analyzing the user experience of vertical social networks

11
Analyzing the user experience of vertical social networks MapMyRun

Upload: tapglue

Post on 11-Apr-2017

2.389 views

Category:

Mobile


0 download

TRANSCRIPT

Page 1: Analyzing the User Experience of Vertical Social Networks

Analyzing  the  user  experience  of  vertical  social  networks

MapMyRun

Page 2: Analyzing the User Experience of Vertical Social Networks

MapMyRun

Category:   Health  &  Fitness

Use  Case:   Workout  tracking

Business  Model:   In-­‐app  purchases,subscriptions,  advertising

Platforms: iOS,  Android

Reviews:   238.000

Rating: 4.5

Page 3: Analyzing the User Experience of Vertical Social Networks

Social  Features  Overview

Page 4: Analyzing the User Experience of Vertical Social Networks

Onboarding  leverages  social  community  to  create  sign-­‐ups

• Forced  signup• No  Skip  option• Prominent  call-­‐to-­‐action  “Join  Now”

Welcome  Screen Community  Slide

• Clear  and  prominent  message  about  community  benefits

• Facebook  or  Email  Sign-­‐up• Sign-­‐up  through  Facebook  could  be  more  prominent,  benefits  are  not  communicated

Sign-­‐up  Screen

Swipe

Page 5: Analyzing the User Experience of Vertical Social Networks

Notifications

• Notifications  icon  already  present  after  onboarding

• Gives  awareness  of  social  features

Notification  icon  and  clear  entry  points  to  foster  adoption

Home  Screen Navigation  Menu

Entry  points  to  the  community

• 3  separated  entry  points  in  the  navigation  menu:• User  Profile• Activity  Feed• Friends

Page 6: Analyzing the User Experience of Vertical Social Networks

User  recommendations  to  overcome  empty  room  problem

Activity  FeedUser  generated  contentCreate  a  post  from  the  Activity  Feed  with  one  tap

User  recommendationsFacebook  friends  are  recommended,  additional  friend  request  still  necessary

Room  for  improvements:Unused  empty  space

FilterSeparated  tabs  for  Friends’  and  My  Activity

Room  for  improvements:Vertical  list  to  suggest  more  users  at  once

Page 7: Analyzing the User Experience of Vertical Social Networks

Leveraging  user  generated  content  for  retention  &  growth

Create  a  Post Shared  Post

Presenting  UGC

• News  Feed  with  large,  prominent  pictures

• Likes  and  comments  on  posts  possible

Content  Sharing

• 3  different  visibility  levels(private,  friends  only,  public)

• Post  can  simultaneously  be  shared  to  Facebook  &  Twitter  (=  user  growth  potential)

Page 8: Analyzing the User Experience of Vertical Social Networks

User  profile  as  the  central  entity  of  the  social  experience

User  ProfileOverviewFriends,  achievements  and  recent  activity Add

User  activitiesNo  classic  activity  feed,  instead  Map  My  Run uses  an  activity  chartNo  posts  are  displayed  in  the  user  profile,  workouts  only

FilterSwipe  to  filter  by  type  of  activity

Friend  RequestProminent  call-­‐to-­‐action  to  add  more  users

Page 9: Analyzing the User Experience of Vertical Social Networks

• No  use  of  empty  space• “Add  friends”  button  not  prominent

Search,  suggestions  and  invites  for  user  discovery

Friends  List Invite  Friends

• Invite  via  Facebook,  Twitter,  SMS,  Email

• Flow  for  recipient  impersonal  (generic  message)

• Global  user  search• Send  friend  request  or  visit  user  profile  from  result  list

Search

Page 10: Analyzing the User Experience of Vertical Social Networks

MapMyRun

Social Login yes

User  Profiles yes

Friends /  Followers yes

News  Feed yes

Notifications no

User  Generated Content yes

Messaging no

Invite Friends yes

Outbound   Sharing yes

Positive:• Community  aspect  very  prominent  during  

onboarding• Empty  room  problem  partially  solved  with  user  

recommendations• User  generated  content  as  key  element  to  drive  

the  social  community• Social  media  well  used  as  growth  channels

Potential  Improvements:• Empty  room  problem  is  not  dealt  with  in  

Friends  Section  • Carousel  of  recommended  users  might  hide  

important  people• No  personalized  outbound  invite

Social  Experience  Overview

Page 11: Analyzing the User Experience of Vertical Social Networks

•     •    

This  presentation  was  not  created  or  sponsored  by  MapMyFitness,  Inc.  We  created  this  presentation  to  demonstrate  how  a  successful  app  leverage   social  features.