Pivoting a community app into a support platform for immigrants
Baham began as a free community app like Meetup but struggled with user adoption and a clear monetisation strategy. I led a strategic pivot to turn Baham into a community and support platform for immigrants, focusing on connecting newcomers with experienced advisors who had successfully navigated the immigration process.
My role
Product Designer - end to end
Company
Baham
1-month results
Adoption: +8%
Choosing our focus: Immigrant support
I then held a workshop to identify the challenges immigrants face. After reviewing these needs, we decided to position Baham as the go-to platform for immigrants seeking support. We chose to focus on support by considering several factors: the market gap for comprehensive support platforms, our existing community features, the scalability of addressing multiple needs through one platform, and the clearer monetisation paths offered by a support-focused approach.
Identifying target users: Immigrants
Baham needed to evolve from being just a community app to something more distinct than simply a free version of Meetup. I conducted stakeholder interviews, which clarified that the main goal was to help immigrants, which hadn't been clearly defined in the current version of the product.
Problems
User adoption
Baham struggled to attract and retain users, risking becoming just another community app due to a weak value proposition.
Revenue generation
As a free community app, Baham's unclear monetisation strategy threatened its long-term sustainability and ability to support immigrants.
Pivoting a community app into a support platform for immigrants
Pivoting a community app into a support platform for immigrants
Baham began as a free community app like Meetup but struggled with user adoption and a clear monetisation strategy. I led a strategic pivot to turn Baham into a community and support platform for immigrants, focusing on connecting newcomers with experienced advisors who had successfully navigated the immigration process.
Baham began as a free community app like Meetup but struggled with user adoption and a clear monetisation strategy. I led a strategic pivot to turn Baham into a community and support platform for immigrants, focusing on connecting newcomers with experienced advisors who had successfully navigated the immigration process.
My role
Product Designer - end to end
Company
Baham
1-month results
Adoption: +8%
Problems
Problems
User adoption
User adoption
Baham struggled to attract and retain users, risking becoming just another community app due to a weak value proposition.
Revenue generation
Revenue generation
As a free community app, Baham's unclear monetisation strategy threatened its long-term sustainability and ability to support immigrants.
Identifying target users: Immigrants
Identifying target users: Immigrants
Baham needed to evolve from being just a community app to something more distinct than simply a free version of Meetup. I conducted stakeholder interviews, which clarified that the main goal was to help immigrants, which hadn't been clearly defined in the current version of the product.
Baham needed to evolve from being just a community app to something more distinct than simply a free version of Meetup. I conducted stakeholder interviews, which clarified that the main goal was to help immigrants, which hadn't been clearly defined in the current version of the product.
Choosing our focus: Immigrant support
Choosing our focus: Immigrant support
I then held a workshop to identify the challenges immigrants face. After reviewing these needs, we decided to position Baham as the go-to platform for immigrants seeking support. We chose to focus on support by considering several factors: the market gap for comprehensive support platforms, our existing community features, the scalability of addressing multiple needs through one platform, and the clearer monetisation paths offered by a support-focused approach.
I then held a workshop to identify the challenges immigrants face. After reviewing these needs, we decided to position Baham as the go-to platform for immigrants seeking support. We chose to focus on support by considering several factors: the market gap for comprehensive support platforms, our existing community features, the scalability of addressing multiple needs through one platform, and the clearer monetisation paths offered by a support-focused approach.
Discovery and research
Discovery and research
To address Baham's challenges, I conducted a comprehensive research plan:
Semi-structured interviews with 15 both recent and settled immigrants
Online surveys gathering data from over 100 respondents
Analysis of immigrant community forums and competitor platforms
To address Baham's challenges, I conducted a comprehensive research plan:
Semi-structured interviews with 15 both recent and settled immigrants
Online surveys gathering data from over 100 respondents
Analysis of immigrant community forums and competitor platforms
What are the pain points?
What are the pain points?
