Push notifications for feature updates and events.
Project Overview
Grindr is the world's most influential Gay, Bisexual, and Transgender Queer (GBTQ+) dating app that has tens of millions of users around the world.
Problem:
The online and offline events on Grindr were particularly designed for users in Europe and America. The participation rate of APAC users was low. Thus, Grindr wanted to increase the DAU and user interactions in APAC through localization strategies, and to design push notifications of feature updates for worldwide users in different countries accordingly.
Solution:
To achieve this, I created push notifications for feature updates and online events for APAC users in the Grindr app. By interviewing users, organizing events, and designing these notifications, both DAU and user interactions have been improved a lot. The DAU in Taiwan has been increased by 33%.
My Role
Product Designer, UX researcher
Skills
Figma, Sketch, User interview, Data Analysis
Duration
April 2020（3 months）
Team
Blake Wang
User Research
(1) Target Users
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APAC users
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Paying users
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Free users
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Global users
(2) Research Methods
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Online survey (Google form)
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In-person interview
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Research online
(3) User interview questions
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How many times per week, and why do you open the APP?
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What is the paid feature you most want to try?
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If Grindr holds online or offline events for users in APAC, would you be willing to participate?
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Would you like to be notified of events and APP feature updates?
We have performed 30 user interviews and collected 320 online surveys. From such user feedback, we summarized the following problems.
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42% of APAC users think the events are designed for European and American users, therefore having no sense of participation.
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26% of free users don't know the benefits of paid features, thus having no incentive to become paid users.
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18% of users only open the APP when receiving messages from other users.
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14% of users are not aware of the new features.
These findings motivated us to develop the following strategies.
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Design particular online and offline events for APAC users to improve user interactions with the app.
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Regularly allow free users to try the paid features so that they can know the benefits of the paid features.
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Regularly send push notifications for events and new feature updates to benefit user activation and help users know how to use the new features.
Challenges
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How can we increase DAU?
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How can we develop localization strategies for user growth?
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How can we increase user interactions with the app?
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Learned about the GBTQ+-related festivals in APAC.
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Analyzed the design styles the LGBT+ community might favor.
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Investigated the paid features users often use.
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Examined the new feature information of the APP.
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Collaborated with popular KOLs in APAC.
Background Research
Festivals: LGBT Pride Month, Pride Parade, Chinese New Year, Christmas, Valentine's Day
Design considerations: muscular man photos, simple and straightforward style, eye-catching title
Paid features: to view 600 more profiles Who viewed me, Read Receipts, No more ads, 14 advanced filters
Design Goals
To increase the number of users and the DAU in APAC and to improve the user interactions with the Grindr app.
1. Event push notifications for APAC
Goal: design special events for APAC users and increase their interactions with the APP.
Main contributions: Event management, designing, collaboration with KOLs, data analysis
Target users: APAC users
Design consideration: to use APAC festival-related colors and collaborate with popular Asian KOLs and illustrators.
Impact: Increased the number of APAC users and DAU in APAC.
(1) New Year’s events in APAC: Happy New Year!
Target users:
Free users Introduce three paid features respectively during the three consecutive New Year holidays.
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Browse 600 profiles for free
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See “ Who viewed me ” for free
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Free 24-hour profile filter
Goal:
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Allow free users to experience the benefits of paid features, and then become paid users.
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To increase DAU by motivating users to open the APP with the free trial of paid features.
Impact:
Increased the DAU during the New Year holidays in APAC.
(2) Collaborate with popular KOL (93K followers)on the Christmas lottery game.
Target users:
Free users
Goal:
To attract new users and community exposure through activities.
Impact:
Grindr Instagram obtained
+18000 exposure, +8840 reaches, +1680 followers
(3) Create a brand new sticker with a Taiwan illustrator.
Target users:
APAC users
Goal:
To achieve a more convenient, efficient, and interesting user chat experience.
Impact:
Obtained a sticker usage rate of 46.2% in a quarter.
Goal: Let users know the feature updates and how to use them in the APP.
Target users: Global users, free users, and paying users.
Design consideration: To easily and clearly present the new features.
Impact: Increased the usage rate of the new features and the DAU when sending push notifications.
2. Push notifications for feature updates
(1) New feature:
IOS users can send MEMOJI in the Grindr chat.
(2) New feature:
Long press on the user profile to start a quick chat.
Impact
Improved the DAU and user interactions in APAC and led to +33% Taiwan user growth in a quarter.
More importantly, APAC users feel the app is closer to their lives.
User Feedback
User A
User B
“When I am using the Grindr APP recently, I feel that there are more and more activities in Asia. I think it is very interesting, and I look forward to receiving the activity push notifications!”
“Through the event, you can try the paid functions for free, which is very good! This will make me consider becoming a paying user. My favorite feature is to view 600 profiles for free!”
“During the Chinese New Year, I have been online for three consecutive days and want to get a free trial of paid features!”
User C