Swipe, Match & Chat
Paktor
UX Case Study
Paktor
Product Designer / Manager
I was assigned to manage Paktor app and provide design solution to its most critical problems that will affect its day to day operation and revenue.
Platforms
iOS
Android
Objective and Problem
Paktor app faces a steep revenue and user drop which directly affect our profit line. So, the main objective is to stay profitable and the main problem statement is users stopped using our app due to bad in-app experience.
The bad experience derived from the influx of fake profiles and scammers. This problem leads to a bad user experience in the app and creates a bad reputation with all the complaints and reviews. Besides that, the product is lacks of engagement and retention mechanism which give users no reason to come back daily.
Priorities & Goals
- To prevent fake profiles from flowing into the app.
- To regain users’ trust by introducing a safe environment by verifying users’ profiles.
- To recapture lost users and improve stickiness by improving the user onboarding experience with intuitive design and gamification.
Design Process
Involvement
- User Research & Interviews
- Requirement scoping
- Project management & sprint planning
- Interaction & Visual Design
- User testing
Research on Data
I have done some comparison with historical data in Firebase and Appsflyer to find out the performance and user retention in app in past 3 years.
User Retention
Day 1 retention ideal rate should be 30-40%
Day 7 retention ideal rate should be 11-15%
Fake/Invalid Profiles
Up to 51% of our users profile are either fake or invalid, this leads to the core problem of bad user experience.
Impact on revenue
- Users drop-off rate increases in install > registration by 10-20%
- Sharp drop of revenue
Users Research
Both quantitative and qualitative user research has been conducted. Firstly, I gathered some of the most common criticism and feedback across our channels (Appstore, Play Store, Facebook, etc.) to identify the core issues. Then we reached out to users to conduct interviews and survey about how they feel about the app.
How do users feel about Paktor?
- It was localised and focused on user experience before
- People are saying they want a better verification system, because they are too much fake profiles
- Low quality and fake profiles (more than 60%)
- Lack of USP for Paktor
- Algorithm issue
- Membership doesn’t reflects its value on the pricing
Fake profiles
Bugs
What users says about us?
Our Image in users' eyes
Persona
1.Jake the Subscriber
Jake 21-40 years old
Jake is the pillar of Paktor, he is looking for a partner, someone to hang out or simply a match to chat. He is the premium member that subscribe to our service so he can use all the function available.
2.Attractive Amy
Amy 19-35 years old
She is the queen bee, the center of attraction. Every Jake wants to be with an Amy. Even you don’t like her that much, she will still appears in your first card to swipe.
3. Scammer Wunch
Wunch 18-50 years old
They are the wicked one, they are everywhere and hidden in plain sight. They pretends to be nice and cool but all they want is to scam your money.
Our Goal
Get more Subscribers, Get more Attractive Users and Kick the Scammers out!
User Journey Map
After having enough understanding of our targetted users, I start creating a user journey map to understand deeper into their struggle when using the app as well as, inserting some features we visualised that might works.
My Proposed Solution
Our objectives and solution has split into three phases:
- Fake Profile Prevention System
- Users’ Profile Verification System
- Revamp user onboarding journey
To stay competitive with other dating apps on the store, we have to make sure our user base is healthy. As a solution to counter fake profiles, we have decided to implement a fake profile prevention system during sign up and login.
That will help to identify real users and prevent scammers to flow into the app
As part of the plan to recapture lost users, we have revamped the monetisation and gamification experience through user onboarding journey.
Features Prioritisation
After going through the user journey, I start to prioritise which problems to be fixed in a list form. Priorities are decided from its complexity to implement and time to design. The priorities are ranked from top to bottom:
Fake Profiles Prevention
- Mobile Verification (critical blocker)
- Profile Credentials Check
- Photo Check
- Face recognition API integration
User Onboarding Journey
- New user onboarding introduction
- Revamp credit system
- New and returning users conversion prompt with the membership discounts.
- Re-introduce gamification
User Profile Verification
- Verified Badge
- Conversation check
- Report spam/user feature
Fake Profiles Prevention
As one of our main objective in Q4 planning, we decide to spend most time to tackle our fake profiles issues. Here is the flow how it will check the user’s profile authenticity.
I have also founded external face verification API provider to speed up our process.
This function will also hugely decrease our man hours needed for QC and CX team to go through suspicious accounts and complaints.
Mobile and Profile Verification
Photo and Facial Verification
User Onboarding Journey
As the second part of the planned OKR, we want to give our return and new users a fresh experience to regain their confidence and trust in Paktor.
So, we have decided to revamp the onboarding journey.
Learning from most games, with a well designed “level” or flow such as, daily rewards and missions, users are more likely to continue to user the app.
User Onboarding Experience
Humanise Dating Experience
While dating app experience varies from person to person, but we understand that it could be quite a lonely and tough journey. The least we can do is to encourage and motivates users with warm message as much as possible.
Gamification
This imitates online game’s hook model which encourage users to interact more and stays in the app more, so they get some form of incentives.
It aims to increase user retention and to build an active community.
Hearing user's voices
As much as we want to improve the app, it can never be achieved without listening to the right voice.
From touch points to touch points, it’s best to push a feedback form about the experience last feature they have been through
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Future Plans
UI & interaction design revamp as I have found many visual problems with current layout. It does not excites nor motivates users to continue using the app.
Having a consistent design system would be ideal.
Validation
Based on the OKR I have set on phase 1 implementation, we actually see a decrease in user complaints on different channels, by 20% roughly. There’s also a good amount of decrement in fake profiles in-app by roughly 18% globally.
However, Paktor’s timeline got delayed due to limited resources. Some features discussed here are not implemented yet. Hence, there’s no data on the impact yet to be shown.
In the next phase, the team and I are planning to focus on user acquisition to bring up the numbers of active users, these are the few key OKR I have set and based on the User Onboarding Journey story I have mentioned before this, we expect to see the increase of conversion, retention and engagement time by the end of next quarter.
However, Paktor’s timeline got delayed due to limited resources. Some features discussed here are not implemented yet. Hence, there’s no data on the impact yet to be shown.
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