Improving App rating

1.Users aren’t Rating Bumble

2. Premium features aren’t worth the price

1
About Bumble Problem Statement
Business Outcome: Improve Bumble’s App Rating on Google play store (4.2)

Assume: Infinite Tech Bandwidth

45Mn 1.8Mn $944Mn
yearly active users paid users Revenue Factors Affecting Google Play Store Rating
Recency of the Rating: The more recent the ratings, the more weight they carry in the
$29.38 65:35 26 overall rating calculation.

Average Revenue/ User Male to female Ratio Average Age

Sentiment Analysis: Google uses sentiment analysis to determine the overall sentiment
of the ratings and reviews, which helps to determine the app's rating

Source: bumble (2022)

User engagement: Google also takes into account user engagement and usage data
Business Model such as the number of downloads, uninstalls, and crashes

Number of ratings: The more ratings an app has, the more accurate its rating becomes

Mapping the given business outcome to the relevant

FREE USER product outcomes Good Ratings
No Matches

App Ratings App Downloads Revenue Users Who Rate Not Getting Quality Matches
Poor User Experience
Bad Ratings
Bad Customer Support

Paid Users Total Users

Users Who

don’t Rate App hasn’t asked them to Rate

PREMIUM

USER Don’t see value in giving rating

ARPU* Conversion Rate
Don’t feel motivated to rate the app
2
Problem Statement Who are facing the Problem?

1 There is lack of motivation or value for users to provide a rating for

the app, as they have not been incentivized to do so. As a result,
users choose not to provide a rating for the app.
Name: Ananya

Age: 19
Name: Suraj

Age: 24

2 The perceived value of Bumble's premium feature is not compelling

enough for users to justify the cost, leading to negative ratings for
the app.
Occupation: Student Occupation: Working
Professional
Place: Delhi
Place: Mumbai
Play Store Reviews Goals and Needs:
Goals and Needs:
-
 He wants to improve his self confidence and


“Easy to set up but I can’t see who liked my profile without paying
for premium. Not keen to pay the expensive fee until I get a feel for
the app to see if the price is justified. Also, the filters are behind a 
looking for something that can provide him with the
pay wall, and some of those are pretty important so not being able
to filter means a lot of swiping left. ” -Kate Thomas

Finding a romantic partner for long term become more comfortable in social situation
relationshi
 He is be looking for someone for casual dating and
Meeting new people and expand her social circl
opportunity to meet people who are open to such
-
She appreciates the user friendly interface which arrangements^

makes it easier for people to navigate the app

and connect with potential matche  He is open to trying new dating apps to see what

works best for hin

 She values the safety which involves that ability

“The likes are Extremely limited and it doesn’t tell you when you to control the flow of conversation and the option  He is looking for someone who shares his interests
get any more. If there was a way to watch an ad to get more, it’d to report inappropriate behavior, to ensure they and values, so he can enjoy activities together

be awesome, rather than waiting an undisclosed period of time feel secure

to see who liked my profile. So far, a bad app with a good PainPoints:
concept and that’s the only thing that saves ti so far.” -Schizniit PainPoints:
 Not receiving enough matches or if matches do
 Inappropriate behavior from some male users on
not result in meaningful conversations or
the app and not being to report properly on the
connection
ap

“I understand certain aspects being behind a paywall, but I  Don’t see a value in giving ratings to the ap
 Limited control over the interactions on the app,

don’t understand the part where we can’t see who has liked leading to frustration or disappointmenO

our profile. Also, the subscription price is ridiculously high  Inaccurate profiles, leading to disappointment

for no reason. ” -Haylee :D

 Don’t see a worth in paying premium for the
and a lack of trust in the app
advance features.

3
Problem Validation (survey) 26 responses for Bumble Why Solve it now? (Source: Apptentive)
90% of respondents fall in
18-25 age group
97% 53%
84% students
people are college of consumers check ratings and
reviews before downloading an app
of consumers check ratings and
reviews before updating an app

77% hardest part in online dating

believe that finding good people is the

Users aren’t giving Rating 57% 55%

of consumers check ratings and reviews of consumers say a one-star or two-star
before making an-app transaction rating of a well-known brand negatively
59% do not see the motivation or value in
giving rate
impacts their view of the brand as a whole.

35% improvement in the app.

say that they would rate the if they want some

What is the value generated by solving this problem?

