Increasing organic growth by doing good for the planet.

Increasing organic growth by doing good for the planet.

Increasing organic growth by doing good for the environment.

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OVERVIEW

Fishbrain is the no. 1 fishing app for anglers with over 9 million users. Fishing is not only the world’s no. 1 hobby - it's a passion shared by people worldwide. I joined two cross-functional teams – Growth and Monetization in which I focus on acquisition, first user experience, retain new users and conversion rate optimization.

OVERVIEW

The growth hack we've planned for Q4 is not only well-thought-out and straightforward but also very close to my heart. Our users always had the option to share a link to invite their friends to Fishbrain. In Q4 we are going to use this feature and donate $1 on the user's behalf and $1 on behalf of their friend who signed up to a non-profit organization. Studies show that users are more likely to share content if they get benefits as well as the user whom they invite. This win-win hypothesis can be impactful and we are currently implementing our MVP.

NON-INCENTIVIZED ORGANIC GROWTH

The growth hack we've planned for Q4 is not only well-thought-out and straightforward but also very close to my heart. Our users always had the option to share a link to invite their friends to Fishbrain. In Q4 we are going to use this feature and donate $1 on the user's behalf and $1 on behalf of their friend who signed up to a non-profit organization. Studies show that users are more likely to share content if they get benefits as well as the user whom they invite. This win-win hypothesis can be impactful and we are currently implementing our MVP.

NON-INCENTIVIZED ORGANIC GROWTH

By capturing the user’s preferred fishing method and species via onboarding, we can provide personalized feed and shopping recommendations to new Fishbrain users, which thus enable them to have a better experience from the get-go.
Furthermore, we know if a user comes from a social-media ad and which one leads them to install. We use this information to provide a more relevant and contextual onboarding. I am currently running visual experiments via Apptimize to find the best performing messaging.

RESPONSIBILITIES

Facilitating creative workshops
Leading collaborations with US organizations
Conducting user research
Analyzing quantitative data
Low-fi prototyping
Creating user flows
Deciding on MVP 
Handover to development

TEAM

1 Product Manager
1 Product Designer
2 Android Engineers
2 iOS Engineers
1 Backend Engineer
1 Machine Learning Engineer
1 Business Developer

SOLUTION

After my research, we came to the conclusion, that fishers in the US care deeply about trash in their waterways, they love educational content and last but not least: Leave No Trace is an ideal partner for us to start this initiative with. Doing good for the community by inviting friends to Fishbrain, is as simple as register via a referral link in our app.

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LISTENING TO OUR USERS

To know with which conservation organization we should tie-up with I run a survey and asked our users what the care most about. Furthermore, I was working closely with our Business Developer and passionate fisher in Florida to understand the different organizations and users in the United States. During a workshop, I had the chance to interview three pro-anglers and get their insights and opinion on how we should package this growth hack in our app.

LISTENING TO OUR USERS

To know with which conservation organization we should tie-up with I run a survey and asked our users what the care most about. Furthermore, I was working closely with our Business Developer and passionate fisher in Florida to understand the different organizations and users in the United States. During a workshop, I had the chance to interview three pro-anglers and get their insights and opinion on how we should package this growth hack in our app.

COLLABORATION

For this growth hack, I am not only collaborating with my cross-functional growth team but also syncing with marketing and the Product team on a weekly basis. During the whole process, I organized two workshops. The first one was with the Growth Team to ideate around what are possible hacks we would like to implement in Q4. The second workshop with the UX team to create crazy screens and engaging interactions for our "Invite-to-do-Good" hack.

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Showing reachable realtime milestones in the form of a progress bar.

Showing reachable realtime milestones in the form of a progress bar.

Showing reachable realtime milestones in the form of a progress bar.

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KEY LEARNINGS

I realized how passionate I am to work for products and create features that people truly care about. I can't wait to see the first responses from our users. But the one thing I am going to take with me to Q1 is the importance of shipping an MVP as quick as we can to validate more, faster and even more meaningful.