Wyngr
Improved activation and early engagement
My Role
Timeline
Context
Wyngr is an app that is designed for both people looking for relationships and people already in relationships. We want to involve everyone in the process of finding true love in the most pain-free and secure way possible. What began as a side project quickly became a different kind of dating app.
My focus
The online dating world is very over-saturated and hard for users to find long lasting and genuine relationships. At this point, online dating is being used for hookup culture, so anyone looking for anything serious has little to no chance of being satisfied. The most common and genuine way people find others is through mutual relationships.
Users need a tool to help others find genuine and long lasting relationships.
The online dating world is very over-saturated and hard for users to find long lasting and genuine relationships. At this point, online dating is being used for hookup culture, so anyone looking for anything serious has little to no chance of being satisfied. The most common and genuine way people find others is through mutual relationships.
Users need a tool to help others find genuine and long lasting relationships.
Results
Revisiting the success metrics
+6
4.7
Outcomes
Success metrics
-67%
+203
+38bps
86 NPS
Outcome
50K+
43%
~95M
1.2
Outcome for IES for Amazon
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Success Criteria
1+
4.5
Defining Goals
50%
+150
+280bps
80nps
The Journey
2. In-Session Experience:
- Desktop (customer)
- App (host)
Final Designs
1. LEARN
Research
Extensive quantitative research was done to help gather information about the potential market and key insights highlighting some metrics below:
- Meeting online has risen sharply versus through mutual friends. (1995-2017 meeting online z-score of 23.43 vs. through friends z-score of -5.02).
- A significant portion of U.S. adults (46%) said they don’t think it’s safe to meet people through apps and dating sites.
- 81% of people misrepresent their height, weight or age in their profiles
Keywords: Security, Authenticity, Relationships
1. LEARN
Competitor Analysis
Research on the current market and how they address solutions. Providing both strengths and weaknesses within each platform and possible areas that can be improved.
1. LEARN
Interviews
I started off with user interviews and created a flowchart to help cover different scenarios and pain areas. The seven users interviewed ranged from into the virtual dating scene to moderate to not active at all. They ranged from age 18 - 48 both male and female.
Areas of Ownership
Explore Marketplace
This included the Explore storefront, search, filters and detail pages.
Pre-Session
Helping customers get ready for their livestream with a dedicated detail page.
In-Session
Entering into a livestream via mobile device browser from the detail page.
Post-Session
Storing customers photos and purchased items after their live session.
Problems
Customer Survey
From a launch survey, 78% of customers would "love to experience this. with friends and family"
Price
Private experiences have also come at a premium price, making them too expensive for customers (62% of responses).
Seller Growth
The 1:1 nature of Explore has also restricted seller growth
Why?
1. Low Conversion on Mobile
Conversion on mobile was .56% compared to 1.71% on Desktop. A key reason is not being able to consume experiences on mobile devices.
2. Traffic
76%+ of all Explore traffic came from mobile (mWeb and mShop).
3. Post-session survey
58% of survey respondents indicated they would like to consume experiences on a mobile device.
Understanding the problem
1. LEARN
Find out how customers use and interact virtually
Seeing the both the issues and stresses related to virtual dating will help provide insight into problems and possible solutions.
2. DEFINE
Understanding target market
This will help find what motivates and frustrates users. By identifying the target market will help to better understand and deliver a tool to fill users needs.
3. DESIGN
Building a solution
From our findings we can start to evaluate and build a product to fill those needs.
4. TEST
Validating the designs
Determining the success of the tasks that will include defining certain metrics(KPIs).
The Problem(s)
Partner Satisfaction
In a survey participants favored Netflix (30%) and iTunes Connect (28%). We lag competitors in reporting, real-time publishing status, and self-service troubleshooting. YoY: portal tech capabilities (-6.6%), reporting (-6%), tech support (flat).
Disparate Partner Portals
There exists limited feature parity between the two portals forcing VC partners to create and manage a separate PVD account to meet their business needs.
Over-Reliance on Operators
Managed partners primarily rely on Partner Operations Managers (POMs) to retrieve data on the health and publishing status of their PV catalog. A study survey indicated that 28.1% of POM’s time was spent on title level escalations
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2. DEFINE
Mapping
2. DEFINE
Personas
Based on previous research personas were created to identify target audience that including needs and pain points associated with virtual dating.
2. DEFINE
Task Flow
To visualize all the possible actions a user could take, I created a task flow. It helped define the different profiles associated with matchmaking.
2. DEFINE
MVP
The MoSCoW method helps narrow down the essential features that are necessary for first beta launch.
Issues
Amazon App (mShop)
- Cannot launch an Explore experience directly from the Amazon App (mShop).
- Cannot link directly to outside browser or give direct content redirecting customer from browser to mShop (legal).
Supported Devices
- Operating Systems Supported - iOS & Android.
- Browsers Supported - Chrome and Safari.
- Tablet Models and Makes Supported (future).
3. DESIGN
Styleguide
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3. DEFINE
Wireframes
Based on user flows it took several round of iterations to distill the experience down to the core flows and screens. By differentiating between the two profiles I got a better picture on what features to include.
3. DESIGN
Interface
3. DESIGN
Profiles
Had to make sure that we had independent profiles that highlight two different groups. Being single vs in a relationship. Both profiles have different settings and functionality to help better manage potential matches.
3. DESIGN
Messaging
Being able to both communicate with potential matches and the friends that help you setup these matches. Features both single and group messages to help better the relationship and overall sense of security and authenticity.
4. TEST
Validating the product
Continue to measure success with defining metrics (KPIs):
- Task success rate
- Engagement
- User Acquisition
- Net promotor score (NPS)
- Revenue - forward thinking
Constraints
Fragmented Vision
Six-plus engineering teams with separate roadmaps and OKRs, and no single accountable thread for the new partner experience roadmap.
Misaligned Experiences
Two portals on separate tech stacks with different data sources running 5 different design systems. Partners and internal operators weren't seeing the same information.
Limited Visibility
Almost no insight into the competitor platforms partners were actively benchmarking us against.
3. DESIGN
Styleguide
