Movember
An app to raise funds for testicular cancer and help men stop dying too young.
To facilitate an app refresh across the Movember iOS platform, I lead a Design Sprint with the Movember team and subsequently placed my focus on introducing camera functionality and sharing capabilities. Working alongside developers and two talented UX and UI designers, we collaborated under a tight deadline of 6 weeks.
Activities
Design Sprint facilitation, mobile app interaction design, user testing, and development.
Platform
The 2018 iOS Movember app.
What is Movember?
The Movember foundation provides support for people dealing with prostate and testicular cancer, mental health and suicide prevention.
Movember is an annual event involving the growing of moustaches during the month of November to raise awareness and funds. This initiative has been actively supported by 5 million people worldwide and has raised a collective $938 million to date.
The Challenge
The initial project goal was to redesign the app to increase brand exposure and encourage fundraisers.
Halfway through the design sprint, we realised the product goal didn’t match up with the overarching values of the charity. We took a step back and re-aligned our focus. We didn’t need to increase exposure to increased fundraising capabilities.
Pivot Goal:
Improve social engagement through content and provide an element of achievement and recognition to people using the app.
Encourage users to build and maintain a strong social network around them.
Who will be using this product?
Insight came from the people already using the app.
We collected insights by looking at how the mobile audience was engaging with charities and fund-raising platforms. What did they expect? What would that share?
As a team, we helped the foundation identify key analytic metrics and goals to better understand how users were engaging with the app and evaluate the effectiveness of their digital offerings. We understood that 40% of the website's traffic was directed through social media.
How will people be using this app?
On-boarding
Preparation
Donations
Results
We crafted our hypothesis to test engagement around open conversations and sharing experiences. By mapping out scenarios and exploring previous user behaviour, we were able to articulate what success meant for our product.
1- Enable a mo-bro or mo-sister to be the best fundraiser they could be by creating a premier social and sharing experience.
2 - Maintain the fun energy that goes into Movember and visualise the team’s passion.
Focus area: Sharable moments
The key features
Applying a growth strategy framework, we surfaced two key opportunities for increasing user acquisition and engagement:
Improving social integration: with the associated network effects. By sharing goals, milestones and fundraising efforts, people are able to start open conversations around the cause.
Simplifying and enhancing the user experience: People are encouraged to form teams and build their networks.
Design
How did we introduce a new reason to share?
Interactive stickers and contextual filters
I was one of three designers working on the overall UX and UI of the app. We crafted a visual way for people to share their moustache progress and milestones.
Our concepts were iterated based on feedback
Features were added incrementally using agile practices to encourage users to track their moustache progress and try on different AR moustaches styles through the camera.
Looked at trends in AR
Historically the organisation's visual communication has been based in reality, so a virtual moustache was new ground for them. Given recent trends in AR and social marketing, the virtual moustache and sticker functionality were well received in testing and allowed for easy shareable mo-stats and progress. .
Our user’s goals informed the product interactions
“Help me find my friend so that I can invite him to my Mo-team”
Search ability
I prototyped different guiding mechanisms and the user flows through the app. Improved search and best practice search functionality enabled people to find their mates, invite them to participate and share content.
Camera functionally and UI
Added technology increased the functionality of the camera allowing users to take selfies of their moustache with the camera and add Movember filters and stickers to share with friends.
Use Mo-Tracker to track your moustache as it grows, and create a movie at the end of the month.
The Feature Flow
Use Mo-Tracker to track your moustache as it grows, and create a movie at the end of the month.
Set a fundraising target, track your donations and thank your supporters.
Set and share your physical activity over the month of Movember.
Set and share your physical activity over the month of Movember.
What did we achieve within a 6 week deadline?
A reason to share.
The app experience triggered a positive feedback loop of reviews and downloads that resulted in the app being featured worldwide on the App Store home page.
With 300,000 Mo-bros ad Mo-sistas using the app over the month of November.
These results, and our cooperative, agile approach, led Movember Foundation to endorse the project as their most effective.
40%
Increase in new users.
25%
Increased in iOS Sessions
