WHAT I DID FOR THEM
Created KPI Tracking Infrastructure
My first priority when joining Unseen was creating a framework to quantify product performance against key metrics. Tools included Google Analytics and custom push notification tracking. This enabled us to test and optimize product and marketing initiatives.
Managed Product & Team to KPIs
The app had initial MVP success but needed to be improved to encourage faster uptake in colleges around the US with better retention. Research included various product and marketing A/B tests, user interviews, and usability testing.
User-driven Design Iteration
I took our research findings and turned them into product design and content team recommendations that improved engagement, retention, and marketing conversion rates.
Design Excerpts
THE RESULTS
Nurtured Product Testing Culture
In order for us to improve the app, we needed to have Key Performance Indicators we could test and track against across both product and marketing. I created the framework and culture of testing product and marketing initiatives at Unseen. This gave us a True North in decision making that set a foundation for future product success.
Boosted Engagement & Retention
Through a series of test-driven product iterations, I identified features, benchmarks, and strategies that resulted in 200% engagement and 40% retention growth. Changes included creating new ways to access more content, improving the "hot" algorithm to ensure a delightful first content experience, and improving elements of the UI design to cut steps to behaviors that led to retention and engagement.
5-Star App Rating
I created a way for users to give us feedback in place of giving us low app store ratings. This led to capturing valuable user feedback that drove product changes, and ultimately increased our app store rating from an average of 3 stars to 5.