Boosting Entri App's Daily Active Users (DAU) with Super Quiz

Arun Sajeev
5 min read · Nov 3, 2022

About the company

Entri is India's top vernacular learning app to secure a job. The app provides Upskilling courses like Spoken English, Sales, and competitive exam preparations like Bank exams, Government exams such as IBPS clerks, PO, SBI PO, SSC, RRB, Insurance, and Kerala PSC. More than 10 Million users have used Entri so far.

About the project

Super Quiz was a project where I was the sole designer who owned this project and worked on it from start to finish. But I did collaborate with a lot of other people on this project.

• Data Scientists: To understand the data points we had data for.
• Design Manager and Stakeholders: To get constant feedback on my design iterations and design direction.
• Engineers: To ensure that the final output matches the design exactly.

What's unique about this project

There are a few reasons why this is one of my favorite projects.

• I was assigned a team of devs to build this project without the Product Manager's intervention. So we got time to fine-tune the interactions which made an impact.
• I was able to accomplish it within a span of 2 weeks.
• It was a super success. The Stakeholders and learners were very much impressed with the end result.
• Got to learn & apply the fundamentals of sound design in this project.

The Problem

Entri app had 60 mins long mock quiz, the same as the duration of the competitive exams. This helps the users to manage their time in a real exam scenario. But only dedicated users were attempting these long quizzes. This affected the Daily retention & average user count. The challenge was to Increase our DAU & Retention % quickly to get the next round of funding.

Initial Research

I conducted telephonic interviews with some of our active users and these were the findings;

• Most of the users were working so they don't get enough time to attempt long quizzes on weekdays.
• Since the time it takes to complete a quiz is 60 mins, users find it a chore to complete. There was no motivation to attempt the quiz.
• Most users attempt quizzes on weekends, holidays, or when an exam is coming up.

Brainstorming

Based on the user research & brainstorming with the stakeholders, we devised a plan to add a time-based Short quiz feature. Since this was an experimental project I got to define the scope and timeline of the project. We were given a timeline of two weeks to design and build an MVP. Also, an Android & Backend engineer was assigned only for this project.

Competitive Analysis

As usual, every project I work on starts with a bit of competitive analysis. I started by looking at similar quiz apps. The idea was to get a few ideas on the design direction.

More Brainstorming with Engineers

• One common pattern I found was that since this is a time-based quiz there should not be any scroll. This allows the users to tap the answer quickly and see all the options at a glance.
• We decided to add bots with real user names to simulate competition among users. We also decided to make the quiz harder after each win. We assumed that this will make the users motivated to re-attempt the quiz again.

Iterations

Now since I had only 2 weeks to release the MVP, I did not have much time to iterate. I was able to come up only with a few concepts. Here are a few.

Final Design

• Since there was no dark theme in our app we decided to try out a dark theme for this feature as more users use the app at night time.
• We defined the character limits to avoid scroll.
• Since the user's focus needs to be on the question first and then on the options, we added subtle transitions & delays to display the options.
• Added sound cues to let them know if the answer is correct or wrong or if the time is about to end.
• On the results page, I added a share option. I assumed that users will share with their friends to compete with them.

Discovery

We had multiple touchpoints in our minds;

• Home screen dedicated touchpoint
• Banner touchpoint on the app
• Push notifications

We decided to go with timely notifications inviting the users to play with other users (bots). But I created banner touchpoints just in case we wanted to use it.

Time to retrospect!

So these were my learnings after working on this project.

• Adding sounds to design was new to me. Fine tuned the sound effects in audio editing software for key scenarios.
• Got an in-depth understanding of android development. Experimented with transitions and animation delays with the Dev.
• I just had 2 weeks to ship this. So I learned how to deliver designs with a tight deadline.

How did the feature perform?

We first launched this feature for Malayalam speaking audience only and it was a massive hit among the users. Our data showed that around 85-90% of our Kerala user base checked it out. This encouraged us to launch the feature in other languages as well. Users were impressed with the feature, we got to see users posting their winning screenshots in our community sections.

And... That's a wrap!

I hope you guys found this case article useful and informative. Feel free to hit me up on any social media platform if you have any questions. I would be more than happy to have a chat with you.