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Smarter Product Discovery

Through data analysis we recognized the necessity for users to easily explore all pertinent products and services offered by the platform, I initiated a series of usability studies and discovery workshops aimed at achieving this objective. Through these meticulously planned sessions, we were able to identify and implement innovative solution in the form of recommendation system that significantly improved the user's ability to discover and engage with the full spectrum of offerings available on the platform.

Problem statement

Discoverability of platform features is low, as well as engagement and ultimately - revenue. How do we connect our features and offer them in a better way?

Responsibilities

I was responsible for the discovery, definition, ideation, design, and testing phase of the product. I had full design ownership over the product and was responsible for design decisions and visual direction. I also designed and defined components and design systems that had to be merged with the rest of the design system.

Challenges

We had no idea what this new feature should offer to our users. We only had data and some unrelated research studies. There was a limited time for research and we had to plan carefully. There were also some communication challenges with other team members and different expectations.

The process

Discovery

I led a product discovery workshop with project managers, writers, and developers to explore new platform opportunities. Using collaborative discussions and the Idea Napkin method, we defined a new feature’s value, target users, and strategy, aligning it with user needs and strategic goals. This workshop fostered cross-functional collaboration and set the stage for impactful platform enhancements.

Competitor Analysis

I analyzed Upwork and Fiverr to identify ways to enhance our platform. Focusing on their strengths and gaps, I developed a feature to increase our revenue, addressing market demands and making our platform more appealing to users seeking diverse talent.

Wireframing

I started by designing wireframes to outline the feature’s structure and functionality, then created interactive prototypes for stakeholder feedback. Working with the writing team, I refined the copy for clarity and brand alignment. I also built a components library to standardize elements, ensuring a consistent and efficient workflow from concept to final product.

Usability Testing

I led user interviews with the research team to gather insights into preferences and behaviors, and facilitated A/B testing to refine the design. After data collection, I led synthesis sessions to analyze findings and set next steps. By combining qualitative and quantitative insights, we iteratively improved the design to meet user needs effectively.

Design

This project involved an iterative design process, continuously refining the feature based on testing and user feedback. I implemented improvements to address pain points and enhance user experience. After the feature launched, we monitored user interactions, uncovering new opportunities for enhancements. This led to a redesign initiative that leveraged data-driven insights to create a more valuable user experience.

Let the numbers
do the talking.

Follow-up data analysis showed a decent increase in platform usage, with positive user feedback reflecting improved satisfaction and engagement. Users reported enhanced clarity and ease of navigation, highlighting the effectiveness of our design enhancements. This positive reception reinforces the value of ongoing data-driven refinement in optimizing the user experience.

Takeaways

Final thoughts and future of the product
This project deepened my appreciation for the value of data in design. I learned that leveraging data insights is essential for making informed decisions and creating user-centric solutions. Analyzing user feedback and monitoring metrics provided insights into user behaviors and pain points, guiding design iterations and uncovering improvement opportunities. Ultimately, this reinforced the importance of integrating data into the design process to meet user needs effectively.