I hired a designer to improve user experience (UX) of Safe Vision app. Fabio did a great job at making the app to behave more logical and look more professional (click for larger image):

The onboarding process flows better now, I believe:

Also I made a fairly big change of removing all pre-approved videos.

That part of setup was confusing for many parents. Here are 2 examples of support requests I received via in-app chat:

This is a frustrating app. It asked my child’s age but didn’t tell me it was unlocking hundreds of thousands of channels. Now I can’t figure out how to get rid of them! I want to lock everything and just add the ones that I want.

Can I block all the preapproved channels at once? I don’t want them. I hate to go through and lock them all individually. This is the difference between keeping or quitting service. I just want to manually unlock channels, but my child keeps getting onto the ones you have preloaded.

I was monitoring closely app reviews and support chat to check the impact of that change. Also I conducted a couple of user testing sessions. So far nobody complained about missing those pre-approved videos. However I’m going to think how to bring that feature back, perhaps in a different reincarnation.

Key Metrics

Number of people that install the app (acquisitions) is declining and I don’t know why. Most of my clients come from Amazon App Store and it doesn’t provide information on how people find the app. Also, activation rate is still low – about 25% of people that install the app start using it. I’m getting about 45 new premium subscribers per week now:

Updated App Description

I changed the app description on Google Play and Apple App Store as an experiment. It is more geared towards parents that want to let their children to watch educational videos now. Kylie helped me with the new description.