Banmi Pregnancy: a pregnancy/parenting iOS APP Redesign
Background Overview
Banmi Pregnancy is a parenting & pregnancy iOS app and is the one of the most promising and popular apps among millennials mothers in China. The users attracted by the vivid and informative animation tutorial videos, the viewership of the videos in the app reaches 26 millions per month, and until now, it has over 101 millions viewership on 3rd party video platforms, and over 30 millions active users in the community. The powerful team also plays an essential role, they received over 4.2 million RMB from the angel investors, and deeply collaborate with powerful media platforms, such as CCTV, Tencent and other 20 innovative media platforms.
Challenges
Low conversion rate is the biggest challenges that Banmi is facing right now. And the loss in customers could be divided into two steps. The first step is when converting the active users to videos viewing, the result is yet to achieve the expectation clients are looking for. The second step is when redirecting users to the ecommerce/ doctors, the performance is not good. Clients briefed us to focus on solving the problem in the first step, through optimizing the current user experience, thus enhance accessibility and conversion rate in videos viewing.
Dealing with tons of data and information from the research, we distilled the most critical insights, pain points and narrow down to 4 tangible problems we might need to tackle.
We used several different approaches during the ideation. We used Affinity Diagram to map out the insights, pain points from different users in various usage context. Then we formulated personas and turned it into user journey map to define specific aha moments and pain points during the whole journey. This gave us a full picture what we need to improve in order to solve those problems.
