Reason why users don't like to use AR filter
We found almost 30% users don't like to use AR filters and there are two main reasons: 14% users prefer to use traditional selfie rather than new AR filter. 12% people don't know what AR selfie is.
Problems about using AR feature
We collected data from the other 69% people who usually use AR feature and tried to find pain points when taking an AR selfie. 35.8% users have trouble with finding AR filters they want.
In order to deep understand of the challenge users faced to use AR selfie, I tested the existing Beautyplus app with 5 participants and monitored the whole process. I was so surprised that 3 of people spent over 5 min to find AR function. 2 people said it was still hard to find even been told we have this feature.
Our data also shows that only 34.6% users enter AR selfie page. That means we really need to optimize current AR function icon to give a more clear guide.
SAMPLE AR FILTERS IN DIFFERENT countrIES
Cooperated with data team, I created this chart to represent the data performance about single AR filter in the different countries. I chose 3 AR filters as samples.
It is obvious that "White bunny" and "Pink Cat" are very popular in Korea and Japan, but the data in US, Brazil and India, it's not good as we expect. On the opposite , "3D brown bunny" has a great performance in the western countries, but not very popular in Asia.
AR FILTERS RANKING
I listed TOP 10 AR filters in US and Korea In order to know the preference of AR style.
3 filters are about Animal( Bunny, cat and dog), 3 filters are headpiece and 4 filters are about other decoration.
1 filter is 2D- hand drawing style. 4filters are realistic style and 3 filters are 3D made.
3 filters are cute style. 2 filters are funny style, 3filters are trendy style and 1 filter is holiday style.
8 filters are about Animal( Bunny and cat)
7 filters are 2D- hand drawing style.
10 filters are cute style.
REFRAINING THE PROBLEM
1. AR icon on selfie page is not attractive enough.
2. "Big different preference in different countries."It is impossible for an AR to be accepted in all countries. Realistic style and 3D modeling are popular in US and other western countries. On the other hand, Eastern counties like Japan and Korea prefer to use 2D cute drawing style.
3. Need a more clear guidance to tell users what the AR selfie is and how to use it.
4. Reorganized all AR filters that easily for users to find.
1. Optimize AR icon
2.Promote different AR filters in different countries.
Optimize"Hot category"setting is a good way to promote AR filters in different countries. Based on culture preference, we can put localized AR filter in Hot category.
3.Automatically open AR feature.
Achievement: The CR increase 5.2% on IOS and 8.9% on Andriod
"Don't assure that everyone play AR before." Show what AR is at the first place. Over 65% users get into Selfie feature, but only less 30% users would like to download AR feature. My solution is automatic open our most popular AR sticker when user click AR button.
In order to more organise AR filters, my solution is creating categories based on the AR element.
4. Set up "Categories"
Achievement: The number of "AR photo taken per user" increase from less 5.0 to over 8.0
Based on the research, "Hard to find certain AR filters"is the big problem.In order to more organize AR filters, my solution is creating categories based on the AR element. I created categories like : HOT, Glasses, flower crown and animals. It's easy for users to find what kind of styles they want to use.
5. Design "characters"for AR thumbnails
Some of AR filters have a very good CR(Conversion Rate)over 50%. It shows that when users open and use these AR, they love it! But the total number of download is ver low. This situation represents there may some issue "stop" users before opening AR filter. It's a good way to increase the download of each filters. For example:
Selfie has been integrated into modern life as significant part of social media. BeautyPlus is committed to enable a wonderful selfie experience including one-button selfie-taken, one-button beautification. As a large part of the market taker, BeautyPlus has to explore and apply AR technology to enhance user experience.
To improve AR filter CR(Conversion Rate) and provide a better user experience for AR feature
Corporated with product team, marketing team, Business development team and engineer team, I take care of the whole process of AR selfie from innovative concept to data analysis after launch.
The CR(Conversion Rate) improves 14.3% on ISO and 18.7% on Android in 60 days.
EARLY INSIGHT FROM USER RESEARCH
At the outset of the project we didn’t have a clear clue how much user will accept AR selfies. In order to better understand the localized perception and preference of AR features in different countries, I partnered with marketing team to explore the usage of AR in the countries where we operate.
We used in-app survey, social channels and field research to collect 19762 samples of individuals, most of which are from Japan, India and Indonesia.