Case Study: eltiempo

Case
Study

Briefing

Pelmorex, one of the world's meteorology companies and owner of Eltiempo.es, has commissioned a redesign of its app

They consider that despite having a loyal audience and high-quality content, the visual level is not up to par and that a clearer architecture would help users to return to the app more frequently and thereby increase advertising revenue

They also believe that experiments to improve monetization have punished the user experience and they want a fresh start

A target that they see as special potential is that of lovers of mountain sports and those who sail

Key Objetive

Increase returning visitor rate by 20%

Research

Problems detected in the current application

Usability
Heavy flows and complicated architecture

Advertising
Very aggressive formats

Positioning
Little specific

OnBoarding
Lack of OnBoarding to configure the app from the beginning

Storytelling
Lack of storytelling that facilitates the reading of the data

Common patterns

They check the app to organize their schedule of activities

They prefer not to install apps because of memory

They contrast the data for fear of being wrong

They do not need so much information, only the specific data

They consult until the last moment to verify the forecast

They consult the data by time bands

0

20

40

60

80

100

We find common patterns in users regardless of their profile: athlete, traveler, teacher ...

Need for control
Their activities depend on specific data and there is a great sense of mistrust

Simplicity
They need to see only the data that interests them and that the app be light so that it does not affect the operation of their devices

Organization
They organize their activities by time slots based on the weather and do so until the last minute in case the forecast changes

Ideation

Once the insights were identified, we began to devise and prioritize functionalities that improve the experience

Control

Simplicity

Organization

Integrated calendar that tracks user activities

Notification and monitoring of scheduled activities

Dark mode and light mode for situations that require it

Data comparator with external source

Assistant and recommender of activities

Auto update custom widget

Forecast history compared to actual records

Notices when data offered differs from external forecasts

Real-time images of places

Personalization of places according to the activity

Customizable information dashboard

Sound interface for low visibility places

Comparator and historical

Working on the trust and reliability of the data will increase the recurrence of visits avoiding having to resort to other apps or websites

Customization

Customizing the content and making the app lighter will increase the conversion of new users and strengthen the link with the current ones

Agenda and monitoring

The integration of the agenda and tracking of the objectives will increase recurrence through a system of focused and useful notifications for the user