From 5% to 25%: research-driven content optimization
Used research to identify why a key screen was failing, proposed a redesign, and increased QR code scans from 5% to 25%.
Context
Users who customized their Branded App via the mobile app (instead of desktop) had significantly better outcomes (higher revenue, traffic, and engagement). But only 5% of those who reached the customization screen on desktop actually scanned the QR code to move to mobile. The screen was called "Features and Content." It wasn't working.
What I found
Through user interviews and competitor research, I identified the problems. "Features" was internal language that meant nothing to users. They didn't understand the difference between desktop and mobile customization, and the layout didn't support the action we were asking them to take.
Approach
I proposed renaming to "Layout and Content" and introduced the term "Elements," based directly on user feedback. I proposed the split-screen approach, restructuring the experience to make the path to QR scan more intuitive and inclusive. I rewrote all content to fit a smaller card format while communicating value clearly.
Impact
- QR code scan rate increased 5x (from 5% to 25%), directly driving higher long-term user revenue and engagement.
Visuals
Iteration 1
The first update: a clearer value proposition, numbered steps, and the QR code positioned as the core action.
Second iteration: a smaller card in a split-screen layout
1Layout and content