Amplifying Connections at Chief

Chief aimed to boost Weekly Active Users (WAU) by revamping the chat experience across its platforms, fostering greater member engagement and connectivity.

Breaking Free from External Platforms

Despite featuring a chat function within the product, users were resorting to external platforms like WhatsApp or Telegram for group communication, leading to reduced WAU and diminished perceived value.

Balancing Speed and Design Innovation

The project demanded a swift turnaround of less than two months. Leveraging SendBird's chat API accelerated implementation but imposed design limitations, necessitating focused efforts on key aspects of the chat experience.

Insight-Driven Design Transformation

We conducted research, uncovering three major issues: complex interaction patterns, barriers to initiating conversations, and limited group creation/sharing functionalities. Utilizing SendBird documentation, we devised solutions aligning with established interaction patterns and Chief's brand style. Initiatives included streamlining conversation initiation and enhancing group functionality.

Strategic Testing and Iterative Refinement

With limited user testing opportunities, we devised a comprehensive testing plan to review various interactions and flows within the chat. Monthly monitoring sessions allowed us to gather user feedback and refine interactions and functionalities iteratively.

Empowering Connection, One Message at a Time

Despite the tight timeline, we successfully launched the new chat tool, incorporating 85% of planned features. The revamped chat experience led to a 6% increase in WAU within the first three months, accompanied by a notable 10% rise in messages sent by active users, demonstrating significant strides toward fostering member engagement and connectivity.