User Research at IMVU

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Registration

Feature 1

From contextual interviews and page drop off studies, User Research team at IMVU concluded that the registration process hindered many potential users from signing up to join the community. We conducted observation studies, interviews and usability tests using usertesting.com to identify why and where users struggled with the current registration process. We identified that providing a gist of the product before registration piqued user interest and motivated people to complete the sign up process. IMVU Next and IMVU mobile apps revamped the registration process and saw considerable increase in registration rates. The user research team proactively worked with design, data and product teams to ideate, track metrics and validate this change.

Improved registration process

Feedback Surveys

Feature 2

The UXR team constructed, deployed and analyzed surveys to gather feedback from users and potential customers. We identified the main research question and then designed surveys to gather feedback from our target audience based on the goal of the survey. We tracked product feedback and net promoter score on both web and mobile platforms. I was responsible for Android's user metrics. Feature prioritization was influenced by survey data and behavioral analysis. SurveyMonkey and GetFeedback were the survey tools used.

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Credit Purchase & Daily Rewards

Feature 3

Based on business insights and user data, we identified that percentage of paying users was considerably low on mobile apps. We conducted user interviews to understand why existing users are motivated to pay and what keeps them coming back to the product. Surveys were conducted to understand what motivates new users to convert. The team benchmarked competitive products to evaluate pricing and purchase process. We also conducted literature review on purchase techniques and strategies to improve conversion rates on mobile apps. Based on Guerrilla testing and literature review results, we worked on building medium fidelity prototypes of an improved purchase flow. The wireframes were tested using InVision. We collaborated with design and engineering teams to flesh out the flow and build a daily rewards and improved credit purchase flow in the app.

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