Problem: The homepage used to be filled with only cards from brands listing promotional sales. It was very hard to digest. Our site was not getting much engagement, other than the top 3-4 rows of cards. The cards didn’t change much, making the homepage very stagnant.
Goal: Make the homepage more valuable by making it easier for experts to find the things they care about and allow us to test and learn what types of things experts want to engage with.
Description: Through extensive user research, we came up with new ways to interact with the homepage including ways to fill out an expert’s profile (which helps brands find experts), brands an expert can follow to stay up-to-date on their favorite gear, deals they can unlock by learning their content, limited-time offers, special missions, etc. (all shown above in the first image)
My Role: My product manager, Lauren, lead brainstorming sessions with me and our head engineer on the engagements team. Lauren pulled metrics on how the current homepage was performing, I lead the user research by sending out surveys to our experts, as well as setting up appointments to call and speak to experts already on the platform. After several iterations of designs, we finally got to the end result with all the feedback we did from our user testing sessions. We also added different pieces of content to our current homepage and tested to find out which content performed better than others.
Findings: Experts responded more positively to each round of prototypes we showed them, getting the design where it currently is below. A/B testing did well with the “Brands You Follow” row. The last several rows were in the process of being developed by our engineers when I left the company.
Problem: Brand pages had low engagement rates because of not having enough meaningful content or ways to shop for brands’ gear.
Goal: Drive more engagement by having a better brand experience where all brand content is centralized.
Description: An expert gets to the brand page by clicking on the brands from the homepage. This is where an expert can follow a brand to get updated content, see their activity with the brand, read updates, give feedback for the brand (to determine brand NPS), follow other brand elites, take Edu-Games, purchase gear, etc. The design in the first image shows the mobile design that an expert would scroll through. To the right would show what would happen if a user interacted with a piece on the left.
My Role: Initially, the lead principle UX designer lead a design sprint with our engagement team on ways we could make the brand page a better experience. At the end of the sprint, we kept certain pieces that resonated through user testing. From there, I created the designs and Lauren & I kept working on ways we could bring more content. She worked with brand representatives on producing more meaningful content. I designed and iterated prototypes that I would end up testing with users later on.
Goal: Drive more brand engagement on the homepage by showing new and updated brand content.
Description: On our app, brand stories appeared at the top of the homepage. These brands would show up based on the brands that are targeted to the experts. It worked like Instagram stories where an expert would tap on a brand story, and a short video would appear. The videos could be talking about the brand or new gear they were introducing. During the video, an expert has the option to go to their store, learn more about the brand and/or products by taking lessons & Edu-games, follow the brand, or shop the specific products that the video featured. The web version was coming later, depending on how the brand stories on the app performed.
My Role: The idea and concept came from our Product Director. He, Lauren, and I talked about ways we wanted to feature the brands and their products. Lauren and I talked to head of engineering, and we closely worked together to make sure my designs came to life. Lauren got the content by talking to the brand reps, who provided content for us to feature. We rolled it out onto the app’s homepage and it performed very well. However, the problem we faced was staying on top of brands to refresh their content, and finding brands who wanted to participate at all. It was a great idea, but many brands didn’t want ‘yet another form of social media to keep up with’.