Reimagine the dashboard
(IMVU mobile dashboard)
Turning a dashboard into a daily destination for discovery, connection, and return visits.
COMPANY
IMVU
ROLE
Lead Designer
Duration
3 months
Context
IMVU is a social platform where members use 3D avatars to meet new people, chat, create and play games with their friends.
View IMVU in App Store / Google Play Store
Problem
Too much, too soon. New users struggled to understand IMVU’s features and find value, leading to poor retention.
Approach
Simplify the information architecture
Consolidate and prioritize features, giving key functions a clearer place in the experience.
Make Profile the hub
Bring stats, settings, content, Inventory, Followers/Following, and publishing into one cohesive profile experience, while absorbing relevant functions from the More tab.
Turn Dashboard into Home
Create a more dynamic entry point with activity updates and prominent CTA tiles, then replace the More tab with a dedicated Home tab for easier access.
Dashboard
Summary
Interaction
Tile details
Dashboard tiles dynamically vary in size and content to create a more engaging entry point and encourage users to take action. For new users, the tiles also introduce key features and guide them toward discovering what IMVU has to offer.
Visual elements
iPad layrout
User testing
Objective: Gauge the usability of Dashboard.
Participants: 5 new to IMVU users were recruited via our standard usability screener via usertesting.com.
Materials: Prototype of the FTU, Dashboard, and the profile screens.
Tasks: Create an account, view dashboard, and conceptual questions.
Findings: Generally positive. Minor to moderate improvements to be made in order to locate relevant profile information.
Rollout
Experiment buckets:
1) Retained Users w/ Dashboard (Experiment Branch)
2) New Users w/ Dashboard (Experiment Branch)
3) Retained Users w/out Dashboard (Control Branch)
4) New Users w/out Dashboard (Control Branch)
Metrics to watch: 1/3/7Day ARPU/Revenue. 1/3/7Day Retention.
Strategy:
Roll out experiment to 50/50 during QA week. Turn it down to 10% so then we can see the relative affect of 1/10 sees Dashboard.
+
0%
0%
1, 3, and 7-day retention following launch.
3.6% →
0.0%
0.0%
App Store rating over four months, based on 10K+ ratings.