Recent immigrants
Recent immigrants
Information overload
Recent immigrants struggle with an overwhelming amount of new information to process, making it difficult to prioritise and act on critical tasks.
Lack of personalised, affordable guidance
85% of respondents expressed a need for personalised guidance on immigration processes, but found current options too costly.
Cultural and language barriers
70% of participants said they would pay for access to advisors who share their language and culture.
Diverse support needs
Immigrants wanted support on various topics beyond legal processes, such as housing, employment, and cultural adaptation.
Settled immigrants
Settled immigrants
Unshared expertise
Established immigrants have valuable knowledge about the immigration process but lack a clear way to share it.
Willingness to help
Many want to give back to their communities but aren't sure how to do it effectively.
Competitor and market analysis
Competitor and market analysis
To ensure we were developing a valuable solution, I conducted a competitive analysis of both direct and indirect competitors.
To ensure we were developing a valuable solution, I conducted a competitive analysis of both direct and indirect competitors.
Challenge
Challenge
How might we offer personalised and affordable support that's easily accessible through our app?
How might we offer personalised and affordable support that's easily accessible through our app?
Opportunity
Opportunity
Connect recent immigrants with experienced immigrants who have successfully navigated the immigration process.
Connect recent immigrants with experienced immigrants who have successfully navigated the immigration process.
Advisor network concept
Advisor network concept
Based on our research and workshop insights, I developed the concept for the Advisor Network. Key features included:
Based on our research and workshop insights, I developed the concept for the Advisor Network. Key features included:
Matching system
Connect immigrants with advisors based on language, and areas of expertise, country of origin, and country of residence.
Flexible communication
Options for video calls, in-person meetings, or quick text-based questions
Advisors' profile
Advisors' profile
Advisors' dashboard
Advisors' dashboard
Monetisation Strategy
Monetisation Strategy
Paid advising sessions
Allow advisors to charge users for their sessions, offering free consultations and flexible pricing options. This creates a competitive pricing environment and helps recent immigrants select the right advisor for their needs.
Paid group events and webinars
Allow advisors and partners to host paid educational events and webinars
Sponsored content and partnerships
Collaborate with relevant businesses (e.g., international banks, relocation services) to provide sponsored content and offers
De-risking the solution
De-risking the solution
I conducted usability testing and post-test interviews with 10 diverse potential users, including recent and long-term immigrants of various ages, cultural backgrounds, and tech skills.
I conducted usability testing and post-test interviews with 10 diverse potential users, including recent and long-term immigrants of various ages, cultural backgrounds, and tech skills.
Issue 1: Users expressed a need to identify free vs. paid advisors upfront.
Issue 1: Users expressed a need to identify free vs. paid advisors upfront.
Solution: Implemented a crown icon on advisor cards to clearly indicate those offering paid services.
Solution: Implemented a crown icon on advisor cards to clearly indicate those offering paid services.
Issue 2: Participants desired more detailed information about advisors.
Issue 2: Participants desired more detailed information about advisors.
Solution: Added a Bio section to advisor profiles, including age, occupation, and social media accounts, enabling users to make more informed choices.
Solution: Added a Bio section to advisor profiles, including age, occupation, and social media accounts, enabling users to make more informed choices.
Issue 3: Advisors found it time-consuming to add multiple time slots individually.
Issue 3: Advisors found it time-consuming to add multiple time slots individually.
Solution: Implemented an "Add" button to quickly input multiple slots.
Solution: Implemented an "Add" button to quickly input multiple slots.
Impact
Impact
User adoption
New user signups increased by 8% compared to the previous month
User retention
30-day retention rate improved from 22% to 25%
Revenue growth
We generated 4-figure (USD) in revenue from these paid features in the first month
What our users say!
What our users say!
How did you ensure the reliability of advisors on the platform?
How did you ensure the reliability of advisors on the platform?
Initially, we considered background checks for advisors. However, without a dedicated legal team, we shifted our approach.
