[Case 03]
Overcoming feature awareness issue through in-app campaigns
Telco / Sustainability
300% increased engagement through in-app campaign
Improving discoverability for sustainability feature
[Project Overview]
Faced with low discoverability due to app feature prioritisation, I proposed to celebrate environment related events in order to create awareness around Optus Eco ‘carbon offset’ feature.
[Problem Statement]
Customers lacked awareness of Optus Eco's ability to offset the carbon emissions associated with their mobile phone usage. This presented an opportunity to educate users and increase feature adoption through a targeted in-app campaign.
[Category]
Telco / Sustainability
[My Role]
Lead Designer
[Platforms]
Desktop and Android
[Date]
March 2023
[Process]
[01] User Research
Gathered insights around user traffic and engagement service features and LN products within the app
Analysed user behaviour data to understand which service features users engage the most with and current engagement with promo tiles at the time
Benchmarked against other apps identify best ways to create awareness/engagement with other products within the app at the right time and place.
[02] Insights
Users are unaware of most Living Network products
Users dismiss current promo tiles as they take them as visual clutter or don’t feel they are usually relevant to them
Users would rather have a more personalised experience with the promotions they surface on the app
[03 Design Solution]
Contextual entry point tiles across the app to increase discoverability and engagement when and where most relevant
Iterated on multiple design to reach maximum simplification and reduce the ‘visual noise’ within the app
[04] Testing & Iteration
Conducted A/B testing with current MOA users testing previous entry points performance to propose design
Gather metrics through analytic data and implemented proposed design to all users
Applied same UX logic in order to increase awareness and engagement with other LN products
[Outcome]
300% increase in user engagement
Increased feature awareness for non Eco users
Increased carbon offset awareness and conversion on existing and new users
[Key Learnings]
Simplification is key
Users value a quick and easy process, especially on mobile.
Iterative testing pays off
Regular testing uncovered hidden issues and ensured the design met user needs.
Details matter
Small improvements, like error validation and mobile optimization, had a significant impact.
