The challenge

Vyng, a Los Angeles-based company, created an app that allows users to customize their ringtones. Users can set different videos as ringtones for different callers, either by choosing from existing videos on the app, uploading their own videos, or recording a video specially for this purpose.

Vyng brings a powerful video content experience to what was previously an audio-only caller ID, creating a new distribution channel for short-form content owners and a more fun way to make and get phone calls. Being an Android-dominated user base, India has become the largest market for us. People here love custom ringtones and caller tunes, which give us an edge to roll out our social features. We expect to continue to see more people in India discover Vyng.

Paul Kats, CEO, Vyng

Vyng approached Hureo to understand the mobile social behaviour of Indian users and the usage of Vyng on their mobile phones. To bring improvements to the product, Vyng wanted to better understand users' mobile social behaviour and the challenges faced during product usage.

Our approach: PopUp Labs

After understanding the product and the client's objectives, we conducted the study with existing and potential users from Tier 1, 2 and 3 cities in India, in Delhi, Pune and nearby areas, to evaluate the overall experience of using Vyng.

The first round of the study was conducted in Delhi. Here, existing Vyng users from the city and nearby areas such as Haryana came to our lab for the usability study, which was conducted in the local language (Hindi). These one-on-one, in-depth usability interviews helped us understand the onboarding experience of the app, its usage, and the challenges encountered while using the app. We also tested some new concepts Vyng planned to introduce in the next version of the app.

After the Delhi study was completed, we worked with the Vyng team on an affinity map, where the data were analyzed and mapped. This enabled us to adapt our study plan and narrow our focus for Pune, in order to delve into certain aspects of the product.

The second round of the study was conducted with potential users in Pune and surrounding regions. We created a pop-up lab in a mall and recruited mall visitors in order to test the app and understand the challenges faced during its usage. Again, we tested the concepts Vyng planned to introduce in the next version of the app to understand users' views of the new concepts.

On the outskirts of the city, we set up a mobile usability lab beside a lake and recruited local tourists visiting the lake. Participants were introduced to the app, along with some new concepts, while we understood the challenges they encountered while using it. The studies were conducted in both English and the users' local language (Marathi).

The mobile and pop-up labs enabled us to go to the users and conduct the study in their context. The Vyng team participated in the study by observing the sessions live and interacting with the participants.

The outcome

  • User personas: the research identified personas so that our client could understand the different types of users (current and potential) in India, their needs and challenges.
  • User insights: our in-depth interactions with existing and potential users helped us provide detailed insights on users' current mobile social behaviour.
  • Product-centric feedback: we helped the client understand users' onboarding experience, the usage of the app in the context of potential and existing users, and the challenges encountered by users.

Impact: our work enabled the client to align and redefine the product strategy.