OVERVIEW
Redesigning Amotions to boost retention and drive user engagement
Amotions, an education platform for training new managers in soft skills, faced challenges with a low day-one retention rate of 5%, impacting user engagement and investor appeal.
To address this, I redesigned the dashboard, onboarding process, and payment experience, aiming to improve retention, conversion rates, and user comprehension of Amotions' benefits.
Role
Strategy, Research, Design
Team
1 Project Manager, 5 Developers
Timeline
Dec 2022 - May 2023
Context & Problem
Product overview
What is Amotions?
Amotions is an education platform that aims to help new managers to practice soft skills for team management and personal development. The main feature is the customized soft skills promotion service. We assess the required soft skills based on the specific problems and goals in real work scenarios and provide personalized training and feedback.
🎯 Design & Research Goal
To assist new users in comprehending the advantages of Amotions and to motivate them to explore it and become paying users.
Why we were working on this?
Improving retention and conversion rate of new users
Based on usage data, the day-one retention rate is only 5%, which is significantly lower than what we expected. In order to make the business attractive to potential investors, our highest priority is to improve the retention and conversion rate of new users.
Exploring and validating product directions
In addition, through interviews with potential users, we aim to validate and prioritize previous product decisions, as well as explore opportunities for future product directions.
Initial Research
Who are the target audience we were building for?
New managers who are keen on honing their soft skills
Our primary target audience comprises new managers who are keen on honing their soft skills to navigate their managerial roles. These individuals seek to identify and bridge their skill gaps, gauge the efficacy of their practices, and adeptly handle various work scenarios, such as conflicts and disagreements among team members.
Defining Problems
Upon initial login, new users encounter uncertainty regarding the necessary actions to take.
Related information is scattered over unconnected pages
To improve soft skills, users should follow a designated. The resources related to the desired skill are scattered across unconnected pages. Users have to navigate through multiple pages to access assessments, practice materials, and track their progress.
Less context is provided prior to payment
When users click on the paid materials, the payment page appears immediately. However, it fails to provide information about the quality of the materials and how they relate to the target skills. This lack of information makes it difficult to persuade users to make payments.
The solutions
Utilizing the dashboard as a central hub to facilitate users' navigation through resources tailored to their target skills.
Clarify Information Hierarchy
To effectively position the dashboard as the central panel, I refined the information hierarchy within it. This iteration was designed to make the dashboard more intuitive, guiding users seamlessly through essential steps.
Vertical layout
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Lack of Visual Center: Initially, the app lacked a clear visual center, which resulted in inadequate guidance for users.
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Misplaced Priorities: The main page was dominated by non-priority information, such as emotion analysis and practice time, overshadowing more critical content and functionalities.
Horizontal cards
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Intentional Information Distribution: The information is now thoughtfully arranged in two uneven columns.
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Optimized Layout for User Engagement: Crucial tasks are listed on the left-hand side of the screen, while users can track their progress and achievements related to their target skills on the right side.
Skill Library
Based on the target skills, all relevant materials are consolidated onto a single page (skill library), facilitating users in effortlessly tracking their learning progress and exploring potential supplementary skills.
Vertical layout
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Unclear Resource-Skill Relationship: Previously, the app lacked clarity in linking resources to skills. Users found it challenging to explore new skills as they had to navigate through the 'choose skills' option to access relevant resources.
Horizontal cards
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Streamlined Access and Exploration: Now, users can effortlessly access resources related to their target skills and discover more options by simply scrolling down.
Delivering vital information to aid informed decision-making prior to subscription.
I categorize skills into distinct chapters and offer complimentary preview articles and videos for select chapters, enabling users to assess the material's quality before making a purchase.
Vertical layout
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Limited Insight into Material Quality: Users could only gauge the quality of materials through their headings. This limited preview capability decreased their willingness to subscribe, as they couldn't fully assess the content beforehand.
Horizontal cards
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Enhanced Preview and Free Materials: To build user confidence, several materials for each skill are now offered as free previews. This allows users to experience the quality of the content first-hand, encouraging informed and confident subscription decisions.
Learnings and Reflections
Importance of adaptability
Navigating the dynamic landscape of a startup environment underscored the importance of adaptability, continual goal reassessment, and effective communication with partners. Embracing these practices enabled me to remain agile and responsive, fostering a proactive learning mindset amidst evolving challenges.