Initially, we considered background checks for advisors. However, without a dedicated legal team, we shifted our approach.
Instead, we empowered users with detailed advisor profiles and resources for informed decision-making.
Instead, we empowered users with detailed advisor profiles and resources for informed decision-making.
What features are you considering for future versions of the app?
What features are you considering for future versions of the app?
We're exploring gamification strategies for both recent immigrants and advisors. Ideas like "Best Advisor of the Month" could encourage more active participation.
We're exploring gamification strategies for both recent immigrants and advisors. Ideas like "Best Advisor of the Month" could encourage more active participation.
In this first version, our priority was getting the core functionality right.
In this first version, our priority was getting the core functionality right.
Discovery and research
To address Baham's challenges, I conducted a comprehensive research plan:
Semi-structured interviews with 15 both recent and settled immigrants
Online surveys gathering data from over 100 respondents
Analysis of immigrant community forums and competitor platforms
What are the pain points?
Recent immigrants
Information overload
Recent immigrants struggle with an overwhelming amount of new information to process, making it difficult to prioritise and act on critical tasks.
Lack of personalised, affordable guidance
85% of respondents expressed a need for personalised guidance on immigration processes, but found current options too costly.
Cultural and language barriers
70% of participants said they would pay for access to advisors who share their language and culture.
Diverse support needs
Immigrants wanted support on various topics beyond legal processes, such as housing, employment, and cultural adaptation.
Settled immigrants
Unshared expertise
Established immigrants have valuable knowledge about the immigration process but lack a clear way to share it.
Willingness to help
Many want to give back to their communities but aren't sure how to do it effectively.
Competitor and market analysis
To ensure we were developing a valuable solution, I conducted a competitive analysis of both direct and indirect competitors.
Challenge
How might we offer personalised and affordable support that's easily accessible through our app?
Opportunity
Connect recent immigrants with experienced immigrants who have successfully navigated the immigration process.
Advisor network concept
Based on our research and workshop insights, I developed the concept for the Advisor Network. Key features included:
Matching system
Connect immigrants with advisors based on language, and areas of expertise, country of origin, and country of residence.
Flexible communication
Options for video calls, in-person meetings, or quick text-based questions
Advisors' profile
Advisors' dashboard
Monetisation Strategy
Paid advising sessions
Allow advisors to charge users for their sessions, offering free consultations and flexible pricing options. This creates a competitive pricing environment and helps recent immigrants select the right advisor for their needs.
Paid group events and webinars
Allow advisors and partners to host paid educational events and webinars
Sponsored content and partnerships
Collaborate with relevant businesses (e.g., international banks, relocation services) to provide sponsored content and offers
De-risking the solution
I conducted usability testing and post-test interviews with 10 diverse potential users, including recent and long-term immigrants of various ages, cultural backgrounds, and tech skills.
Issue 1: Users expressed a need to identify free vs. paid advisors upfront.
Solution: Implemented a crown icon on advisor cards to clearly indicate those offering paid services.
Issue 2: Participants desired more detailed information about advisors.
Solution: Added a Bio section to advisor profiles, including age, occupation, and social media accounts, enabling users to make more informed choices.
Issue 3: Advisors found it time-consuming to add multiple time slots individually.
Solution: Implemented an "Add" button to quickly input multiple slots.
Impact
User adoption
New user signups increased by 8% compared to the previous month
User retention
30-day retention rate improved from 22% to 25%
Revenue growth
We generated 4-figure (USD) in revenue from these paid features in the first month
What our users say!
How did you ensure the reliability of advisors on the platform?
Initially, we considered background checks for advisors. However, without a dedicated legal team, we shifted our approach.
Instead, we empowered users with detailed advisor profiles and resources for informed decision-making.
What features are you considering for future versions of the app?
We're exploring gamification strategies for both recent immigrants and advisors. Ideas like "Best Advisor of the Month" could encourage more active participation.
In this first version, our priority was getting the core functionality right.