Awen UX Design strategy

Introduction

Awen is a UK based start-up funded by the Zinc accelerator programme that is developing a VR/AR product aimed at reducing and alleviating anxiety in young adults between 18 to 26 years old.

Problem Statement

During the time of late stage development, Awen wanted to ensure a steady flow of user testers booking the VR/AR sessions in order to keep testing and optimizing the product. The need for more accurate data readings showed that it would be necessary to have users coming back for several sessions, however user retention so far has been low.

Project Objective

In order to increase user retention Awen looks at building an online community that is made of past user testers and who can receive direct benefit from being a part of the Awen family as early members. My role was to research and develop a UX strategy that will encourage user retention and future re-bookings of the experience.

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Setting up a social platform for the community

My initial task involved implementing an online community for Awen using Discord, a communication platform fostering engagement, collaboration, and community-building. Leveraging my previous experience as a Discord community moderator, I strategically planned the user flow, structured the server layout, integrated server bots, and implemented additional security measures to ensure a safe environment on the Awen server.

To address potential user unfamiliarity with Discord, I facilitated the community onboarding process and provided visual explanations of the Discord User Interface and functions to mitigate any usability concerns.

Social Media Marketing Strategy

In collaboration with the online marketing team, I led a series of sprints to establish a distinct voice and tone for Awen's target audience and product. Conducting a thorough benchmarking analysis of competitors and researching mental wellness communication on social media platforms, we identified TikTok and Instagram as the primary platforms best suited for targeting Awen's desired demographic of user testers. For the Instagram account, I designed engaging graphics and crafted compelling copies related to mental wellness and VR. In order to streamline the post review process, I created a social media pipeline using Awen's Notion platform.

Awen Instagram Post Design

Campus marketing campaign

Capitalizing on the office relocation to the LSE campus co-sharing workspace, I saw an opportunity to increase user testers and establish closer connections with the target audience. I designed and distributed posters and leaflets across the campus, engaging in indirect interviews with students to gauge their experiences with mental wellness and interest in VR technology. Additionally, I collaborated with the student digital future society, proposing weekly VR product testing sessions and establishing a social channel for the society on the Awen Discord platform. Through this collaboration, we gained access to over 50 potential new user testers and formed the backbone of Awen's community.

UX NFT strategy

As a final task the start-up wanted to keep with the Web3 trend for which I proposed the use of non-fungible tokens(NFTs) as a means of recognizing and rewarding user testers who demonstrated long-term commitment to the community. I conducted extensive research to support this UX NFT strategy, ensuring it aligned with Awen's objectives. I presented a detailed plan of action for its implementation, highlighting how it would contribute to user retention and community growth.

By leveraging my expertise in UX/UI design, I successfully devised andexecuted a comprehensive strategy that encompassed community building, socialmedia engagement, onboarding, and loyalty initiatives. This projectdemonstrates my ability to tackle complex challenges while considering theend-to-end user experience and aligning design strategies with businessobjectives.

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Project Summary

During my internship at Awen as a UX and Marketing Strategist Associate, I designed, built, and moderated the Awen Discord community server, resulting in a remarkable +150% member growth and engagement within two months. I also played a key role in communicating and supporting Awen's product and brand awareness through social media channels, contributing to the delivery of VR/AR and mental health content. Additionally, I successfully delivered a UX research and user experience design for a NFT marketing strategy, aligned with the startup's low fiscal budget, to promote user retention and establish a strong online community in the Web3 and metaverse ecosystem. Through external collaborations, I increased product user-testers by organizing and delivering Awen VR experience testing sessions for LSE Future Impact Society members.

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