The Problem
Despite having powerful and creative filters, many users were unaware of their existence or struggled to find them within the app.
This led to:
- Lower engagement with core features
- Decreased session frequency
- Higher churn rates among active users
Evidence
- 55% of users struggled with filter discovery and utilization
- 36% drop in retention tied to low filter usage
- 48% potential revenue risk as ad impressions declined
- Users who used filters showed ~73% higher engagement
Why This Was a Business Problem
- Filters increased engagement by ~73% when used
- Overall retention dropped by 36%
- Revenue risk increased as fewer engaged users meant fewer ad impressions
This was not a cosmetic design issue—it was a retention and monetization risk.
Problem Statement
How might we improve filter discovery so users can easily find and use creative tools, thereby increasing engagement and retention without disrupting the ad-based revenue model?