MVP delivered in 1 month
MVP delivered in 1 month
MVP delivered in 1 month
MVP delivered in 1 month
MVP delivered in 1 month
MVP delivered in 1 month
Building a multi-channel communication funnel to drive new user activation using the Bowling Alley Framework
Building a multi-channel communication funnel to drive new user activation using the Bowling Alley Framework
Building a multi-channel communication funnel to drive new user activation using the Bowling Alley Framework
Building a multi-channel communication funnel to drive new user activation using the Bowling Alley Framework
Building a multi-channel communication funnel to drive new user activation using the Bowling Alley Framework
Building a multi-channel communication funnel to drive new user activation using the Bowling Alley Framework
Mar 2022 - Sep 2022
Timeline
Product Designer
Role
Mar 2022 - Sep 2022
Timeline
Product Designer
Role
Context
Context
The Ahazou app offers ready-made and customizable content for entrepreneurs looking to boost their digital presence. In the app, users can find ready-made posts, stories and videos, aligned with the latest trends and optimized for engagement.
The Ahazou app offers ready-made and customizable content for entrepreneurs looking to boost their digital presence. In the app, users can find ready-made posts, stories and videos, aligned with the latest trends and optimized for engagement.
Goals
Goals
1
Increase new user activation rate by 10%
Our main goal was to drive new user activation by a significant margin. Aiming for an ambitious goal of 10% growth, we implemented the Bowling Alley Framework to build an optimized engagement funnel. This funnel was carefully designed to guide users through strategic steps that would lead to greater interaction and proactive use of the app.
1
Increase new user activation rate by 10%
Our main goal was to drive new user activation by a significant margin. Aiming for an ambitious goal of 10% growth, we implemented the Bowling Alley Framework to build an optimized engagement funnel. This funnel was carefully designed to guide users through strategic steps that would lead to greater interaction and proactive use of the app.
1
Increase new user activation rate by 10%
Our main goal was to drive new user activation by a significant margin. Aiming for an ambitious goal of 10% growth, we implemented the Bowling Alley Framework to build an optimized engagement funnel. This funnel was carefully designed to guide users through strategic steps that would lead to greater interaction and proactive use of the app.
2
Improve content discovery and use of key features
Recognizing that content and functionality are at the heart of the Ahazou app, we are dedicated to enhancing the user discovery journey. Our focus was on making access to the app's features more intuitive, ensuring users can easily find and use the posts, stories and videos that most resonate with their needs. This involved optimizing interfaces and curating content so that key features stood out from the first use.
2
Improve content discovery and use of key features
Recognizing that content and functionality are at the heart of the Ahazou app, we are dedicated to enhancing the user discovery journey. Our focus was on making access to the app's features more intuitive, ensuring users can easily find and use the posts, stories and videos that most resonate with their needs. This involved optimizing interfaces and curating content so that key features stood out from the first use.
2
Improve content discovery and use of key features
Recognizing that content and functionality are at the heart of the Ahazou app, we are dedicated to enhancing the user discovery journey. Our focus was on making access to the app's features more intuitive, ensuring users can easily find and use the posts, stories and videos that most resonate with their needs. This involved optimizing interfaces and curating content so that key features stood out from the first use.
3
Maximize engagement without technical team involvement
In an ideal scenario, the integration of technology and design results in a user experience that is both engaging and technically refined. However, the challenge becomes more complex when optimizing the user experience must be achieved without intervention from the technical development team, which was immersed in other fundamental priorities.
3
Maximize engagement without technical team involvement
In an ideal scenario, the integration of technology and design results in a user experience that is both engaging and technically refined. However, the challenge becomes more complex when optimizing the user experience must be achieved without intervention from the technical development team, which was immersed in other fundamental priorities.
3
Maximize engagement without technical team involvement
In an ideal scenario, the integration of technology and design results in a user experience that is both engaging and technically refined. However, the challenge becomes more complex when optimizing the user experience must be achieved without intervention from the technical development team, which was immersed in other fundamental priorities.
Solution
Solution
Faced with the challenge of driving new user activation, we adopted the Bowling Alley Framework as the backbone of our strategy. This approach allowed us to develop an integrated communication funnel, using emails, in-app notifications and push notifications to guide users at each stage of their journey.
