Project Goal
To increase the activating quantity and retention rates, bring more users to use Nesia, and make people stay longer at Nestia.
My Role
I led the design from start to finish, collaborating closely with PM, engineers to scope and design the group experience in the past half years. I worked on user research, sketches, wireframes, prototypes and visual design.
Nestia Group
Overview
Currently, Nest*a app includes more business lines - Food, Lottery, Movies, News and so on. Users can read latest news, check lottery winning result, see the current movie times, look for recent sales & promotions, and so on. Nestia is like a ‘mobile yellow pages’. There are many enough users using this app in Singapore, but the average time they spend on Nestia is less than prediction. Therefore, we build a new social platform - group, to make users can talk and share info with others who have similar hobby instead of just receive info from Nestia. In this case, activating quantity and retention rates would be increased.
Iteration 1
At first stage, our goal were building the basic group system, including post writing and editing, comments and group feeds and category. Moreover, group's entrance would be added in the main business line - lottery, not only at the bottom tab.
Main Structure
Main Pages
The Result
We launched it in March of 2017, and the one week following, daily active users in lottery group feed has increase to more than 10k. The conversion rate from homepage to lottery group is around 25%. Thus, we have evidence that we have a good start!
Iteration 2
With this solid foundation that we build upon, we have been adding more in group literation two. We added the location label in group posts. With the usage of location, we can build connections between users who are using close locations in future iterations.
We also added a simple poll function in posts. Users can post a poll about any related topic, e.g. ‘which is the most likely winning number?’ . With this simple interaction, more users can join in group topic discussion, so that the retention rate could increase. Moreover, other business lines, like buy&sell, house rental or news, can be shared in group post. It can drive traffic to these business lines.
Besides, we also updates our color palettes of whole APP. We use the gradient blue instead of the original flat blue. Since one of users’ feedbacks is that the flat blue feels like high technology, too high to get close to. However, we cannot change our branding color, the gradient blue we chose is a more subtle gradient as the two hues aren’t too different from each other. It’s much vibrant, not only making easy on the eyes, but also hit the popular UI trend.
Main Pages
Iteration 3
At this iteration, we added group self-create function, to motivate users create their own group then share in multiple social ways, like wechat, whatsapp, facebook and so on. The purpose is using own groups to attractive more new users.
The Exploration of Entrance
Before this version, users cannot create their own groups. Since we plan to add this entrance, we explore different way to dispaly the 'create' entrance. The first one is a basic iOS header style, but a little be hard to notice that. The second one is like the Google Material design 'Floating Action Button', it would be floated all the time when users are browsing the group list. Although it is noticeable, it is unnecessary to be so district on the group list interface. Thus, the third one, a 'banner-style' entrance, is as fit as possible for a creation entrance. It's easy to be noticed, and does not hide any group list.
After that, we change the visual language for group pages. At the first, our mascot - blue bird, is created into cartoon style. However, as research shows, our target users in group are mostly around 25 to 45 years old, which means our cartoon mascot, the blue bird, can not attract them appropriately. Thus, we created a set of graphic illustration to represent the 'modern', 'vivid', 'human like' characteristics.
To Be Continued...
This new version launched 2 weeks ago. Then daily active users hit to 80k maximumly. We are still on the way to fight for the better design experience. Want to have a look? Download for here