Boosting User Adoption with Weekly Feedback: Angel One’s Migration Success Story
Weekly Feedback Drives Angel One’s Migration Success
∘ Table of contents:
· 1. Introduction
· 2. Gathering User Feedback
· 3. Addressing User Concern
· 4. Improving Readability
· 5. Step-by-step breakdown of the process:
∘ 5.1 User Segmentation
∘ 5.2 Ideation
∘ 5.3 Usability Testing
∘ 5.4 Implementation
∘ 5.6 Metrics
· 6. Conclusion
1. Introduction
Have you ever been forced to switch to a new app or platform only to find it challenging to navigate or use? At Angel One, We understand that migrating users to a new platform can be tricky. That’s why we implemented a simple weekly feedback system. This agile way helped us to increase our NPS score and ensured a smooth migration of our users to a much faster, more reliable, and easier-to-navigate platform. But, the story doesn’t end here… let me tell you how we did it.
Although the migration was planned and executed in different phases, there were still various steps that required users’ involvement and cooperation.
2. Gathering User Feedback
First, we had to ensure that we had a system in place to gather feedback from our users in a structured way. We realized that users’ voices were only being heard through phone calls and emails through our customer support team and that we needed a more systematic way to interact with our users to make real-time decisions.
Why and how much?
To maintain the consistency and track the adaptability of the platform, at least 36 interviews were conducted every month.
3. Addressing User Concern
Some of the challenges were that the users felt their control in choosing a particular platform was taken away, and when we called, they used to ask for the old app APK. Additionally, a few users suggested keeping both apps active. However, we decided against this as it would split the user base and create confusion. Instead, we focused on improving the new platform’s user experience to ensure a smooth migration.
4. Improving Readability
We targeted the users who had already migrated to the Angel New Platform and mapped their data along with their existing mental models and behaviours. This allowed us to identify pain points and areas that needed improvement. One such issue was readability. Users were facing issues with reading for broadcast stock and chart values and even using the app in direct sunlight due to less contrast on the screen.
Our User Experience Research (UXR) team came into action to address this. We began interacting with different users facing these issues to understand the readability problem. We identified the challenges and areas of improvement for the readability problem. We worked closely with stakeholders to rapidly ideate and test different solutions.
5. Step-by-step breakdown of the process:
5.1 User Segmentation
We segmented our users based on different data sets such as most used operating systems, user age groups, device brands, screen sizes, and screen types through analytics to better understand them. This allowed us to create a more targeted approach to solving the readability issue.
5.2 Ideation
We helped the teams to ideate and stay aligned with user issues and needs. Multiple prototypes were designed for the screens causing readability issues following readability guidelines and were pilot tested in-house.
5.3 Usability Testing
We conducted different A/B testing, a quantitative survey to validate our study further to get an in-depth understanding of user behaviour. This allowed us to collect valuable user feedback and ensure our changes were effective.
5.4 Implementation
We made the necessary changes based on the results and added them to the next update. This helped improve the app’s readability issues and provided a better user experience for our users across different sections of the app.
5.6 Metrics
We tracked NPS (Net Promoter Score) and retention rates to measure the success of our implemented changes.
Over time, our structured weekly feedback system helped us to make better decisions and improve the user experience for our customers. By addressing the issues our users were facing and implementing targeted solutions, we were able to successfully migrate our users to the new trading platform with ease.
6. Conclusion
After implementing the changes, we saw a significant improvement in our Net Promoter Score (NPS), User Retention and other metrics. This is a testament to the effectiveness of our approach in identifying and targeting the needs of our users. By utilizing data-driven insights, we were able to create a more personalized user experience that resonated with our audience and ultimately led to increased customer satisfaction and loyalty.
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