Product
Marketplace for selling and transferring unwanted items and cars
for the UAE 🇦🇪 market.
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Portfolio
Assets
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Cards
Привет Хейден 👋
Дайте нам знать, если мы можем помочь вам с чем-либо.
Привет, Служба поддержки, каков мой лимит на банкомате?
Эй, Джон! Ваш дневной лимит составляет 400 фунтов.
Superb! :)
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My cards
1243 6578 9765 6789
1243 6578 9765 6789
Task
• Increase the conversion to the target action (call or message)
• Increase the conversion to registrations
• Implement a design system
Success criteria
• Growth of target actions (messages and calls)
• Growth of registrations
• Growth of DAU
My role
• Designed the first version of the design
• Prepared hypotheses
• Designed and implemented a new version of the design
• Improved product metrics
Goals
Conversion
to a target action
+41%
Conversion
in registrations
+32%
DEGREE OF AVERAGE USER
+8%
Side growth of the metric
Problem
In order for the user to make a target action (call / message) when purchasing
or while placing an advertisement,
they need to leave their phone number
or email!
We had many drop-offs at the moment
when redirecting from the card to registration
new users were leaving!
Incoming pains
•
V 1.0
Low conversion to the target
action (call / message)
Large number of dumps
at the time of transitioning from the card
to registration
We complicated the development by
making the transition to the reg and subsequently
returning to the card or another necessary state
And also, from the card, we couldn't properly catch target actions because system buttons were activated at the moment of the call,
we didn't know if the user actually called
It was
Data collection screen
Iteration 01
At first, we tried to improve the current flow and simplify the form without seriously changing the path; we redesigned the data capture screen. The main hypothesis was that the problem was specifically in that!
Changes and indicators
•
V 1.2
We combined the fields name and surname.
To ensure that the form does not appear visually overloaded, the business account field should appear as a toggle.
The field with the email has also been removed. The email is now collected separately through the profile, which further simplified the form.
Registrations: +16%
Conversion to target action: +5%
Intermediate result: some shift
in a positive direction occurred, but globally it did not affect the indicators in any way!
TO BE
Data collection screen
Conclusions
Despite some improvements
in the metrics, this iteration could not be interpreted as successful
Remaining pains
•
V 1.2
Users still dropped off along the way
from the target action (message/call)
to registration!
The conversion to registration and target
actions has barely increased!
We were unable to properly capture target actions because these are system buttons, we did not know if the user actually called –
something had to be done about this
The problem is that the user needs to be returned back to the card after registration.
It was
Data collection screen
Iteration 02
In the new version, we redesigned the layout:
after several versions, we came
to a variant where the user enters their name and phone number on the fly. This happened
at the moment of performing the target action
and without a separate transition to registration.
Thus, we reduced the initial flow by almost half, and also eliminated the seam and additional risks of losing users
on the way to registration!
Goals
•
In 2.0
Conversion to target actions: +41%
Conversion to registrations: +32%
The curtain aligned the call metric,
now we had a clear trigger,
allowing us to track the action
DAU: +14%
This solution allowed us to push
the user to their first benefit in the service. A positive start to usage
establishes trust and the desire to continue!
TO BE
New flow
Additional entry point
Located within the profile,
so the user could always add data
at any convenient moment!
Goals
The new design, despite its unconventionality
and uniqueness of implementation, showed very good results, straightening the key scenario of the target action for us and, incidentally, increasing the registration metric and DAU.
Goals
Conversion
to a target action
+41%
Conversion
in registrations
+32%
DEGREE OF AVERAGE USER
+8%
Conclusions
This case showed that standard
flows used in other similar
products do not always adapt well "in your
product"; sometimes acting in a non-standard
way turns out to be not just originality, but can also yield effective results!
