My role
Content Designer • Copywriter
Content Designer • Copywriter
Project Duration
12 Months
12 Months
About the Client
Amberstudent, popularly known as amber is a long-term accommodation booking platform for students. They have helped 80 million+ students worldwide find and book full-time accommodations near their universities. Their USP is their ability to book the accommodations without the hassle of negotiation, non-standardized and cumbersome paperwork, and broken payment process.
They have been in this business for the past 8 years and have garnered the reputation to be one of the most trusted and reliable choices for a booking platform amongst students.
Design Objective
To enhance amber's App Store Optimization (ASO) strategy to increase traffic and installs in the app stores.
The Solution
Stage 1. Analysis
I dove deep into understanding the audience & their needs as well as setting the goals for the project. This was done by using online tools to identify top performers in the same industry and how well their strategies worked on the app marketplaces such as Apple's App Store and Google's Play Store.
User Journey, Audience profile and Competitor research helped me understand the core values of the project and understand the changing landscape of App Store Optimisation
1.1 User Journey
1.2 Audience Profile
1.3 Competitor Overview
1.4 Competitor ASO Overview
2. Content Strategy
3. Design
3.1 Design Iterations
Iteration 1 (Early App launch)
The first direction chosen was to replicate the actual booking process. Here, the user, once downloading the app, would search for properties in their desired location, use filters and browse through the featured properties. They could also place a lead by selecting their preferred property and ending their journey. Once they had submitted their lead, an agent would contact them and convert the lead into a booking.
The first direction chosen was to replicate the actual booking process. Here, the user, once downloading the app, would search for properties in their desired location, use filters and browse through the featured properties. They could also place a lead by selecting their preferred property and ending their journey. Once they had submitted their lead, an agent would contact them and convert the lead into a booking.
Iteration 2 (Early Booking Phase)
The second direction reiterated the gaps left by the first direction and focused more on the promotional aspect by highlighting a detailed booking process. The user was given a more real-time look at the booking process, hence maintaining transparency and trust. This iteration proved to be more successful than the previous one.
The second direction reiterated the gaps left by the first direction and focused more on the promotional aspect by highlighting a detailed booking process. The user was given a more real-time look at the booking process, hence maintaining transparency and trust. This iteration proved to be more successful than the previous one.
Iteration 3 (Feature Building Phase)
As a steady flow of installs started to appear, a feature-rich direction was ideated based on the market research and A/B Testing of the previous iterations. Features such as Booking steps, 24x7 Support and offers were added after multiple rounds of ideation with the students and understanding their choices.
As a steady flow of installs started to appear, a feature-rich direction was ideated based on the market research and A/B Testing of the previous iterations. Features such as Booking steps, 24x7 Support and offers were added after multiple rounds of ideation with the students and understanding their choices.
3.2 App Store Localisation
As the app installs crossed the 75,000 mark, the app was localised for key student groups in Germany, France and Spain.
Results
This project is an ongoing initiative marking its beginning in August of 2023. This project has immensely impacted the business, with the first signs of success showing 4 months after it was launched. In terms of tracking results, I feel the biggest challenge was understanding the demands of the user while engaging with the ever-changing landscape of App Store Optimisation.
To learn more about this project, get in touch
