Pou Is Here
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Find Friends (deprecated 08/2019)

 

STRATEGY • UX • IxD • VISUAL DESIGN


Find Friends

At the beginning of 2018 only 1 in 5 new users on Sing! followed another user. Find Friends–the main point of entry for user to discover connections–was buried, and outdated.

Our hypothesis: By improving usability, quality of accounts, and the recommendation logic of the Find Friends feature, we can encourage users to follow more, which in the long term will increase engagement, social activity, and retention.

 
 
 

TEAM


  • Product Design Pou Dimitrijevich

  • Product Manager Winnie Lee

 

DESIGN STRATEGY


 

PHASE I

IMPROVE UX/UI & DISCOVERABILITY

  • Connection = Content

    • Currently only 17% of D1 users ever click-through to Find Friends.

    • Deprecate the Feed if a user is not following anyone; replace it with a CTA to ‘Find Friends’.

  • Improve quality of recommendations.

    • Prioritize real-life friends and social users.

    • Only show users with a profile photo.

    • Filter out new and dormant accounts.

    • Filter out spammers.

  • Provide more context

    • Profile blurb

    • Reason for connection or recommendations

      • Also likes <genre>

      • Friends on Facebook

      • You both sang <song title>

      • Popular in your region

      • Hot Influencer!

      • Follows you

      • In your contacts (phone/email)

  • Surface ‘Find Friends’ recommendations outside the Feed.

    • Initially: Feed and Songbook

    • Future possibility: Explore and Profile.

 

PHASE II

CONNECT USERS WITH THEIR REAL-LIFE FRIENDS EARLIER

  • Estimated 30% of Sing users register with Facebook

  • Surface FB friends during on boarding if the account was created using FB authentication.

 

PHASE III

EXPAND FIND FRIENDS TO PHONE AND EMAIL

  • 79% of Sing iOS users and 30% for Sing Android users register with their email or phone number.

 

RISK & CHALLENGES


PHASE I

  • User’s may still see an empty Feed even after they follow someone.

    • If their is no new content. Content only appears on the Feed if it is < 90 days old.

    • If they user is new, and has no content.

  • To solve this problem we will also introduce a module within the Feed of recommended user, who are more likely to have lots of content.

PHASE II

  • Additional steps to on boarding may hurts throughput.

PHASE III

  • GDPR and permission settings.

 

USERFLOW


 
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INITIAL UI/UX


 

PROPOSED WIREFRAMES


 

RESEARCH


I did a competitive analysis of apps that put a lot of emphasis on community; i.e. Instagram, Twitter and Musical.ly. What I learned was that there are two things users care about the most when deciding who to follow: content and context.

 
 
 

SPLIT TEST


To mitigate the risk of Phase 1–show an empty Feed when a user has 0 follows–we ran a 50/50 rollout via our split test platform. The test ran for 2 days on Android and 1 day on iOS before it hit significance. The results were positive. We saw a lift to % of D1 users who follow, D1 dap/dau, and D2 Retention in the test group.

 

FINAL DESIGN


 

RETROSPECTIVE


 

PHASE I

  • 9.4% increase of new users that following .

  • 5.5% increase on DAP/DAU.

 

PHASE II

  • 24% increase of new users that follow.

  • 238% increase on Follows/Follower–reflect improvement in accounts surfaced.

  • 14% increase on D1 DAP/DAU–reflect improvement in social engagement.

  • Almost 1 in 3 new users follow.

 

PHASE III

  • Coming soon…

 

IMPROVEMENTS


  • Increase visibility to Find Friends.

  • Real-time notifications.

  • Negative signals to improve recommendations.