stop the churn with An enjoyable Homepage Experience
Role:
Researcher & Visual Designer
Timeline:
Q1 - Q2 2023
Platform:
Mobile App
Product:
Hyppe is social media for content creators in Indonesia. In this project, I tried to improve the user interface and experience of Hyppe app.
Result:
Decreased the number of uninstalls by 30% and increased DAU by 40.5%.
8 mins read
our hypothesis
Why Hyppe loses a lot of new users who download and don’t stay in the app for long?
Hyppe is a new start-up, where many features are still MVP. However, as time goes by, we find it very difficult to keep users on our platform.
Our target user is Gen Z and most of them are new users who download, they don't stay long to access the Hyppe app.
So, we start with our homepage first as the first impression with user, here our hypothesis:
The homepage is the first impression of the user in using the application, so if the interface is not attractive, they will be lazy to use it.
They are not familiar with the social media experience at Hyppe because it is different from the competitors they use every day.
Algorithms that are not what they expected, so they didn’t want to access more or create content on Hyppe.
Your Story
kevinsaputra
natalia_jessica
marcelardianto_
angelagunawan
Happening
Following
Only Me
Vids For You!
See all
natalia_jessica
1 jam lalu
123
14:09
100 views
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore
Diaries For You!
See all
123
123
123
Pics For You!
See all
123
123
validating the hypothesis
These problems came out by the data. To, validate our hypothesis, I did a user research and benchmark to competitors.
Quantitative research
Analyzing the drop off rate in the funnel when they access Hyppe homepage for the first time.
qualitative research
User interview with some Hyppe users and users who have uninstalled and dropped off in the homepage section.
So, What’s their problems?
Mostly is about the experience:
Instead of scrolling through contents, users should clicking on each thumbnail and swiping left to see the content details.
The interface is not attractive, so they feel lazy to access it further
The homepage is very unfamiliar and awkward, users are not used to using it than competitors did, because they have to learn and adapt with Hyppe experience.
The Problems n highlight messages
Strange experience and behavior when viewing contents on the homepage
They have to swipe left and right to navigate through content.
The interface of Hyppe Diary & Pic is too deceptive and distracting
There’s no differences between Diary & Pic, because because from the thumbnail that just like a picture.
The function of “Only Me” filters is too distracting
That is so unnecessary because user thinks that they can see their contents on their own profile page.
Too many clicks and complicated flow just to view content details
Users had to tap multiple times just to see content and leave a like or comment.
Preview of HyppeVid is very noticeable compared to other contents
Users had to tap multiple times just to see content and leave a like or comment.
The whole homepage interface doesn’t seem friendly and rigid
For gen Z that active use social media, Hyppe interface is too old and not interesting to explore.
project goal: stop the churn
How can we stop the awkward and unfamiliar experience to make users more willing to access Hyppe?
Image: The user journey
The Problems
Designing with the entire human experience in mind
To be sure we were dealing with the correct issue and not putting away resources, we went through multiple validation procedures.
PHASE 1: Envisioning the experience of viewing content on social media
During this phase, the optimal end-to-end experience was designed, and usability testing was used to validate the design.
PHASE 2: Creating an interface according to the target market
To improve the convenience and satisfaction of users in accessing hyppe, I also make improvements on the other side, such as comment section, tag people, etc. So that they use it more smoothly, but not eliminate the sense of fun.
Phase 1
Envisioning the Experience of Viewing Content on Social Media
I observe how individuals use social media and experiment with different experiences that help users easily enjoy using the Hyppe application. Based on issues that have previously been created, the interface also aids in improving the experience. Examples of these issues include:
Simpler and straight forward flow to view detailed content
Previously
Previously, to view detailed content, the flow was very convoluted. Users had to tap multiple times just to leave a like or comment. Displayed image thumbnails on the homepage page don’t seem very useful.
At present, users will see the full content, including leaving comments, likes, buy content, etc. They don’t have to tap multiple times just to see the detail feed.
