What are Community and Moments?
Community is where subscribers can communicate about shared interests with people, read and publish posts, etc.
During the membership period, subscribers can ask questions, participate in activities, and read posts.
Moments is a collection that constantly updating list of posts. Users can read posts in Moments page without entering Community pages.
Community page
Moments page
Target users
There are two types of target users: Community Hosts and Subscribers. Community Hosts are content creators who produce content, answer subscriber's questions, and organize activities. Subscribers are the primary users who join the community to seek guidance, knowledge, and share thoughts with others.
User's voices
I collected popular user reviews and found that many users feel the app is not worth the money because they cannot find useful content. In addition, some users complained about the overwhelming amount of content and difficulty finding what they really need.
It's easy to find that many users mentioned "can't find what they want" in these complaints.
User interview
To identify the root cause of the issue, I directly spoke with users and conducted interviews to understand their behavior, thoughts, pain points, and needs while using the app. I selected 10 inactive subscribers and gathered their feedback through user interviews.
“I want to read posts from the people I followed but it’s impossible! There are too many posts every day and they are only sorted by time. And posts on Moments are simplified, so I regard Moments as a preview or notification page.”
“It’s really annoying that there is no way to collapse or filter the comments from the people I’m not interested in.”
“I know members can ask questions, but I didn't find out how to do it. I only participated in the challenges once or twice, but I need to click the challenges button to check out the new challenges, I think it’s inconvenient.”
Insights
Based on the interviews, I found several key insights, with the most likely reasons for the low user engagement being the following three pain points experienced by users:
- The low discoverability of call-to-actions on the community page caused subscribers could’t find the way to ask questions and join activities
- The poor scannability of posts caused subscribers lost patient to read posts
- The lack of clarity on the Moments page caused users confused about its intended purpose
Uncovering user pain points
Improving discoverability of Questions
Before
❌ Cluttered background
❌ Low contrast
❌ Disappear while scrolling up
After
✅ Prominent
✅ Accessible
✅ Fixed while scrolling up
Improving discoverability of Activities
Iteration 1
I relocated new activities to the post feed, now they appear as notifications alongside posts. Additionally, I improved the display of activities using Card UI to enhance scalability and efficiency. The activity card enables direct participation, eliminating the need for extra clicks. However, multiple entries on one page may cause confusion, and the usability of the activity button still requires improvement.
Iteration 2
Therefore, I removed activity buttons and relocated all activity cards to this position, allowing users to horizontally scroll and discover their ideal activities. Nevertheless, I realized that despite the interesting and intriguing interaction, accessibility might pose a challenge. Horizontal scrolling could become less efficient with numerous activities, and the smaller card size made it difficult for users to read the descriptions.
Final design
After further considerations and discussions with the product manager, we reached an agreement to retain the activity button while introducing visual cues to indicate new activities. Additionally, I incorporated the activity card into the Moments page, transforming it into both a notification and an entry point. This approach significantly enhanced user engagement and increased the utilization of the Moments page.
Incorporating activity entry points on the Moments page
Improve user engagement by adding more entry points for users to join activities while browsing posts, and use it as new activity notification to alert users about upcoming event.
After the users join the activity, the card state will change to the active state.
Activity card visual design
In terms of the activity card visual design, I chose the brand color and I created two states to differentiate between the activity before and after the user joins.
Improving the efficiency by incorporating search and filter
Improving the readability of feed by redesigning post layout