Paid Features aren’t worth the price For the Business For the Target Customer

80% of people give less than or equal to 3 star

rating to Bumble’s Paid Features Better Performance Metrics Increased Trust
Better ratings can lead to improved Addressing concerns highlighted in negative
56% premium
don’t feel the need to purchase bumble performance metrics such as conversion rates,
click-through rates, and user acquisition,
ratings can increase user trust in the platform,
leading to more active users and increased
resulting in higher revenue and profits engagement.
29% the price
don’t fell bumble premium is worth
Reduced Cost Improved Customer Support
Insights from User Interviews/Surveys Improving customer service and paid features Addressing issues with customer service can
improve the overall customer experience and
can lead to reduced costs associated with
F@ Users are more likely to rate apps when they have a bad experienc8 customer churn, support inquiries, and increase satisfaction, leading to increased
.@ Most females don’t have a need to purchase bumble premiu3 negative reviews, resulting in more efficient loyalty and retention.
#@ Majority said Bumble has a poor user experience when it
operations
comes to paid features.
4
Solutions Prioritisation
Rice Score = (Reach x Impact x Confidence) / Effort

Users aren’t giving Rating

Users aren’t giving Rating
Solution Description How it will help Customer? Rice
Feature Reach Impact Confidence Effort
Score
\ Encourage users to provide
Offer a reward or incentive for users who rate feedback and ratingN Incentivise - can be shown to
7 - increase the 7 - incentive can - low as compared to
Incentivise Rating the app, such as access to premium features. \ Helps users try bumble paid
8
chances of getting a motivate users to leave
6
65
features for free.
Rating all the users
biased result a rating
other solutions

\ This feature can prompt users to

Display rating prompts after certain actions, rate the app at a time when they Personalized 7 - shown to a subset
- as this solution is
8- Personalization is a 7 - It requires tech
Contextual Rating such as after a successful match or after using are most likely to have positive of users based on
9
well-known factor that implementation to track
Prompts Rating their behavior and
based on user behavior
influences customer user behavior and send 72
a specific feature. feelings about it, increasing the Requests and usage patterns
likelihood of a positive rating. usage patterns behavior targeted messages
Send personalized rating requests to users - only be shown to If designed well, - require identifying
\ Make the rating request more 7
7- improve the app's
7- 6
based on their behavior and usage patterns, the users who do a could be a highly the points when the
relevant to the user and increase Contextual overall rating, but the
Bumble Enfold such as after they've matched with a certain
the likelihood of them providing specific action with effective way to user has a good 57
number of people or used the app for a certain Rating Prompts the app like getting a
chances of getting a
encourage users to experience with the
feedback. biased rating are high
period of time. like or match. leave ratings app

Paid Features aren’t worth the price Paid Features aren’t worth the price
Rice
Feature Reach Impact Confidence Effort
Score
Solution Description How it will help Customer?
7 - users who haven't 7 - users are likely to 5 - uncertainty, as the
purchased the upgrade and purchase
efficacy of demos can - low compared to
Allow users to demo paid features for a limited \ Give users a better understanding Feature Demo’s premium yet can them, leading to an
vary depending on the
5
other solutions 49
Feature
period, such as a day or a week based on their
of the value of the paid features benefit from the demo increase in revenue and
user.
Demo’s and increase the likelihood of based on app usage customer satisfaction.
app usage.
them making a purchase.
9 - not limited to only 8 - The ad-based 8 - requires connecting
\ Reduce the cost of its premium Ads to access those who are willing revenue model can
6- It can potentially with companies for ads
Show ads to access premium features in
features, making them more features to pay for premium create an alternate
degrade the user
that suits the target 5 4
Ads to access Bumble. This would allow the app to provide accessible to users[ experience of the app
its premium features at a lower cost for the features revenue source audience
features \ Improve the perceived value of its
users who can’t afford, as users would not
features, making users more likely Personalized
need to pay for the full premium set. - users who haven't
8-
Personalization is a
to use them. Feature 7
recommendations
7-
7 - time-consuming,
used pad features yet well-known factor that
Recommend Bumble Premium features to Recommend-
can benefit from them
increase the chance of
influences customer
requires expertise and 56
\ Increase the relevance and ations conversion and resources.
users based on their app usage and based on app usage behavior
Feature effectiveness of in-app retention.
preferences. For example, users who have
recommendations[
Recommendation swiped right on a lot of profiles but have
\ Higher response rates and more

5
received few matches could receive a
in-app purchases.
recommendation to Superswipes or Spotlights.
Wireframes Factors

Matches
Criteria

3-4
Why?
The user may not ha e a ood experience if he she hasn t ot any
v g / ’ g

matches and there will not be enou h data to collect.

g

Bumble Enfold Usage in terms of month 4- months

6
The user may not be able to i e a ood re iew if he she has not used
g v g

the app for a si nificant period of time.

g
v /

Shown/ month if user doesn t

’
nce month sers may feel annoyed or bothered by fre uent ratin re uests
give rating O / U q g q

Card 1 Card 2 Card 3 Card 4

Bumble 9:01 PM
Hey Ashish, Your Bumble Enfold is here.
Check how has been your experience with us.

User Gets Notification on the

phone which will tempt him/her to
open the app.

