Preliminary UX study on engagement features that resulted in an 85% usability score
The clients were able to assess the feasibility of the proposed features and match them with their development roadmap. The proposal ignited ideas that also addressed their marketing priorities
Research, UX Strategy, Prototyping
2 weeks
Objective
Determine how fans can find value in digital collectibles to increase their engagement in the Stanible app
Approach
Our team interviewed fans of celebrities to understand purchasing behavior related to their experiences. We then identified priority features based on insights from the interviews along with consultations with developers. To measure user satisfaction with these features, we created a prototype of our concept and conducted usability testing. Finally, we designed a second iteration of the prototype to reflect the insights from our usability testing and prioritized recommendations for improving stickiness.
User persona: Fangirl Franny
Stanning Mimiyuuuh is not just a pastime to me; it's an important part of who I am! I love everything that comes with being a stan, especially watching her vlogs - I'm inspired by her.
Her Needs
- A personalized digital experience
- The ability to share curations with their network
- Ability to quickly track and access drops
Her Pain Points
- Prefers physical memorabilia
- Struggles to find value in digital items
- Desired merchandise quickly runs out of stock
- Constant buyer’s remorse
Priority Features
Our team listed possible features that may encourage Stans to frequently use the app. Using a prioritization matrix, we grouped the features based on 1) recurrence, and 2) development complexity. The team recommended putting a high priority on evergreen tasks with low development complexity.
Proposed Features
Push Notifications
A study by WebEngage reports, push messages can increase a mobile app's open rate by almost 26% and boost the retention rate by almost 92%.
Collection Spotlight
Using the System Usability Scale, we determined that curating collectibles to show on the user’s profile has an ‘Excellent’ perceived usability with an 86.25 SUS score.
During the presentation, the clients also realized another point of focus that can added to the marketing roadmap. The wallet feature, while requiring more development resources, can be prioritized in their roadmap as they continue to develop the app.
"What you were able to do is you added the discoverability of the new features in the wallet itself right after the user logs in. That solves a challenge for marketing."
Harry, Stanible Marketing Head
Recommendations
- Diversify the type of content that the celebrity creators post on the app. This feeds into the user’s desire to be regularly updated about their favorite celebrities.
- Further test and iterate designs focused on the discoverability of tasks and rewards within the app to encourage more rewarding app interactions.
- To nudge users into purchasing premium collectibles, introduce collectibles that can be earned in a shorter amount of time. This will allow users to visit the Stanible app frequently to complete rewarding tasks.