Faced with the challenge of driving new user activation, we adopted the Bowling Alley Framework as the backbone of our strategy. This approach allowed us to develop an integrated communication funnel, using emails, in-app notifications and push notifications to guide users at each stage of their journey.
Process
Process
1
User Journey Mapping
The crucial first step was to map the entire user journey, identifying key moments where users could deviate or disengage. With this mapping in hand, we were able to design re-engagement points, bringing users back on the desired path. This process involved an in-depth analysis of users' interactions with the Ahazou app, allowing us to understand and anticipate their needs and expectations at different stages of engagement.
1
User Journey Mapping
The crucial first step was to map the entire user journey, identifying key moments where users could deviate or disengage. With this mapping in hand, we were able to design re-engagement points, bringing users back on the desired path. This process involved an in-depth analysis of users' interactions with the Ahazou app, allowing us to understand and anticipate their needs and expectations at different stages of engagement.
1
User Journey Mapping
The crucial first step was to map the entire user journey, identifying key moments where users could deviate or disengage. With this mapping in hand, we were able to design re-engagement points, bringing users back on the desired path. This process involved an in-depth analysis of users' interactions with the Ahazou app, allowing us to understand and anticipate their needs and expectations at different stages of engagement.
2
Creating custom communication funnels with Clevertap
Next, we focus on customizing communication funnels. Taking into account the segment chosen by users during onboarding, we developed customized messages and notifications that spoke directly to their interests and drove action. This not only improved the relevance of the content provided but also increased the perceived value of the app for users, encouraging continued use of Ahazou's tools and resources. Segmentation-based personalization allowed us to tailor the storytelling and content offering, ensuring each user felt like the experience was tailored to them.
2
Creating custom communication funnels with Clevertap
Next, we focus on customizing communication funnels. Taking into account the segment chosen by users during onboarding, we developed customized messages and notifications that spoke directly to their interests and drove action. This not only improved the relevance of the content provided but also increased the perceived value of the app for users, encouraging continued use of Ahazou's tools and resources. Segmentation-based personalization allowed us to tailor the storytelling and content offering, ensuring each user felt like the experience was tailored to them.
2
Creating custom communication funnels with Clevertap
Next, we focus on customizing communication funnels. Taking into account the segment chosen by users during onboarding, we developed customized messages and notifications that spoke directly to their interests and drove action. This not only improved the relevance of the content provided but also increased the perceived value of the app for users, encouraging continued use of Ahazou's tools and resources. Segmentation-based personalization allowed us to tailor the storytelling and content offering, ensuring each user felt like the experience was tailored to them.
3
Implementation and continuous iteration
We initially launched a basic funnel, collecting data and user reactions in real time. Based on this feedback, we made continuous adjustments and refinements, improving our communications strategies and optimizing funnel stages for better engagement and activation.
3
Implementation and continuous iteration
We initially launched a basic funnel, collecting data and user reactions in real time. Based on this feedback, we made continuous adjustments and refinements, improving our communications strategies and optimizing funnel stages for better engagement and activation.
3
Implementation and continuous iteration
We initially launched a basic funnel, collecting data and user reactions in real time. Based on this feedback, we made continuous adjustments and refinements, improving our communications strategies and optimizing funnel stages for better engagement and activation.
Tools
Tools
Clevertap
Amplitude
Miro
I worked with Rodrigo in Product Management and it was amazing! He is the kind of professional who is extremely committed, diligent, and has a strong command of his field.
Gabriela Krischanski
Product Manager @ Ahazou
I worked with Rodrigo in Product Management and it was amazing! He is the kind of professional who is extremely committed, diligent, and has a strong command of his field.
Gabriela Krischanski
Product Manager @ Ahazou
I worked with Rodrigo in Product Management and it was amazing! He is the kind of professional who is extremely committed, diligent, and has a strong command of his field.
Gabriela Krischanski
Product Manager @ Ahazou
I worked with Rodrigo in Product Management and it was amazing! He is the kind of professional who is extremely committed, diligent, and has a strong command of his field.
Gabriela Krischanski
Product Manager @ Ahazou
Conclusion
The result was a highly effective engagement funnel that not only guided users through the desired steps but also reinforced the value of the Ahazou app, thus increasing the activation rate by 16%. This success came from our ability to closely align communication with user expectations and behaviors.