EMAIL: RUNSTREAK

PRODUCT MANAGEMENT • ART DIRECTION • DESIGN

I PM'd and designed an email test for a 'run streak' feature that could validate YogaGlo building it into the product (or not). 

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TEST OBJECTIVE

Determine if sending users in trial an email about their “run streak” wherein we are encouraging them to take 5 classes in 5 consecutive days increases class completes and thus retention.

BACKGROUND

Currently on YogaGlo, there is no feedback loop or encouragement beyond the end of class screen that inspires the user to keep going and to keep practicing. This email test is a mechanism for determining if this is a valuable enough feature for the business to build into the product itself.  

Success Metrics and Learning Goals

• Percentage of users who have completed X straight days to complete X+1 straight days, in each variant (1 -> 2, 2 -> 3, etc.)

• Average class completes/week for users in each variant

• If the former increases the second should increase, but it will be good to look at both. If engagement is increasing, I think we can conclude that retention will eventually increase and deem the test a success.

• If this is the result, we should be prepared to launch run streak to 100% of our users who complete 2 classes in a row.

We should also watch:

  • How many people are opting out of these emails as it will give us a further idea if an email every day is too much and/or if people are feeling pressured.
  • Does the effect of taking classes get more (or less?) prominent as days go on?
  • When a user completes a 5-day run streak, is there a halo effect on their next streak?
  • Reporting should be segmented by Beginner / Intermediate / Advanced etc
  • Lastly we should be connected with CS to see if users are interested in setting their own streak goals, or if 5 days in a row feels like too much. I’m also interested in seeing if people want their weeks of runs treaks tracked etc.

EMAIL DESIGN

FOR 2,000 USERS OPTED IN TO THE TEST OVER 10 DAYS:

9% MORE LIKELY TO RETURN TO TAKE A CLASS

8.4% MORE LIKELY TO RETURN ON ANY GIVEN DAY OVER THE NEXT 10 DAYS

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EMAIL: MARKETING

DESIGN

Designed web + mobile emails across a variety of marketing initiatives that maintained a consistent style and use of templates.

 

CRM

I overhauled the design of YogaGlo's entire CRM flow for web and mobile in partnership with the marketing team as to better match the look and feel of our below-login product.