Creating a new kind of fishing experience for over 10 million anglers.
Creating a new kind of fishing experience for over 10 million anglers.
Creating a new kind of fishing experience for over 10 million anglers.
OVERVIEW
Fishing is not only the world’s no. 1 hobby – it's a passion that has a $115 billion impact on the US's economy. Fishbrain is the no. 1 fishing app for anglers with over 10 million users. As the UX Lead, I joined the product design team to improve our user experience while driving our KPIs. In parallel, I worked in a cross-functional team with a special focus on first user experience, subscription revenue, and organic growth.
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.
RESPONSIBILITIES
Prioritization user needs & pain points
Goal setting for the design team
Creating and deciding on UX roadmap
Supporting PMs in planning & prioritization
Signing off user journeys & information architecture
Planning & facilitating Design Sprints
Handover to tech teams
Team development
Hiring Product Designers
HIGHLIGHTED FEATURES RELEASED
Invite friends to the app – all channels
Updated global search bar
Fishbrain Stories
Fishbrain Shop – Social e-commerce
Fishbrain Groups
New Onboarding incl. personalization
Points of Interests for maps
Fishbrain Pro branding incl. new tab
New paywalls
DRIVING DATA WITH DESIGN
Pro membership trials started 23%
Revenue within one year 95%
Registrations increased by an average of 6%
Increased users reactions (likes) 2500%
PROCESS
I don't really follow any UX process – instead I aim to apply the right methods at the right time, with the right people in the room. Together with my skilled team members, and transparent communication, I could move projects and features fast.
PROCESS
I don't follow any UX process – especially not one, that is from a book or classroom. However, understanding methods, having skilled team members with a lot of knowledge, and transparent communication, enables me to move, text, design, and build fast.
By addressing our users privacy concerns we built trust and increased registrations.
By addressing our users privacy concerns we built trust and increased registrations.
By addressing our users privacy concerns we built trust and increased registrations.
NEW ONBOARDING
Our old onboarding worked – that's what the data showed us, and that's the reason why it hasn't been touched for a long time. However, it wasn't a delightful user experience, and it wasn't solving the right problems.
The very first Design Sprint at Fishbrain I set up and facilitated for our onboarding experience. But before we rolled up our sleeves, I did an extensive research including user testing, interviews, surveys, and I analyzed all the data and knowledge that was already excisting within different deparments – there was a lot!
My cross-functional team made this Design Sprint a huge success! Within four days we had a tested protoype, alignemet thoughout the whole company and a clear vision how we want to continue iterrating and eventually build our new onboarding.
With our new onboarding registrations increased by an avarage of 6% but more imporantly we elimated user pain points and built the foundation for the "day 1 user experience".
The Day 1 user experience is now not only addressing the biggest pain points but also enables us to provide the user with relevant information and data for their personal fishing experience. We got the user hooked!
The Day 1 user experience is now not only addressing the biggest pain points but also enables us to provide the user with relevant information and data for their personal fishing experience. We got the user hooked!
KEY LEARNINGS
Nine Design Sprints I planned and facilitated in total during my time at Fishbrain. Some of them with huge success, building the ground for a completely new user experience and turning the needle – and others with the outcome that we don't want to continue working on a feature or that we have to go a few steps back to really understand the problem we were trying to solve. However, allowing the time to create focus in a room with different teams was always the right decision because not only we came out with learnings but also as a stronger team.