Overview
Vroom enjoys a broad, dedicated network of providers who often access Vroom Tips in the app. But the existing app presented barriers to access for caregivers. The Vroom team also had difficulty updating app content on the backend. The Foundation needed to address these technical and design issues as well as ramp up brand awareness, acquisition, and retention efforts.
The challenge
Vroom’s existing app presented barriers to access for caregivers: “Every day at 5pm I get a push notification and if I click on it, it takes me right to the wall where I have to enter the birth month and year. More would get read if I didn’t run into that wall.” The Vroom team also had difficulty updating app content on the backend. The Foundation needed to address these technical and design issues as well as ramp up brand awareness, acquisition, and retention efforts.
“Every day at 5pm I get a push notification and if I click on it, it takes me right to the wall where I have to enter the birth month and year. More would get read if I didn’t run into that wall.”
What we did
Our research revealed that for a key group of Vroom users — parents — ease of use and access were the biggest barriers to user satisfaction. We activated engagement and retention strategies, and had ongoing discussions with target end-users to best advocate for their needs. Early iterations were punctuated by research to test and validate assumptions, and lean design was key in helping the organisation stay agile and responsive.
Conducted user research revealing that access barriers — not content quality — were the primary driver of low engagement among parents and caregivers.
Chose a CMS that made updating content on the backend easy for the Vroom team, with a separate database for managing the 1,000+ tips library.
Created a fun and engaging design for a delightful user experience — removing barriers to access without sacrificing the collection of key user data.
Built the app with internationalisation as a core requirement — currently in English and Spanish, with a roadmap toward all six official United Nations languages.
Provided training to the Vroom team on how to use and manage the new system to support internal efficiencies, ensuring long-term independence.
The results
32,000 new users at launch
With a more straightforward CMS, a separate database for managing tips, and a new modern design, Substantial made immediate improvements to user experience, engagement, and ease of use — driving a significant jump in new users.
Streamlined content management
A new CMS with a dedicated tips database gave the Vroom team full control over content updates without engineering support. The design team provided training on how to use and manage the new system.
Positive user experience feedback
Users reported a delightful, accessible experience. The authentication wall that blocked daily engagement was eliminated entirely.
Foundation for international expansion
Currently in two languages, English and Spanish, the Vroom app is prioritising international users with the goal of adding all six official United Nations languages. Substantial continues to strategise and build out new features with the Vroom team to support its strategic growth.