Case Study 5: Orion

Optimizing User Experience for a Mobile App

Problem Statement
The primary issue with the 'ChatterBox' app is a significant decline in user
engagement and satisfaction. Current performance metrics show an
average load time of 4.41 seconds, compared to competitors at 3.13
seconds, and a crash rate of 34%, which heavily impacts user experience.
User satisfaction stands at 3.26, significantly below the industry average of
4.01.

The primary issue with the “ChatterBox” app is a decline in user engagement and satisfaction
due to performance problems, a dated user interface, and a fragile codebase resulting from
accumulated technical debt. The situation is compounded by budget cuts, a tighter deadline,
and conflicting stakeholder demands.

Business Goal
To enhance user experience and performance within these constraints to restore AppNext’s
reputation and revenue.

SWOT Analysis
● Strengths:
○ Established user base and reputation in the mobile app industry.
○ Skilled team with diverse expertise in mobile development, UX/UI, and data
analysis.
● Weaknesses:
○ Outdated technology stack limits improvement options.
○ Existing technical debt creates a fragile codebase prone to issues.
○ Budget constraints and time pressure impact potential solutions.
● Opportunities:
○ Improving app performance and user interface could boost engagement, ratings,
and revenue.
○ Potential to streamline processes with third-party optimization tools, improving
development speed.
○ A successful update could help reclaim market position and attract new users.
● Threats:
○ Rushed updates may lead to new bugs and decreased user satisfaction.
 ○ Competition may capitalize on ChatterBox’s shortcomings.
○ Internal conflicts may slow down progress and impact morale.

Competitor Analysis
Updated Metrics Comparison:
- ChatterBox: Load Time: 4.41 seconds, User Satisfaction: 3.26.
- Competitors (Average): Load Time: 3.13 seconds, User Satisfaction: 4.01.

Key Focus Areas:

- Reduce Load Time to <3 seconds.
- Improve User Satisfaction to 4.0 or above.

Average Load Time: 3.13 Seconds

User Satisfaction: 4 and above

Proposed Solutions
Short-Term Fixes:
- Reduce crash rate by 30% within two weeks.
- Improve load time by at least 1 second to enhance usability.

Medium-Term Solutions:
- Target user satisfaction increase to 3.75 through UI improvements and
optimization.

Long-Term Strategy:
- Achieve parity with competitors by reducing crash rates to <10% and
increasing satisfaction to 4.01.

1. Short-Term Fixes (For Immediate Performance Gains)

● Incremental Updates: Focus on improving core performance issues with minor

adjustments. Prioritize:
○ Reducing app crashes and addressing responsiveness issues.
○ Removing or refactoring heavy code components.
○ Testing all changes extensively to avoid introducing new bugs.
○ Use analytics to focus on high-priority fixes by identifying the most affected
components or user paths.
 ● Optimize Image and Asset Loading: Limit background tasks, especially for lower-
powered devices, and prioritize essential processes.

Need to add the data point(outcome)

Need to take decision whether this is required?

2. Medium-Term Solution (For Maintaining Engagement)

● User Interface Refresh: Update the UI to make it simpler and more user-friendly,
targeting improvements that can be achieved within a two-week timeframe.
● Introduce Feature Flags: Deploy new features gradually, focusing on core
functionalities that will enhance user experience without expanding the project scope.
● Data-Driven Approach: Use analytics to identify the most-used features, ensuring
those get prioritized for optimization.

3. Long-Term Strategy (To Prevent Future Technical Debt)

● Gradual Modernization of the Technology Stack: Begin implementing newer

technology that can seamlessly integrate with the existing codebase, using modular
approaches to reduce disruption.
● Adopt Agile Development Practices: Encourage the team to transition to agile
methodologies to improve collaboration and responsiveness to changes.
● Technical Debt Management: Set aside a portion of future budgets and timelines to
address technical debt incrementally, preventing the codebase from becoming more
fragile.

Need to add the data point(outcome)

Recommendations
Balanced Approach:

● Start with Quick Wins (short-term performance improvements and UI updates) to align
with the marketing timeline.
● Build for Long-Term Scalability by setting the groundwork for a tech stack upgrade to
reduce technical debt and improve maintainability.

Stakeholder Alignment:

● Communicate the phased approach to stakeholders to set realistic expectations and

demonstrate a commitment to sustainable improvements.
● Engage the customer support team early in the testing phases to address potential
issues proactively.

