Professional Documents
Culture Documents
1677662668602
1677662668602
1
About Bumble Problem Statement
Business Outcome: Improve Bumble’s App Rating on Google play store (4.2)
Number of ratings: The more ratings an app has, the more accurate its rating becomes
App Ratings App Downloads Revenue Users Who Rate Not Getting Quality Matches
Poor User Experience
Bad Ratings
Bad Customer Support
Age: 19
Name: Suraj
Age: 24
Finding a romantic partner for long term become more comfortable in social situation
“Easy to set up but I can’t see who liked my profile without paying relationshi
for premium. Not keen to pay the expensive fee until I get a feel for He is be looking for someone for casual dating and
the app to see if the price is justified. Also, the filters are behind a Meeting new people and expand her social circl looking for something that can provide him with the
pay wall, and some of those are pretty important so not being able opportunity to meet people who are open to such
to filter means a lot of swiping left. ” -Kate Thomas -
She appreciates the user friendly interface which arrangements^
and connect with potential matche He is open to trying new dating apps to see what
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
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
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
Bumble 9:01 PM
Hey Ashish, Your Bumble Enfold is here.
Check how has been your experience with us.
Wireframes
referencing existing Bumble features such as Spotlight and SuperSwipe. The message will be shown once every 5 times
user opens the app.
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.
Bumble 9:01 PM
Hey Ashish, Not getting Matches?
Here’s how you can match with 213 people in your
area
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? Feature Recommendation
Bumble Enfold 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\
Bumble Enfold feature aims to increase user ratings for the app by highlighting [ Increasing user satisfaction and engagement by showing them how they can
their past experience with the app using their past data. It shows users a benefit from using different features of the apps
summary of their journey with the app and then asks them to rate it. Only users [ Reducing user frustration and confusion by guiding them through the app’s
who have spent a significant amount of time on the app are eligible for this functionality and helping them solve their problemss
feature. When a user gets to know what value the app has provided to him/her it [ Encouraging user feedback and loyalty by providing personalized
will motivate him/her to share their feedback on the app. recommendations based on their preferences and behaviors.
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 ),
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
% 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
Solution 2
each user s e erience with the a
' xp pp
Solution 1
will find useful algorithm based on user feedbac and k
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
% of users who continue to use the app after using recommended features Feature Recommendation
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