Rocketbook - News
Migrating from "just a scanning app" to a lifestyle app by pushing content on how our notebooks can be used and engaging with our users through gamification, promotions, and more.
Overview
The Rocketbook mobile app is a way for users to take notes, scan, and blast their scans to their favorite cloud platform, such as, Google Drive or Evernote. In 2020, we wanted to shift the Rocketbook app from being just a scanning app to a lifestyle app. We decided a good way to transition into this new territory is to create News, a place to push relevant and desired content to our users within the app.
The Problem
While we were eager to shift into becoming a lifestyle app, we didn't actually know if users would be interested in content within the app. The last thing we wanted was to annoy our users with content they might not be looking for. We had to ask ourselves these questions:
Research
Since we had NO idea what our users wanted, we decided that News would be an MVP product in our app. Additionally, as a startup company with limited time, resources, and manpower, doing user interviews and usability testing were out of scope. Instead, we initially decided to do an A/B/C/D/E test to get signal on what type of content users wanted to digest.
However, after the launch of News, I ended up having some time as different projects got swapped out so I conducted user interviews with users from each variant to learn about the types of content they were looking to find and getting feedback about different UI layout options.
The Outcome
Through the A/B/C/D/E test, we learned that the highest engagement level came from users who got content related to hacks and tips (Variant D). They enjoyed learning about shortcuts within the app that upscaled their workflow. Along the same lines, our newer users wanted to see how Rocketbook's mega-users were utilizing their notebooks and app.
Furthermore, we exceeded our initial click and consumption rate. Our initial goal was to have 20,000 total engagements within the first few weeks of releasing News. We got over 45,000 total engagement, which is more than double our goal. For conversion rates, we only considered users who stayed in the content page for more than 20 seconds.
Design
As News became a more promising feature, we decided to revamp the MVP screens to something more sophisticated and of one that addressed our users' needs.