User Opens Bumble App

The summarization is from all three
modes of Bumble
The user is compared to other users in the
same area and comparision is made.
People are selected based on the time
spent talking to them on the app
The user will be directed to play store
after he clicks on leave feedback button 6
 The pricing structure is formulated by taking into account user feedback garnered through interviews, as well as

Wireframes
referencing existing Bumble features such as Spotlight and SuperSwipe. The message will be shown once every 5 times
user opens the app.

Features Criteria Pricing

Feature Recommendation Spotlight
User using the app for at least two weeks, the User is from a Tier 1 city, User has not got more than 2 right
swipes
30Rs/spotlight

The proposed approach involves initially focusing on the four most critical features of Bumble and SuperSwipes User using the app for at least two weeks, User is from a Tier 1 city, User have made at least 10 swipes 15Rs/SuperSwipe
subsequently incorporating additional features based on performance metrics. It should be
emphasized that this entails breaking down premium plans into distinct features and suggesting User using the app for at least two weeks, User is from a Tier 1 city, User has opened the filters at least 4
Advance Filters 30Rs/week
times
modifications to the pricing strategy, as outlined in the table.
Beeline User using the app for at least two weeks, User is from a Tier 1 city, User have got a least 5 likes 30Rs/week
The current state of the user
(using stats) A brief description of the feature.

User can close the

prompt if he/she
doesn’t want to
purchase the
premium

Bumble 9:01 PM
Hey Ashish, Not getting Matches?
Here’s how you can match with 213 people in your
area

User Gets Notification on the phone

which will tempt him/her to open the
app.

Explain how in numerical terms buying the Use discount pricing to tempt user to buy
7
recommended feature can help solve the Limited Offer so that the user take
User Opens Bumble App the recommended feature decisions quickly.
problem
How does it solve the problem?
Bumble Enfold
Bumble Enfold feature aims to increase user ratings for the app by highlighting
their past experience with the app using their past data. It shows users a
summary of their journey with the app and then asks them to rate it. Only users
who have spent a significant amount of time on the app are eligible for this
feature. When a user gets to know what value the app has provided to him/her it
will motivate him/her to share their feedback on the app.
System Design
Feature Recommendation
Feature recommendation helps users buy paid features that are relevant and
useful for them. It can help Bumble to reduce bad ratings from the app by\
[ Increasing user satisfaction and engagement by showing them how they can
benefit from using different features of the apps
[ Reducing user frustration and confusion by guiding them through the app’s
functionality and helping them solve their problemss
[ Encouraging user feedback and loyalty by providing personalized
recommendations based on their preferences and behaviors.
System Design
8
Metrics Possible Pitfalls
Type Metrics Trend Risk Solution
Solution 1
Bumble Enfold

No of users who gets to the last prompt requesting rating/ No of users who skipped the S et a limit on the number of rating requests
Activation prompt in between
Bumble Enfold
that can be sent to each user within a certain
Solution 2
Users may feel annoyed or bothered by timeframe e g once er month and ensure
( . . p ),

frequent rating requests

that the requests are s aced out

% of users who purchase the recommended feature a ro riatel
pp p y

Solution 1
Feature Recommendation

No of users who gave rating through personalized rating request/ No of users who not Users may feel overwhelmed with too many Feature Recommendation

feature recommendations imit the number of feature recommendations

complete the request

North Star Solution 2

to a manageable amount based on the user s , '

level of activity on the a pp

% of users who believe paid feature of bumble are not worth the price - Calculated
through surveys
Bumble Enfold

Solution 1
Bumble Enfold
Use user data and behavior atterns to p

No of users who leave a rating after completing the process/No of user who leave Personali ed rating requests may not be
z identify the best time and conte t to send x

Adoption rating through simple App prompt

relevant or timely for all users

rating requests and tailor the requests to

,

Solution 2
each user s e erience with the a
' xp pp

% of users who have use recommended features Feature Recommendation

The feature recommendation algorithm may Feature Recommendation

not accurately redict which features a user

p C ontinuously monitor and im rove the p

Solution 1
will find useful algorithm based on user feedbac and k

Time spent by the user on Bumble enfold

behavior
Engagement Solution 2

Number of times that user uses the recommended features

Bumble Enfold

Solution 1
Bumble nfold should be shown to the eo le
E p p

Bumble Enfold
who have used the a for a significant
% of users who return to the app after leaving a rating

pp

Retention Solution 2

Targeting the wrong audienc e

amount of time t should strictly follow the

criteria discussed above
. I

% of users who continue to use the app after using recommended features Feature Recommendation

Users may ignore or dismiss feature Feature Recommendation

recommendations Provide a clear and com elling e lanation of p xp

Solution 1
the benefits of each recommended feature
Customer User satisfaction with the rating request process, measured through surveys or and how it can enhance the user s e erience ' xp

feedback

Satisfaction Solution 2

Average rating of user feedback on recommended features