Product Differentiation

Aperture aims to differentiate itself by focusing on:

Ease of Use: Streamlining filter discovery and editing tools.

Discoverability: High-lighting filters and facilitating exploration.

Exploration: Introducing new features like one-tap editing and additional content creation tools.

Our Solution:

We proposed:

Enhanced Filter Discovery: Revamp the home screen layout for prominent filter presentation. Develop easy-to-use filter browsing and selection tools.

Content Creation Features: Consider introducing enhanced filters, simplified editing tools, and potentially new features like one-tap editing.

Justification:

We prioritized addressing filter discovery on the home screen due to its high traffic. This strategic placement encourages users to explore filters and create content upon opening the app. Our current filters and editing interface remain well-usable, requiring minimal changes.

⁠

⁠

Research Methods

A multi-pronged approach informed our solution:

Usage Data: Analyzed user behavior within the app.

Feedback Survey: Gathered user opinions on filters and content creation.

Competitor Analysis: Reviewed competitor strategies for filter discovery.

Exit Survey Analysis: Understood reasons behind user abandonment.

User Interviews: Gained qualitative insight into user frustrations.

Tools and Frameworks

Value Proposition Canvas: Defined user needs and value proposition.

User Personas: Developed fictional representations of target users.

Figma: Prototyped design solutions for testing.

Miro: Collaborated on ideas and brainstormed solutions.

Zoom/Google Workspace: Facilitated communication and team collaboration.

⁠

Coda.io⁠

: Managed project tasks and tracked progress.

Solution Brainstorming and Prioritization

Design Workshops: Encouraged creative exploration and problem-solving.

"How Might We..." Questions: Framed user-centric challenges.

Crazy 8s: Rapidly sketched multiple design solutions.

Dot Voting, Scorecards, and Priority Matrix: Evaluated and prioritized potential solutions.

Minimum Viable Product (MVP): Identified the essential features for initial testing.

⁠

Answering "How Might We" questions using Crazy Eights. Dot Voting as prioritization technique.

Answering "How Might We" questions using Crazy Eights. Dot Voting as prioritization technique.

⁠

Validation:

Wireframing and Prototyping: Created low-fidelity representations of the revised home screen.

User Testing: Gathered user feedback on the prototypes to ensure clarity and ease of use.

Solution Alignment:

Based on extensive research and prioritization, we identified two key features:

Enhanced Filter Discovery: Revamped home screen layout for prominent filter presentation and user-friendly browsing tools.

Content Creation: This feature requires further exploration. While the MVP focuses on filter discovery, future iterations may include enhanced filters, simplified editing tools, and potentially one-tap editing.

Key Flows

Reference:

Prototype B⁠

(This view is optimized for mobile browser viewing for mobile testing purposes only. The actual design needs to be optimized for different iOS layouts)

⁠

Solution's MVP: Validate user interest in improved filter discovery through a Landing Page/Email MVP before full development.

Open Issues & Key Decisions:

The final home screen design requires further user testing and potential iteration.

The scope of additional content creation features will depend on development feasibility and resource allocation.

Expected Outcomes:

By promoting filter discovery and encouraging content creation, Aperture aims to increase user engagement and retention, particularly among young users. Increased engagement translates to a more vibrant social media platform and a stronger foundation for long-term growth.

⁠

This case study demonstrates the importance of user-centric design and data-driven decision-making. By focusing on user needs and pain points, we can develop solutions that improve engagement and retention, ultimately leading to a more successful product.

⁠

Let’s connect and explore how I can contribute to your team!

⁠

me@fortmeg.com⁠

☎ 01512 9155 361⁠

⁠

Contact

⁠

Coda

⁠

Click to Sign Up.⁠

⁠

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.