Increasing stickiness from 32% to 48%

Context

Calo is a food tech company that specializes in delivering healthy meal plans. In order to increase people's interaction with the app, the marketing team came up with an amazing event for The World Cup.

My Role

UX Researcher
UI Designer
Hand-offs to Developers
Product Review

Methods

Mind Mapping
Brainstorming Session
Impact Mapping
Information Architecture

Tools

Figma
Slack
Jira

Time Period

2 weeks

Status

Released

Main Goal

Increasing user engagement on the app by taking advantage of the world cup event and gamifying the experience.

Problems

Short period for designing and developing (2 weeks).

Short notice with no prior details about the premise of the feature and what it should include.

Business Goals

Increase engagement

Increasing engagement by taking advantage of the huge event which is the world cup and gamifying the experience.

Introduce users to new meals being created.

The food team was creating new meals for the world cup and needed a fun way to introduce them on the app.

Educate users about some features on the app

The design needed to educate the users about the swap functionality since it is one of the most used features.

Success Metrics

Increased engagement

This will be analyzed by observing the number of sales going through and time spent on the app.

User satisfaction for new meals

This will depend on the users' rating of the new meals.

Research

How it began

The PM approached me with an idea that the marketing team came up with for the world cup but needed to be designed and implemented in less than 2 weeks since the world cup was getting closer while also creating a fun experience for the users.

Needed to gain more data:

After the PM’s explanation I needed to gain more information, so the PM and I gathered with the marketing team in the social space to discuss a new strategy to elevate the idea.

The way it works

Active users will get a physical passport where on each delivery the user will get a sticker with a world cup team's flag on it depending on the meal they chose.
The app should have a place to showcase these features and allow the user to swap meals with meals from world cup teams to complete their set of 15 stickers.

Mind Mapping

Mind map included brainstorming ideas from how users would choose their meals and stickers to actually receiving them.

Extra Discovery Session

I got people from the marketing and research team, and sat in the social space to discuss, which led to other departments joining the discussion and making the job clearer.

Prioritization Matrix

After the meeting in the social space, the product manager and I ended up with a lot of details so we needed to prioritize the main features to include.