Reducing friction to grow active users

Scope

- The platform’s Vietnamese branch experienced lower user retention rates compared to other Southeast Asian locations such as Singapore and Indonesia. This study aimed to identify and address the primary obstacles impacting user retention.

Impact

The research findings and strategic recommendations led to:

- Redesign decisions by the Product team to minimize user friction.

- A reassessment by the Growth team of supply and demand in different sectors, enhancing outreach effectiveness and achieving a 10% increase in user retention.

- The Social Media team formulating local branding strategies. I collaborated with the team to write a survey in understanding how our brands compared to other local brands.

- A follow-up study requested by the Growth team to evaluate the impact of new implementations.

Methodologies

- Literature review

- Market research & competitive analysis

- Usability testing

- Quantitative research