Beaches App
A case study on how to increase retention for the Beaches mobile app
CONTEXT
How do people plan coastal vacations?
Imagine planning for a vacation to a coastal destination, and one wants to make the most out of the beach experience. Whether one is a sun-seeker, a surfer, or just someone who enjoys a relaxing stroll along the shore, finding the perfect beach can be a daunting task. That's where the "Beaches" app comes in.
In this case study, I dig a little deeper into why Beaches App should focus more on introducing and assisting users to initiate growth and engagement.
If the Beaches App focused on educating users about the app’s offerings, then they would increase user retention .
ORIGINAL HYPOTHESIS
What can we learn about beach tourism?
THE MARKET
85%
Coastal states receive about 85% of the tourist-related revenues in the U.S. It's estimated that some 180 million Americans annually make 2 billion visits to ocean, gulf and inland beaches -- more than twice as many visitors that go to all the National Park Service properties during the same period.
With the increase in beach population on a yearly basis, there are very limited apps that are just serving the beach travelers.
The primary goal of the Beaches App is to help people find the best beach that accommodates their unique needs. This in turn cultivates a vibrant community among beach enthusiasts.
What solutions are out there for beach-goers?
Google & Apple Maps
Market Presence
Widely used for navigation and location-based services, Google Maps has a massive user base and is available on multiple platforms, including web browsers, mobile devices, and smartwatches.
Key Features
While not specifically focused on beaches, Google Maps offers information about beach locations, including user-generated reviews, photos, and ratings. This is a well known platform and an easy alternative for users.
Tripadvisor
Market Presence
TripAdvisor is one of the largest travel platforms globally, with a vast user base and extensive coverage of travel-related content. It is available as a website and mobile app, catering to travelers' needs across various devices.
Key Features
TripAdvisor offers detailed information about beaches, including user reviews, ratings, photos, and travel guides. Users can search for beaches based on location, activities, and amenities with unique and attractive suggestions/alternatives based on user’s searches.
Weather.com
Market Presence
Weather.com is a leading weather service provider, widely used by individuals, businesses, and organizations for weather-related information and planning. It is available as a website and mobile app, offering comprehensive weather coverage globally.
Key Features
While not focused solely on beaches, Weather.com offers beach-specific weather forecasts. This includes temperature, wind speed, UV index, and tide forecasts. Users can access real-time weather updates for beach destinations worldwide and is also available on most mobile platforms which helps users for a quick update.
THE AUDIENCE
Who is in the target audience for the Beaches App?
People from various demographics and backgrounds enjoy going to the beach for a wide range of reasons. The appeal of beaches transcends age, lifestyle, and cultural backgrounds, making them popular destinations for a diverse range of people seeking relaxation, recreation, and connection with nature.
Travelers
Age: 18+, families
Attitudes: Fun, Relax and Enjoy
Personas:
Parents with kids
Adults with friends
Fitness enthusiasts
Nature seekers
Adventure Seekers
Age: 18+, families
Attitudes: Fun, Passion, Money
Personas:
Surfers
Beach activity enthusiasts
Adults with license for beach activities
What are the pain points that these users need addressed?
USER INSIGHTS
Overwhelming while navigating an unfamiliar app without clear guidance
Users often feel overwhelmed and frustrated because they lack the time to explore the app thoroughly.
They often look for something easy and quick to onboard and use as needed.
Not being able to find important information in the app
Users might not be finding the information they need on the app, which might be beach conditions, weather, safety, etc. though it is readily available in the app. This results in users looking elsewhere for quicker information leading to decreased user engagement.
The lack of a user-friendly and guided user interface to educate users
The risk of user churn looms large when adequate onboarding and education are lacking. In an environment where ubiquitous alternatives such as Google Maps and weather apps exist, users may gravitate towards these familiar platforms, leading to potential abandonment of our app.
How do Beaches App users find info?
