Simple Habit
Description
Simple Habit is the 5-minute meditation app. I led our App Simplification initiative. Rapid in-product user engagement testing resulted in presenting users with too many CTAs, hindering a user's ability to begin meditating, which impacted conversion. It also introduced a handful of features that appeared to be broken; remnants of in-product feature tests that were left in place. My task was to identify how to make measurable impact on CSAT and conversion by reducing users' time taken to begin a meditation.
Process
After talking to users and synthesizing their feedback, my PM, engineers and I collaborated on identifying the root cause behind user pain points. We prioritized our solutions based on effort/impact, user pain, and what would be most likely to move the needle toward our target metrics. After iterating, we reviewed solutions together. I led user testing sessions with our selected iterations, and moved forward with shipping what users determined most effectively solved their problems.
Impact
We identified 3 high impact opportunity areas. The "meditation player" screen garnered thousands of complaints. Our home screen was littered with CTAs, hindering our users' ability to take an action. Our content filters showed a lot of interaction, but was left in-product as a half-built testing feature. Offering a friction-less listening experience, directing the user toward a single action on the home screen,, and providing users with a feature they wanted resulted in 15%+ NPS score in 30 days and 5%+ conversion in 60 days.
