Let me highlight a few evidence-based design decisions that demonstrate my role of UX research and strategy in practice.
How can we increase the number of new members who complete a mission?
Hypothesis
If we guide new members to a mission on their dashboard, instead of within brands, mission conversion will increase.
Experiment
Two variations were tested with the control - an easy mission and a moderate-effort mission. Built in Optimizely.
Member dashboard with experimental variation and call-to-action.
results
Success! A 21.4% increase in mission conversion for the easy mission, while the moderate variation was too much for new members. Tracked data and reported insights to Product teams.
Implementation
Downstream effect of significantly higher 2nd mission conversion than unguided new members. Worked with engineers to pass on new prototypes, wireframes, and avocode.
How can we improve engagement and understanding of the topic feed?
hypothesis
Reshuffling the hierarchy of related content by providing more context for the source will increase page clarity and engagement.
Experiment
Performed an A/B test with the current control topic feed and the UX team's new content-focused topic feed. Asked users to perform tasks, answer surveys, and provide subjective answers.
Existing Topic Feed
Content-Focused Topic Feed
Surveys, task data, and subjective responses
Results & Reporting
Thorough testing design and data analysis eliminates bias. I demonstrate user behavior patterns with wireframe annotations, video highlights, representative quotes, and insight reports. The content-focused feed is a clear winner here, especially in key metric of likelihood of signing up.
Exploring new solutions & features...
Product priority
Bring members who produce high-quality content back to Crowdtap to share & continue exploring.
UX solution
Send on-site and email notifications to the top 5% of members, already flagged for client dashboard, highlighting their achievement.
...while iterating on the existing infrastructure.
UX ASSESSMENTS
How can we elicit longer and higher quality answers and reviews to product questions?
DESIGN GUIDES USERS
The copy has already been created, but by chunking questions into manageable snippets, testers provide better answers.
Working with the UX team, product managers, data analysts, developers, creative team, and beyond made for a very collaborative and full-throttle agile environment. I thoroughly enjoyed providing the plethora of research, design, and user testing performed on all range of member and client facing features.