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Boosting KOALA+ Schedule Broadcast Usage by Over 5x After Update
Overview
User research showed that only 7% used KOALA+ broadcasts, with most preferring WhatsApp for clarity and ease. After improving copy and highlighting benefits, adoption rose to 30%, boosting user trust and engagement.
Scope
Design, Prototyping, Usability Testing
Industry
SaaS, E-commerce
Background
Only 7% use the broadcast feature, 32% prefer WhatsApp for convenience and find our wording unclear. We aim to increase user conversion.
This data is from research by our team to find out why users don't use some main features of KOALA Plus
Problem Statement
Users don’t see the benefit of KOALA+ broadcasts, preferring WhatsApp for its familiarity and long-term use.
The broadcast feature in KOALA+ works the same as WhatsApp, requiring users to add contacts first, then compose a message, and send it.
Unclear copy in KOALA+ makes users hesitant to use the broadcast feature, afraid of message errors.
Some users didn’t understand a form name on the KOALA+, making them reluctant to use the broadcast feature. Details below:
Users also tended to interpret “header” as referring to a “picture” or “visual” in messages. If the message did not include an image, they were likely to skip this section. Additionally, when uploading images as a header, image resolution was considered crucial.
Users must tick boxes to use the feature, but unclear labels like 'Phone Call' caused confusion and hesitation
Benchmarking
Mekari Qontak
Has date picker icon & time zone where users currently in
Has time picker with 30 min interval
Has recurring campaign (out of KOALA+ scope)
Qiscus
Has date picker
Has scrolled time picker
Both products mentioned above are larger competitors than our business, giving them a bigger market share, which is why we tend to follow their features.
Design
To address users preferring WhatsApp over KOALA+ broadcasts, the team want to added a scheduling feature to improve value. Here’s my proposed design:
Design Solution 1. This feature is similar to competitors and user needs, letting users schedule broadcasts by date and 15-minute time slots.
To address the second issue, user hesitation from unclear copy and now we're improving wording and adding clearer explanations to boost confidence.
Design Solution 2. We added permanent forms for CTAs with brief explanations and a preview to show how broadcasts will look.
Testing
After completing both design, I and product researcher conducted Usability Testing with five users, and here are the results:
100% Completion Rate for Creating and
Scheduling Broadcast Templates
All teams agreed to proceed, and engineers confirmed the design can be developed without issues.
Impact
Though we couldn’t get all 32% of users to use the feature, adoption still rose from 7% to 30%, a strong improvement.
Due to confidentiality, I can't disclose the exact numbers, but the data is approximately in that range.