Overview
Chathead Reward Ads Outside of the App
One of Buzzvil’s flagship B2B ad formats, Pop, is a chathead-style product that appears on the user’s home screen when integrated by partner companies. As a product designer, I was responsible for various tests and designs to increase user engagement with Pop.
By integrating the Pop SDK, partners can display reward ads on the user’s home screen without requiring them to enter the app. This not only allows for monetization through ad exposure but also provides users with rewards, leading to high user engagement.
Users can participate in various services and receive rewards through Pop without needing to enter the app, including viewing ads within Pop.
Problem
Users Are Unaware of New Features
To increase the time users spend on Pop, we designed and released several features that users can enjoy, such as a pedometer and lottery number drawing. However, after checking the data post-launch, we discovered the following:
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Users who tried the new features continued to use the service.
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The proportion of users using the features was significantly low.
Based on the hypothesis that “users are unaware of the new features,” I began to think of ways to encourage continuous service participation without harming the user experience. Although we showed red dots on feature icons to improve awareness, it was not effective enough. Therefore, I decided searching for more proactive communication methods.
Onboarding
Hypothesis: Promoting Service Usefulness Will Increase Participation
To solve the user awareness issue, we hypothesized that promoting the usefulness of features would increase participation. To test this, we considered more effective ways to highlight the features.
Leveraging the company’s ad platform, we displayed onboarding content for new features at the top of Pop’s ad space. This space already had options developed for time adjustments, user-specific targeting, and version-specific targeting, allowing us to quickly test various values without additional development.
Survey
Insights Through User Surveys
To gain deeper insights into user behavior, I conducted an online survey campaign using the same method as the onboarding content.
Through this qualitative feedback, we were able to further validate our hypothesis and quickly incorporate the findings into the product roadmap.
Survey submitted over 3 days
1,000+
Initial Assumption
Users would only be interested in collecting rewards
Findings
Users showed great interest in consistent service updates.
Many users used the pedometer feature for health reasons, just as many as those who used it for rewards.
UI Guide
Design Documentation for Easier Integration
The perspective of partners integrating the SDK was just as important as the user perspective. Easier integration would reduce lead times and allow more partners to efficiently implement Pop. After discussions with business managers, I determined that providing integration documentation along with UI examples would facilitate easier integration for partners.
To support this effectively, I created detailed Pop UI guides in multiple languages and distributed them with the integration documentation. These efforts contributed to the successful market adoption of Pop, with various integration examples, including Shinhan Pay and Hana Money.
Results
Imprinting New Features with High CTR
Through various onboarding messages, we successfully imprinted new features with a high CTR and increased user engagement. Subsequently, by automating message exposure, engagement metrics continuously rose. When partners integrated these features, the same strategy was used to quickly boost engagement.
- Onboarding Content CTR · up to 12%
- Participation Rate for Lottery Number Feature · 2% → 14%