STRATEGY • UX • IxD • VISUAL DESIGN
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 Find Friends–the main point of entry for user to discover connections–was buried, and outdated.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.
Product Design Pou Dimitrijevich
Product Manager Winnie Lee
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
Reason for connection or recommendations
Also likes <genre>
Friends on Facebook
You both sang <song title>
Popular in your region
In your contacts (phone/email)
Surface ‘Find Friends’ recommendations outside the Feed.
Initially: Feed and Songbook
Future possibility: Explore and Profile.
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.
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
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.
Additional steps to on boarding may hurts throughput.
GDPR and permission settings.
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.
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.
9.4% increase of new users that following .
5.5% increase on DAP/DAU.
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.
Increase visibility to Find Friends.
Negative signals to improve recommendations.