Team Collaboration:
 ● Hold regular team syncs to resolve conflicts and encourage a collaborative mindset.
● Utilize a whiteboard or virtual collaboration tools to allow team members to visualize
solutions together and streamline decision-making.

Implementation Roadmap
Phase 1 (Weeks 1-2):
- Target crash rate reduction by 10%.
- Improve load times to 3.5 seconds.

Phase 2 (Quarterly):
- Increase satisfaction to 3.75 or above.

Phase 3 (By Q3 2025):

- Achieve satisfaction parity (4.01) and complete technology modernization.

1. Phase 1 (Weeks 1-2):

○ Incremental improvements in performance.
○ UI and UX adjustments for a refreshed look.
2. Phase 2 (Quarterly Plan Post-Launch):
○ Begin selective adoption of modern tech stack elements.
○ Establish a roadmap to address technical debt.
3. Phase 3 (By Q3 2025):
○ Fully transition to agile practices to increase development efficiency.
○ Evaluate and act on feedback loops for continuous improvement.

Whiteboard/Brainstorm

→Based on the Datapoint

→Outcome should be PDCA and Fish bone diagram

1. UI Design Innovations

● Objective: Identify quick yet impactful changes to the user interface that will immediately
enhance user experience.
● Key Activities:
○ Identify Pain Points: Have UX/UI designers and QA testers list areas of the app
interface that users find frustrating or cumbersome, based on feedback and
usability testing.
 ○ Explore Simplification Ideas: Consider options to declutter the interface,
prioritize key features, and improve navigation—changes that can be achieved
quickly without a complete redesign.
○ Prototype Mockups: Use tools like Figma or Adobe XD to sketch simple design
adjustments that can be implemented without major re-coding, such as improving
button layouts, font sizes, and color schemes.
● Outcome: A list of feasible UI improvements that align with current user feedback and
can be implemented quickly to enhance the overall look and feel of the app.

2. Optimization Tools Exploration

● Objective: Research and assess third-party tools or plugins that could accelerate
performance improvements, without heavily impacting the codebase or budget.
● Key Activities:
○ Performance Profiling Tools: Explore tools that help identify slow-loading
elements, memory leaks, or heavy processes (e.g., Firebase Performance
Monitoring or New Relic for mobile).
○ Image Compression Plugins: Review options for asset optimization, especially
if large media files are impacting load times on older devices.
○ Modular Toolkits: Identify modular toolkits that could help with incremental
feature deployment without causing downtime or stability issues.
● Outcome: A shortlist of cost-effective and compatible tools that the team can pilot to
improve app performance without adding significant technical complexity.

3. Team Alignment and Conflict Resolution

● Objective: Address internal conflicts and unify the team around a clear, agreed-upon
development approach, ensuring smoother collaboration and morale.
● Key Activities:
○ Perspectives Exchange: Allow each team member (developers, UX/UI, QA,
etc.) to voice their preferred approach (incremental updates vs. redesign) and
reasons for their choices.
○ Pros and Cons Analysis: On the whiteboard, list the advantages and
disadvantages of each proposed solution, such as full overhaul, incremental
updates, or a hybrid approach, especially given the current constraints.
○ Consensus Building: Encourage a solution that incorporates everyone’s input.
For example, if the team agrees on a phased update, ensure that both immediate
and long-term goals are addressed.
● Outcome: A collaborative and aligned approach to development, with clear roles and
responsibilities that will help reduce friction and increase productivity.

4. Feature Prioritization for Quick Wins

● Objective: Identify which features or bug fixes will have the greatest impact on user
satisfaction and engagement in the short term.
● Key Activities:
○ User Feedback Review: Use user data and reviews to determine which features
are most valued and which issues are most problematic.
○ Impact vs. Effort Matrix: Plot potential features and fixes on a matrix to assess
which deliver maximum impact with minimal effort.
○ Roadmap Creation: Based on the matrix, outline a roadmap of features or fixes
to implement first, starting with low-effort, high-impact updates.
● Outcome: A clear list of high-priority, user-centered fixes that the team can implement
quickly to see an immediate positive response from users.
1. Risk Assessment and Mitigation

Risk Description Mitigation Strategy

Technical Instability Rapid updates on an Implement incremental

outdated technology stack changes and run thorough
may increase the likelihood testing at each phase to
of app crashes and minimize instability and catch
instability. issues early.

