Postr Rewards: Product Pivot

The challenge

Postr Media partnered with Telecom companies in five markets to offer its 1.6 million users free data in exchange for viewing bespoke and programmatic ads on the lock screen of their Android devices. In 2018 Google changed its policy for incentivized ads, and Postr needed to pivot its product solutions and launch an MVP to Google Play within 2 months. Having worked on the Product Design for Postr's previous apps, this was a great opportunity to apply all that I have learned.

The process

Team
As Design Lead, I reported directly to the CEO, worked closely with the CRO, PM and engineering team. I also mentored and supervised our Junior Designer Kristina while supporting our existing customers and various bespoke marketing campaigns.

Discovery, Target Audience and Exploration
With designing from scratch, the amount of freedom was a little jarring at first, so I began the process by asking a lot of questions to understand what the experience should be. What are the goals for the product? Who is our audience? What are the priorities? What aren't? With a foreign-born population of 13.7%, the US market was a prime testing ground for delivering a pivot solution to our target audience identified as people with families abroad looking for a cheap alternative to earn and share credit on their telecom network. Once I've gathered enough information using in-person card sorting, I created and tested a white label prototype to get more insight into the value proposition by using usertesting.com.

Design
‍‍Working under the Double Diamond Framework, I then drafted a list of priorities and tasks to sign off with the CEO, CRO, CTO and once confirmed, the PM and I started creating the user flow using Overflow.

After the final feasibility validation with the engineering team, I started sketching wireframes and validated concepts and implementation of micro-interactions.

The process was not linear, and it involved very close collaboration and long hours with the entire team. We managed to deliver the MVP app to market within 2 months, and with beta testing in place for the Weather Widget and News Feed.

What I learned

• Permanence Across Devices ( device gets stolen, replaced, etc.) If a user's data is backed up to the cloud, a clean install of the app can be near-instantly restored to the previous state of the app on the user's new device; continuity of experience can be achieved, and people are less likely to abandon the product.
• Email sign up is needed to help users continue viewing their points if they uninstall the app and log back in, thus reducing negative comments on Google Play. This has been a significant pain point in the past.
• When entering an email address, we can detect if that user exists in the database or not. If YES - we continue with the ' Login ' flow. If NO - we continue with the  ' Sign up ' flow. Based on Facebook's research, this is a best practice type of sign up. Pinterest does it as well.
• Learned about Fake door demand testing and considered using the approach for future feature validation.
• I produced the user flow in its entirety and delivered multiple prototypes and iterations for validation with the stakeholders.
• We used the learnings from GDPR integration with the Netzclub app and promoted a transparent and flexible onboarding experience.
• I promoted, designed and helped integrate vector-based animations and assets throughout the app.