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Calm Sleep App

Launched a new product to help people sleep peacefully while listening to sleep music.

Product Management | UI/UX | Branding
March’20 - Present

Our market analysis showed us that sleep music is a top searched keyword on both Play Store and App Store.

Launching a basic app

The first version of the app had 3 major screens.

  1. Where we show sleep music recommendations
  2. All types of sleep music with categories and different filters
  3. The profile itself

Analysis

We launched a basic app in order to observe the main reason people use this app. Few keys points observed include:

  1. 80% of the users listened to the recommended file on the home page but repeat usage was low.
  2. 73% of the users liked to listen to sleep music via the category section.

Data driven approach & changes

After observing data and user paths, we changed the user interface, reduced the app from 3 to 2 pages, and brought the categories to the main page.

This resulted in a 37% increase in users landing on the home page and playing sleep music.

Quick Hacks

Launched an alarm feature. It made sense to have an alarm feature which directed the user to our app the next day.

Taking a lot of user feedback in the early days helped us get closer to the user expectations.

User Feedback & Data Analysis

  1. We put various feedback loops across the app
  2. The analytics helped us know where and when to put the feedback.

Iterative changes post qualitative and quantitative analysis

Improving User Onboarding experience

We launched a new onboarding feature which asks users why they downloaded the app.

Feedbacks from users

We started asking for feedback around the NPS for the sleep session – user had to click yes or no for the feedback session.

And even more Feedback :)

We observed that 20% of the users were leaving the app within the first hour of launching it.
Therefore, we started asking questions for feedback such as; whether they liked the session, or if they experienced any bugs.

Sleep Reminders - Set Bed Time Feature

We started asking user to set a bed time alarm. We send a reminder to the users when it’s time for them to sleep.

60% increase in retention