User Dissatisfaction Updates may not meet user Monitor user feedback after
expectations if they each update and make
don’t adequately address adjustments promptly to
core performance issues. address emerging concerns
and prevent further
dissatisfaction.

Budget Constraints The reduced budget limits Prioritize low-cost, high-

options for in-depth impact updates to
improvements or third-party optimize results within the
integrations, impacting budget constraints. Focus on
update quality. incremental but
visible improvements.

Internal Conflicts Disagreements among team Schedule regular team

members on development meetings to discuss
approach could lead to technical differences and
delays and reduced build consensus on a
productivity. collaborative approach,
ensuring alignment.

Stakeholder Pressure Stakeholders may have Use a phased approach and

conflicting demands, with communicate
marketing prioritizing speed constraints clearly to
and customer support stakeholders, setting realistic
prioritizing quality. expectations and
aligning on priorities.

Scope Creep Power users requesting Limit feature requests during

additional features may this cycle and
expand the project scope, communicate to power users
risking deadline and budget that enhancements will be
 adherence. prioritized in future
updates.

Team Burnout Tight deadlines and high Monitor team workload

pressure may lead to closely, ensure proper
team burnout, reducing breaks, and promote a
productivity and quality. balanced work schedule to
maintain morale and
efficiency.

2. Stakeholder Management Strategy

Stakeholder Analysis:

● Marketing Team: Wants immediate improvements to coincide with a campaign and

boost engagement.
● Customer Support Team: Focuses on quality assurance, emphasizing the importance
of thorough testing to prevent negative feedback.
● Power Users: Interested in new features and a more dynamic user experience.

Communication Plan:

● Marketing Team: Weekly status updates focused on visual progress and performance
improvements.
● Customer Support: Regular testing feedback sessions to ensure they understand the
stability of updates.
● Power Users: Monthly updates on planned features to manage expectations without
overpromising.

Expectation Management:

● Transparency in Constraints: Explain the need for a phased approach due to time and
budget limitations, assuring stakeholders that quality is prioritized.
● Realistic Timelines: Set clear deadlines for incremental updates, ensuring that
stakeholders are aware of expected timelines.

3. User-Centered Testing Approach

→ A/B testing

Beta Testing:
 ● Launch a beta program inviting a select group of users, including those with older
devices, to test updates before a full rollout. This will provide early insights into
performance and UI improvements.

Usability Testing:

● Real-Device Testing: Test the app on a variety of devices, especially those with lower
processing power, to ensure stability and usability.
● Scenario-Based Testing: Conduct testing on key user actions, like sending messages
or sharing media, to ensure these core functions are smooth and error-free.

Iterative Feedback Loops:

● Use feedback from the beta testing group to refine each update incrementally.
Incorporate user feedback forms within the beta app version, allowing testers to easily
report issues or suggestions.

4. Success Metrics and KPIs (Key Performance Indicators)

Key Metrics:

● Crash Rate: Aim to reduce app crashes by at least 30% in the initial updates.
● User Engagement: Track daily active users (DAUs) and session lengths to gauge
engagement improvements.
● App Store Rating: Target an improvement in ratings by 0.3–0.5 points within the first
three months.
● Load Time: Reduce average app load time to under three seconds, focusing on both
older and newer devices.

Monitoring Process:

● Use analytics tools like Firebase to continuously monitor these metrics post-launch. Set
alerts for any metric drops, enabling the team to respond quickly.

Goal Setting:

● Establish quarterly targets, such as improving DAUs by 10% each quarter and
decreasing crash rates progressively.

5. Post-Launch Support and Continuous Improvement Plan

Support Plan:

● Dedicate a portion of the development team to post-launch support. They’ll address any
immediate issues reported by users after each update, prioritizing performance bugs and
critical usability issues.
Ongoing Maintenance:

● Schedule regular, small-scale updates post-launch to maintain performance

improvements, gradually optimizing the app over time.

Future-Proofing:

● Plan to conduct quarterly code audits to manage technical debt and identify any
emerging issues. Introduce modular updates where possible, making future
improvements more manageable without a full redesign.

