Project objective
Implement functionality of attracting new users to the application
Increase app engagement
Raise the number of active users
My role
Client briefing
Target market research
UX / CX research
App design development
Project presentation
Work process
Parts of research:
- Target Market Interviewing
- User Groups and Typical Marketing Personas
- User Pain Points
- Competitors
- Global Benchmarking
- Trends
- Mobile App Engagement Leaders
- UX / UI TrendsConclusions
Tariff Customization
Constructor that replaces a complex tariff system by enabling to change the number of minutes, SMS messages and gigabytes
Ability to turn off SMS messages, minutes, Internet and services, thus to pay only for actual usage
Beeline had a faceless robot that answered all the messages; however, users prefer communicating with people, not the company or bots.
It was therefore decided to revise a technical support section by:
-Adding tech support icon on the toolbar
-Adding ability to attach error reporting screenshots
-Adding employee’s name and photo (make separation between bots and people)
Gamification
Inbuilt tamagotchi – completion of online missions: grow racoon, feed it and receive gifts for each level passed
Missions – completion of real life tasks, e.g.:
-Congratulate 5 friends on the holiday
-Top up the grandmother’s / child’s balance
Completion rewards
Result
Beeline has corrected all errors dicovered as part of the research
The company has adopted all research ideas