Improve user social activeness by creating and enhancing social scenarios related to chat: First-time talking, group chat, and share-to-chat.
Role
Project Type
Time
Current State
Sole UX Designer (Design, Shipping)
Internship Project
9 WeeksοΌJune 2018
Online
Kwai in form is very similar to Tiktok.
The strategic focus of Kwai in 2018 was enhance its social networking ability.
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Success Metrics (within 3 months):
20% growth on new relationships (mutual following) built through Chat in a day
20% growth of Daily Active Users of Chat
20% growth of messages sent through chat in a day
New design largely decreased time and effort needed to share.
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How it increased user social engagement:
Video sharing might trigger a conversation
Users can keep in contact at a very low cost by sharing videos and give comments.
I added a card which provide two users shared interest in their first talk experience.
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How it increased user social engagement:
Message receivers are more likely to reply when they found similarities between him and message sender.
With topic prompt, users know where to start and are more likely to become friends.
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Users can create groups, and chat within groups.
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How it increased user social engagement:
One active user can influence more than one socially-inactive users.
Talking in a group is less stressful than in a one-on-one chat, and users might be more likely to chat that way.
Get to know friends' friend.
In 3 months after releasing Group Chat's basic functions, without any promotion or update reminder, we made a leap and met all the goals set originally.
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Scenario
Users found an interesting video or user and wanted to share to friends
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Design Goals
Encourage sharing by ease sharing experience; Enable users to share to groups.
After users open share panel, they need to click into share to friends, and go through friends in alphabetical order to find the one they want to share, select one or more friends and confirm.
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Old video-sharing experience
Problem:
While it is the most important feature on the page, Share-to-friends is no encouraging enough.
It was time-consuming and irritating to find a friend in a list of them in alphabetical order.
It requires too many steps to share a video.
How can we make share-to-friends more encouraging?
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How can we prioritize contacts list to help users find right one to share?
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In-context testing and iterationβ
I used the real user data to test if the selected idea works good, and found a problem. Users with a large group of followers usually send an automatic message to their followers which make them on the top of their followers share list, but they are unlikely to be the friend this follower want to send message to.
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How might user share in less clicks?
The old-version design requires more clicks to share because it was designed for sharing to more than one contact. However, according to the statistics, users in most cases only share to one user.
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Users can share video to the 6 top recommended contacts in one tap; or tap "more" and choose one contact in the list to share.
New video-sharing experience
π6 million more videos were shared through chat in a day.
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Scenario
The first time talk for two stranger
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Design Goals
Help two users to start talking and make friends
I wanted to ease users' process of initiating a talk by providing preset messages.
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1. Preset message don't fit all usersβ
It is very hard to find social expressions loved by 700 million people. Furthermore, as a social platform, users prefer to communicate in their own ways.
2. Message receivers don't have much intention to reply.
βI realized that the key is to create a scenario that users have the intention to interact and something to talk about.
We decided to offer message senders and receivers the background information of the talk and also similarities between them, so they know a little bit about each other and have a place to start from.
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Provide background information in a card
Users found this design much more interesting!
πThis design can be the major reason of the 31% growth of mutural-follow relationship.
The Group Chat Feature shipping process took about three months and I was always responsible to explain the design to developers, making design decisions with PM, and pushing forward the development. I experienced many challenges in the collaboration. But Luckily, I was able to handle them and learn about communication, prioritization and compromising.
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New skills learned
communication with Devs and PMs; prioritization; compromising.
Usually PM came to me with an idea how a feature work. I thought I was supposed to implement that design and polish it. In my internship, I gradually learned that I needed to understand why he wanted the design that way, and try other options that achieve his goals but with even better performance.
Therefore, in my later stage, I began to explore design alternatives, and found that that exploration opens my mind and very often lead to better final solution.
Great times I had with the team
