An app for entertainment and creativity: short videos, music, and gaming activities.
Project Type
Design Strategy
Role
Head of Product Design
Based on user research, I developed a design strategy for transforming Yappy into a Super App.
The idea was to turn short videos into an entry point to a broader entertainment ecosystem, combining video, music, and games within a single experience.
Core product streams:
1. Shorts — redesigned recommendation logic and engagement mechanics to retain attention.
2. Music — added a media hub with collections and music integration inside short-form videos.
3. Games — introduced mini-games as a return mechanic and an additional engagement layer.
Games — introduced mini-games as a return mechanic and an additional engagement layer.
Games — introduced mini-games as a return mechanic and an additional engagement layer.
Solution
Problem
Conducted behavioral research among users aged 6–16 to uncover reasons for low retention and short viewing times.
Designed a new product architecture: main screen, media hub, and cross-content navigation.
Built a unified visual system and design guide for all three content types.
Tested watchtime and engagement hypotheses, iterating the flow based on user analytics.
Created a content-first UI — minimalist design, swipe-based interactions, and full-screen immersion.
Approach
Average watchtime increased from 5–12 seconds to 25 minutes (≈17,500% growth) after introducing music and games.
7-day retention improved from 0% to 25% due to new interaction scenarios and cross-content journeys.
27% of users now engage with multiple content types (video, music, games) within a single session.
Built a unified visual system that became the foundation for scaling Yappy as a Super App.
Results
Shorts
Music
Games
Design Strategy
Target audience
Main audience interests
Key metrics
Product value for users
Key product issues
And much more...
Problems
Watchtime
5-12 sec
Retantion
Retention: 7 days = 0
Content
Not relevant
Audience Age
Metrics
6-16
timespend watchtimeretention
Interests
shorts
music
games
First Screen
of the Super App
New streams
first click
Main stream
retains mechanics
Media center
for access to all streams
Media Center
Collections
of short videos
Collections
by music categories
Collections
of casual games
Music
Full-screen
player
For Bloggers
record a video with this music
For Bloggers
select a music fragment for a video
Games
Rating
as part of the social mechanic
Casual
games