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User acquisition and engagement for Android app
Who?
Anqalab
When?
2024
Problem
The team at Anqalab was looking to increase customer acquisition and average time spent in-app.
Solution
Designed mock-up workflows in Figma and implemented new features in JavaScript/React (usability, gamification elements and improved text/button designs). User testing strategies, using Google Ads to attract users, and implemented an in-app feedback system to analyse user behaviour.
Launched a successful ad campaign using Google Ads, resulting in 600 new users in just a couple of hours. Enhanced design increased the average time users spent in the app.
What was special?
Some of the things to look at were the theme, text and buttons, as well as new functionalities to enhance the overall user experience in the app.
An innovative part of this project was the use of Google Ads for user testing. As it was a very new product and we didn't have access to a reliable set of users, new features were tested by running marketing campaigns and analysing user engagement in response to them.
In order to increase user engagement, I came up with a gamification strategy based on rewards, displayed as a score for each user. This score would go down if a user didn't practice in the app, which helped make users show up more often.
A system of push notifications was also implemented, resulting in even further engagement from users.
How did I contribute?
I came up with the gamification strategy and the Figma prototypes. I also implemented the charts themselves in the app using JavaScript/React Native, and came up with the strategy for user testing.
