App for All

UI/UX, Illustration

quip’s updated app makes brushing rewarding through new features, customized notifications and expansion of the audience base with an updated onboarding journey.

My role: UI/UX Design, Illustration

Collaborators: Digital Product Designer, Digital Product Director, Mobile Engineering Manager, Motion Designer, Copywriter

The Challenge

The quip app originally launched as the companion to the Smart Brush. It allows users to track their brushing habits, earn points every time they brush, and redeem rewards. After a year of the app being live, the business wanted to increase app engagement by driving customer retention and expanding app access to all customers, not just smart brush users. The result is the App for All initiative.

Initial Approach

To launch the project, the research goals were to

Establish prospective users’ interest in downloading app
Identify both prospective and current users’ motivations for using the app
Determine opportunities to make the app more useful to all customers

Research findings:

The original quip app has a rating of 4.7 stars among 2.6K reviews, indicating high level of satisfaction among current app users (as of February 2021).
Based on a survey among quip customers, 64% were interested in downloading the expanded quip app but only 6% knew that quip had an app.
The app’s monthly active users (MAU) increased by ~6K from January to September 2021 but given 94% of quip customers did not know quip had an app, there remains strong potential to increase the MAU significantly.
Both current app users and non-app users indicated rewards for brushing, helpful notifications and in-app shopping would motivate them to download and continue using the app.

MVP Design Process

Validated by the research indicating strong interest in the app among quip customers, the first MVP priorities were to develop a new user flow for non-smart users and a new user journey to manually log their brushing. Based on research findings on motivations to use the app, secondary priorities were to develop a new visual system for achievement badges, brushing push reminders and in-app shopping.

Updated onboarding flow for non-smart brushes

Any user can now register their brush on quip’s app to track their healthy habits. While similar to the existing smart brush flow, this new onboarding journey is more simplified with helpful tips to guide first-time users along the way.

Initial flow featuring the smart/non-smart brush split.

Manual brush logging

Non-smart brush users are now able to manually input their brush activity from the homepage in a simple user journey to earn points with each brush.

Achievement Badges

In addition to tracking brush activity, users can earn more points with achievements badges. The badges reward users more frequently and seek to improve the habits loop. See here for more on the achievement badge visual system.

Brush Reminders

The app profile now includes a new feature where users have the ability to set brushing reminders. These push notifications are sent at an user-chosen time, further improving their brushing habits.

Next Steps

The MVP rollout is still in progress. The Digital Product and Business Ops teams are monitoring active user numbers and engagement with new features. Additionally, qualitative research is underway for current app users on how they like the app, feedback on new features and identification of pain points. Based on qualitative feedback, we will implement updates and follow-up with a round of usability tests and surveys to validate design changes.

HEATHER POOLE