Movember

How behavioural design delivered mo’ user acquisition for a good cause.

The Challenge

Download the app
Services
  • iOS & Android Apps
  • UX/UI Design
  • Technology
 
 
The Idea
 
Applying a growth strategy framework, we surfaced two key opportunities for increasing user acquisition and engagement: improving social integration (with the associated network effects), and simplifying and enhancing the user experience.

 

 

User psychology holds that designers can compensate for lower levels of motivation by making it easier for users to perform a target behaviour. So we employed a user-centred design process to dramatically streamline and simplify the Movember app interface.

At the same time, we drew on behavioural design principles like hot triggers, social proof, and habit loops to generate improved app feature concepts. Using an agile approach, we rapidly prototyped and iterated these features based on user feedback. The final app release included new features that enabled users to track their moustache growth progress and set a movement target.

 

 

The trusted advisor relationship we have with GrowthOps is unique … more than just software development, it’s the expertise, knowing where we should be going, and where we should invest our money.

BYRON HILL, Chief Technology Officer

The Impact

The improved user experience triggered a cycle of positive reviews and downloads that boosted the Movember app to the Apple app store home page worldwide.

There was a 40% in unique iOS users and the app was featured worldwide on the AppStore.

 
 
The Idea
 
Applying a growth strategy framework, we surfaced two key opportunities for increasing user acquisition and engagement: improving social integration (with the associated network effects), and simplifying and enhancing the user experience.

 

 

User psychology holds that designers can compensate for lower levels of motivation by making it easier for users to perform a target behaviour. So we employed a user-centred design process to dramatically streamline and simplify the Movember app interface.

At the same time, we drew on behavioural design principles like hot triggers, social proof, and habit loops to generate improved app feature concepts. Using an agile approach, we rapidly prototyped and iterated these features based on user feedback. The final app release included new features that enabled users to track their moustache growth progress and set a movement target.