6. Cost-Benefit Analysis
Costs of Each Solution Option:

● Incremental Updates: Relatively low cost due to limited scope; aligns well with the
reduced budget.
● Complete Overhaul: High cost, exceeding the current budget, making it unfeasible
within this cycle.
● Third-Party Integration: Moderate cost; could speed up performance improvements but
may add complexity.

Return on Investment (ROI):

● Incremental Improvements: Likely to yield the best immediate ROI by addressing

urgent issues that directly impact user satisfaction, potentially boosting revenue through
improved user retention.
● Partial Modernization: Introducing small-scale upgrades to the technology stack may
have a high initial cost, but it provides long-term savings by reducing technical debt and
future maintenance costs.

7. Lessons Learned and Best Practices

Challenges Faced:

● Balancing stakeholder demands with the limitations of budget, time, and technical debt
proved to be a significant challenge.
● Managing internal team conflicts on the best approach required continuous alignment
efforts.

Successful Strategies:

● Phased Rollout Approach: By implementing updates gradually, the team minimized

the risk of app instability and allowed for adjustments based on real-time user feedback.
● Stakeholder Communication: Clear communication with stakeholders ensured that all
parties were aware of constraints, reducing pressure for immediate but unsustainable
results.
Improvements for Next Time:

● Advance Planning for Technical Debt: Allocate dedicated resources early on to

manage technical debt, preventing it from becoming a major barrier in future projects.
● More Agile Team Dynamics: Adopt agile development practices more fully to enable
quicker pivots and foster stronger team collaboration, reducing internal conflicts.

Alignment with the 7 Principles

1. Vision Backwards, Reality Forward
○ The business goal to improve user experience and performance under
constraints sets a clear vision for restoring the app’s reputation and revenue. By
focusing on both immediate fixes and long-term strategies, the project balances
the ideal outcome with realistic steps.
2. Proactive, Not Reactive
○ Proposed solutions, such as identifying core performance issues and
implementing short-term fixes, reflect a proactive approach. Additionally,
strategies to monitor and manage technical debt demonstrate foresight in
preventing future issues.
3. Clarity, Then Commitment
○ Clear objectives are set in the form of short-, medium-, and long-term solutions.
The case study emphasizes stakeholder alignment and transparent
communication, ensuring commitment to a phased approach aligned with budget
and time constraints.
4. Maximize Outcome, Optimize Output
○ The project emphasizes achieving meaningful improvements with limited
resources, prioritizing high-impact areas like crash reduction, load times, and UI
adjustments for a streamlined user experience. These optimizations are
designed to maximize user satisfaction without overextending resources.
5. Quality Speeds, and Compounds
○ By focusing on quality assurance in each phase (e.g., thorough testing after each
update), the project seeks to create lasting improvements. The gradual
technology stack modernization and codebase refactoring aim to compound
quality gains over time.
6. Sum > Parts
○ Team collaboration and conflict resolution are emphasized to harness each
member’s expertise. By unifying perspectives and roles, the team’s combined
strengths contribute to a cohesive development approach that surpasses
individual contributions.
7. Communicate to Align
○ Communication strategies for stakeholders, such as weekly updates to marketing
and customer support, ensure ongoing alignment and minimize conflicting
demands. Regular feedback from beta testers and internal alignment meetings
foster clarity across teams.
To be add: PDCA - Plan - Do - Check - Act

Need to discuss

1. Decision making framework any

2. Problem solving - PDCA cycle, DMAIC method?

—------------

Why Use PDCA?

PDCA offers a simple, repeatable approach that lets us quickly address issues, track progress,
and adjust as needed. It keeps us focused on both short-term fixes and long-term improvements
for a better user experience on ChatterBox.

PDCA Key Actions Details/Implementation Metrics for

Phase Evaluation

Plan Objective Focus on improving Key objectives:

Setting performance, Performance
reducing crashes, , User
enhancing user Interface,
interface, and Stability.
addressing technical
debt.

Identify Critical Prioritize the following: Issue list:

Issues Slow performance, Crashes,
Frequent crashes, Load time,
Outdated tech stack, UI/UX, Tech
Poor UI. stack issues.

Short-Term Quick fixes: Improve Short-term

Goals app speed, fix impact:
crashes, UI Faster app,
improvements. fewer
 crashes.

Long-Term Plan full app overhaul, Roadmap for

Goals modernize tech tech
stack, update upgrades
codebase. post-initial
fixes.

