Enhancing User Retention at Student Beans

Background

Enhancing User Retention at Student Beans

Background

Follow brands

As a Senior Product Designer, I joined Student Beans and became part of the Bidoof squad within the Retention department.

My mission was clear: "We want our users to come back to the app as much as possible."

Working alongside a Product Manager, we began building the squad and formulating our strategy.

In the weeks that followed, our team grew with the addition of an Android engineer, an iOS engineer, a tech lead, and a scrum master.

Together, we embarked on a mission to tackle the challenge of improving user retention

getting to know our users

customer research

One of my initial tasks upon joining Student Beans was to spearhead the customer research efforts.
It was the first action we took to gain a deeper understanding of our users and the issues surrounding user retention.
For two weeks, our team conducted intensive customer interviews to gather insights from the people who interacted with our platform.

This meticulous research process allowed us not only to become intimately acquainted with our users but also to uncover the root causes of the retention problem.
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It was the foundational step in our journey to enhance the user experience and boost user engagement.

Defining goals

guiding principles for enhancing user retention

Following the extensive customer research, our team distilled our findings into five key statements that became the guiding principles of our strategy:

01. "I want to see brands and offers I wouldn't have thought of."

02. "I want to find and keep track of brands and offers I like the most."

03. "I want to feel Student Beans is valuable to me."

04. "I want to feel I can trust Student Beans."

05. "I don't want to have to trawl discount sites and Google when I have something in my basket."

These statements were pivotal in shaping our goals and provided a clear direction for the squad's efforts to improve user retention.

First initiative

Follow brands

After extensive user research, the focus was placed on the statement: "I want to find and keep track of brands and offers I like the most."
The solution was to introduce a 'Follow Brands' feature that allows users to receive alerts when their favorite brands add new offers.

Implementation Plan

Experimentation with 'Follow CTA' on Offer Page

A 'Follow CTA' was added to the offer page to gather data and gauge user responses. The result was promising with 10,000 clicks in a few days.

launch of brand pages

Brand pages were introduced, and with the success of the 'Follow CTA,' it was time to think about integrating 'Follow Brands' into the explore page and throughout the app.

follow brands entry points
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Wireframes

follow brands v.1

High-fidelity designs for the 'Follow Brands' flow were created.

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10 unmoderated user testing sessions were conducted with users following a script and providing feedback.
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Key features included a 'Favorites' tab, a 'Favorites List' page for tracking followed brands, and moving the 'Follow CTA' to the brand page.

User feedback and improvements

validating the 'follow brands' feature

The user testing phase was instrumental in validating the 'Follow Brands' feature and provided essential insights. Users' feedback illuminated key areas for improvement and helped us refine the feature further.

Future enhancements

introducing "my brands" carousel

The user testing phase not only provided valuable insights but also set the stage for further improvements.

Based on the feedback gathered, we embarked on the development of a "My Brands" carousel, an exciting addition that directly addresses user preferences and expectations.

This feature was born out of the constructive feedback received during user interviews, and it's a testament to our commitment to continually enhance the user experience and strengthen user engagement.

outcomes

Fostering User Engagement and Loyalty at Student Beans

01. The introduction of the 'Follow Brands' feature led to a marked increase in user interactions with the app, demonstrated by 10,000 interactions with the 'Follow' CTA within just a few days of implementation.

02. Users now enjoy a more personalized app experience, with the ability to track and receive updates on their favorite brands, resulting in higher satisfaction rates and prolonged app engagement.

03. The new feature contributed significantly to higher user retention rates, as evidenced by increased repeat visits and longer session times within the app.

04. The success of the feature validated our user-centric approach, with positive feedback from both user interviews and unmoderated testing sessions guiding further improvements.

05. Feedback and data gathered from the 'Follow Brands' implementation paved the way for additional features like the 'My Brands' carousel, showcasing our commitment to evolving with our users' needs.

06. By addressing core user needs, we've fostered a stronger, more engaged community, further establishing Student Beans as a leader in the student loyalty space.

Conclusion

Fostering User Engagement and Loyalty at Student Beans

The introduction of the 'Follow Brands' feature and the subsequent 'My Brands' carousel marked a significant step in improving user retention at Student Beans.
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Our commitment to user-centric design, backed by extensive customer research and rigorous user testing, ensured that the app became more valuable and engaging for users.

By addressing the user's desire to find and track preferred brands and offers, Student Beans has successfully strengthened its loyalty network and significantly increased user engagement.

This journey has reinforced the app's position as the world's leading student loyalty network, fostering a community of engaged and loyal users who return to the app with excitement and anticipation.

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