36% boost in user conversion at Flamme

Testimonial

"Her professionalism and adaptability- commendable! She has gracefully handled unexpected shifts in research focus and efforts in conducting usability studies, user interviews, and surveys providing invaluable feedback that has significantly shaped Flamme's development."- Ankit Anyal, CEO Flamme

Due to an NDA, some details are simplified or not included*

Outcome

Impact of research study

The What: Problem

Flamme, the interactive dating app for couples, wanted to improve user engagement to beat market trends and overcome conversion challenges

Flamme, the couples' interactive dating startup app, is dedicated to assisting couples in nurturing and strengthening their relationships by providing tools such as date planning, discovery questions, and memory-building features.

Stakeholders saw that app engagement matched market trends and were seeking ways to outperform market. During this review, stakeholders also noticed:

The team was interested in finding out:

The How: Methods & Process

Identified and understood user engagement, motivations, and conversion roadblocks by creating and analyzing heuristic evaluation, surveys, and moderated in depth user interviews

As one of two UX researchers, we were responsible for:

So we assessed engagement and experience with methods like:

Objective:

The primary goal was to quickly identify usability issues through heuristic analysis and find conversion issues, then gain deeper insights into user motivations, expectations, and engagement patterns through an engagement interviews. 

Methodology:

Step 1 - Collaborative Stakeholder Meetings: Crafting the Research Plan

Methods Used:

heuristic evaluation
Figure 1: Nielson's and Tog's Usability Heuristics Evaluation

Step 2 - Guideline Creation and Survey Setup: Ensuring Clarity

We created discussion guidelines to streamline the survey and email blast flow, setting objectives for the moderated interviews. We used:

We prioritized questions that gave us the most insight on the most valuable features and onboarding roadblocks.

survey design
Figure 2: Survey Design

Step 3 - Facilitating Virtual User Interviews: Gathering Insights

With limited start up funding, we expected our largest roadblock to be recruitment. So we tried different methods to encourage participation:

Overall, we collected 30 responses from the survey blast and conducted 10 30-minute moderated interviews.

Step 4 - Analysis and Recommendations: Enhancing Engagement and Conversion

Analyzed and summarized key insights from survey responses and interview data.

Other deliverables:

Presented evidence-based findings, accompanied by recommendations to boost engagement and conversion.

thematic analysis
Figure 3: Thematic Analysis/Whiteboarding

The What Else: Learnings

Enhanced onboarding and user insights prioritizing features yielding 36% app conversion boost

Results

Previous data via MixPanel suggested that a large portion of the conversion drop-off during onboarding was connected to "partner linking".

We reviewed the onboarding steps in our heuristic evaluation and found a few opportunities for rapid improvements with the flow to enhance usability such as:

High Fidelity Prototype*circled areas note heuristic improvement areas

We were able to identify the most valuable features in the app based on insights:

Data Analysis and Presentation*data from survey
Data Analysis and Presentation*data derived from interviews

After two weeks of implementing the research recommendations, we saw a 36% boost in user conversion on the app.

Next Steps:

With user research becoming an important piece in our product development, we plan to follow up in future sprints with:

Lessons:

Stakeholder Perception of Research Methods:

Stakeholders had their own history with research and suggested:

Recognizing the importance of concise yet data-rich research, we created a balance by:

Recruitment Challenges:

Due to different factors, including limited resources, finding genuine app users was a challenge. It took an additional 2 weeks to recruit enough participants. So we had to think outside the box using strategies like: