Social Buzz Club, an online community and content amplification service, approached us with the main goals of increasing their user base and customer conversion from free membership to paid, as well as streamlining key user interactions on the site. Currently, their user base consists mainly of individuals, but they were also seeking to capture more business clients. Working with a partner, together we redesigned the main user experiences with the key goal of establishing credibility to gain customer trust, as well as providing detailed guidance on how to manage the site going forward.
This was the final class project for General Assembly’s User Experience Design Immersive.
- Low-fidelity interactive prototype
- User flows
- Site architecture and navigation schema
- Detailed case-study report identifying additional ways to improve and manage the service
- Slide deck detailing decision-making and results of our user testing
Methods & Tools:
- Field research, market research, expert interviews
- User research and interviews
- Detailed process documentation to demonstrate decision-making and keep the project on track
- Adobe Photoshop and Illustrator to build prototype elements
- Wireframing in Omnigraffle and prototyping in Invision
- Live user testing of the prototype
To help the client achieve their goals of increased user base and paid subscriptions, we needed to have an in-depth understanding of their users and what they would consider valuable enough to pay money for. We read through trade journals, agency and consultancy articles, and postings in online communities. Interviews were conducted with four social media professionals and one super-user, who was both a customer service representative, and ran social buzz club accounts for people as a virtual assistant.
- Major user challenges
- Areas users would be interested in learning more about
- The types content they repost
- Benefits of community-building
- What kind of content they would pay for
- Analytics information is invaluable
- Quality of content in general is extremely important
- Any reposted content must be high quality and relevant, as it reflects on the credibility of the poster
- There is already a wealth of free online educational resources, so any paid resources must be very high quality
- Users desire the ability to link several social media accounts through the service
These findings made it easier to narrow the scope and define how to address the client's goals in concrete terms. This meant focusing on credibility and and usability as the most effective way to increase user comfort with the site, and therefore encourage them to sign up and stay active.
Our Plan of Action
- Reorganization of information architecture
- Adjusting the overall feel/tone to appear more professional and supportive
- Encouraging integration with major social networks (use of APIs)
- Reorganization of content
- Streamlining key flows: submit buzz, share buzz, and sign-up
Integrate requested features
- Easy account set-up process
- Refresh the visual design
Design and Prototyping
We felt that using a portfolio metaphor for the interface would resonate with users, and support the context of the visualizations. As we discovered through our research that analytics were very important to users, we wanted to create value by prioritizing this information and making it easy to absorb through at-a-glance visualizations such as charts, ranked lists, and infographics.
Signup and Onboarding Flow
Case Study Report
In addition to the wireframes and working prototype, a key deliverable to the client was a professional design review document to detail the changes we recommended for the parts of the website that we did not have a chance to redesign.
This document was meant to serve several purposes: 1) as a snapshot of the current site 2) as a roadmap for future development of the site 3) as a reference document on sound design principles. We presented general principles and specific recommendations for both short and long term changes. The focus of the review centered on projecting credibility, creating value, and long-term sustainability as detailed in our Plan of Action. To set up our client for success, we also included specific sections on quality content management and creation, user behaviors on the web and how to engage with them effectively, visual design basics, and a wealth of resources for further reading. Excerpts are below.
The report included a screen-by-screen analysis for each of the pages we didn’t have time to redesign so we could recommend more specific detail-oriented or visual changes. We also assigned them priority levels of Medium and High with a corresponding impact rating to make it easier for the client to decide what to prioritize and where to allocate resources.