STRATEGY • UX • IxD • VISUAL DESIGN
The Find Friends feature was designed to surface interesting accounts for new users to follow. However, in Q1 of 2018 only 1 in 5 users ‘followed’ on the first day. We know that when new users follow, they are:
Retain at a higher rate
More socially active
This low engagement of the Find Friends feature was a serious cause for concern.
Product Design Pou Dimitrijevich
Product Manager Winnie Lee
RESEARCH | COMPETITIVE ANALYSIS
We looked at other music and social network apps for inspiration and learnings.
RESEARCH | QUANTITATIVE ANALYSIS
Then we looked at the data and formed a hypothesis based on our learnings.
17% of D1 users visited the page = Low visibility of the feature
11% of users follow anyone from the page = No clear value proposition, or incentive
Recommendations are irrelevant, and difficult to evaluate
By improving discoverability, quality of accounts, UX/UI, and the recommendation logic of the Find Friends feature, we can drive more users to follow.
Provide an incentive to follow by deprecating the Feed if a user is not following anyone; replace it with a CTA to ‘Find Friends’.
Increase visibility by surfacing ‘Find Friends’ recommendations outside just the Feed.
Remove ‘New on the scene’
New users most likely don’t have content, and wouldn’t be engaging for other new users to interact with.
Remove inactive and spam accounts
If a user hasn’t uploaded an profile photo, and has been on the app more than a week, data show they are inactive/spam accounts
‘Singer you may like’ are users who share a common musical interest with you. However the copy is vague, and doesn’t encourage user to follow.
Improve back-end logic
Recommend users interest: by region, social activity, and quality of accounts.
Clearly communicate recommendations
You both sang <song title>
Also likes <musical interest>
Popular in <region>
Friends on Facebook
Followed by <username>
Allow users to speak for themselves by including their profile blurb.
Increase in new users that follow
9.4% increase of new users that follow
Almost 1 in 3 new users follow.
Increased engagement on the first day and overall
5.5% increase on DAP/DAU.
14% increase on D1 DAP/DAU–reflect improvement in social engagement.
Increase in quality of accounts followed
238% increase on Follows/Follower–reflect improvement in accounts surfaced.
Increase visibility to Find Friends.
Negative signals to improve recommendations.