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:
- Users who tried the new features continued to use the service.
- 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 began looking 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.