Feature Adoption
Feature Adoption
Feature Adoption
Feature Adoption

How the Pumpkin App Taps into Storyly to Communicate New Features

Kaan Uyanık
May 17, 2022

Pumpkin is a peer-to-peer money transfer app that enables its users to exchange cash with friends or family instantly. In addition to providing fast and real-time service to users, it plays an innovative role in France as a finance app incorporating social features by enabling fast reimbursements among social circles. Pumpkin acts as the pioneer in changing the financial habits of the younger generation, having reached more than 1 million users already.

Though innovation in digital payments sticks with millennials and GenZ, it’s still critical to provide an ultra-practical flow for adoption and later retention. Aside from bringing many financial advantages to young people, Pumpkin is on a mission to keep their acquired users engaged and active.

Challenge #1 – Finding Ways to Interact with Users

The target audience of the Pumpkin app is used to experiencing interactivity and participation due to their affinity for social apps. They do not prefer to be a mere observer of what is going on around them but want to play an active role. Combined with a high level of digital literacy of their generation, the shift in habits has pushed mobile apps to offer the possibility of interaction and communication with their users. This became crucial for making users feel like a part of the app’s community and creating engagement which then contributes to loyalty. 81% of marketers agree that interactive content grabs attention more effectively than static and 66% see interactive content boosts engagement.

That’s why Pumpkin app was looking for ways to interact with their users by delivering an engaging in-app experience. This would elevate their in-app marketing activities as Pumpkin marketers can communicate with their users by giving them an opportunity to become active participants.

Challenge #2 – Promoting New or Hidden Features

The proliferation of mobile apps in the fintech category requires apps to differentiate themselves. The Pumpkin app continuously launches new features to innovate itself, simplify users’ lives, and differentiate itself among the competition. However, introducing new features is impactful only when users can discover and adopt them easily, without interrupting their experience.

In other words, Pumpkin had to unlock the value of these new or hidden features, encourage a trial, and convince them of the long-term benefit to retain.

Therefore, Pumpkin needed a solution to promote both new and existing features to their users in an engaging way so that users can activate them and keep them coming to the Pumpkin app for more.

How did Storyly change the story for Pumpkin?

Mobile-native stories have been proven to be the leading communication medium since their launch or adoption by giant social apps. It’s loved because it’s easy to consume. It’s possible for brands to achieve a high level of  impression and response rate through stories. Pumpkin decided to bring stories to its mobile app and to enrich the experience with a sea of interactive components with Storyly.

Solution #1 – Building a User Feedback Loop with Interactive Stories

As users are highly familiar with interactions on social apps, Pumpkin leveraged this experience to interact with its users not only to entertain but also to collect user feedback. Pumpkin has used polls and multiple choice questions to survey their users about campaigns and potential ideas. The results were very substantial. Pumpkin achieved a 46% response rate that is 2.5x higher than other in-app survey methods. Interactive stories enabled Pumpkin to build two-way communication by letting users be part of the app. Besides, they provided a sufficient amount of insight about users’ preferences which Pumpkin marketers act on while planning the next step.

“Storyly is the new way to interact with our users. We use stories mostly to promote new or hidden features and to poll our users, but also to deliver relevant content about our brand. And it works: most of the stories are seen by thousands, and right after, about 50% of the viewers go test the features mentioned!” - Louis Le Bris - Lead Product Manager, Pumpkin App

Solution #2 – Making the Brand Communication Entertaining

Building a communication in the Pumpkin app is key for engaging and retaining hardly acquired users.  However, this process should not take place in a manner of bombarding the users with countless messages. Instead, the Pumpkin marketers have utilized Storyly to make the brand communication entertaining and reciprocal. In-app stories enabled the team to keep in contact with existing users, showcase latest offers and plans, and ultimately reduce churn by increasing stickiness.

Now, each time Pumpkin marketers need to launch a new campaign or give an important update, they rely on Storyly to reach users via stories in an engaging and uninterrupted way.

Solution #3 – The Shortcut to the “Aha Moment”: Introducing Features with Stories

Every app delivers important features that include new and important benefits for its users. However, when users miss feature launches, it’s difficult to re-activate them and unlock their value for the users. That’s why Pumpkin uses Storyly to promote their new and existing (yet hidden) features to onboard its users, by both showing the benefits and giving brief guidelines to adopt seamlessly. 50% of Pumpkin users who watched in-app stories immediately try the communicated features.

Stay tuned for more customer stories from Storyly. Want to find out more? Schedule a call now.

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