Iteratively mining for the”A-ha!” moment, the key point where a user goes from casual to habitual.
Stitcher’s challenge was to improve the overall first-time user experience (FTUX) of the Stitcher iOS application without alienating their existing user base.
As a small startup ready for its second round of funding, Stitcher wasn’t a stranger to numbers and analytics data. However, the team was having trouble understanding what made someone switch from casual to habitual user, and why new user churn numbers seemed a little high. Stitcher enlisted EchoUser’s help to solve this challenge.
Catering to the needs of two distinct user groups can be tough, but over the four total weeks of testing as well as the diary study, a number of problem areas surfaced that applied to both groups. These issues aren’t unique to Stitcher, and can provide focus when designing for multiple user types, ranging from content discovery to multi-tasking, transit challenges and so on. Ultimately, the EchoUser team helped guide Stitcher to provide users with every possible chance to have their own personal “A-ha!” moment.