Enhancing the UX to increase organic growth of an award-winning children’s diary app.

The business
DiaryZapp is an Award-winning journaling app that encourages children to express themselves through written and visual communication.

DiaryZapp operates across three platforms with 3 distinct users:

• Paid subscribers (child): can create and share diaries within the app, and view and comment on friend’s dairy shares.

• Paid subscribers (adult): Approve their child’s diary shares via emails.

• Free users: Can view shared diaries online.

 

The challenges and goals
DiaryZapp sought to identify and address user experience issues hindering growth.

Our approach
We conducted a comprehensive UX audit which included usability testing of each user journey across all platforms. Our findings revealed critical usability problems, particularly with email notifications, which were often lost in spam. This significantly impacted user engagement and conversion of free users into paying user.

 

Impact
We proposed a freemium model to enhance user experience and drive growth. This model would offer free use to all users with a payment wall at diary creation and sharing. This would encourage all users onto the app, removing the need for email notifications creating a more seamless experience, increasing app visibility, engagement, and ultimately conversion to paid subscribers.