ABOUT

Duration: 1 month (Initial research to launch)

Challenge: Create a feature that allows users to save or ‘favourite’ properties within the app.

Process:
• Conducted user interviews over the phone to determine the demand for the feature
• Completed competitor analysis with both direct and indirect competitors
• Carried out academic research into the psychology behind ‘saving’ items in a digital space
• Designed, organised, and led a focus group with 12 users where I determined user behaviour from 3 specifically designed tasks centred around ‘saving’ items and managing negative emotions. I addressed 12 research hypotheses with the whole activity and was also responsible for the recruitment of users.
• Carried out manual transcription of tasks and completed quantitative and qualitative analysis on the results from the focus group.
• Communicated the results of the analysis back to the product team in terms of action points.
• Carried out online preference tests for the icon to be used for the feature, and also further online research into the feature functionality.
• Tracked several metrics on the usage of the feature in Google Analytics and Mixpanel, as well as user feedback.

Results: The most successful feature to be launched within the app, with over 22,000 recorded actions within its first month, which equates to 12% of all actions within the app.