WollenDance is a dancing subscription website. It cooperates with popular dance studios around the US to let its subscribers take live and recorded classes wherever and whenever they want through the website and the mobile app. When I joined WollenDance, it already had a website hosting all recorded and live classes.
During my time with WollenDance, I helped design its first-ever mobile app from scratch to launch it on the Apple store. Besides that, by conducting necessary user research and competitive analysis, I helped it identify its future design and business focus as well as promotional materials.
While going to onsite dance classes, users might only get limited class choices. However, if they take classes online, the experience of getting instant feedback and peer companionship will be lacking.
WollenDance is here to fill the gap between those two dance practicing options.
While looking at traffic data, our users weren’t performing as we expected. We noticed that, at the time: 70% of traffic was coming from mobile, and there were no online subscriptions from those users
Some research is needed for us to figure out how we might attract more users to register and retain practicing dance on our site.
I utilized research methods such as interviewing with stakeholders, dancing enthusiasts, looking at google analytics, and competitive research.
80% of paid Users were females aged around 30, and they mostly visited the site through a web
They have the limitation of exploring and difficulties of using certain features such as mirroring
70% of traffic was coming from mobile, and there were no online subscriptions from those users
Besides thinking we could optimize certain features on the site to provide better learning and dancing experience, we also thought that by only targeting our current paid users (females aged around 30), it would not be very helpful for us to expand the business. As the current users are most likely not tech-savvy yet active on social media.
As the younger generation are more tech-savvy, active on mobile, and active on social media.
Achievement oriented
Celebrity effects, In group and Peer pressure
Necessary info such as: Consuming Calorie, Preview, Duration, Preparation and Difficulty
Aspects other than class content such as: Camera angle, Light, Distance, Pause and Music
Easy to access
Feedback
Time Management
Relax
Newness
Competitive
Peer Pressure
Social
I look at apps focused on keeping fit, workout, dance, singing, and mediation to do a well-rounded competitive analysis.
Then I tackled where should WollenDance be placed.
Focus on the fun part of the dance
Create an interactive and immersive dancing experience, and let users dance without any willpower or self-discipline
Mobile & Web
Create a platform
Attract more dancing studios to join in
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