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Flamme- The Couples App

Problem:

Solution:

Outcome:

How can we increase engagement before the next round of fundraising?

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Couples want a fun and easy way to discover more about each other. Therefore, I recommended that we prioritize discovery questions and gamification by creating a "fun" questions category and couples quizzes. 

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Increased engagement with daily questions by 17% and overall engagement by 30%. 

Project

In June 2023, I conducted a survey and five in-depth interviews to uncover couples' main motivations for using the app.

Objective

The main goal was to identify the most important features to prioritize in the next development sprint.

Tools

  • ​Mixpanel- Product Analytics

  • Mailchimp- Recruiting

  • Google Form- Survey Design

  • TLDV- Transcription

  • Miro- Collaborative Analysis

  • Canva- Infographic

  • User Interviews- Participant Panel

My Process

Week 1: Met with stakeholders to define the goals and study design. 

  • Met with the head of product to understand the scope of the project. Identified business goals, timelines, and the stakeholders involved. 

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  • Analyzed the product usage data on Mixpanel to understand which features were performing the best. Daily Questions and quick engagement features like "hearts and farts" were performing 2x as well. We needed to identify "why"?

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  • Created a generative-focused research plan and discussion guide. Based on the team's needs, I decided in-depth interviews would provide the most information in the shortest amount of time. I included a survey to give couples a low-effort option that would still provide us with insights. 

Screenshot 2023-09-18 at 8.49.12 PM.png

Week 2-4: Recruited participants, conducted user interviews, and sent survey. 

  • Used Mailchimp to send 3-rounds of emails to our users with the option to take the survey and schedule an interview. Roadblock: Recruitment was slow and we had a few no-shows.

    • Solution: Leveraged social media to reach more people and screened for current Flamme users. I also analyzed the times of day most users engage with our app and scheduled the recruitment notifications to correspond with those times! 

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  • Interviewed 5 couples and collected 8 survey responses. Since we had a low survey response rate (~3%), we mainly focused on the open-ended questions.

Week 5-6: Analyzed data and created deliverables for the product team.

My favorite part :)

  • We started analyzing the data by highlighting key quotes in the transcripts. Then, we transferred the quotes onto virtual sticky notes and tagged them using our collaborative whiteboard tool (Miro). Finally, we sorted the sticky notes by tags and pulled out the main themes.
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  • ​​Main Insight: Couples found the most value in the Daily Questions. They were motivated to use the app when their partner answered a new question because it sparked their curiosity and felt like a game. They also valued quick and easy ways to connect with their partner throughout the day because many felt disconnected due to a busy schedule or geographical distance.
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  • ​Based on their feedback, I recommended to the product team that we focus on creating fun ways for couples to discover more about each other. 
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  • ​I love to find creative ways to tell our users' stories. I've noticed that the team is more engaged and eager to implement insights when they're presented in a fun way. I recently started a mini comic series called "Getting to Know Our Flammers" to highlight key insights and user stories. (View)

Analyzing interviews with couples using Miro

New Features Added: Fun Questions and Couples Quizzes

Next Steps

  • Track performance of new features on Mixpanel.​
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  • Create a user panel on User Interviews to reduce recruitment times for future studies.
    • Sent an email to Power Users (engage with app 6-7 days/week) and participants from previous studies.​
    • 32 couples expressed interest in joining the panel! 
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