Gain, retain and monetise users. 🚀
The App: Charisme is a gamified social anxiety app that helps you deal with social anxiety in a fun and intuitive way.
The Goal: Enable the team to make data-driven decisions. Therefore the aim was to improve data collection and analysis, as well as creating a better understanding of their users through interviews and surveys.
The Problem: The team was uncertain about which KPIs were the most crucial and how they compared to market standards. Furthermore, although interviews and usability tests had already been conducted, the resulting insights were not particularly valuable.
"In my opinion, we are behind the curve in terms of data-driven decision-making."
Miro - Founder & CEO of Charisme
Project overview
Client Success Story ✨
Let's work together! 🤝
Results Summary:
Numbers:
Two major anomalies were identified after implementing a new data analysis system. 🕵️
The fix resulted in saving 2.000 € in marketing spend, while keeping app downloads constant and increasing the onboarding completion rate by 25%. 🚀
Additionally the new paywall design resulted in a 5% higher conversion rate compared to existing paywalls. 🤑
Qualitative user research improvements resulted in a 75 % reduction of time spent conducting interviews while gaining even more actionable insights. 💡
Process improvements:
The identification and analysis of the most crucial growth KPIs revealed the product’s strengths and weaknesses, now forming the basis for effective product development and marketing. 📈
Research improvements were initiated by providing a framework for continuous collection of actionable feedback. ✅
UX design principles based on product psychology were translated and applied to the product development process. 👨🏼💻
Want the same? 🤩
How did we achieve this?
A step by step documentation:
Step 1 - Identify Status quo and setup action plan
I created a Cheatsheet which identifies the most important KPIs and provides guidance on how to grow from there. This included two datasets, an action plan, and a forecast:
Dataset 1 is designed to reflect the user journey and identify strengths and weaknesses. It creates an overview of the points at which users are most likely to leave the platform.
Dataset 2 is designed to identify the most engaging topics for our users, which will encourage them to return to the app. This provides a solid foundation for product development and marketing.
The action plan will identify the most effective starting points and areas for improvement, with a focus on achieving quick wins.
Once the quick wins have been achieved, a forecast and future plan will be put in place to tackle the next steps.
Step 2 - Establish a Testing and Research Process
Based on the data setup from Step 1, we have implemented a weekly testing and research process. This routine includes a process for identifying and addressing issues, as well as for generating new ideas and potential improvements for the app.
Training on how to generate actionable feedback and align it with business objectives.
Create a process for making changes, testing, analysis.
Develop an action plan to gather, validate, and prioritize user feedback.
Analysis of existing user interviews and usability tests which resulted in the creation of hypotheses ready to test.
Step 3 - How to Conduct User Research
We have identified the most efficient user research methods and provided a comprehensive kickstart by providing interview guidelines, a final survey, and improvements to participant acquisition.
Identify the most efficient method for the current stage of the project. Strategy, Design, or Assessment
This section outlines the procedures for conducting interviews, including strategies for participant acquisition, interview preparation, and the development of interview guidelines.
Step 4 - Ad hoc: Uplift Conversion Rate
Charisme discovered a drop in the conversion rate. In addition to identifying an issue in the marketing strategy, we were able to increase the conversion rate by 5% by applying pricing psychology to the paywalls.