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Niyyah Case Study - 2023

Company Overview

Niyyah (previously known as Guider) is a faith-based and spirituality app in the UK dedicated to helping younger Muslims learn about their faith through short, comprehensive daily content and interactive learning exercises.

My journey with Niyyah

How We Crossed Paths...

I learned about Niyyah through a friend who co-founded the company. He reached out to me, asking if I'd be interested in joining as a part-time Product Consultant until they could build a full-time product team. The main goal was to help the founders build their product strategy and establish product practices with the CEO, UX, and engineering teams.

My work at Niyyah...

Defined the product strategy and aligned it with business goals.

Built and engaged the beta community, drafting communications to maintain engagement and ensure good adoption of beta features for learning and data collection.

Collaborated with engineers and the UX team to build an MVP for the beta community.

Conducted user interviews and analyzed qualitative data to refine our target audience and highlight key problems to address.

Created an experimentation roadmap to continually learn from and analyze customer behavior, helping us identify priorities and develop a comprehensive roadmap for the first two quarters of launch. Set up experiments on Firebase, starting with building the right remote configs alongside the engineers.

Contributed to funding grant applications, focusing on product vision and strategy.

Outcomes...

Established a clear product strategy

Developed a working MVP

Implemented multiple experiments measuring both product engagement and content interaction

Case Study

Task

Your task is to design one product experiment for driving daily user behavior. The final output can take the form of a draft PRD.

Of course, there are an endless number of different experiments that can be run to achieve this goal. You can design your own experiment, or else focus on the example below. 

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Example experiment:

Deliver a sequence of tailored notifications for one user segment. E.g. design a sequence of 5 daily notifications to re-activate users who stopped using the app after engaging daily for 7 days. You can choose this experiment or another one based on a different feature if you would prefer to do so. 

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For your chosen experiment, please draft a Google doc that answers the following questions. 

  • What is the success criteria for this experiment? What are the analytics that you would track to evaluate this experiment? 

  • What are the user needs/pain-points that you are looking to address through this feature? I.e. Why would this feature successfully engage users? 

  • How would you describe the requirements for this feature for the engineering team?  

  • What is the copy (e.g. messages you would write in the push notifications) for this feature? 

  • What are the leading examples/case studies from other apps that you would use as inspiration for this feature? 

  • How would you test this feature to validate it before it is rolled out to all users? 

  • Is there anything other important information (or questions) that you would present to the team to enable them to prioritize and plan this feature as part of the product roadmap? 

My Work
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