01_BACKGROUND
After onboarding the enterprise users, they started to do challenges-
1. Chose challenge to join
2. Check in after doing the challenge every day for the next 4 weeks, if they miss one day, they will be dropped out and couldn't check in again.
3. Points for every check-in, get rewards based on points
02_CHALLENGE
However, the first week, they dropped out everyday. The check-in rate was way lower than expected.
03_VALIDATION
I came up with several hypotheses as the reasons why people dropped out-
1. Onboarding was not clear
2. Rule was hard to follow
3. App was hard to use/any broken experience
And talked to several of them who did drop out. Then realized they did have hard time following the rules because of a lot of friction between doing the work and checking in.
I also talked to their managers, they hope us could find a solution to keep the agents check in.
I aligned with the team on delivering a smoother check-in experience and a more flexible check-in rules, so the agents won’t drop out on Day 1 then get left out for the rest of the challenges days.
04_DESIGN
When it comes to flexibility, I came up with two options.
Users will be dropped out when they miss check in, but could be reinstated.
Users can check in or skip.
Although the team loved the Everlasting mode idea and wanted to test both, the need to free our engineers from manually reinstate ASAP made it impossible to build out both modes.
The responsibility to find out what works for the users the best urged me not to cave in. So I decided to conduct the experiment by mimicking the experience with existing tools on the market.
05_EXPERIMENT
I revisited my timeline with my PM and front loaded some design work so my engineers wouldn't get blocked by me when I conducted this experiment. Then I recruited a group to do the same challenge in Everlasting mode on Whatsapp, since it was widely used by the agents and totally free.
I also came up with the metrics-
Check-in rate= # of check-in/(# of people * # of days)
I used Google Sheet to manually track the check-ins. Although the limited duration, not many participators and different platforms can bias the result, I still believed that I would be able to collect enough signals to tell which one is more promising.
06_RESULT & PLAN
After doing the experiment for a week, the check-in rate of drop out with reinstate mode was significantly higher than the other two. Also it gave us a rough idea on how many reinstate chances for each user.
After reviewing the problem, feature goal and metrics with my team, I started to work on the whole experience.
07_INTERACTION DESIGN
After reviewing all my proposals with my team, we decided to adopt the MedKit concept - users spend points to purchase the MedKit to reinstate themselves. Thanks to my game player teammate for this term MedKit - it's commonly used for players to restore health in games.
1. Show users MedKit instruction before joining
2. After the user starts to do the challenge, they will get push notification to remind them to check in. When s/he click the notification, it will lead s/he to the check-in page directly.
3. When user missed a check-in, they will be dropped out and get a notification about that. When they click into that, they will see the status page and chose to reinstate or not. After they choose to reinstate, they will be able to check in again.
Managers can set how many points for the MedKit to adjust the difficulty for each challenge at the beginning - the more points needed for MedKit, the more committed an agent needs to be.
4. Also user will be able to choose staying out. Their "check in" button will stay grey and they won't be able to check in again.
08_RESULT
After launching the MedKit feature, It gained a lot of success.
From product perspective
- 97% of dropped out users used MedKit, nobody contacts customer support to get reinstated.
- Check-in rate increased by 50%
From business perspective
- Transactions increased by 80%
- Commissions increased by 13.3k/agent
- 2x agents for the next round
09_FOLLOWING STORY
As great success keeps happening with Intero, we are able to collaborate with universities to help students land jobs, with companies like Google, BigSpeak with their employee engagement. I am grateful that DareMe really solves people's problem and they show their love by giving us review.
