Stories in the App
The mobile application for online education targets users who are looking to switch careers. The average user interacts with the app for approximately ХХ minutes per day. Despite active marketing campaigns and promotional offers available on the website, these activities are not reflected within the mobile app, resulting in missed opportunities for user engagement and conversion. The main objective was to integrate an engaging and interactive feature within the mobile app that could effectively communicate marketing campaigns, new features, and other important updates to users.
Problems
Currently, the marketing activities and offers available on the website are not displayed in the mobile app. This leads to the following issues:
- Users are not aware of discounts, new courses, and bonuses.
- Low user engagement in marketing campaigns.
- Loss of potential conversions into purchases through the mobile app.
Tasks
- Explore the implementation of the stories format and compare it with the slider format
- Write advantages
- Choose the optimal way
Hypotheses
- Adding stories to the mobile app will increase user engagement and key metics.
- Stories will help increase purchase frequency through more noticeable and interactive display of marketing offers.
Discover phase
Grows of Stories Format
Research
Advantages of stories
- Familiar and popular format with understandable patterns
- Quick and scalable way to transfer information.
- Unified content delivery channel
- The ability to use various content formats: photos, videos, GIF animations, polls, etc.
- High user engagement due to interactivity
- Ease of information consumption in a short format
Drawbacks of stories
- Expensive and time-consuming
- Main information is available only after a click
- Need to create new content every day/week/month
- Difficulty in creating quality content for stories. (Resources for creating stories: possible involvement of many people - designers, lawyers, developers)
- Need to develop a new admin panel
How competitors work with stories
Services
Lifestyle
Feature
Statistics
Values
Competition
What can we implement in Our app
Media
Statistics
Feature
Marketing
Referral program
Study
Draft design of the admin panel
Adding stories can significantly impact a variety of metrics
design of the admin panel
- Defining the requirements for the admin panel to upload and manage story content.
- Developing the admin panel interface.
User flow
How competitors work with banners
How competitors work with banners
Conclusion
Implementing stories in a mobile application has the potential to significantly improve user experience and increase conversions. Stories, due to their interactivity and variety of formats, can effectively serve various purposes: from marketing and education to providing statistics and promoting a referral program. Despite the obvious advantages and potential of stories for enhancing user engagement and increasing conversions, there are the following important points:
Designer labor costs
I conducted a detailed calculation of my labor costs for creating and integrating stories. I took into account the approximate time needed to develop user scenarios, create prototypes, conduct tests, and make improvements based on feedback. The total time costs turned out to be significant, which would have required postponing or abandoning other current tasks.
Developer labor costs
The development team also calculated their labor costs. Implementing stories required creating a new section in the admin panel, developing interfaces for displaying content, as well as conducting testing and debugging. All these tasks would have required significant time and resources. The team concluded that under the current conditions, this could negatively impact other priority projects.
Economics
The product manager calculated the unit economics of the project. He considered potential revenues from increased conversions and user engagement, as well as the costs of developing and implementing stories. Despite the potential revenue growth, the analysis showed that the initial investments in the project would be significant, and the payback period could be extended. Given limited resources and the need for a quick return on investment, this decision was deemed impractical.
Additional workload on marketing
The implementation of stories would also have required significant efforts from the marketing team. Creating quality content for stories, maintaining their relevance, and conducting marketing campaigns would have required additional resources and time. Under the current conditions, this could have led to overloading the marketing team and reducing the effectiveness of other important marketing activities.
As a result of a comprehensive analysis of labor costs, economic factors, and organizational constraints, it was decided to temporarily abandon the implementation of stories in the mobile application. Despite the potential of stories to enhance user engagement and increase conversions, current resources and conditions do not allow for the effective realization of this project. The team will focus on other priority tasks and improving existing application features, with plans to revisit the idea of implementing stories in the future.
As a result of a comprehensive analysis of labor costs, economic factors, and organizational constraints, it was decided to temporarily abandon the implementation of stories in the mobile application. Despite the potential of stories to enhance user engagement and increase conversions, current resources and conditions do not allow for the effective realization of this project. The team will focus on other priority tasks and improving existing application features, with plans to revisit the idea of implementing stories in the future.
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