Enhancing Usability and Engagement: Affirmation Studio

CLIENT

Affirmation Studio

TYPE OF CLIENT

Mental Health, Mobile Application

BRIEF

To conduct usability testing for Affirmation Studio app, focusing on Onboarding, Binaural Beats, and AI Affirmations. Utilize data analytics and eye tracking to understand user engagement and identify usability issues.

TEAM

Mehika Singhal, Sneh Ganjoo, Simran Tank and Gatha Bhakta

RESULT

We uncovered Onboarding complexities, Binaural Beats engagement challenges, and AI Affirmations personalization gaps. We also recommended streamlined Onboarding, improved layout for Binaural Beats, and key tags for Affirmation customization. Finally we presented findings to the client, facilitating informed decisions for enhancing user experience.

About the Client

Affirmation Studio, a mobile application aimed at enhancing user well-being through binaural beats and AI-driven affirmations, approached us to conduct usability testing. The goal was to evaluate the user experience (UX) and engagement levels across the app and scope out major areas for improvement.

We defined the Research Goals

To define the research goals, we collaborated closely with the client to understand their objectives and the specific key features of the app: Onboarding, Binaural Beats, and AI Affirmations. We aimed to evaluate usability and engagement within these features, ensuring our research aligned with the app's core functionalities and user experience priorities.

Then developed a Research Plan

The research plan focused on timeline of evaluation of the Affirmation Studio app's usability and engagement across key features. Through analytics data analysis and eye-tracking studies, we identified usability issues and proposed recommendations to enhance user experience and feature utilization within the app. Read the full plan in the document linked below.

Full Research Plan

We analyzed the Quantitive and Qualitative Data

We conducted a comprehensive analysis of data collected over 90 days from Amplitude and Mixpanel analytics platforms, alongside insights gathered from 8 eye-tracking usability studies done on Tobii Pro Lab. Leveraging quantitative metrics and qualitative feedback, we identified usage patterns, retention rates, and user engagement levels. Visual heatmaps from eye-tracking sessions allowed us to pinpoint areas of user focus and navigation preferences.

And found following Issues on targeted areas

By synthesizing findings from both sources, we identified usability issues in targeted areas such as Binaural Beats, Onboarding and AI Affirmations. Utilizing metrics, heatmaps, and qualitative feedback, we pinpointed areas of friction and user dissatisfaction, informing actionable recommendations for improvement.

Users were unable to Find Binaural Beats

Issue #1

The analysis revealed a significant usability issue: users struggled to locate the Binaural Beats feature within the app, resulting in low engagement and underutilization. This highlights the critical need for enhancing the discoverability and accessibility of the Binaural Beats feature to improve user engagement and maximize its impact on user well-being.

According to Amplitude data, only 10.8% of the app visitors observed over the past 90 days get to the point of discovering Binaural beats as a feature and then using it.

Users were tired of 10-step Onboarding process

Issue #2

Users found the extensive process cumbersome and time-consuming, resulting in frustration and potential abandonment. This highlights the necessity to streamline the onboarding experience, reducing complexity and steps to improve user satisfaction and retention from the outset of their interaction with the app.

According to Amplitude data, 39.8% of the app users observed over the past 90 days skipped the onboarding when they saw the option on the ai prompt screen of the onboarding process

Users were unable to customize AI affirmations

Issue #3

Users encountered difficulty locating the "Eve" profile, which offered AI-customized affirmations, resulting in reduced engagement with the AI feature of the app. The lack of visibility and accessibility hindered users' ability to benefit from personalized affirmations, diminishing the effectiveness and appeal of the AI feature. Enhancing the discoverability of the "Eve" profile is crucial to reinvigorating user engagement and maximizing the value of AI-driven affirmations.

According to Amplitude data, Only 2.01% of the app visitors observed over the past 90 days get to changing affirmations using AI and playing those affirmations.

We suggested Recommendations based on Issues

Based on identified issues such as poor Binaural Beats discoverability, lengthy onboarding, and difficulty finding the "Eve" profile for AI affirmations, we proposed recommendations. Solutions included improving feature visibility, streamlining onboarding steps, and enhancing profile accessibility to optimize user engagement and satisfaction within the app.

Integrate all Binaural Beats features in one place

Recommendation #1

We recommend to consolidate all functions related to binaural beats under a single tab within the app. This consolidation enhances user experience by centralizing access to binaural beats features, streamlining navigation, and improving discoverability. By providing a unified and intuitive interface, users can easily explore and engage with binaural beats content, thereby increasing usage and maximizing its benefits.

Shorter onboarding, fewer drop-offs

Recommendation #2

An essential recommendation is to streamline the onboarding process by reducing its length. By condensing the onboarding steps, the app can offer a more efficient and user-friendly experience, minimizing user frustration and potential drop-offs. Simplifying the process enhances user engagement from the outset, improving retention rates and overall satisfaction with the app.

Label the “AI” tag to Eve

Recommendation #3

A crucial recommendation is to clearly label the "Eve" profile with an "AI" tag, enhancing its visibility and accessibility to users. By prominently indicating the AI-driven nature of the "Eve" profile, users can easily identify and access personalized affirmations, thereby increasing engagement with the AI feature of the app. This simple addition improves user understanding and utilization of the AI functionality, maximizing its effectiveness in delivering tailored affirmations.

We believe these Recommendations will increase the SUS score

Implementing recommendations like consolidating features, shortening onboarding, and enhancing feature visibility is projected to streamline user interaction, reduce friction, and improve overall user satisfaction. These improvements are expected to positively impact the System Usability Scale (SUS) score by enhancing user experience and engagement within the app.

Finally we presented our Client the final data

Presenting findings to the client involved a comprehensive overview of research methodology, insights, and recommendations. Utilizing visual aids and data-backed insights, we engaged stakeholders in a constructive dialogue, fostering collaboration and alignment. The client appreciated actionable recommendations tailored to improving user experience and app performance.

WHAT’S NEXT STARTS HERE.

Get in touch at apex.mehika@gmail.com