Case Study: Enhancing User Engagement for OneClimate App
Overview
Company: OneClimate
Product: OneClimate App
Role: Sole UX/UI Designer
Objective: Compare and enhance user engagement and retention through two different approaches to presenting climate actions in the OneClimate app.
Introduction
OneClimate is a startup dedicated to empowering users to understand and measure their CO2 footprint while increasing their positive impact on the environment through active climate actions. The core feature of the OneClimate app is its "climate actions" – practical tips and tasks that users can implement to reduce their carbon footprint. These actions are categorized into one-time actions, which have high impact but require more effort or cost, and habits, which users can integrate into their daily lives to consistently lower their climate impact.
Problem Statement
The initial approach to presenting climate actions in the app, inspired by Tinder's swipe feature, did not yield the desired user engagement and retention. This case study aims to compare the initial approach with a new, more guided approach, to determine which method better engages users and fosters sustainable habits.
Initial approach: action carousel
Description
The first design featured a swipe-based carousel where users could browse through 10 climate actions per day. Each action was presented on a card with an option to flip it for more details. Users could interact with each action by selecting:
“I’m not interested right now”
“I’m doing this already”
“Set this as a goal”
Actions set as goals were added to a goals list, where users could mark them as done once completed.
User Feedback
Pros: Interactive and visually engaging; provided a variety of actions daily. Users loved the carousel and the engagement rate on the first day of discovering the app was high.
Cons: Overwhelming choice; lack of focus and continuity; users felt unmotivated due to the lack of a structured path.
New approach: Guided action path
Description
The new design restructures the app to provide a guided experience. Upon opening the app, users are asked to select their main focus (e.g., saving energy). Based on their selection, users are given a tailored action path featuring two habits and one one-time action per day. The habits remain consistent to build routine, while the one-time actions can be deferred if needed.
Key features include:
Daily Streak Tracking: Encourages users to complete actions consistently.
Structured Path: Provides a 30-day plan to help users form sustainable habits and see measurable CO2 reduction.
Repetition of One-Time Actions: Allows users to defer and revisit significant tasks.
Expected Outcomes
Increased user retention by providing a clear, manageable path.
Enhanced user engagement through daily streaks and consistent actions.
Improved focus and motivation with a structured approach.
Conclusion
This case study highlights the iterative design process at OneClimate, focusing on user-centered improvements to enhance engagement and retention. By comparing the swipe-based carousel with the guided action path, we aim to determine the most effective way to motivate users to adopt sustainable habits and actively contribute to climate change mitigation.
The results of this A/B test will inform future design decisions and contribute to the continuous improvement of the OneClimate app, ensuring it effectively supports users in their journey toward a more sustainable lifestyle.
A/B Testing Plan
To compare the effectiveness of these two approaches, we will conduct an A/B test involving a representative sample of users.
Metrics for Evaluation
Recurring User Rate: Frequency of users returning to the app.
Engagement Rate: Number of actions completed by users.
Retention Rate: Percentage of users continuing to use the app over a 30-day period.
User Feedback: Qualitative data on user satisfaction and perceived value.
Test Duration
The A/B test will be conducted over a period of 8 weeks to gather sufficient data.
Hypothesis
We hypothesize that the new guided action path will significantly improve user retention and engagement compared to the swipe-based carousel approach, as it provides clear direction, reduces decision fatigue, and encourages consistent user interaction.