1- Eight totally different profiles with a typical sample: a big mates community.
Whereas I can’t disclose profile particulars, I can stress the significance of understanding their conduct. Verse, as a social banking app, has advanced its worth proposition through the years. This analysis revealed our customers fell into three teams:
VerseFans: These customers have been extremely engaged, using all app options.
Engaged Customers: These customers primarily used the banking elements of the app and didn’t interact with the social options.
Unengaged Avid gamers: This group was primarily curious about taking part in video games for rewards, exhibiting little curiosity in different options.
By figuring out these teams, we may decide which have been most worthwhile and which have been most expensive to take care of.
Unengaged Avid gamers didn’t align with our enterprise wants and values, so we formulated a product technique to pivot the state of affairs.
The truth that all these profiles had in frequent a big mates community will assist us to point out them the brand new worth proposition.
2- “Previous customers” have been unaware of the brand new app’s values.
Unengaged Avid gamers, who downloaded the app between 2016 and 2020, primarily used Verse to earn rewards. These customers have been the least worthwhile, as they benefited from our promotions however not our price. As we developed a brand new product technique, we realized we wanted to encourage these customers to interact extra socially or with banking interactions to retain them.
3- We may affect their conduct by highlighting the improved values.
Though the preliminary person profiles offered a snapshot of the present state of affairs, in addition they supplied clear insights into how we may affect conduct primarily based on person group membership.
NEXT STEPS:
Now that we’ve got this info…what’s the plan?
- Planning a communication technique to information Unengaged Avid gamers to the brand new app model (utilizing in-apps, emails, notifications, and an influencers program).
- Enhancing the design to make it extra interesting to “previous customers”.
- Enhancing the person journey (ranging from the NavBar) to make it simple to find social options.
- Progressively eradicating the gaming characteristic to deal with the social facet.
- Plan qualitative Analysis with every group and perceive their wants
- Monitoring and cross-checking the information each month.
