NOGGIN app refactor
Header image for NOGGIN
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Objectives:

User goals: NOGGIN was a Nick Jr. network, which took another form via a subscription-based app. Parents were unsubscribing from the commercial-free app, as it took up too much space on their device. Their main goal was to have safe education-based entertainment for their children.

Business goals: The preschool app needed to be refactored, recoded and designed for the next rollout so that we could introduce interactive Play Along videos in the next phase.

Timeline: 2 months

My role:

Worked with iOS UX Lead and Lead Engineer to simplify the UI, image usage, also redesigned features and animations.

The app was changed from landscape to portrait, which was how the majority of our users held their devices. 16% of NOGGIN users have clicked through to the App store since the marketing site redesign.

Success metrics: Month-on-month increase of subscriptions.

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The personas

Persona 1 for NOGGIN Max, 5 Creative and playful
Max has a good deal of energy, loves to play music, to draw and paint. His parents are busy professionals, and they want him to steer clear of commercials.

His parents let Max spend many hours watching TV on weekends.

Persona 2 for NOGGIN Lilly, 4 Loves her characters
Lilly reads often, and her parents are careful about limiting her screen time.

She thinks of characters in her favorite shows as her friends. She likes to watch shows on her Mom's iPhone and uses her sister's iPad when she is allowed.

Collaborated with Brand to identify visual language

Branding for NOGGIN

The improved iOS app

Mobile

With a very tight timeline, we had to redesign the experience in order to prepare for a fast follow for Play Along videos, which would be an interactive video experience. Preparing assets and working closely with the development team was paramount to the success of the improved produce.
Mobile NOGGIN main page Mobile NOGGIN Miffy page

Simplified the main page

Tablet

We kept the "task perception" low, with very little distractions in order to encourage the parent and child to explore before committing to a subscription-based service.

Assets are shared on the main page with the property page header, so the user loads one image.

Tablet version of main lobby
Tablet version of property space

The results

Post-launch of app refactor & Play Along videos

MVP launch: Play Along videos launched after the MVP version, which showed an uptick in subscriptions.
Subscriptions: Month-on-month increase of subscriptions.
Reduced app bloat: From 70 to 40mb.
Short form starts per visit: In-line with LY’s progress.
Marketing site redesign: 16% of users clicked through and downloaded the app since the redesign.
Full episodes: Decrease on mobile, potentially due to young audience's attention span.
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