1. In-app challenges space
Summary of tasks
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Collaborated with PD to identify copy needs using Whimsical
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Used Figma to write several variations of each screen and name 8 challenges
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Optimized copy for localization, and briefed translators
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​Wrote launch communications to introduce our users to the new space
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Wrote blog about the benefits of learning with Drops Challenges
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Wrote ASO pitch to feature the new launch in app stores
Goal
Results
To introduce a new space into the app where users can choose from different challenges, activating new users and re-engaging existing ones.
Challenges (pun intended)
This new space was heavy on microcopy and even heavier on naming. The names had to be localization-friendly, while explaining each challenge. I went through several rounds of names, exploring the spectrum of fun to functional and coordinating with several stakeholders.
Just one month after launching challenges, we saw a 59% increase in purchase conversion and significant lifts in retention. Users participating in challenges also learned 2.5x content than those that didn’t join, and spent 3x longer in the app.
2. Long onboarding flow
Summary of tasks
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Wrote conversational copy to make the longer onboarding feel lighter
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Tested several variations of style & tone
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Fought for a more inclusive flow without an unnecessary gender question
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Presented UI copy variations to stakeholders
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Briefed translators
Goal
To start collecting more data around why our users are downloading Drops, with the plan to build a more personalized learning experience in the future.
Results
We've collected user insights that we are using to inform the next phase of the project, which involves adding personalization to the user journey.
The workshopped gender screen
Challenges
I had to work within the confines of the screens the PM had already deemed necessary for data collection. One screen that concerned me is one that asked about gender. I presented sources to explain that we shouldn't include this screen as it's not pertinent to the aim of the project and runs the risk of alienating our users, but stakeholders weren't convinced. I workshopped the most inclusive screen I could come up with, but ultimately it was agreed we could leave this screen out once a white male employee said we should. But hey, as long as the user is given the best experience, a win is a win
3. Streak Rescue
Summary of tasks
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Collaborated with PD to develop concept for new feature
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Worked together to design the flow of the user experience
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Wrote variations of the experience for new and existing users
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Wrote variations of the experience for both Premium and Freemium users
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Developed instructions for users
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Identified opportunities for monetizing users
Goal
To expand upon a feature that our users love which enables them to maintain their learning streak, and lift Premium retention and conversion.
All users
All users
All users
Premium users
Existing users
Challenges
There were complexities in designing flows for Premium users and Freemium users, as well as new users and existing users. Each experience had a set of different needs and I had to make sure the copy met all of them.
Freemium users
Freemium users
Premium users
4. Custom challenges
Summary of tasks
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Naming holiday-specific challenges
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Writing clear instructions and goals
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Optimizing copy for localization, and briefing translators
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Writing push notifications, in-app messages, and emails for each custom challenge
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Writing in-app event pitches for app stores
Goal
Results
With the new challenge space, we wanted to create specific challenges to use for marketing moments, and appeal to as many learners as possible.
Challenges
Creating and naming challenges for different languages and holidays is pretty fun! The main difficulty is always in optimizing for localization.
Custom challenges have achieved an 86% opt-in rate wither new user retention rates reaching up to 67%.
5. New way to show progress
Summary of tasks
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Gave levels the ownable name of "Milestones"
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Collaborated with PD to decide on content design
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Wrote push notifications, IAMs, and emails to introduce the new feature to users
Goal
To give learners a clearer look at the progress they're making as they learn a language with Drops, as well as a better understanding of what they have to do to reach the next level.
Challenges
Deciding on an ownable and translation-friendly name for the levels was challenging. Ultimately, I decided on "Milestones" along with stakeholders.
Results
This has only recently been launched, but the metrics we are using to determine success are Retention and Conversion/ARPU.
