Twelfth Man is a fantasy football app that was released in May 2020. Users select 11 players from real-world sports in their teams and compete with other users. Points are given to the real-world players based on their performances, and users can win cash prizes worth Crores.

The problem with the app was a high user churn despite heavy investment in marketing campaigns. The idea was to identify choke points in the onboarding process through competitor analysis. The user interface was then required to be redesigned to improve onboarding and reduce churn while increasing engagement and revenue.

The research conducted for the project yielded valuable insights and led to the identification of several key issues in the user experience. Competitor analysis helped identify gaps in the market, while user flow maps and stakeholder interviews informed the creation of an improved information architecture. Design inspections and usability testing provided actionable feedback, leading to a successful redesign that increased engagement, reduced churn, and improved revenue growth.

After conducting customer interviews, we distilled the insights and developed a customer persona and journey. The client was presented with and reviewed these materials. This process provided a strong starting point for generating and prioritizing features.

After redesigning TwelfthMan's user experience, including simplifying the login and signup process, streamlining the contest joining process, restructuring the wallet section, and introducing gamification features to the user profile, we launched the new app. The results were impressive.

The churn rate decreased by 30%, indicating that users were more engaged and satisfied with the new design.

Additionally, the cost of acquisition was reduced by 52%, resulting in significant cost savings for the company.

These improvements were likely due to the increased clarity and ease-of-use of the redesigned app, as well as the added gamification features which incentivized users to remain active and engaged. The success of the app redesign demonstrates the importance of user experience in driving user engagement and retention, as well as the potential for cost savings through improved design and user engagement.