How To Nudge Users To Adopt A New Feature - Case Study BoldVoice
Struggling to drive engagement in one part of your product?
A feature needs to cater to the human's Trigger → Action → Reward pattern.
Here is how, exemplified on BoldVoice’s ‘Practice Your Text’ Feature.
Quick Product Intro & Housekeeping
BoldVoice is an amazing app “that helps non-native English speakers improve their accent, pronunciation and overall fluency in English”.
This is not sponsored or prompted. I use BoldVoice myself to practice for my international consulting.
The mock request: “Help us drive more engagement to this incredible feature.”
”We’ve painstakingly developed it, but almost no one is using it.”
❗️I made up this request, because I find it to be super valuable to practice for a presentation or video.
Let’s dive in.
- Getting to the Feature
The feature hasn’t been introduced during onboarding & it’s hidden in the ‘Resources’ tap.
This makes it difficult to discover in the first place.
The user's need could arise at any time during the day.
💡The inherent Need Frequency is underutilized.
- Using the Feature
Perfect score on Usability.
The user
• gets set with a clear & explicit goal,
• is guided towards its completion step-by-step and
• receives 2 feedbacks upon completion.
✅ No need for adjustment
- Feedback for using the Feature
Part 1: Reward
→ Highly Variable Reward after created Time of Anticipation 🤩
Part 2: Investment
→ All I get as a user for my strenuous practice: streak extended.
Then my effort is forever lost (at least in the app). 😔
- Analysis & Identification of Potential
🤩 Outstanding feature in itself with regards to usability & reward mechanisms.
2 areas of untapped potential:
👉 Getting the user to the feature & help them fulfil unmet needs.
💪 Show the user’s effort & progress in the app.
- Recommendations
I.
💡 Nudge user to feature on home screen for extra practice.
🎯 Increase frequency of use.
II.
💡 Visualize user's progress & accumulated investment next to the feature.
🎯 Create an additional source of ownership increase feature utilization & retention.
That's a wrap for the 'Feature Review' of BoldVoice's 'Practice Your Text'.
TLDR:
• Prompt users more prominently.
• Usability & Rewards highly engaging.
• Visualize the user’s effort & progress
Go check out BoldVoice, especially if you’re a non-native English speaker.
And please reach out with feedback, comments, critique, questions, etc.
