Hannah Al​am

Experience architecture:
UX Research and Design

Users:

  • women
  • Between the ages of 19-30

My Role:

  • User researcher
  • Content Creation 

Tools I used:

  • Comparative analysis
  • A/B testing 
  • Editing 
  • Figma
  • Canva

The Problem

The main problem was a low interaction between the account and the users as well as a low follow rate. I was tasked with the challenge of conducting research on how to extend the user engagement as well as finding current trends to take advantage of when it comes to attracting users. With the ultimate goal of getting user engagement up as well as increasing downloads for the Tanbii app and an increase of users joining the Tanbii discord server. 

Research/solutions

Step One

Seeing where Tanbii is in terms of content

One of the first steps I did to accomplish this was to access where Tanbii’s social media presents was at that moment in time. To do this I looked at their analytics across their instagram and TikTok to see which posts had the most engagement, which included likes, comments, and shares. Once I was able to access this information I was able to have a better understanding of what type of content had the most impact.

Step Two

Comparative analysis

I then proceeded to look into who were the biggest competitors to Tanbii to assess what content of theirs had the most engagement and what type of content that was. I then took that information and created an analysis report on what I found as well as my ideas for what Tanbii can do to improve their user engagement on their social media.

Analytics notes

Step Three

Presenting my Findings with my team

Once I found the needed information, I had to present my findings to my two team members and get some feedback on my ideas for improvement. We agreed on some things but believed others were not necessary at the time of finishing the analysis. I then set out to create a future social media schedule and future content with what we discussed in this meeting. After I completed this schedule I was able to check in with my team and get it approved for the next step of creating the content.

Google Slides​  Google Slides - X

Step Four

Creating the con​​tent

I was tasked with creating three posts a day(this included both posts and reels) for Tanbii’s instagram. As requested by my team at Tanbii, I primarily used Canva to create content for their instagram. This proved to be a bit challenging due to the fact that I was previously not knowledgeable about video editing with canva but I ultimately was able to overcome these challenges by doing some additional research. I had complete creative control over the overall outcome of their posts, however, I did need to get approval before I could post them.

Step Five

A/B Testing

The last task that I was incharge of was doing A/B testing on the posts to see which ones had the most engagement and which ones had the lowest amount of engagement in order to see which type of posts/reels to put my focus on. To do this, I focus on the posts analytics through a meta business suite to access areas for improvement as well as engage with users. After analyzing the data, I adjusted my content creation to better suit the users interest in the posts being created to grow the following, increase downloads, and increase the discord server members.

What I learned

My internship at Tanbii was a transformative experience that significantly contributed to my professional growth. The cornerstone of my learning was the meticulous tracking of user engagement metrics, which empowered me to fine-tune content strategies based on audience resonance.

Navigating content creation, especially with tools like Canva, presented a formidable challenge due to my limited prior experience. In response, I proactively sought out tutorials to enhance my skills, overcoming this hurdle and gaining valuable insights. Another notable challenge arose from the weekly shifts in Tanbii's social media strategy, oscillating between gaming, sustainability, and interactive content. This dynamic environment demanded constant adaptation, teaching me the vital lesson of flexibility in content creation—a skill I recognized as crucial in preventing potential issues with future employers.

The internship unveiled valuable lessons in handling criticism and maintaining composure amid challenges. Constructive feedback from my mentors fueled continuous improvement throughout the internship. The ever-changing content requirements underscored the importance of adaptability in a professional setting. Unexpectedly, I acquired video editing skills through Canva and honed my graphic design abilities for social media posts, enriching my skill set.

Effective communication within the team, primarily facilitated through Discord, expanded my understanding of professional collaboration. Despite the brevity of the internship, it left an indelible mark on my professional journey. I emerged with enhanced skills, a deeper grasp of professional communication, and the resilience to navigate a fluid work environment. Importantly, my contributions to Tanbii's social media objectives were not only meaningful but also indicative of the strides made in my professional development.