Looking for data to identify patterns & behavioural insights of the gifters.

I led the effort by framing key questions, defining data points, and guiding the team in identifying actionable behavioural insights.

  1. What are the periods of peak gifting across the month?

60% of overall gift value by top gifters happen towards the month end.

  1. Does bulk of recharge(for gifting) also occurs during the month end?

No. Sales & other Recharge offers dictates the recharge frequency & amount. Implying they withhold coin balance to use it towards the month's end.

  1. When do people generally gift higher value in chatroom?

During Host vs Host Battle i.e to support their favourite hosts/creators.

  1. Is there a co-relation between month end and frequency of Creator battle?

Yes, host's participation in battle increases towards the month end.

Insights from

User Interviews

I led user research by framing hypotheses and guiding interviews with top gifters to uncover behavioral drivers and inform design decisions.

Battle

Normal

  1. Sustained visibility during gift battle

    Battle UI incorporates visibility to gifters over longer duration, which lacks otherwise during normal live sessions.

  1. More Visibility = More followers
    Gifters expect increase in followers as a reciprocation to their contribution in gifting. And sustained visibility improves their probability of increase in followers.

  1. Social Hierarchy
    Gifters have inherent competition amongst themselves to defeat each others in battle. They would save their balance to gift during such events like battle where there's more eyeballs.

  1. Leaderboard Affinity
    Users tend to value leaderboard rank as the epitome of social hierarchy. Users would often

    take screenshots of these and put it as their profile

    cover image.

  1. Factoring in time to gift

    Since leaderboards are held over a monthly time interval, they tend to save their balance to gift towards the month end as seen in data as well.

Goals &

Design Conceptualisation

Visibility of gifters
Improve gifters visibility during non-battle period to encourage gifting.

Gamification of gifting
Battle encourages gifting due to its dynamic nature of user participation and mimicking a temporal local leaderboard.

01

For improving gifter's visibility,

We pinned them momentarily basis gift value.

Pinning Users - Based on gifted value

Why Gifter Pinning?
To address the lack of visibility during normal live session we introduced gift pinning, where in a gifter automatically gets pinned based on overall gifted value at any given time of the live session.

  1. Sustained visibility of gifters
    Top gifters generally tends to value follower count as a reciprocation to their gifting contribution. And sustained visibility improves their probability of increase in followers.

  1. Countdown Timer
    Once a user hits required threshold of gift value, his profile gets pinned for a certain time interval based on gifting value.

  1. New medium to compete
    Battle mode has been the only medium in past, where gifters could compete with other gifters during live session.

Onboarding Snackbar

Users are shown contextual snackbar to introduce them to gift pinning.

Gifter info
Users can tap on the mini-profile to reveal additional information about gifter and directly follow them.

02

To increase participation of gifters,

We gamified the pinning experience.

Increase in Rank - Dynamic Positioning

Why Gamify the Pinned gifter list
Insights from data suggests user conversion and retention improves when a user gifts during battles.

One of the key reasons of gifting is that gifters have an inherent competition amongst themselves to top the leaderboard.trying

  1. Improves gifting frequency

    This new feature inherently acts as a real time local leaderboard. As a result this solves the visibility and thereby demand for gifting, during non-battle period.

  1. New gifters participation

    Traditionally, new gifters refrain from gifting during battles because of higher gift value required to get the visibility.

    This new feature creates a mini battle like situation but with smaller volumes of gift to get the visibility. Thereby, improving chances of their participation.

  1. Possible challenges

    What happens to the gifter, when the host initiates battle mode?

Winners Popup:

Before initiating battle mode we would end the round with declaring the current winners/ranks.

03

For current status of rank during multiple gifters,

We pinned "self-profile" with corresponding rank.

Pinning "My Rank" - When user count >4

Display Rank
Once the user count exceeds 4, remaining users of the rank list is pinned, which are viewed in their respective screens.

Scrollable list
Users can scroll through entire strip to see all the pinned gifters. Alternatively, users can tap on chevron to open bottom sheet containing list of all the users.

04

Designing a fun & Engaging
FAQ bottomsheet for user education.

  1. Animated and Contextual
    Traditionally, our FAQ sections have been descriptive and text heavy. This was our first attempt to design a more engaging FAQ experience.

  1. Scenario based Demo
    To ease users onboarding with the gameplay, we included contextual & real scenarios.

  1. Possible Challenges
    Our audience are very generally very sensitive to app size thereby impacting overall time interval for app adoption.

    Fetch data on demand:

    Instead of clubbing it with app update, we would fetch it from server on demand, when user clicks on FAQ icon.

Usability Testing

& Insights

I led collaboration between designers and UX researchers to streamline prototype development and user testing.

12k

2.5K

850

225

Ranking List

  1. Users easily understood the ranking order/sequence and it's interaction.

  1. Few users struggled with contrast of the countdown timer ring.

Rockstar

Total Spent:

12K

02:15

x10

Follow

12k

2.5K

850

225

Mini Profile: Previous

Rockstar

Total Spent:

12K

Time Left

02:15

x10

Follow

12k

2.5K

850

225

Mini Profile: Improved

  1. Users didn't understand the significance of timer. They confused it with amount gifted in 1 min.

  1. Users liked the automatic expansion of Ranker's card for new users to onboard them.

  1. Users understood slab colours and their significance.

Outcome &
User Feedbacks

The results have shown significant impact in

monetary metrics with 7% increase in transactions of

virtual coins (used for sending gifs) .

$4 Million

8% Gross Merchandise Value of Gifting

"As a host, this has improved participation of gifters (old and new) in my chatroom"

↑8K users

0.5% increase in overall gifters

I have started seeing gifting in smaller chatrooms, where it used to be empty earlier. "

A gifter,

sends gifts

to others for two primary reasons.

  1. Social Gratification

    To compete with other gifters and stand out.

  1. Creator Affinity

    To support their favourite creator/host during the live session.

Designing for Social Recognition

ShareChat's Chatroom, a live audio platform drives over $50M annual GMV through virtual gifting. This case study delves into how we designed new monetization levers by tapping into the behaviours of 150K+ paying users.

Problem

Increase the overall GMV of Virtual Gifting by improving gifter's (paying user) engagement during live audio sessions.

Role

Me - Design Manager

Nivea - UI Designer

Role

Shivang - Interaction Designer

Ishtihar - UX Researcher

Outcome

$4 Million

8% increase in GMV of virtual gifting

↑8K users

0.5% increase in overall gifters

Timeline

2 weeks - Design Concepts & Prototypes

2 weeks - Usability Testing & Iterations

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