Improving DAUs and overall engagement by 64%
Improving DAUs and overall engagement by 64%
Improving DAUs and overall engagement by 64%
The Daily Average Users (DAUs) of Athan were dropping steadily over the past few weeks, indicating a significant usability issue or a barrier that affects user engagement and retention. We wanted to understand the root cause of this issue and implement UX improvements to aim for higher user retention and engagement.
The Daily Average Users (DAUs) of Athan were dropping steadily over the past few weeks, indicating a significant usability issue or a barrier that affects user engagement and retention. We wanted to understand the root cause of this issue and implement UX improvements to aim for higher user retention and engagement.
Role
Product Designer
Product Designer
Responsibilities
UX/UI Design
UX/UI Design
Prototyping
Prototyping
User Research
User Research
Design System
Design System
Product Strategy
Facilitation
Key Responsibility
Key Responsibility
As a designer on an already established product, my key responsibility was to drive improvement and design for new features. I had to make sure that the design decisions are streamlined across teams, understanding users’ pain points through customer support, running design sprints to prioritise & solve problems and collaborating with engineering and marketing teams.
Research aimed at understanding users' sentiments
Research aimed at understanding users' sentiments
I wanted to explore how users interact with the app, including their motivations, expectations, and pain points. Interviews were conducted with a group of users, where they were given the following goals:
Mark a prayer as done
View and share prayer times
Read the Holy Quran
Search for Duas
Navigate the Hajj and Umrah guide
Afterwards, users were asked how they felt while browsing the application and if they had any general suggestion or complaints regarding its experience.
I wanted to explore how users interact with the app, including their motivations, expectations, and pain points. Interviews were conducted with a group of users, where they were given the following goals:
Mark a prayer as done
View and share prayer times
Read the Holy Quran
Search for Duas
Navigate the Hajj and Umrah guide
Afterwards, users were asked how they felt while browsing the application and if they had any general suggestion or complaints regarding its experience.
Pain points derived from user research
Problem # 1
Users with smaller devices weren’t properly able to interact with the navigation bar. There’s an advertisement strip on top of the nav and whenever they’d tap on a nav item, an advertisement opens up instead of the intended screen.
Problem # 2
For some users, whenever they would mark a prayer as done, it won’t get logged the first time.
Problem # 3
Some users reported that they weren’t getting prayer time notifications on time.
Problem # 4
Users wanted to be able to listen to Quran when they didn’t have the time to read it.
Pain points derived from user research
Problem # 1
Users with smaller devices weren’t properly able to interact with the navigation bar. There’s an advertisement strip on top of the nav and whenever they’d tap on a nav item, an advertisement opens up instead of the intended screen.
Problem # 2
For some users, whenever they would mark a prayer as done, it won’t get logged the first time.
Problem # 3
Some users reported that they weren’t getting prayer time notifications on time.
Problem # 4
Users wanted to be able to listen to Quran when they didn’t have the time to read it.
Pain points derived from user research
Problem # 1
Users with smaller devices weren’t properly able to interact with the navigation bar. There’s an advertisement strip on top of the nav and whenever they’d tap on a nav item, an advertisement opens up instead of the intended screen.
Problem # 2
For some users, whenever they would mark a prayer as done, it won’t get logged the first time.
Problem # 3
Some users reported that they weren’t getting prayer time notifications on time.
Problem # 4
Users wanted to be able to listen to Quran when they didn’t have the time to read it.
Competitive analysis
Competitive analysis
After compiling the feedback from users, I went through 3 competitor apps to identify features that may be attracting users and are missing in our app.
After compiling the feedback from users, I went through 3 competitor apps to identify features that may be attracting users and are missing in our app.
THE OPPORTUNITY
The month of Ramadan is upcoming and that’s when all muslims get closer to religion. We leveraged this to get maximum engagement and target more users.
The month of Ramadan is upcoming and that’s when all muslims get closer to religion. We leveraged this to get maximum engagement and target more users.
Design strategy workshop
Design strategy workshop
After compiling the feedback from users, I went through 3 competitor apps to identify features that may be attracting users and are missing in our app.
After compiling the feedback from users, I went through 3 competitor apps to identify features that may be attracting users and are missing in our app.
