VOGUE APP

Runway Genius

Exclusive to the Vogue app, the Runway Genius quiz is released daily. The game was originally part of the wider app relaunch, but drove high retention rates. The next step was to make improvements to encourage daily play and competition, ahead of the paywall release on app.

Goals

01 Increase engagment on the app ahead of the paywall release on the app

02 Identify key areas that could present future opportunities for subscriber value

How might we strengthen retention and loyalty to cultivate subscribers on the app?

Editorial and product workshops

Competitor research

The NYT Games app, Duolingo and other quiz apps all provided inspiration and benchmarking for our quiz.

Insight 01

Quizzes, past and present, are hard to find within the app

Hypothesis:
Making quiz discovery easier will encourage repeat play.

Insight 02

Completion rates are declining as the quiz is considered 'hard’

Hypothesis:
Providing different difficulty levels will allow more users to enjoy and complete the quiz

There is potential for this to be a learning opportunity, rather than just a test

Insight 03

Hypothesis:
Contextual information or editor’s notes means that users could benefit from playing the quiz, even without expert Runway knowledge. Rewarding users with educational notes would encourage repeat plays.

Insight 04

The Top 100 leaderboard is beneficial for only a small group of users

Hypothesis:
Creating custom leaderboards would encourage competitive play amongst friends, and allow users to feel like they are affecting their position, and increase ongoing participation