MY ROLE:
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Defining requirements
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Product team leadership
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UX/UI
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Data analysis
About ASK.fm
With over 411 million registrations and over 100 million app downloads since we started, has millions of users exchanging questions, answers, and messages daily.
ASKfm, a social network for the young and curious, where people from all over the world exchange questions, answers and meaningful conversations. While questions (incl., anonymous) are a great conversation starter, the real 'A-ha! moment' is when people realise their opinion matters to so many peers.
Problem Space
The ASKfm interface has undergone 3 major changes over the last 11 years. Each time it was a serious step for us and for our audience, who were accustomed to the old design and, as usual, wary of updates.
Over the past year, in addition to the usual questions and answers, chats created a significant part of the user activity at ASKfm. The major product changes required also an update to the app interface.
Solution Space
Easy to start. Hard to stop.
Just ask people and start receiving answers. One action - hundreds of interactions.
The infinity loop of engagement.
There is always one more new question in your inbox.
A good question is critical.
Inbox first experience. Questions you receive should be engaging and interesting.
Anonymity is added value
Strategy
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Replace content consumption-based with a communication-focused experience.
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Reduce UI complexity.
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Refresh look & feel.
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Redesign inbox with an aim to focus on user-to-user communication.
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Shoutouts rebranding
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Enhance anonymous messaging experience.
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Optimize navigation within the product.
Results
Facelift is always a risky move and we are delighted to share that for us it has paid off. After a successful facelift of our iOS app we presented the new look of our Android. What we observed was an immediate 25% increase of our key metric, answers published per day.
As a result Answers grew to 16.6 million, or a 2.4 million YoY increase (January 2022 vs. June 2021). It’s also +40 millions minutes to duration/month!
Key achievements
+83% Duration per User Thanks to Value-Driven Product Strategy and Design
The new simplistic and clean design draws full focus to communication with each other, the main value our audience is after.
Our value driven development paired with lean approach has created multiple times progress where applied
Enjoy!