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Optimizing the user experience of the Hapi app to enhance user activation 

Background

The Hapi app is an emotional support a app that connect peoples  By facilitating connections between users and empathetic listeners, the app establishes a secure and non-judgemental environment for individuals to anonymously express their feelings and share personal experiences. However upon download the app, significant numbers of new users were did not initiate their first call. 

The goal of this project is to uncover the barriers preventing users from making their first call, identify strategies to enhancing user activation, and propose design solutions that encourage new users to initiate their first conversation with a Hapi Listener. 

By addressing these challenges, we aim to improve the overall user experience and foster greater engagement with the Hapi app. 

What is user activation? 

In the context of a mobile app, user activation refers to the process of encouraging and motivating users to take an action the the aim of getting the user to meaningfully engage with the app. 

It involves guiding users through initial on-boarding, encouraging them to explore key features, and ultimately driving them to perform a desired action such has making a purchase or using the app regularly. 

Why is user activation important?

User activation aims to maximize the conversion of app downloads or installations into active an engage users. It focuses on designing intuitive and compelling user experiences that effectively communicate the value and benefits of the app, incentives users to take action, and provide an seamless and enjoyable journey from the first interact to sustained usage. Effective user activation strategies contribute to higher retention rates, increased user satisfaction, and overall app success. 

Problem Statement

A significant issue exists within the current user experience of the app, where a substantial number of users download the app but fail to initiate a call. Furthermore, when users do make a call, they are taken aback by the voice-only communication and discover that the person on the other end is a real individual. Consequently, this unexpected realization often results in users prematurely ending the call and opting for text-based conversations instead. To address this problem, it is essential to enable users to fully utilize the app upon download and ensure a seamless transition towards successfully making their first call. 

User Goal

To empower users to confidently and successfully initiate their first call on the Hapi Talker app. By providing a seamless and intuitive user experience, we aim to eliminate any barriers or uncertainties that prevent users from engaging in their first conversation with a Hapi Listener. 

Business Goal

To significantly enhance user activation of the Hapi Talker app. By implementing effective strategies and improving the user experience, we aim to increase the number of users who actively engage with the app, initiating meaningful conversations with a Hapi Listener. This goal aligns withe driving app usage, maximizing user satisfaction, and ultimately fostering the long-term success and growth of the Hapi Talker app. 

Methodology

Competitive Analysis

To kickstart this project, our initial focus was examine other similar apps and explore how they effectively guide new user to utilize their respective apps. We aim to uncover the user flow of each app and understand the strategies employed to prompt users to start using the app immediately upon on-boarding.

 

In our analysis, we considered the following five apps:

1. HearMe

2. Happy

3. Vent

4. TalkLife

5. 7CUPS

 

By studying the on-boarding process of these apps, we aimed to gain valuable insights and inspiration for enhancing the user journey and encouraging user activation with the Hapi Talker app. 

Insights: Competitive Analysis

The value proposition of Hapi is the human voice.

Users reported confusion and difficulties when trying to navigate the purchase page. The layout or design of the page made it unclear how to select the desired items to make a purchase, resulting in a less intuitive user experience. 

Most users prefer texting over a voice call

Users found it unnatural to toggle between different packages or options when attempting to select what they wanted to purchase. 

Expectation of a final payment screen

Users expected that after tapping the "Confirm" button to complete their purchase, they would be directed to a final payment screen displaying comprehensive details of the transaction. However, instead of a dedicated screen, they were presented with a simple pop-up confirmation displaying the purchase details and the amount charged. 

Task Analysis

For this part of the study, I recruited 5 participates who have no prior experience on the app. I provided a background of the app, such that it was a venting app that anonymously connects people to listeners.  

The task initiated was to download the app from the app store and go through the user onboarding all the way to making their first call. 

Insights:
Task analysis

No clear call-to-action

Users reported confusion and difficulties when trying to navigate the purchase page. The layout or design of the page made it unclear how to select the desired items to make a purchase, resulting in a less intuitive user experience. 

UI elements unclear

Users found it unnatural to toggle between different packages or options when attempting to select what they wanted to purchase. 

"I didn't know it was voice only"

Users expected that after tapping the "Confirm" button to complete their purchase, they would be directed to a final payment screen displaying comprehensive details of the transaction. However, instead of a dedicated screen, they were presented with a simple pop-up confirmation displaying the purchase details and the amount charged. 

Wireframes

Based on the results for the task analysis i wanted to redesign the home screen to have a stronger call-to-action. In addition, I wanted to keep the following in mind. 

1. Even though, Hapi is an audio first app. Texting is also an option that wasn't displayed in the homescreen. 

2. Most users upon making a call request, don't know that its going to be a call. 

3. They don't know if the Hapi Listener is a real human and not an AI bot

4. They don't know that they are on a free trial 

5. Some users will purchase more minutes while on the call, but are guided by the lsitener. 

6. How does this work? This is my first time

With this in mind I wanted to redesign the home screen and the user flow to better to better inform and prepare the user when making their first call.  

Insights: Wireframe

Two strong call-to-actions: "Call" or "Text" buttons

Users reported confusion and difficulties when trying to navigate the purchase page. The layout or design of the page made it unclear how to select the desired items to make a purchase, resulting in a less intuitive user experience. 

Improved UX copy to inform them of their trial

Users found it unnatural to toggle between different packages or options when attempting to select what they wanted to purchase. 

Option to pay to for more time, in order to continue the call. 

Users expected that after tapping the "Confirm" button to complete their purchase, they would be directed to a final payment screen displaying comprehensive details of the transaction. However, instead of a dedicated screen, they were presented with a simple pop-up confirmation displaying the purchase details and the amount charged. 

Conclusion

In conclusion, the collected insights from the the user interviews, task analysis and heuristic evaluation provided a comprehensive understanding of the strengths and areas for improvement in the purchasing user flow. 

The user interviews revealed issues such as the user's lack of awareness of the auto-purchase plan. 

The task analysis shed light on the unclear purchase page and user's confusion about what they were confirming during the purchase process. 

Lastly, the heuristic evaluation uncovered inconsistencies in the resemblance to standard purchasing pages and inadequate visibility fo system status. 

These insights revealed a few usability issues in the purchasing user flow in which we can prioritize and create action items to enhance and refine th user experience. 

Recommendations include improving communication and transparency in regards to the auto-purchase plan, providing clear feedback and confirmation during the purchase process, and ensuring consistency with standard design patterns. 

By implementing these improvements, we can create a more intuitive, seamless and trust worthy purchasing experience. 

Next Steps

To enhance the current UX experience for the purchase flow, several opportunities for improvement have been identified based on our research.

  • Set the purchase plan to "off" 

    • Disabled auto-purchase plan, and allows user to opt-in if they desired. 

    • Implement a clear option for users to disable the auto-purchase plan. This empowers users with the ability control their purchasing behavior and prevents unintentional or unwanted purchaes.

  • Improve auto-charge timing

    • Ensure that the auto-charge feature is accurately timed and activated only after the user's call has ended. This will prevent users from being unexpectedly charged for additional time when they intended to end the call.

  • UX/UI Redesign 

    • Simplify the layout and design of the purchase page to make it more intuitive and user-friendly. 

    • Clear visual cues, proper grouping of options, and concise instructions to help users understand and navigate the page more effectively. 

    • A dedicated final payment screen after purchase to meet users expectations and enhance transparency. 

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