Problem to be solved:
Low User Invite Rates
Research: Data revealed that 75% of users have primarily private streaks (streaks not visible to the community). I wanted to better understand why that was the case and conducted user interviews to find that majority of users with private streaks didn't wan't others to see what they were trying to improve and didn't have a natural reason to invite friends to the app.
So how do we get users to invite their friends to an app if they want to keep their streaks private? CHALLENGE STREAKS
Ideation:
Challenges would be broken down into three categories:
-Live Challenges: Challenges held by MyStreaks and Sponsored Companies that start on a specific date
-Anytime Challenges: A Library of challenges users can complete any time to earn different badges
-Custom Challenges: For users who want to create a challenge for their group of friends or family.
Challenges:
-Visually differentiating a challenge streak from a users normal streak on their home page
-Determining the user onboarding flow specifically for those invited to a challenge vs those who are acquired through non-invites
Results:
Increase in user invites by 30%
DAU increase by 45% (due to the competitiveness of a challenge)
Key Takeaways:
Using data is key in finding gems about user behavior but conducting user interviews after data mining is where you find gold.
