speechify-activation

Increasing Speechify activation by positive reinforcement & guidance

My Role: senior designer

UX research, UX design, motion design, analytics

Tests launched

Our team launched 12 tests over the span of 2 months

Impact of designs

22% increase in key activation metric: 500 words listened

Select Final Screens

Context: Speechify has a multitude of use cases to transform text into audio - taking a picture, uploading PDFs, listening to the internet. This project was to ensure that the user could quickly find the action they are looking for the first time entering the app.

Project goal

Increase % of user’s listening to 500 words on first use

Our north start metric was a user listening to 500 words. If this happened on a user’s first experience, there was a much higher probability of a user becoming a retained user.

The original design

2 main problems

Drop-off occurred at the account creation after initiating a trial

A user just made a huge commitment. They agreed to signup to a high ticket item, and yet they would hit the create account screen and drop off. We did UX testing and there were not any usability issues but it was

Upon entering the app, users lacked clear direction on what to do.

A huge strength of Speechify is the number of use cases that it can be used for. The draw back is choice paralysis when the user enters the app. It wasn’t clear if the user is to consume content or upload their own.

Addressing post trial start drop off

Positive feedback about their action

Though it might seem that after a user committed to a trial and potentially pay a $139.99 subscription, they would be inclined to continue forward. But asking for more personal information right after the user made a commitment is a hit on motivation.

In Robert Cialdini’s book, Persuasion, positive reinforcement after a user has made a large decision is crucial for positive emotion which leads to retention.

Building motivation back up before asking for more personal information

Increasing First App Use

Guiding the user to upload a document

We attempted the tool tip route, but we were soon to realize that it was overwhelming. Tools tips are a challenge because they lack context and user’s can be habituated to pass through them without using them. As a result, we focused on delivering a highly directly experience where it was 100% clear what we wanted the user to do.

Guiding the user through a focused first app experience to upload content

Impact of Paywall Optimizations

Successfully increased first 500 words listened

Through multiple rounds of A/B testing, in aggregate we saw an increase of 22% in our activation metric. More importantly, user’s better understood.