Listory 2.0

Finding Product Market Fit (PMF)🔬 and Running Growth Experiments, while building the "World's First Content Refinery".

MY ROLE: Product Design, Product Strategy and UX Research/Testing

PRODUCTS: Mobile App (iOS, Android) - (All 0-1)

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OVERVIEW

Listory 2.0 was a pivot from the first iteration of our curation app, which allowed users to collect and curate content and share with the world, (like Pinterest but for your favorite articles!). Our team discovered that:
1) Users wanted higher quality content as the UGC (user-generated content) was not reliable.
2) Curation of content was a means to an end, a way to improve their “content diet”.

USER PROBLEM

Through user feedback, surveys, interviews and assessments of user behavior from iteration 1, we learned that our users wanted to improve how they interact with content.

We were on a mission to help users improve their “content diets” and live happier and smarter lives, by empowering them with content that's worth their time and better content consumption habits.

OUR SOLUTION

Our team created an inventory of content, sourced from 900+ newsletters from key thought leaders and implemented a quality algorithm to surface the best of that content. Our Content Refinery was born! We also employed a gamification system for users, allowing them to set realistic reading goals and giving them tools (like scheduling reads) to reach them.

MY ROLE

As Product Designer for this new direction of the app, I was responsible for:

Validating and defining our persona(s).
Monitor user behavior and event tracking to uncover trends, patterns that are improving our 2d+ retention. Our success criteria was to increase 2d+ retention from 10% to 40%.
Achieving over 40% Superhuman score for product market fit. See evolution of the PMF results:

View my PMF Report >

Refinement: 👇 One of the concepts I designed for personalization of the refinery.

EMPATHIZING

There were two sides of the content refinery: The Curators (creators) and the Consumers. I created our personas based on research and interviews with people who met criteria I defined. Here is a snapshot of that work. I discovered there were 3 Tiers of Curators and 2 types of Consumers.

👇 Shown below is one example of the personas I built. See this PDF to review them all: PMF Personas

DEFINING USER SUCCESS

👇 Below is a snapshot of data looking at the first to second session events and understanding what behavior patterns indicate a "healthy" session, including Setting goals, Liking stories and Clicking story.

DESIGN

Extensive research, discovery calls and tracking engagement metrics (ie. Sign Up, Subscribe, Follow, etc.) carried me through a user-centered approach to iterative design. I iterated on many of the core features of the app including the read experience, goal-setting, the onboarding to activation, etc. One of my biggest learnings in developing the designs was that retention was improved with the inclusion of filters and content customization. Leveraging my understanding of user behavior, I was able to improve acquisition and retention metrics through the UX.

How it works: 👇 Improving content consumption habits. Listory helps you spend meaningful time with quality content, and less time thumbing through an endless feed.

📊 THE RESULTS

Product Market Fit In a culture of experimentation, we were able to achieve our Product Market Fit metrics by increasing it from 10% to 42% (Goal was 40%), using the Superhuman model for finding PMF! 🤩

Retention Our success criteria was to increase 2d+ retention from 10% to 40%. We succeeded.

IN THE PRESS

Check us out on Entrepreneur and Forbes.

A top-of-funnel conversion increase by 103.3%.

🧪 A Successful User Acquisition Experiment!

‍A CULTURE OF EXPERIMENTATION:
As the product designer responsible for optimizing acquisition and retention of users through the user's journey and experience in the app, I ran several growth experiments. Our team thrived in a culture of experimentation where each member of our team (of 5) was empowered to indulge in their curiosity and conduct experiments and tests. Data trumps opinion and in this environment, it helped us be decisive, move forward and see the needle move every day. These experiments were often small, and when they worked, we would scale the strategy. These are areas in which I would experiment.

‍ACQUISITION:

✔️ Top-of-funnel Sign Up flow variants through ad campaigns

✔️ Typeform quizzes deeplinking users to different journeys

✔️ A/B testing landing pags using Google Optimize for value proposition testing.

‍‍‍ONBOARDING/ACTIVATION:

✔️ Testing various Onboarding flows based on best practices

✔️ A/B testing tooltips in onboarding to point user to product value comprehension

✔️ A/A tests to segment users.

‍‍‍ENGAGEMENT/RETENTION:

✔️ Multivariant testing with notifications

✔️ Nurture campaigns (inspired by Care/of, Prose, and other consumer companies) -Phased email campaigns with copy variants.

The QUIZ FUNNEL Experiment:
In order to find our target audience, define our main USP, and make sure we were building to solve the right problem, I created a user journey that carried users from ad campaign, USP validation, Typeform quiz (which funneled users into buckets using a decision tree), to sign-up (activation). I monitored user drop-off on this acquisition funnel daily and iterated on various aspects, testing creatives/copy and various flows. With optimization, I was able to increase our top-of funnel conversion (Sign Up) by 103.3%!

USER FLOW I experimented with several user flows (See flow experiments). Below was the most successful, resulting in highest sign ups! 🤩