USER JOURNEY
BIG TAKEAWAYS
BIG TAKEAWAYS
There are other well-known platforms for users to get information about beaches. Beaches App has the advantage of one-stop shop for any traveler’s needs.
Without proper education on the features in the App, users will eventually turn to the well-known apps/platforms for a quick search which will reduce user retention and engagement.
Monetization opportunities will be missed if user churn increases and vendors will look for other platforms to advertise.
TLDR: Introducing feature discovery and education, will enhance user experience which will improve MAU at a great rate.
Increase user retention rates by creating experiences that lead to users finding value from the Beaches App that is not available elsewhere.
THE GOAL
What should be included in the MVP?
FEATURE PRIORITIZATION & MVP DEFINITION
We’ll design for 2 key user stories:
As a traveler, I am looking for beaches recommendation based on my location and other customizable needs such as accessibility, safety, family friendly , clean etc.
As a surfer, I want more guided and customized onboarding experience which shows me weather, wind,tide and environmental conditions to plan ahead before heading to the beach.
SOLUTIONS EXPLORED
What options do we have to educate Beaches App users?
1. Onboarding Experience
Introduce a video tutorial where users will be taken on a guided tour of the app.
2. Sign in Experience
Users who create an account, will be asked some questions to save preferences and guide them to their customized experience.
3. Signed out Experience
Users who don’t sign up, will be taken to a common onboarding experience, introducing core features in the app.
Final Solution
To address the challenge of users lacking awareness of the full potential and capabilities of the Beaches App, we'll implement an onboarding experience which is accessible under the help menu. This will ultimately empower users to maximize their experience with the Beaches App.
1. Coachmarks: Develop concise coachmarks which points to the different icons in the app and take the user through a guided tour of the features. This provides users with a visual demonstration of how to navigate the app, access key features, and leverage its capabilities to enhance their beach experiences.
2. Accessible from Help Menu: Integrate the coachmark into the app's help menu for easy accessibility. Placing it here ensures that users can easily find and access the tutorial whenever they need guidance or want to explore the app's full potential.
3. Engagement and Retention: The coachmark will not only help onboard new users but also engage existing ones by demonstrating features they may not have explored yet. This proactive approach to user education can lead to increased satisfaction, retention, and continued usage of the Beaches App.
By implementing a concise coachmark accessible from the help menu, we aim to bridge the gap between user awareness and app functionality, empowering users to fully utilize and appreciate the Beaches App for their beachgoing adventures.
Rollout of Onboarding Experience
LAUNCH & GTM STRATEGY
We will start the phased rollout with a pilot. Throughout the pilot, we’ll be in “learn and iterate” mode. After we prove out the concept and work out the kinks, we will begin expanding. Launching the video tutorial will include various stakeholders: Designers, Engineers, Marketing, Customer Support.
Pre-Launch Phase
Define Messaging
Develop clear and concise messaging that highlights the benefits of the Beaches App and the value of the new video tutorial feature.
Create Tutorial Content
Produce a high-quality video tutorial that demonstrates the app's functionalities in a visually engaging manner. Ensure the content is easy to understand and covers all key features.
Launch Phase
Announcement Campaign
Launch a targeted marketing campaign to announce the availability of the new video tutorial feature. Utilize email newsletters, social media posts, blog articles, and press releases to reach both existing and potential users.
In-app Promotion
Implement in-app banners and notifications to alert users about the video tutorial feature. Directly link to the tutorial within the app's help menu for easy access.
Post-launch Engagement
User Onboarding
Integrate the video tutorial into the onboarding process for new users. Encourage them to watch the tutorial to quickly familiarize themselves with the app's features.
Engagement Emails
Send follow-up emails to users who have watched the video tutorial, thanking them for their engagement and providing additional tips and resources to enhance their experience.
Continuous Improvement
Feedback Loop
Encourage users to provide feedback on the video tutorial feature through surveys or in-app prompts. Use this feedback to iterate and improve the tutorial over time.