Present
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Pic
Diary
Vid
natalia.jessica
Eiffel Tower, France
Our Song - Taylor Swift
500 Likes
•
102K Views
stephaniewijaya Today just rest and work from home. It feels nice because haling with my buddy... See more
View all 200 comments
kevinsaputra Mau ikut dong!!
natalia.jesicca ih seru banget,,
11 menit lalu
natalia.jessica
Eiffel Tower, France
Our Song - Taylor Swift
500 Suka
stephaniewijaya Jalan-jalan ke luar negeri pake uang yang udah ditabung dari 10 tahun lalu. Healing... Selengkapnya
Lihat semua 200 komentar
kevinsaputra Mau ikut dong!!
natalia.jesicca ih seru banget,,
11 menit lalu
Your Story
michaeljir...
nataliajes...
herlamba...
nadinherl...
sintadanj...
billykhow
kevinsap...
Hi, Natalia!
Login page
after login, user can access and see all contents on homepage👇
scrolling up through contents
straight forward step to like, comments, share & buy content
natalia.jessica
Yesterday
So cool!
Reply
afroodreyy
Yesterday
@natalia.jessica nice to see you!
Reply
stphanie_wijaya
Yesterday
@natalia.jessica @afroodreyy thank you gus :3
Reply
Hide replies
kevinsaputra
Yesterday
Can I meet you today?
Reply
marcelardianto_
Yesterday
Let’s travelling together! 😋
Reply
deniriwanto
10:10
nice
Reply
mrturner_
10:10
wahh bangga banget kak jalan - jalan pake uang sendiri
Balas
judebeli119
10:10
itu di norway ya.. hmm pengen juga ketemu haaland
Balas
alexnorthman
10:10
kirain jalan jalan kejepang kak..
Balas
Comment as natalia.jessica
❤️
🙌
🔥
😂
😢
😍
😯
stephanie_wijaya
Yesterday
My trip my adventure!
Comments
stephaniewijaya
Eiffel Tower, France
500 Likes
•
102K Views
stephaniewijaya Today just rest and work from home. It feels nice because haling with my buddy... See more
View all 200 comments
kevinsaputra so cool!
natalia.jesicca seems nice
11 menit lalu
03:02/08:40
stephaniewijaya
Eiffel Tower, France
500 Likes
•
102K Views
stephaniewijaya Today just rest and work from home. It feels nice because haling with my buddy... See more
View all 200 comments
kevinsaputra so cool!
natalia.jesicca seems nice
11 menit lalu
detail feed card with monetize content] 👉
getting by in the face of uncertainty
It is common for users to encounter bugs or unfavorable circumstances when viewing content, such as an unreliable internet connection, slow-loading images, or other issues. If users face this, we have to come up with the best solution.
Previously, if there were certain conditions that users experienced such as bugs or no internet connection, we only provided a “not very helpful” information text but did not provide them with a solution.
Previously
We learn from our mistakes, so now you provide buttons and text what happen behind that situation to solve the problem. At least, the user doesn't have to guess what went wrong.
Present
Phase 2
Creating an Interface According to the Target Market
We reviewed a lot of things about our old interface and homepage experience and we came to the conclusion that we had to create a simpler, fun and easy to understand interface that suits our target market, which is gen Z.
Added the greetings text, button post, and comment page
The strategy team requests personalized greetings, administered using HyppeConsole. Future planning should include fun terms and greeting names. Improved post button and consistent comments across HyppeVid, Pic, and Diary sections are needed.
Pic
Diary
Vid
natalia.jessica
Eiffel Tower, France
Our Song - Taylor Swift
500 Likes
•
102K Views
stephaniewijaya Today just rest and work from home. It feels nice because haling with my buddy... See more
kevinsaputra Mau ikut dong!!
natalia.jesicca ih seru banget,,
11 menit lalu
natalia.jessica
Eiffel Tower, France
Our Song - Taylor Swift
500 Suka
stephaniewijaya Jalan-jalan ke luar negeri pake uang yang udah ditabung dari 10 tahun lalu. Healing... Selengkapnya
Lihat semua 200 komentar
kevinsaputra Mau ikut dong!!
natalia.jesicca ih seru banget,,
11 menit lalu
Your Story
michaeljir...
nataliajes...
herlamba...
nadinherl...
sintadanj...
billykhow
kevinsap...
Hi, Natalia!
