YourMove.ai · Profile Poet Redesign for Increased Conversion

YourMove.ai, an AI app built on ChatGPT, has a profile generator which is underutilized by its users. This case study is a UI overhaul and an end-to-end redesign that starts with user research and ends with new features which lead to user activation and paid subscription conversion.

Creating a flow which gradually progresses users through the profile generation experience and gives them the autonomy to customize their outputs at the end The first feature introduced is sequenced questions and answers which baby steps users through the flow.

The second feature introduced is the ability to refresh individual answers to dating question prompts on the results page until satisfactory.

The third feature introduced is the ability to toggle different dating questions to generate answers on the results page that the user thinks is a good fit.

Impact We launched the redesign on Product Hunt and saw an increase in user activation, user re-engagement, and conversion to paid subscription

3x user activation

2x re-engagement of users coming back to product

1.5x conversion into paid subscription

10% increase in monthly recurring revenue

149 Upvotes, 3 reviews on Product Hunt

Featured in Product Hunt’s Weekly Newsletter

Users who have used Profile Poet see a lot of value in the tool, but most users have never tried it When looking at YourMove.ai’s metadata, we see that users leverage the other suite of features, but rarely use the Profile Poet.

The founding team created a profile generation feature as an introductory flow to show users the value of their offerings and to lead to more recurring revenue, but very few people had used it or given it a try.

Of the users who have clicked on it, many do not make it to the end and few ever come back to use the product again.

By looking at Hotjar metadata, we could see that only 8% of users made it to the bottom of the landing page to see a button to create an AI profile.

In our user interviews, we synthesized that people like the logic and answer outputs the profile generation provides, but thought the experience getting there was clunky and not visually polished. Our metadata confirms that 55% of people dropoff before making it to the profile results.

Lack of flexibility in customizing outputs In our user interviews, we got repeated feedback that users wished to be able to customize their outputs on the results page without having to start the flow over from the beginning. Our metadata confirms that only 6% of users ever try to create a profile from the start.

Increase discoverability, reduce friction in providing inputs, and increase flexibility of outputs so users experience more value in YourMove.ai’s total offering Our hypothesis is that if users try out Profile Poet, they’ll be more compelled to try out other features like Openers or Replies which will lead to more user activation, higher conversion rate, and higher monthly recurring revenue.

DALL-E description: AI bot generating US dollars

As a philosophy, I leaned into simple visual ideations and focused more on getting alignment with our overall user flow and the things that we could control for.

The flip side benefit of this was that we could quickly ship product to test our new designs.

The question the co-founders and I grounded on was:

After sketching and showing the concepts to the co-founders, there was interest in further exploring these ideations:

Toolbar A footer navigation bar which makes it clear to users of all of YourMove.ai’s distinctive offerings including Profile Poet.

Sequenced Questions Questions one at a time to baby step users into the experience and a progress bar for visual indication.

Native Help Tips Visual intercepts which help educate users on ways to get better value out of the tool.

Output Customization A way to refresh results or change questions until you find a response that you want for your dating profile.

Although our intuition told us to keep monetization at the end once the user had already committed effort to working through the experience, we challenged ourselves to ideate and find out if there was a better flow for the user.

After our explorations, we came to a consensus that it would still be better keeping the monetization frames at the end of the user flow.

Co-founders loved the wireframe so much that they switched this redesign to their top priority for the month We decided that we would test the redesign live by shipping it ASAP and tracking usage and Hotjar feedback after doing an email blast to current users.

I spent the next week putting together a hi-fi prototype.

Since AI is controversial, my visual design focused on minimalism and trying to position this as a friendly and trustworthy product We heard in our user interviews that people were inherently using YourMove.ai as a dating coach rather than a dystopian AI product replacing all human connection so we leaned into that ethos for our brand redesign.

I pushed to redesign our UI to being light, airy, and fun compared to the dark, sultry, secretive vibe of the landing page.

The bottom navigational toolbar helps introduce user to app possibilities and creates flow between products.

Sequencing questions lightens cognitive load with progressive disclosure into our experience.

Refreshing answers and changing questions gives users flexibility into customizing their outputs to fit their own voice.

Priority 1 Card View, Question Refresh, Question Chang

We determined that the following features could come on to add value later on:

Toolbar This would require high engineering lift to create on our no code app and we can wait after validating that users want to use the new UI and Profile Poet redesign.

Native Help Tips Higher engineering lift and if the redesign works as intended, users might not need as many tips.

Post-Launch Iterations We redesigned the Change Question affordance since we noticed users weren’t clicking the toggle button

We saw a 12x uptick in users trying Profile Poet after relaunching, but noticed in Hotjar metadata that they were not clicking the Change Question icon.

We went back to the drawing board and shipped a dropdown menu to give a clear signal to users which solved our problem.

Learnings It seems counterintuitive, but more frames and clicks might be better in some cases As designers, we aim to cut away any friction possible, but adding frames to throttle user inputs can strategically benefit user experiences. Design for the ideal, and then see what’s in the art of the possible Additionally, I advocate for staying as aligned and collaborative with your Eng and Data Science team as possible for builds like this because their feedback and understanding the lift required will really shape what’s actually possible to build.

AI is here to stay, so it’s our choice to find ways to leverage it rather than fight it Most of the users interviewed told us that they pay for YourMove.ai subscriptions because they like the outputs, but still manually edit responses before using them. AI helps inspire them, but does not completely replace the human touch yet.

The same can be said about the AI tools popping out that can create entire UI layouts or company logos. As designers, it’s easy to feel intimidated that we might be phased out of a job. My take is that we must learn to leverage these tools, but trust our experience and eye for beauty to enhance those outputs so that we can really make something truly delightful.