Boosting App Engagement

Problem Statement

The membership app was struggling with low renewal rates and poor content personalization, which affected user engagement. The renewal process was overly complicated, and users were frustrated by the lack of tailored content. My task was to redesign the app to improve both retention and user experience while laying the groundwork for potential future features like AR/VR integrations.

Research

To tackle the issue, I led user research through a mix of surveys and interviews, identifying the core problems users faced. Quantitative data showed a steep drop in renewal rates, while qualitative interviews revealed that the renewal process was too complex and lacked clear prompts. Additionally, users expressed frustration with the app’s inability to deliver personalized content.

Collaboration with Engineers

My close partnership with engineers was essential for ensuring that the one-click renewal feature was easy to use and technically sound. We worked together to make sure the new design was both scalable and adaptable for future technological advancements, like AR/VR features. Regular check-ins with the product team ensured that the design met both user needs and long-term business goals.

Solution & Design Process

Taking charge of the redesign, I created a streamlined one-click renewal process and integrated personalized content recommendations based on user preferences. Collaborating closely with engineers, we developed a functional prototype, ensuring scalability for future AR/VR integrations, making the app future-proof.

The Dashboard and Sign-in Page was streamlined for quick, easy access to accounts and upcoming events. Clear navigation helped members manage their accounts and engage with exclusive events efficiently.

I introduced On View and Insider tabs to highlight current exhibits and exclusive content for members, adding value beyond membership fees. These features also provided museums with an easier way to promote and manage their offerings.

Revamping the Calendar and Digital Tickets Pages, I simplified ticket management and event planning, digitizing tickets and integrating them with an event calendar. This enabled members to navigate events effortlessly.

The immersive Audio Page offered guided audio tours, enhancing the museum experience, while improved Search Functionality helped users find specific information with ease, leading to higher engagement and retention.

Business Impact

User testing indicated that the simplified renewal process could significantly increase renewal rates, while personalized content recommendations were projected to improve overall engagement. These changes were expected to enhance user retention and loyalty.