Muslim Pro

Case Study

Digital Home for Muslim

Muslim Pro aims to be the digital home for all things Muslim. The goal of this task is to set expectations around features to be explored within the next 6 months to increase overall user conversion, user engagement, adoption and retention rate.

This challenge was completed as a design task for Muslim Pro.

⏱️ Timeline – 20 - 25 October ‘23
📱 Platform – Mobile (Android/iOS)

The Client

Muslim Pro

Senior Product Design

My Role

Date

Oct ‘23

Made with

Assumptions

Targeted users are Muslim, motivated and/or spiritual

Users have an understanding of basic Islam habits such as praying and the need to be closer to God, therefore seeks to use the app to supplement or inform their daily activities. These are my hypothesis of the 3 different types of core users who interact with Muslim Pro:

  1. Members who are seeking to improve their Muslim way of life

  2. Members who are seeking for more knowledge regarding Islam

  3. Members with varying proficiency level in Islam

Limitations

Muslim Pro has a wide database of users who speaks various languages. However, for the case study, I focused solely on implementing the design in English due to the locations of the headquarters (Singapore, Malaysia) that I would work in.

I assumed that the task is limited around the mobile app for iOS and Android platform.

Understanding the Problem

I looked through recent Muslim Pro reviews on the app store to find that for every 8 positive feedbacks, there are also 8 detractors.

Positive feedbacks directly correlates to customer satisfaction, some of them expressed their appreciation for features such as the dua, adhan, etc

😊

Detractors are mostly relating to ads or technical issues. Users were frustrated by recurring ads even though they paid for Premium account.

😠

Methodology

Due to time restriction, I will be conducting the following selective design thinking method to finish this task:

Empathize

  • Competitive Analysis

  • User interviews

  • Identifying Pain Points

Define

  • Problem Statement

  • How Might We (HMW)

Ideate

  • User flows

  • Low Fidelity Wireframe

Prototype

  • High fidelity prototype

Evaluate

  • If I had more time

Competitive Analysis

To identify opportunities and common pain points, I tried several competitors app. I also compared it with other religion apps.

Muslim app

Noor app

Hallow app (for Catholic)

  1. Noor offered personalised report of usage activity.

  2. Noor offered language and translation according to preferences from onboarding.

  3. Noor offered integration with other devices such as bluetooth (play verses in the car).

  4. Muslim & Hallow focused on features relative to prayer & activities of worship.

  5. Hallow used engaging and visually appealing interfaces to drive hierarchy.

  6. Hallow offers themed sessions – curated playlist.

  7. Hallow offered challenges to engage more users over longer periods of time.

  8. Hallow offers private circle feature for selected users.

Findings

Understanding Users

To gain an understanding of the Muslim Pro user behavior and motivations, I conducted an interview with my relatives and friends who use Muslim Pro. My goal is to gather insights into their behavior, motivations and pain points that prevent them from using the app regularly.

In an ideal scenario, I would additionally employ at least one of the following quantitative methods:


  • User segmentation for balanced response rate and diverse participant pool

  • Surveys and analytics to help uncover usage patterns and trends to identify pain points to improve on.

Sadiah, 66
Retired civil servant

  • Main language of communication is Malay

  • Has only Muslim Pro app installed

  • Uses Muslim app to read and listen to recitation of Quran, find doa, find kiblat

  • Motivated to become a better muslim and more devout.

  • Has a deep understanding of Islam.

  • Prays more than 5 times a day along with sunat prayers and sunat fasting as well.

  • Likes to show support for Muslim causes

  • Likes to recite Quran in groups
    Consistently studies Quran along with a teacher on Facebook Live

Abdul, 76
Computer Technician

  • Main language of communication is English

  • Has a few Muslim apps installed

  • Goal is to be able to read Quran fluently

  • Because of language and communication barrier, rarely engaged in Muslim lessons.

  • Has basic knowledge of Islam

  • Recently started attending Islam classes by english-speaking tutors.

