Problem
User communities were active outside the app, causing fragmented engagement and accelerating early churn among new users.
Insight
Community activity does not disappear—it relocates when the product fails to define a clear role, value, and meaning for participation within the service itself. Users need a shared purpose and structure that aligns with their core motivation for using the app.
Action
- Redefined the role and purpose of communities surrounding the app, shifting them from external forums to an integrated in-app experience.
- Designed a bonding mechanism and “playground” that encourages users to interact, share financial insights, and build social connections within the service.
- Introduced optimized sharing formats and social systems aligned with the primary persona’s core usage goals.
Solution
- Building a bonding mechanism & Playground for users to mingle inside application. Offering conveinent & fullfilling ways to share information about finance with sharing format, and social system to optimize main persona’s core purpose of use.
Outcome
- A cohesive in-app community experience that reinforces user identity, reduces early churn, and strengthens long-term engagement within the product ecosystem.
- Strategic diversification of feed content architectures to empower future marketing initiatives and catalyze multi-directional connectivity between users, customers, and advertisers.
Designer’s Comment
"A community is more than just a gathering space; it is the core infrastructure that sustains and expands a service's identity. Fragmented interactions outside the app dilute product value, but when integrated into the product’s internal logic, they become a powerful engine for retention.
This project focused on converging the energy of external communities into the in-app environment by designing a 'Playground for Bonding' and 'Optimized Formats for Financial Insight Sharing.' This transcends mere functional integration; it is the establishment of an organic ecosystem where users discover their social roles and spontaneously circulate financial knowledge.
Ultimately, this architecture serves as a barrier against early churn while functioning as a strategic foundation for a revenue model that catalyzes multi-directional connectivity between users, customers, and advertisers."