Pacer App
Redesign Mobile Experiences to Increase Revenue
2017-2019
Category
Mobile Design
Health & Fitness
My Role
Product Management
User Research
UX Design
Pacer is a step tracker and fitness app. We help our users to be active. We also provide route tracking and sharing features. I joined the team as a product designer, but slowly taking up more responsibilities as a product manager, including discussing product strategy and data analytics setup with product lead, planning quality testing scenarios with iOS and Android engineers and other tasks that I wasn’t familiar as a designer.
This was a long-term project spanning across multiple sprints. We’ve got a lot of Premium features, but the overall conversion rate has remained the same for a while. We wanted to move up the metric by improving the Premium user experience.
Main Design Challenges
1/ We didn’t know enough about our Premium users. Who they are, why they are paying for Premium features –– these are questions we needed to answer to lay out the roadmap.
2/ The 5 main premium features spread across different tabs, which might be difficult to discover.
3/ With multi-layered conversion funnels, and millions of daily active users, how could we track the impact of our design changes? How could we make sure the ups or downs of the conversion rate is due to the new design?
Process
User Research: We collected 290 survey responses and did 9 user interviews to get feedback.
Define Key Metrics: As a team, we established the understanding of the conversion funnel and key tracking metrics within the product. By working with data team, we built a better data tracking and evaluation system .
Design Experiments and Fast Iteration: For every sprint, we defined hypothesis and key metrics for every design change. We tracked the key results, evaluate data 2 weeks after the product launch, and started another experiment. Failures are as important as success.
Project One
Coach Onboarding Process Redesign
The key challenge here is to increase conversion rate. We succeeded by 1) helping users visualise their progress with diagrams; 2) adding intended loading animation to create the sense of personlisation.
Project Two
Coach Interaction
We redesigned the most popular Premium feature. We created content with higher quality, and restructured the feature for better engagement. We received positive user feedback.
Project Three
Upsell Storefront A/B Tests
We fine-tuned the storefront page over several rounds of A/B tests to get a better conversion rate. We tested changes to the overall layout, and also the product combination.
Results
1 New to free trial conversion rate increased by 10%. Overall user lifetime value (LTV) increased by 8%.
2 User engagement with paid features increased 30%.
3 Built up an A/B tests framework within company. The team are able to release 3-5 A/B tests every sprint.
