Background
Problem
Our app had a low rating on the app and play store due to past performance issues. As a result, we lost potential paying clients and our reputation suffered.
Solution
To address this challenge, I led a UX initiative to prompt users to leave a rating at a strategic point in their journey with the app. Through user research and testing, we identified the most effective timing and message for this prompt.
As a result, we were able to increase our app store rating from 2.8 to 4.1 stars, significantly improving our reputation and attracting more potential clients. This UX strategy not only improved our app’s rating but also positively impacted our business performance.
Company
Humanoo, Digital Corporate Wellness
Humanoo is a holistic health employee wellness product that offers users a wide variety of health content.
- Yoga for beginners to experts
- Physiotherapy training to reduce everyday pain
- HIIT, endurance, and strength online classes
- Meditations for sleep, relaxation, concentration
- A nutritional content base full of both recipes and educational programmes
On top of being Europe’s largest holistic health library, humanoo offers cash-back incentives and community step challenges.
The Customer
As a corporate health SaaS company, Humanoo’s target customer is HR managers and health managers. These customers are looking for a digital wellness solution that they can provide to their employees.
“It is important that the service is well-liked and actually used by employees, so that it is worth the investment for my company.”
Role (Full time Senior Product Designer)
- Product Vision & Concept
- Initial Research & UX
- Copywriting (English)
- UI Design
Understanding the Problem
Happy users normally don’t think to leave a review unless prompted, while unhappy users go straight to reviewing.
1.
Unhappy Humans
- Through analysis of customer feedback in the app store, we discovered that the majority of user complaints were related to inaccuracies in step-count data. This issue arose when we implemented a third-party source to collect this information, which affected users participating in competitions and challenges.
- People were upset that they were in competitions but were seeing inaccurate data.
2.
Lacking a Guided Flow
- We did not have any sort of “rate-us” UX dialog implemented.
- The native dialog appeared after the second opening.
- At this point, people were not ready to rate and dismissed the dialog.
3.
People Want To Give Feedback
- Due to the lack of a support center, users resorted to using alternative channels to seek help, including leaving comments and negative reviews in the app store, in hopes of getting their personal issues resolved.
Data & Insights
The bad ratings come from past problems, which have all been fixed.
Not an Accurate Reflection
-
Since the trackers are currently stable, many features have been improved, and the overall uxui of the app had a complete facelift, the low rating does not reflect the current product.
How might we increase the app store rating to 3.5, as quickly as possible, so that our sales team no longer loses clients because of the low rating?
Hypothesis
We can quickly increase the app store rating by asking users to rate us soon after completing a meaningful or joyful action, since they will be more likely to give back and rate us positively.
The Process
Target super-users in hopes that they will rate us highly.
Who Are the Super Users?
Super users are defined by the quality of their actions, rather than the quantity. These users actively engage with the product, demonstrating a genuine interest and investment in our offerings.
To identify these valuable users, we focus on metrics beyond simple app usage, such as engagement and retention rates.
Moreover, we prioritize users who have received rewards or incentives from our platform, as they have already demonstrated a strong commitment to our product and are more likely to rate us well.
Narrow down our target by defining meaningful actions.
What Do Super Users Do?
Target 1: Users who get a reward. Focus on the reciprocity principle for persuasive UX. Always try to give something to your users before you ask anything from them.
Target 2: Users who finish their # session. In the end, we chose 8 sessions, because when looking at the average number of sessions done per week per user, it fluctuated between 8 and 9.
Separate unhappy users from happy users to reduce negative reviews.
Ask First, Review Later
We created a flow where users are first asked if they are happy, and if not, they will be redirected to a form where they can give feedback.
One thing that went well was that we included the developers early on in the project. With their input, we were about to come up with a solution that could be implemented within one week.
UX copy – is using “love-it” too extreme or just quirky enough?
Preference Testing Copy
To determine the optimal copy for the “like it” button in our user flow, we conducted a preference test using the Usability Hub platform. Our target audience consisted of individuals aged 30-60, encompassing both male and female users to reflect our user base.
Through this testing, we discovered that 69% of our sample group preferred the copy “Love it” for the continue button, a statistically significant result.
Solution
Using an existing component resulted in quick implementation time.
The Solution, Delivered
Before users are asked to rate our product, we first inquire whether they are enjoying their experience with Humanoo. If they respond positively, they are directed to a rating prompt. If they express dissatisfaction, they are given the opportunity to provide feedback through a form, which is saved in our database for further analysis.
This approach allows us to collect valuable feedback from our users, while also ensuring that our rating prompts are targeted to users who are more likely to provide positive reviews.
Conclusion & Learnings
Three months later, we see a significant rating increase!
When we first launched the feature in May 2021, the android app store rating was at ⭐2.8. On July 6 2021, the rating has risen to ⭐3.8!
White Label Success
Our app is also used as a white-label for insurances in Germany and Switzerland. We implemented this new flow not only for Humanoo, but across all of our apps. Overall, it was a big success!
App1 – Released 2019
ios: Reviews increased by 215. ⭐4.5 stayed ⭐4.5 — -0
android: Reviews increased by 283. ⭐3.4 increased to ⭐4.7 — +1.3
App2 – Released 2020
ios: Reviews increased by 386. ⭐3.9 increased to ⭐4.3 — +0.4
android: Reviews increased by 391. ⭐3.5 increased to ⭐4.3 — +0.8
My Take-Aways
In conclusion, our team was able to develop and implement an efficient and effective user feedback flow by involving all stakeholders in the process.
By collaborating with our developers during the ideation phase, we were able to generate innovative ideas that led to the successful execution of the feedback flow. Additionally, by consolidating all user feedback into a single platform, we gained valuable insights into our users’ preferences, which allowed us to identify and address quick design fixes that improved the overall user experience.