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Leveraging Emotional Design for Improved Interaction

Enhancing User retention in Business Messaging App: A Research Proposal

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Yarden Ben Shushan | UX Designer

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Shay Mohar | UX Designer

Project Overview

This project was part of the "Quantitative UX Research" course's final assignment. The goal was to showcase the ability to design and present a thorough research plan, applying causal research principles using descriptive statistics from a B2B/SaaS product dataset, and demonstrating expertise in user experience research.

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The Product

The product is an instant messaging application designed for business use, similar to Slack. Its goal is to facilitate communication and collaboration among team members.

After conducting a thorough analysis of the product's dataset using the Mixpanel platform, we derived several key insights that guided the subsequent phases of our research.

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Key Performance Indicator (KPI): Improving User Retention

Preliminary Data Insights

Most Common Action: Sending messages.

Average Number of Messages Sent Per User: 1.2 messages in the last 30 days.

Drop-Off Rate (from Tutorial Completion to Message Sending): 85.63%.

Median Time to Send First Message: 24.8 days.

Identified Issues

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01 Discrepancy Identified: Between common action and actual message sent per user.

02 Extended Time to First Message: Users take a long median time to send their first message.

03 High Drop-Off Rate: Significant decline in user engagement post-tutorial completion.

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Research Question & Hypothesis

Question: How does the tutorial procedure impact users' first message-sending behavior?

Hypothesis: Making the tutorial optional will improve retention and increase the frequency of message sending.

Variables & Measurement

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