STEEZY

STEEZY is an online video subscription service for people to learn how to dance.

Team                                                                 Tools Used                                       Research Methods
Evan Zhao, CEO                                               Sketch                                                 A/B Testing
Connor Lim, COO                                             InVision                                               Surveys
Ceejay Varias, Full Stack Developer                Hotjar                                                  User Interviews
Justin Salamanca, UX Designer                        Promoter                                              Heat Maps   
Steph Chow, UX Consultant                              Intercom                                               Journey Maps
                                                                                                                                         Personas
The Rundown
Sept '18 - Nov '18

My role was to increase the visual fidelity and improve the overall usability of the company's product, a responsive website and soon-to-be iOS app.

I worked with the Product and Growth teams to rapidly iterate, research, and launch new features and redesigns for live A/B testing with STEEZY's paid customers. Some of the implementations that I helped launch included a redesign of the pricing plan and sign-up funnel, and the conception of a progress tracker/home dashboard upon sign-in for users.

A screenshot of the member home page for STEEZY.

Process & Workflow

I worked in agile sprints with the Product and Growth teams, spending 2-3 weeks at a time iterating on a new feature or redesign while analyzing the A/B test results of the previous feature/redesign. 

The two biggest issues that I faced was increasing user retention, measured by A/B test results, and improving the overall user experience, measured by NPS scores after a 7-day free trial period.

Pricing plan page for STEEZY

Impact & Results

STEEZY is a data-driven company, utilizing software like Amplitude and Hotjar to gather quantitative data on its users. However, I noticed a lack of qualitative data, so in order to get a full glimpse on who our users were, I conducted user research. 

I sent surveys to current and former customers, and I also interviewed 20 users to identify specific pain points/friction points to see where STEEZY can improve. I used heatmaps to gauge users' visual focus and interest in the current interface.

In the end, I provided better clarity to the team as to who our users are, in regards to things such as occupation, income level, incentives, user behavior, and common pain points/friction points with the current service.

First page of the sign-up flow on STEEZY

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