User Research, UX Design
Veme.ly, a mobile app that allows content creators to create social videos, had been steadily growing over the past 12 months. Despite this, there have been numerous UX issues brought up by users that impact both the functionality and potential profitability of the app, leading to a plateau of monthly reoccurring revenue (MRR). The founder had a hypothesis that the plateau was a result of a non-optimized user experience. This lead to the owner reaching out to me to help diagnose the problem. As a result, in addition to learning who the end-user is, a complete and thorough audit of the app’s UX became necessary.
- User Experience (UX) Research
- Customer Interviews
- A/B Testing
- Analysis and Reporting
The goal of this project is to understand the user experience of Veme.ly app. To complete this goal, I was to conduct interviews with their existing users. The objective of those interviews was to better understand the customer profile and to find insights on the common problems users face while using Veme.ly app. The tasks included:
- Interview Prep for UI/UX research. This includes creating questions for understanding customer profiles and then following up with understanding customer behavior / extracting feedback.
- Design an email campaign that would attract customer sign-ups. This included A/B testing of both the email headlines, body, and calls-to-action (CTA). Here, I wanted to ensure a diversity of customers signed up to get a full scope of the problems that existed.
- Interview the customers who signed up to extract insights about the customer profile, how they use the app, and discover issues with UI/UX on the app. 14 user interviews were conducted in exchange for a $25 gift card. Each interview lasted between 20 and 30 minutes. Following the interviews, an independent audit of the app was completed to confirm the issues brought up by users.
By conducting a thorough analysis of the app's UX problems, I was able to put together a 36-page report (4 pages of analysis and 32 pages of interview notes). In my analysis, I outlined 2 user profiles, discovered 8 categories of UX issues, and, as a bonus, outlined 4 marketing opportunities for the app to regain growth.