Increasing period quiz conversion to provide key product recommendations.

Increasing period quiz conversion to provide key product recommendations.

Increasing period quiz conversion to provide key product recommendations.

Team

Engagement

Company

Tinder

V1 quiz - Triggered curiosity, but lacked personalization

V1 quiz - Triggered curiosity, but lacked personalization

While the existing quiz was exciting to several users, it was a missed opportunity in gathering the most optimal disc subscriptions with product confusion, UX, and technical issues as it wasn't flexible.

V2 quiz - Interactive, but plummeted conversion.

V2 quiz - Interactive, but plummeted conversion.

Along with the rebrand, our revised questions, UX refinements, and answers led to clearer results and a 44% completion rate. We also offered discount codes to incentivize users to join our newsletter and boost CRM. However, conversion dipped from 3 to 1.5%.

V3 quiz - Rewarding, with personalized education.

V3 quiz - Rewarding, with personalized education.

V3 quiz - Rewarding, with personalized education.

V3 quiz - Rewarding, with personalized education.

Since the quiz wasn't as optimal, we analyzed and identified major customer characteristics/personas and their keyword searches. According to our research, the most popular keywords our target audience was searching for were: Safety, comfort, and reliability.

We tested our new approach to emphasize educational support within onboarding screens with CRO and our marketing manager/copywriter.

Results

•Increased design system color from 32 to 59% and typography adoption from 18% to 36%
•Increased WCAG accessibility from 10% to 34% with color supported tokens
• Overall decreased design and engineering time spent in feature launches and campaigns

•Increased design system color from 32 to 59% and typography adoption from 18% to 36%
•Increased WCAG accessibility from 10% to 34% with color supported tokens
• Overall decreased design and engineering time spent in feature launches and campaigns