The ProblemEver since joining foriio, one of our primary objectives has been to expand the user base. Prior to my arrival, the company's focus had shifted from development to exploring new business avenues. Despite this change in direction, the user base was steadily increasing. Consequently, my task was to accelerate this growth. This involved conducting research, performing interviews, analyzing data, and then formulating several hypotheses to test and validate.
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The Foundation |
The initial step in addressing any problem involves laying a solid foundation through extensive research. For us at foriio, this entailed conducting user interviews, distributing surveys, analyzing Key Performance Indicators (KPIs), investigating the reasons behind user attrition, examining our competitors, surveying the SNS landscape, and more.
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Fortunately, we had access to years of accumulated KPIs and a wealth of data. After thoroughly reviewing this information and collecting more direct feedback, we were able to formulate a series of hypotheses and potential solutions to tackle these challenges.
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Our HypothesisAfter analyzing our user journey, we concluded that encouraging users to post more work would lead to an increased desire to share their portfolios. This, in turn, could result in more views and, eventually, attract new users to join foriio. With these objectives in mind, we scrutinized each user action to identify opportunities for enhancement:
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We aimed to streamline the onboarding process, making it as seamless as possible. The goal was to quickly lead users to the 'Aha' moment, where they recognize the value of foriio. |
To maintain user engagement, we focused on strategies that would encourage users to complete their portfolios promptly and continue using foriio regularly. |
Recognizing that many users had previously posted their work elsewhere, we saw an opportunity to simplify the portfolio creation process on foriio, making it more convenient and appealing. |
We aimed to increase the number of users sharing their foriio portfolios on social media. This strategy was intended to organically promote foriio and showcase the platform's value to creators. |
Re-examining the Onboarding Process |
Access to data on Mixpanel and Hotjar, coupled with user interviews, was instrumental in highlighting the shortcomings of our previous onboarding process at foriio. Using Mixpanel, we tracked the number of users who discontinued the process at each step, and analyzed their actions throughout the onboarding journey. A significant drop-off was observed at the onboarding screen. Our initial response involved reducing the amount of required information. Eventually, we eliminated specific text fields altogether. These modifications led to a noticeable improvement: a 10% increase in the number of users completing the sign-up process.
How we Streamlined the Onboarding ProcessWe next observed that user actions varied significantly after landing on our dashboard, with behaviors ranging from exploring other creators' pages to checking settings, uploading work, and viewing PRO features. Analysis through Hotjar revealed that many users were unclear about their next steps. To address this, we conducted A/B testing with various designs of the empty dashboard, all focusing on guiding users towards the 'Add Work' button. Additionally, we implemented an onboarding toast—a popup message that appears at strategic moments. These interventions were designed to efficiently lead users to their 'Aha' moment, where the value and functionality of foriio become clear.
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Moreover, we implemented features to continually engage users with foriio's core functions. A key addition was the 'Add another work' button, a simple yet effective tool for encouraging repeated interactions. We also made the 'Add work' button adaptive, enhancing its usability. As users interacted with foriio, this button evolved to reflect their most recent activity. For example, after a user uploaded a video, the button would transform into a 'Add Video' shortcut, effectively reducing the number of clicks required for subsequent uploads. These incremental changes cumulatively led to a significant outcome: a 15% increase in the number of works added by users.
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Import Feature
At foriio, our guiding philosophy centered on the question: How can we provide our users with a five-star experience in portfolio creation? In pursuit of this goal, we envisioned a feature that would enable users to upload the bulk of their work with just a single click. Our journey to realize this vision began with extensive user interviews. Through these interactions, we discovered that our users were seeking a more professional platform to showcase their work, even if they had already shared it on other sites or services. This insight led us to develop the import feature.
Perfecting this feature required numerous iterations and designs. Ultimately, our efforts culminated in a tool that empowers users to rapidly compile a complete portfolio, thereby significantly enhancing user value. We initiated this roll-out with our Instagram import feature, which received positive feedback. Encouraged by this response, we swiftly followed up with the YouTube import feature and, subsequently, our web import feature. |
The impact of the new feature was initially gradual, but adoption rates quickly accelerated over the following days. Notably, due to its efficiency, we observed a substantial 53% increase in the number of image works posted by the end of the first month. This translated to an impressive jump of approximately 15,000 additional works, soaring from about 30,000 image works to 46,000 in just one month. Similarly, the number of video works posted saw a significant rise of 35% within the first month, followed by an 80% increase in subsequent months, climbing from around 3,000 a month to 5,400.
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Increasing the Number of Shares
The final step in augmenting our user base involved leveraging word-of-mouth to reach a broader audience. Prior to focusing on foriio's core features, the service had experienced organic growth, particularly through social networking services like Twitter. Building on this success, we decided to intensify our efforts in areas that had proven effective. To move swiftly and explore new avenues, we implemented numerous small changes and closely monitored their effectiveness, making adjustments as needed.
One of our initial modifications was to revamp the 'Share' button on the dashboard. Previously, users could only copy their portfolio URL, but with the new share menu, they gained the ability to tweet their URL or share it on Facebook with just a click. This not only simplified sharing across different social networks but also served as a reminder, leading to an increase in shares. Additionally, we introduced an 'Embed' button on the dashboard for more visible access to this feature. On the mobile front, we expanded our support to include apps like Instagram, enabling users to share their work or foriio profiles through stories or posts. |
Another strategy we employed to encourage portfolio sharing was through the 'Work added' modal, which appears after a user adds a work. Our past updates had shown that a simple reminder in this modal could significantly boost user engagement. Therefore, we introduced a 'Share portfolio' button within the modal, set to appear once a user uploaded four works. We considered a user with a completed bio and at least four works to have a complete portfolio. To continuously engage users, we also implemented periodic reminders at every five-work interval. This ensured that users who were initially hesitant to share their foriio at four works would receive gentle nudges to share their portfolio as it grew.
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Despite the initial modification, the impact on our share rates was not as significant as we had hoped. To address this, we iterated further by incorporating examples of how shared portfolios would appear on other sites. The addition of these visuals to the modal significantly enhanced its effectiveness. As a result, our share rates through this modal saw a substantial increase. This improvement contributed to an overall rise in share rates by about 40%, which, in turn, led to a 40% increase in the number of users coming from platforms like Twitter (from 65,000 to 94,000 visitors).
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The Results of our Work |
The cumulative effect of our various changes, both major and minor, became evident as we achieved new milestones that previously seemed unattainable. Before my arrival at foriio, the platform was gaining approximately 2,100 to 2,400 new users monthly, with little variation. However, the implementation of our strategic changes led to a remarkable 20% increase in user acquisition within just one month. This upward trend continued, and within a few months, we witnessed a staggering 200% increase in new users. Our consistent efforts in making daily updates and improvements significantly accelerated our growth. By the same time the following year, foriio had surpassed 100,000 users, establishing itself as the largest portfolio service in Japan.
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