  • Mostly uses desktop to search Youtube videos of how to read Quran

  • Considers himself disciplined but still find it hard to pray on time

  • More motivation to pray when in groups, so goes to the mosque regularly

Siti, 29
IT Professional

  • Main language of communication is Malay and English

  • Has a few Muslim apps installed

  • Mostly uses apps to read and listen to recitation of Quran, find kiblat

  • Goal is to be able to read Quran on the go, anytime, anywhere.

  • Prays 5 times a day, reads Quran and duas when free.

  • Likes to stay productive with work, even throughout the weekends

  • Prefers to engage with Muslim app at her own time.

  • Most users are already using one or more Muslim app

  • Different spectrum of users – users who spends time/are motivated to improve, users who are busy and have a specific goal, users new to Islam or its practice who do not know where to start, users of varying age range.

  • Users have varying command of language and cultural background

  • Most users engage frequently for short periods of time

  • Users primarily use basic functions such as Athan, Quran, Duas or Qiblat feature

  • Users found ad disruptive and get more and more frustrated with the waiting time, decide to abandon the app.

Findings

  • Elder users spent more time going through each screen, unaware of certain visual information e.g. “more” icon

  • Users were unaware of more features in the “more” icon

  • Users were unsure which information to focus on in order.

  • Users found the landing screen to be cluttered with unnecessary data

  • Users expressed desire to be guided

  • Users expressed desire for practical features e.g. notification for days recommended for fasting

  • Users express lack of motivation to engage with the app regularly as they have other app to use for basic features (reading Quran)

Identifying Pain Points

I summarized the user interviews to identify UX issues that frustrate the users & block them from getting what they need.

💸 Financial

  1. Recurring subscription is not worth the basic features used

  2. User sees ads as a marketing ploy rather than support for the cause

  3. Need to compare cost and benefits before subscribing

👨‍💻 Productivity

  1. Lack of focus – unsure which information to focus on

  2. Lack of guidance – spent a lot of time scanning the page to make sense of the information

  3. Lack of motivation – other than main features, user scanned through the app but felt unnecessary to use other features

💬 Process

  1. Too much scrolling on information they don’t need

  2. Navigation structure is very niche and lacks clarification (user doesn’t understand what ‘tracking’ means)

  3. Disconnected from onboarding – User don’t know where to go after onboarding.

🎧 Support

  1. Lack of internal knowledge e.g. to how to begin reading Quran

  2. Lack of guidance in terms of structure

Problem Statement

Users have different needs and motivation due to language or cultural background.
Users have different proficiency in Islam.
The lack of personalised experience limits user engagement.

HMW…

make it more intuitive and accessible for users with different proficiencies navigate the app?

HMW…

tailor app experience for global, diverse users

HMW…

make the app more engaging and motivating to use?

HMW…

suggest personalised recommendation to enhance user engagement

Ideation

To address the pain points, I identified the following flows and concept that can be expanded and explored:

Onboarding Personalisation

Homepage redesign

Community Features

Onboarding Personalisation

As a first time user, I want to personalise my experience

  • User prompted to set language, goals to personalize experience

  • Guide user upon setup e.g. onboarding users that are learning Quran

Measurement of success:

✓ Increase user engagement
✓ Increase user adoption

Homepage Redesign

As a recurring user, I want to track my ibadah

  • Quick tutorials to guide first time users

  • Quick search for recurring users to find and perform task more quickly

  • Navigation section limited to not confuse the user

  • Show user statistics and progression to encourage user engagement

  • Tailor goals to daily, weekly, or monthly according to user usage pattern

Measurement of success:

✓ Increase user conversion
✓ Increase user retention

Homepage Redesign

As a user, I want to engage with the Muslim community

  • Happening Now – Find Muslim streamers

  • Recite duas or Quran together

  • Space for users to find and build community

Measurement of success:

✓ Increase user engagement – time spent on app by interacting with the app features more
✓ Increase user retention

Prototype

Final design of the envisioned Muslim Pro mobile app