Stakeholder Align marketing (quick Stakeholder

Alignment wins), customer expectations
support (testing document,
focus), power users team
(future features). coordination
plan.

Do Implementation Deploy incremental Deploy updates

of Changes updates addressing and third-
performance and UI party tools
issues. Integrate for
third-party performance
optimization tools. fixes.

Incremental Focus on performance Immediate

Updates optimization, bug impact:
fixes, and UI Faster load
improvements in times, fewer
phases. crashes.

Collaboration Agile methodology with Collaboration

developers, UX/UI tools, Sprint
designers, QA cycles, Daily
 testers, and data meetings.
analysts working
closely together.

Testing and Conduct thorough Testing

Validation testing, focusing on coverage
key problem areas and issue
(performance, UI, resolution
crashes). rate.

Monitoring Track app crash logs, Key metrics:

Performance load times, and user Crash rate,
ratings post- load time,
deployment. app ratings.

Check Evaluate Measure the KPIs: App store

Results effectiveness of the ratings,
updates based on performance
app performance, metrics,
user feedback, and revenue
business impact. impact.

User Feedback Collect user reviews, Improvement in

ratings, and ratings,
complaints to gauge feedback
satisfaction and trends.
impact of fixes.

Performance Monitor app Reduction in

Metrics performance—load crashes,
times, crash improved
 frequency, load times.
responsiveness.

Revenue Impact Track any positive Monthly revenue

impact on user increase,
engagement and engagement
revenue post-fix metrics.
deployment.

Act Standardize If short-term fixes are Improvements

Changes successful, standardized
implement them and rolled
across the app. out to all
users.

Continuous Plan the roadmap for full Long-term

Improvemen app overhaul and roadmap
t integration of created.
modern
technologies,
updating the tech
stack.

Long-Term Tech Begin planning and Project plan for

Overhaul budgeting for the tech
complete tech stack upgrade.
overhaul after
stabilizing the
current version.
Iterate Based on Gather insights from Adjustments
Results monitoring and based on
make further feedback
improvements as and metrics.
needed, ensuring
the app stays
competitive.
 PDCA Analysis
Plan

● Objective Setting:
○ Improve user engagement by reducing crashes and enhancing app speed.
○ Modernize UI for better user satisfaction.
○ Address technical debt incrementally for long-term stability.
● Critical Issues Identified (using insights from reports):
○ Performance Analytics:
■ High crash rates (e.g., 35% crashes occur in older devices).
■ Load time > 5 seconds on 40% of user sessions.
○ User Engagement Report:
■ 15% decrease in daily active users (DAUs).
■ Users spend 20% less time in-app compared to last quarter.
○ Sentiment Analysis:
■ Frequent complaints about app sluggishness and outdated UI.
○ Code Audit Report:
■ 45% of the codebase flagged for refactoring due to technical debt.
● Short-Term Goals:
○ Reduce crash rates by 30%.
○ Enhance app speed to load within 3 seconds.
● Long-Term Goals:
○ Gradually modernize the tech stack for scalability and sustainability.

Do

● Implementation:
○ Incremental updates to improve performance:
■ Optimize resource-heavy code modules.
■ Implement image compression plugins.
■ Reduce background tasks.
○ Refresh the UI by decluttering and updating key elements (e.g., fonts,
navigation).
● Collaboration Tools:
○ Agile sprints to foster close collaboration among developers, QA, and UX/UI
teams.
● Testing:
○ Conduct beta testing with devices showing crash-prone patterns.

Check

● Evaluation Metrics:
○ Performance Analytics:
■ Crash rate reduced by 20% in 2 weeks.
■ Load time reduced to 3.5 seconds.
○ User Engagement Report:
■ DAUs increased by 10%.
○ Sentiment Analysis:
■ App Store ratings improved by 0.2 points.
 ● Feedback Loop:
○ Gather user feedback on new UI features and performance fixes.

Act

● Standardization:
○ Apply successful fixes across all platforms.
○ Document best practices for future updates.
● Continuous Improvement:
○ Plan gradual tech upgrades post-stabilization.
○ Schedule quarterly code audits to manage technical debt.
 Fishbone Diagram

Here is the Fishbone Diagram illustrating the root causes of the decline in user engagement
and satisfaction. It categorizes issues into Technology, Process, People, and External
Factors for a comprehensive understanding.

1. Data point for older device users