Pic
Diary
Vid
natalia.jessica
Eiffel Tower, France
Our Song - Taylor Swift
500 Likes
•
102K Views
stephaniewijaya Today just rest and work from home. It feels nice because haling with my buddy... See more
View all 200 comments
kevinsaputra Mau ikut dong!!
natalia.jesicca ih seru banget,,
11 menit lalu
natalia.jessica
Eiffel Tower, France
Our Song - Taylor Swift
500 Suka
stephaniewijaya Jalan-jalan ke luar negeri pake uang yang udah ditabung dari 10 tahun lalu. Healing... Selengkapnya
Lihat semua 200 komentar
kevinsaputra Mau ikut dong!!
natalia.jesicca ih seru banget,,
11 menit lalu
Your Story
michaeljir...
nataliajes...
herlamba...
nadinherl...
sintadanj...
billykhow
kevinsap...
Hi, Natalia!
natalia.jessica
Yesterday
So cool!
Reply
afroodreyy
Yesterday
@natalia.jessica nice to see you!
Reply
stphanie_wijaya
Yesterday
@natalia.jessica @afroodreyy thank you gus :3
Reply
Hide replies
kevinsaputra
Yesterday
Can I meet you today?
Reply
marcelardianto_
Yesterday
Let’s travelling together! 😋
Reply
deniriwanto
10:10
nice
Reply
mrturner_
10:10
wahh bangga banget kak jalan - jalan pake uang sendiri
Balas
judebeli119
10:10
itu di norway ya.. hmm pengen juga ketemu haaland
Balas
alexnorthman
10:10
kirain jalan jalan kejepang kak..
Balas
Comment as natalia.jessica
❤️
🙌
🔥
😂
😢
😍
😯
stephanie_wijaya
Yesterday
My trip my adventure!
Comments
natalia.jessica
Yesterday
ehh keren banget...
Balas
stphanie_wijaya
Yesterday
@natalia.jessica @afroodreyy makasi :3
Balas
View 2 more replies
kevinsaputra
Yesterday
itu dimana ya kak, bikin iri aja :’)
Balas
marcelardianto_
Yesterday
aku jg mw 😋
Balas
deniriwanto
10:10
issh mau banget jalan - jalan
Balas
mrturner_
10:10
wahh bangga banget kak jalan - jalan pake uang sendiri
Balas
judebeli119
10:10
itu di norway ya.. hmm pengen juga ketemu haaland
Balas
alexnorthman
10:10
kirain jalan jalan kejepang kak..
Balas
Comment as [username]
❤️
🙌
🔥
😂
😢
😍
😯
stephanie_wijaya
Yesterday
Jalan-jalan ke luar negeri pake uang yang udah ditabung dari 10 tahun lalu hehe
Comments
Selected comment
Improved tagging functionality on the homepage
Previously, users were unable to see who was tagged on a post on the homepage, except for HyppeVid. They had to click on the post and go to the content details to see the list of people who were tagged. I made improvements by adding a people tag icon, which allows users to easily see the list of people who have been tagged.
How well did we do it?
After created the final look, I approached 4-5 Strategy team to do usability testing.
"It's undoubtedly more comprehensible and up to date. Unlike the first time I used it, I don't feel awkward using the app because [the behavior is distinct from the social media I use daily]."
launched but plot twist
Homepage algorithm and experience leads to slow performance and bugs
Due to the short deadline, IT team told us that the current algorithm and responsiveness experience causing performance slowdowns and bugs. But due to stakeholder interests, we had to launch the homepage revamp as soon as possible while correcting its shortcomings as time went on.
One of the problems is that users can skip a lot of content in one scroll.
Then, to solve the slow and bug performance problems and also to increase the session duration on the homepage, we changed it to magnetic. So that users can enjoy the content one by one while scrolling and It’s very helpful in overcoming the bug resulting from "loading too much content in one scroll".
Lesson learned
Struggling by in these uncertain times
I guess I'll be able to breathe easy after doing the handoff to the IT team and I'll just wait for the UAT.
However, the problems experienced by the IT team that have an impact on user satisfaction and experience require us as a product team to take steps and decisions quickly to overcome this.
Constantly seek out feedback from your teammates
At first, after I was asked to come up with two design options, I struggled to decide which one to go with. And I tried looking into design exploration, user research and asking my teammates. It's a good idea to ask for advice from coworkers who are not on my team as they often have a different point of view.
thanks for reading
Check out my other projects
Sharing Benefits For Users and Advertisers with Hyppe Ad
Web & App
Mar-Apr 2023
Product Designer