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Enhancing TipRanks Mobile & iPad Experience

The technical stuff

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TL;DR

We revamped TipRanks’ mobile and iPad apps to enhance user experience, retention, and revenue. By creating a design system, leveraging native UI behaviors, and optimizing the iPad interface, we significantly improved engagement and premium conversions. 🚀

Description

As soon as I joined TipRanks’ application squad, I noticed major inconsistencies in the app’s design. There was no design system, and both iOS and Android shared the same UI, creating a confusing experience. Additionally, while many iPad users installed the app, actual usage was low. This presented a unique opportunity: by improving both the mobile and iPad experiences, we could increase retention, engagement, and conversions.

The Challenge

Mobile App Issues:
- No design system, leading to inconsistencies.
- The UI didn’t cater to investors who need quick access to data.
- A cross-platform design that ignored native behaviors.
- A lack of communication between design and development teams.
iPad App Issues:
- High installation rates but low engagement and conversion.
- The app wasn’t optimized for iPad screen dimensions and usage patterns.
- Research showed iPad users spend more on valuable services, but the current design didn’t support this behavior.

A research study

To address these challenges, we conducted:

User Surveys – Identified pain points and user expectations.
Competitive Analysis – Analyzed leading investment apps to understand best practices.
Platform Guidelines Review – Ensured compliance with Apple and Google’s UI standards.
User Interviews – Focused on different demographics (including older users) to improve usability.
Market Trends Research – Discovered that iPad users tend to be higher-paying customers.
We conducted several A/B tests – We tested different pages and logics within the app. Specifically, we examined whether locking data on stock pages (the most viewed pages in the app) after a certain number of sessions would impact users’ motivation to pay for a subscription. However, we also considered the potential risk of user churn due to these restrictions.
In the A/B test, one version locked stock pages after five views across five different stock pages, while the other version kept the pages open but restricted access to key data within each page.
The results were clear: locking the data after several sessions led to an increase in conversions. We observed a significant boost in subscription rates as a result of the data restrictions after multiple page views per session.

The Results

Growth in Paying Users – More iPad users upgraded to premium plans following the iPad app redesign. Also, based on the A/B findings, we implemented the page locking for 100% of users and started increasing conversions from stock pages, as well as the overall number of subscribers.

Increased Retention – More users staying engaged across both platforms, driven by enhanced stock pages that now include additional charting options such as stock comparisons to the S&P 500, after-hours trading data, and more. Additionally, we improved push notifications by introducing a Push Notification Center, allowing users to manage their alerts for stock movements and analysts’ ratings. This enhancement has helped drive user re-engagement and return rates to the app.

Higher User Engagement – New features have made the app more valuable and interactive for users. The Breaking-News widget delivers real-time, relevant updates directly within the app, keeping users informed without needing to leave the platform. Additionally, enhanced portfolio customization allows users to tailor their watchlists and portfolios, track specific stocks more effectively, and receive personalized insights, making the app a more essential tool for their investing needs.

Seamless UI & UX – Platform-native designs made the app feel intuitive.

Competitive Edge – The launch of a fully optimized iPad app provided a seamless, high-performance experience tailored for larger screens, setting TipRanks apart from competitors. The app offers an intuitive interface, enhanced multitasking capabilities, and improved data visualization, allowing users to analyze stocks and market trends more efficiently. This optimization has strengthened TipRanks’ position in the market by catering to investors who prefer a desktop-like experience on their tablets.

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