Workshop outcome
Workshop outcome
A comprehensive roadmap encompassing new features and bug fixes was established. The engineering team provided insights into the underlying causes of issues affecting prayer time notifications and prayer logging. Collaborating closely with QA and UX, the engineers undertook an analysis to identify potential technical, architectural, or design weaknesses contributing to these problems. The product manager ensured that the approach to bug resolution was aligned with the overall product roadmap, integrating the fixes into the forthcoming development sprints. Concurrently, while the engineering team dedicated their efforts to resolving these specific bugs, my focus was directed toward the development of the following features, slated for launch during Ramadan:
A comprehensive roadmap encompassing new features and bug fixes was established. The engineering team provided insights into the underlying causes of issues affecting prayer time notifications and prayer logging. Collaborating closely with QA and UX, the engineers undertook an analysis to identify potential technical, architectural, or design weaknesses contributing to these problems. The product manager ensured that the approach to bug resolution was aligned with the overall product roadmap, integrating the fixes into the forthcoming development sprints. Concurrently, while the engineering team dedicated their efforts to resolving these specific bugs, my focus was directed toward the development of the following features, slated for launch during Ramadan:
A comprehensive roadmap encompassing new features and bug fixes was established. The engineering team provided insights into the underlying causes of issues affecting prayer time notifications and prayer logging. Collaborating closely with QA and UX, the engineers undertook an analysis to identify potential technical, architectural, or design weaknesses contributing to these problems. The product manager ensured that the approach to bug resolution was aligned with the overall product roadmap, integrating the fixes into the forthcoming development sprints. Concurrently, while the engineering team dedicated their efforts to resolving these specific bugs, my focus was directed toward the development of the following features, slated for launch during Ramadan:
Quran Audio
Create an experience which enables the user to listen to the Holy Quran.
Create an experience which enables the user to listen to the Holy Quran.
Ramadan Book
Motivate the users to keep on fasting during Ramadan by introducing the fasting log and allow them to get closer to God using a "to-do list" of daily good deeds that they can perform and mark as done. Users are awarded a badge if they fast every day in Ramadan.
Motivate the users to keep on fasting during Ramadan by introducing the fasting log and allow them to get closer to God using a "to-do list" of daily good deeds that they can perform and mark as done. Users are awarded a badge if they fast every day in Ramadan.
Imagining Quran Audio experience
Imagining Quran Audio experience
During the research phase, I conducted an extensive analysis of the Quran audio experience in several competitor applications. Additionally, I studied the user interface of Spotify, given its widely recognized intuitive design and substantial user base. This comparative analysis helped to gain insights into industry standards and best practices, informing our approach to creating a user-friendly and engaging audio experience.
Taking into account the wireframes and userflow, I created a high fidelity interactive prototype which brought the design vision to life. I then presented and discussed this in detail with the primary stakeholders and by collaborating with the developers early in the design process, I ensured that less problems would come up regarding technical limitations.
During the research phase, I conducted an extensive analysis of the Quran audio experience in several competitor applications. Additionally, I studied the user interface of Spotify, given its widely recognized intuitive design and substantial user base. This comparative analysis helped to gain insights into industry standards and best practices, informing our approach to creating a user-friendly and engaging audio experience.
Taking into account the wireframes and userflow, I created a high fidelity interactive prototype which brought the design vision to life. I then presented and discussed this in detail with the primary stakeholders and by collaborating with the developers early in the design process, I ensured that less problems would come up regarding technical limitations.
Empowering Users on Their Spiritual Journey
Empowering Users on Their Spiritual Journey
The new components for good deeds and fasting allow users to perform and mark good deeds and fasts, facilitating them to get closer to God. These components on home page expand into another screen which is a "to-do list" of daily good deeds and fasts Users are awarded a badge if they complete these milestones.
The new components for good deeds and fasting allow users to perform and mark good deeds and fasts, facilitating them to get closer to God. These components on home page expand into another screen which is a "to-do list" of daily good deeds and fasts Users are awarded a badge if they complete these milestones.
Milestones for muslims in Ramadan
Milestones for muslims in Ramadan
The "to-do list" of daily good deeds serve as milestones and help motivate the users to keep on fasting and performing good deeds.
The "to-do list" of daily good deeds serve as milestones and help motivate the users to keep on fasting and performing good deeds.
Positive impact and good engagement
Positive impact and good engagement
The new rollout which included the bug fixes and new features resulted in increased engagement and DAUs. The analytics for Android and iOS were recorded in April 2022 (Month of Ramadan).
The new rollout which included the bug fixes and new features resulted in increased engagement and DAUs. The analytics for Android and iOS were recorded in April 2022 (Month of Ramadan).
64.2%
64.2%
Increase in daily average users (771,770) on Android.
Increase in daily average users (771,770) on Android.
82.4%
82.4%
Increase in daily average users (957,380) on iOS.
Increase in daily average users (957,380) on iOS.