Ever wondered how MySmartfren app transformed from a low 3.2 to an impressive 4.6? And just how much do those ratings impact the actual metrics? Let's delve into our story.

When I joined Smartfren as a product manager, one of my initial challenges was to boost our app rating. We recognized that our 3.2 rating on the Android Play Store, in comparison to our competitors, was perceived as low. 

This perception was hindering our progress, impacting both the adoption rates among current subscribers and the overall number of app installations.

Navigating this challenge was particularly tricky for us as a cellular operator. Network quality complaints often spilled over into our app ratings, with around 30% of reviews revolving around network issues.

Heading up this project, I worked closely with fellow PMs such as Fajar Nugroho, Jodi Kusumandita, Tria Amanda, and UX designers Bernadetha Ayu. Here's what we discovered along the journey:

• Increasing our app rating led to a 12% boost in app installs. Given our starting point with millions of users, this uptick was substantial. These insights were gathered over a one-year period, specifically from August 22 to August 23.

• We nearly doubled our acquisition of new users, experiencing a staggering 70% increase in installations by new users.

• We also managed to decrease daily uninstall events by 40%.

Clearly, elevating our app rating had a remarkable impact on our top-to-mid funnel metrics. But the big question remained: Is it sustainable?

Let's take a closer look at the numbers. Over the course of a year, the percentage of 5-star ratings skyrocketed from a mere 25% to an impressive 70%. Here’s how it looks like year-on-year over a three months period.

So, what strategies did we employ to achieve this feat? Here's a breakdown of our winning formula:

• Roleplaying and Storyboarding: We immersed ourselves in the user experience, envisioning scenarios and crafting narratives to understand pain points and opportunities for improvement.

• Experimentation: We tried various tactics, including experimenting with paid ratings and launching company-wide campaigns to encourage 5-star reviews. However, these efforts yielded minimal impact.

• Rethinking Internal Feedback Mechanisms: We revisited our internal satisfaction survey feature, refining it to gather more actionable insights and address user concerns effectively.

In the end, it was a blend of steps 1 and 3 that proved most effective. It took us approximately six months of experimentation and iteration to arrive at the optimal solution.