Learn Crafts creates its own AI coach with the PaLM API to drive engagement and 22.3% increase in ARPPU
Riafy is a leading technology company focused on building intelligent and intuitive mobile applications. They aim to do this with all their apps: Create intricate and unforgettable experiences for its customers enabled by the advancements in Artificial Intelligence (AI).
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Essentials
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Learning
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Programs
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Play Console
Test
Release
Grow
Quality
Monetize
Manage
Riafy built its flagship app Learn Crafts & DIY Apps to make DIY education more personalized, enjoyable, and accessible with the use of AI. Having already established Learn Crafts & DIY Apps as a leading app in its category globally with 2.8 million installs and expanded to support for 25 global languages, Riafy was looking to enhance its user engagement.
Making learning seamless
Riafy wished to build a conversational AI crafting coach for Learn Crafts & DIY Apps to facilitate a doubt-clearing process for users who’d get stuck and stop in their tracks, thereby improving engagement.
To initiate this, they fine-tuned the PaLM 2 LLM (large language model) using their own data in Vertex AI.
Within a few weeks, Riafy was able to integrate its R10 AI coach (powered by PaLM 2 & Vertex AI) into the app. The AI coach was trained to provide 24/7 support and 1-on-1 assistance in order to empower more people to pick up new hobbies and sustain them. It provides simplified tutorials beyond standard video explanations, aiding users’ learning process thereby increasing engagement. Users not only get personalized suggestions and clarifications, but also encouragement, real-time feedback, and responses to individual questions thereby reducing drop-off.
In 3 months since integrating the personalized AI coach, Learn Crafts & DIY Arts has witnessed:
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31% decrease in 1-star ratings on the Play Store (from 9.2% to 6.3%)
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17% increase in app engagement, leading to an increase in premium subscriptions
- Premium subscriptions drove 14% growth in overall gross revenue worldwide after launching the AI coach
- 22.3% increase in ARPPU
- 6-8% reduction in MoM churn rate
- 8% increase in MAU and 9.5% increase in DAU during this period
"In the three months since integrating a personalized AI coach into our app, we have seen fewer 1-star ratings along with more positive feedback overall. Users often describe the app as "helpful", and "easy to use" now.
By providing tailored guidance, encouragement, and answers to questions, the coach has made crafting more accessible and rewarding."
- Neeraj Manoharan, COO, Riafy Technologies
Growing presence
Ensuring continuous growth remains a primary focus for Learn Crafts & DIY Apps, while maximizing user trials of their new AI coach. They also aim to expand their reach to more users by utilizing store listing experiments.
As part of these experiments, they optimized store listings for specific holidays and seasons such as Christmas, New Year’s, Thanksgiving, Easter, as well as for Mother’s Day, Halloween, and Valentine’s Day. Additionally, they localized the app in 38 languages (mainly tier-1), including English, French, Polish, Dutch, Italian, and German. As a result of these optimizations, the app saw:
- 16% spike in installs with the help of a Christmas-themed listing paragraph for the English-US market.
- Increase in conversion rates by up to 20% with the help of store listing experiments. This helped drive organic user growth across key markets.
- 5-10% increase in installs on an average on the winning variant of the app experiment.
Given the success of the AI coach, Riafy is now prioritizing personalization and user engagement features. In the foreseeable future, they see themselves leading the building of human-centric AI products across multiple domains such as fitness, education, cooking, and more.