Analytics Monitoring
Track metrics such as video views, app engagement, and user satisfaction to measure the impact of the video tutorial on user behavior and satisfaction levels.
MEASURING SUCCESS
Pilot Metrics
By focusing on improving the User Retention Score, the Beaches App can ensure that users are not only aware of its capabilities but also actively engaged in utilizing them, leading to increased retention, satisfaction, and long-term app loyalty.
NORTH STAR METRIC
User Retention Score
This metric would encompass various aspects of user interaction and involvement with the Beaches App, including:
Video Tutorial Views: The number of users watching the video tutorial provides insight into their interest in exploring the app's functionalities.
App Session Duration: Tracking how long users spend within the app after viewing the tutorial indicates their engagement level and interest in utilizing its features.
Feature Adoption Rate: Monitoring the adoption rate of different app features post-tutorial can demonstrate the effectiveness of the tutorial in driving user exploration and engagement.
COUNTER METRICS
Churn Rate
If the User Engagement Score increases but the User Churn Rate also increases or remains high, it suggests that while users may be engaging more with the app initially, they are not finding enough long-term value to retain their usage.
Monitoring User Churn Rate alongside User Engagement Score provides a balanced view of app performance, ensuring that improvements in user engagement are translating into sustained user retention and loyalty. If the User Churn Rate is high despite efforts to increase engagement, it indicates that there may be underlying issues with the app experience that need to be addressed to improve long-term user satisfaction and retention.
MONITORING METRICS
Feature Adoption Rate
Feature Adoption Rate measures the percentage of users who actively use specific features within the Beaches App after interacting with the video tutorial or other educational materials.
By tracking Feature Adoption Rate alongside User Engagement Score, we can gain insights into which features are resonating most with users and driving continued engagement. High Feature Adoption Rates indicate that users find value in specific functionalities, contributing to overall app engagement and satisfaction.
Conversely, low Feature Adoption Rates may highlight areas where improvements or further education are needed to encourage users to explore and utilize all available features. By optimizing Feature Adoption Rates, the Beaches App can enhance user engagement, retention, and overall app success.
Future Iterations
Future iterations of the Beaches App will be focused on refining and expanding upon existing features, as well as introducing new functionalities to further enhance the user experience. Here's a glimpse of potential future iterations.
By embracing these future iterations and innovations, the Beaches App can evolve into a comprehensive and indispensable tool for beachgoers worldwide, offering unparalleled convenience, personalization, and engagement for users seeking to make the most of their beach experiences.
Personalization and Customization
Implement advanced personalization features that allow users to tailor their app experience based on their preferences, favorite beach activities, and past interactions. This could include personalized recommendations for nearby beaches, customized weather alerts, and tailored content based on user interests.
Partnerships and Collaborations
Enable partnerships with beachfront businesses, environmental organizations, and local authorities to provide users with exclusive deals, eco-friendly tips, and real-time updates on beach conditions. Collaborations can enrich the app's content offerings and provide users with valuable resources and insights.
Continuous User Feedback and Iteration
Implement a robust feedback loop to gather user input and insights on app features, performance, and usability. Utilize this feedback to drive continuous iteration and improvement, ensuring that future iterations of the Beaches App align closely with user needs and preferences.
Final Thoughts
Final Thoughts
SUMMARY
The Beaches App is currently available on mobile app stores, offering basic functionalities such as beach discovery, weather forecasts, and user reviews. However, user engagement and retention could be improved, as many users are unaware of the app's full potential and may underutilize its features.
As a Product Manager, I would recommend the introduction of a video tutorial under a Help menu to provide users with a glimpse of the app’s possibilities. This MVP aims to solve core user pain points which includes lack of awareness of the app's capabilities among users. By embracing these solutions and future iterations, the Beaches App aims to evolve into a comprehensive and indispensable tool for beach enthusiasts worldwide, offering unparalleled convenience, personalization, and engagement for users seeking to make the most of their beach experiences.