Wrino is a social networking app that enables users to make new friends through the art of storytelling. With a limit of 20 paragraphs and 120 characters per paragraph, users can share their personal narratives or contribute to the stories of their friends. The iOS version of Wrino was launched in March, allowing users to connect and engage with one another in new and exciting ways.
In preparation for the launch of Wrino, our team conducted exclusive testing among a select group of friends to evaluate the concept and usability of the platform. The initial response was positive, with users expressing high levels of satisfaction and enjoyment. During the testing phase, the platform achieved a remarkable 30% daily active user rate, with an average daily usage time of 25 minutes. Some users even posted stories on a daily basis.However, after the official launch of the first version, we experienced a significant drop in daily active users, with numbers plummeting to just 5%. We also observed a sharp decrease in the number of new stories and comments being posted, as well as the average daily usage time, which dropped to just 2 minutes per day. Consequently, we embarked on a comprehensive investigation to identify the root cause of these issues and explore potential solutions to address them.
To gain a deeper understanding of our users and their experience with Wrino, we conducted a comprehensive study that utilized both primary and secondary research methods. Given the relatively small number of users on our platform, we focused on conducting in-depth interviews. During these interviews, we utilized open-ended and neutral questions to explore users' experiences, opinions, and feelings related to Wrino. Additionally, we leveraged empathy mapping techniques to catalog their emotions, actions, and motivations, providing us with valuable insights to inform our product development strategy.
We interviewed some of old users who used to be active during exclusive test and new registered users.
Because Araybellar’s occupation, he pays attention on new applications especially social connection app.
“I know the founders of this kind of app will be someone who is ambition, have rich knowledge and wide interests, so we can talk about philosophy, investment, soccer, movie and music.”
Big KK is into sci-fi work, like “Three Bodies”,”Do Androids Dream of Electronic Sheep”,etc. She likes being trendy, she will try whatever social media app if it is on trend. She enjoy participating and expressing.
“I like to be the first one in a new social media app, and I like to explore how to play around.”
Friends is one of the most important part in Hyon’s life. He enjoys to have fun with friends, no matter making fun projects together or simply hang out. He has accomplished 2 applications, a rock band with friends, also explore new sport because want to expand social circle.
“I like getting inspiration and exploring new things with friends. It is not about accomplishment or companion, it is just fun, just fulfill the life.”
In addition to gathering insights on their experience with Wrino, we also probed users to understand why they tend to spend more time on other social media applications. Given that a majority of our interviewees were also frequent users of Instagram and Twitter, we sought to gain additional perspectives by delving into their experiences with these platforms. By doing so, we were able to identify key features and functionalities that resonated with users and incorporate them into our product design strategy.
The average daily time spent on Instagram is 53 minutes. There are 500 million active users daily on Instagram.
"I am on Instagram the WHOLE day. I guess the Story feature gets me anxiety, I am eager to see what my friends are doing, and whenever I have a moment, I want to share to story. "
In 2021, the average US adult spent 6 minutes on Twitter per day
"The reason I use Twitter a lot is because all the tech people are on Twitter. I got the most trendy information from it, like new published product features, opinions about what is happening, and subway updated."
We selected @Araybellar as our target user and developed a detailed persona and user journey map based on their characteristics. Our decision to focus on this user type was driven by the fact that they tend to have a strong desire for information and connection, making them a particularly motivated user group to engage with.
1. People who have voices in their social circle and likely to express their opinions
2. People who eager to expand social circle by reaching out to people with similar interests
3. People who use the social media as a source of information
Our aim with this improvement was to enable users, such as @Araybellar, to more easily explore topics that interest them and connect with others who share similar interests.
Drawing on insights from our user journey map, we identified the need to enhance the "explore" page in order to make it easier for users to search for and discover content that aligns with their interests.
The previous design has a problem: people get confused between Trending page and Explore page since their layouts, contents are pretty similar. So we use this change not only to solve users problems, but also differentiated these two tabs to highlight the features.
Last updated V 1.3.1, Aug 2022
The design is during implementation, will conduct usability test after. Through the test, we want to see:
• If users feel easy and encouraged to post new thoughts
• If users grow interests to join story campaign
• If people uses search to explore new contents
• If people feel easy and get motivated to commend other people's story
To maintain an active rate for a user-generated content app, the following steps are necessary:
Motivate the target users, such as @Araybella, to create content and keep them engaged and satisfied by expressing themselves and connecting with others.
For users who find it challenging to create content, develop a system that allows them to engage easily, such as providing prompts for writing, encouraging them to participate in others' thoughts, or allowing them to leave commentsso they can also be a part of the community.
