ABOUT

Duration: 3 weeks (Initial research to launch)

Challenge: To create a new homepage to increase app downloads from the web

Process:
• Set up a Heatmap and Clickmap online test for the old homepage to identify the most popular features and largest problems with the existing interface.
• Designed and conducted an online survey with non-Movebubble. Users were asked to determine the purpose of the app from just the homepage, and success was disappointing.
• Completed full analysis of the data returned from both online tests to isolate the problem with the existing site.
• Competitor analysis of messaging and promoted features from direct and indirect competitors.
• Designed and carried out an online survey into what features users felt were the most useful to them, as well as what their biggest problem was with renting. Completed analysis of the data returned in order to find a solution that provides the most value to the users.
• Designed, organised, and led a focus group of 20 people. Users were given 3 specifically designed activities that addressed preferences, behaviour on homepage’s, identity constructs, and their biggest problem areas. I was responsible for the design and creation of all materials, as well as recruitment of the users.
• Completed quantitative and qualitative analysis on the results of the focus group to determine the most successful design.
• Created basic wireframes to pass onto the design teams, and communicated results back to the Marketing team.
• Set up new Heatmap and Clickmap tests for the new homepage once it was launched, and tracked the metrics returned using Google Analytics and Appsflyer.

Results: Analytics are still being tracked on the ultimate success, however initial data has shown a significant increase in the conversion rate of clicks on download links to actual installs (19.84%) as well as page engagement, while bounce rates and page exits have dropped.