📈 Stocktwits | Social Web & Mobile App (C2C, B2C, B2B)
Ary Mega
Social Content Design
Mobile Designer
Product Designer
Figma
Jira
Slack
Stocktwits
📜 Overview
The company: Stocktwits
My role: Senior Product Designer
Accomplishments: Optimize Stocktwits' web and mobile app to increase user sign-ups, drive freemium user conversion to monthly subscriptions, and boost overall user engagement.
🧗♂️ The challenges
Context: Stocktwits, a social platform for investors and traders, aimed to expand its user base and increase revenue by encouraging more users to subscribe to its premium features. The existing platform, while functional, lacked a clear value proposition for casual investors and had limited social interaction features.
Constraints: The redesign needed to maintain the platform's core functionality for existing users while introducing new features that appeal to a broader audience.
User needs: Users needed a more intuitive and engaging experience with personalized content, enhanced social features, and a clear understanding of the value proposition of premium features.
💡 The solutions
Approach: A data-driven approach was adopted, focusing on user onboarding, personalized content feeds, and social interaction features to increase user engagement and drive conversions.
Key features:
Personalized onboarding: Implemented a tailored onboarding experience based on user investment goals and experience levels, highlighting relevant features and benefits.
Curated content feeds: Developed personalized content feeds based on user interests and followed stocks, showcasing trending discussions, expert analysis, and relevant news articles.
Enhanced social features: Introduced new social features like direct messaging, group chats, and live audio/video rooms to foster community interaction and knowledge sharing.
Gamified learning: Integrated interactive tutorials, quizzes, and challenges to educate users on investing concepts and encourage exploration of platform features.
Streamlined subscription flow: Simplified the process for upgrading to a premium subscription, highlighting the value proposition and offering flexible subscription options.
🧩 The process
Research: Conducted user surveys, A/B testing on existing features, and analyzed user behavior data to understand user needs, pain points, and motivations.
Ideation and iteration: Developed user flows, wireframes, and interactive prototypes to explore different design solutions and gather feedback from stakeholders and target users.
Testing and validation: Conducted usability testing throughout the design process to ensure a seamless and intuitive user experience. A/B testing was used to optimize conversion rates and user engagement with new features.
Collaboration: Worked closely with engineering, marketing, and content teams to ensure a cohesive platform experience and a successful launch of the redesigned apps.
🎖️ The results
Quantifiable outcomes:
20% increase in user sign-ups within the first month of launch.
15% rise in freemium user conversion to paid subscriptions attributed to the improved onboarding and value proposition.
10% increase in average daily active users and a 5% increase in average session duration.
25% growth in user-generated content (posts, comments, etc.) due to enhanced social features.
8% increase in user satisfaction based on post-launch surveys.
-5% decrease in average session duration for new users.
-2% increase in churn rate for users who signed up through the new onboarding flow.
Addressing the negatives:
Reduced Session Duration: Further analysis revealed that new users felt overwhelmed by the volume of information in the personalized feeds.
Next steps: Implement a more gradual introduction of features and content, allowing users to customize their feed preferences more granularly.
Increased Churn Rate: Data indicated that users who signed up for specific features during onboarding were more likely to churn when those features didn't meet their expectations.
Next steps: Refine the onboarding process to better align user expectations with feature capabilities and provide more in-depth tutorials and support resources.
Qualitative outcomes:
Positive user feedback on the personalized content feeds and improved social interaction features.
Increased user perception of Stocktwits as a valuable resource for learning and connecting with other investors.
Stronger brand loyalty and community engagement within the platform.
