Role
Senior Product Designer, Motion Designer
Timeline
2023
TOOLS
COLLABORATION AND RESEARCH
I collaborated closely with a junior designer, and we divided our tasks strategically. She focused on conducting internal research on current streak features within Microsoft Rewards, identifying key streaks such as:
Weather Streak
Daily Set Streak
Check-in Challenge
We then extended our research externally, examining similar features in popular apps to gather insights and inspiration. Several apps across different categories offer streak pause features to help users maintain their streaks without losing progress due to unavoidable breaks. Here are some examples:
Duolingo: Allows users to pay to restart their streak.
Drops: Allows users to skip two days without breaking their streak.
Habitica: Offers flexibility in maintaining streaks through different mechanisms.
Headspace: Users can contact support to maintain streaks if they miss a day.
Fitbit: Users can manually adjust entries to maintain streaks.
Forest: Offers a 'Streak Freeze' feature to maintain focus streaks
MyFitnessPal: Offers streak pauses for logging breaks.
FINDING INSPIRATION
To ensure our design was innovative and user-centered, we looked for inspiration beyond our immediate domain. We explored:
Design systems from leading companies like Apple, IBM, and Adobe.
Creative platforms such as Dribble, Behance, and Pinterest.
Blogs and articles from industry leaders like Invision, Spotify, Mailchimp, Shopify, Airbnb, Wired, Fast Company, and Awwwards.
Advertising agencies including Rethink, Collins, Pentagram, Landor, IDEO, and Meta Design.
DEFINING THE VALUE PROPOSITION aND THE USER JOURNEY
Based on our research, we developed a detailed user journey, identifying key pain points and opportunities for improvement. This groundwork informed our value proposition and laid the foundation for designing effective solutions. With these insights and enhancements in place, we moved on to the ideation phase, where we explored creative solutions to address the identified needs and further refine our approach.
How might we offer flexible and user-friendly options for managing missed activity streaks to maintain and boost user engagement?
DESIGN AND IMPLEMENTATION
As part of our deliverables for the Streak Pause project, we explored several options to offer flexibility and maintain user engagement:
Modal Dialog with Scenario Explorations: We defined various scenarios where users might need to pause their streaks, designing modal dialogs to address each scenario.
Streak Break with Toggle On/Off: Users could toggle streak breaks on or off, with tasks required to regain extra "time off" from their streaks.
Streak Break with Pause/Resume: Users could pause and resume their streaks by spending points to regain extra time.
Streak Break from Settings: We allowed users to manage streak breaks directly from their settings.
Streak Auto-Restore from Customer Support Page: Users could automatically restore their streaks via the customer support page.
Streak Auto-Restore from "Help with Microsoft Rewards" Link: A dedicated link provided users with an easy way to restore their streaks.
Concept 01 / streak break with toggle on/off
Toggle On/Off: Users can pause their streaks using a toggle switch. During this pause, they won't be penalized for not continuing their streak.
Limit: Users can only use up to 14 "streak break" days out of 14 available days per year.
Complete Tasks for Extra Time Off: While paused, users can complete specific tasks to earn extra "time off" from their streak. Completing these tasks allows the user to extend their break without losing streak progress.
Impact
User Acquisition: Successfully increased the user base, particularly among the target demographic of 19-42-year-olds.
Gender Balance: Improved the ratio of female to male users by creating targeted ad campaigns.
Ad Performance: Enhanced ad engagement and effectiveness through data-driven design and testing.
Competitive Positioning: Differentiated Clover from competitors with unique, visually engaging motion graphic ads.
By employing a user-centered design thinking approach, I was able to create effective motion graphic ad campaigns that significantly boosted user acquisition and improved gender balance on Clover. This project highlights my ability to leverage user insights and data analysis to drive design and marketing strategies that achieve tangible business results.
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