Profile Template Feature for One Good Card
Background
One Good Card is a digital namecard company that provides customers with a microsite to display personal information for contact sharing. There was a need to refresh the experience of setting up the profile and there were some issues with deciding what to display on their profiles.
My role
I joined the design team and took over the work on our app redesign.
Impact
Our goal was to increase the levels of user retention which is a strong indicator of how much the user values a product. In turn, that is highly correlated with profitability.
The new experience led to improvements in the set-up process of the cards and higher levels of user engagement. The ease of use score improved from 3 to 8 out of 10 after user testing and our average retention rate increased from 6.9% to 7.5%.
First, this is what a typical profile looks like.
A profile is typically made up of widgets. These widgets would contain links to your social media or any other asset you would like to present to those who view your profile. It helps your viewers to have a good glimpse of who you are and have a way to reach out to you.
The image on the right is what a complete profile looks like. The end goal was to get new users to build a profile like that very quickly and start sharing their profile as soon as possible.
The problems we discovered
To understand the problems better, we interviewed new users and got them to set up their profiles. They were the primary users of these templates. We found that:
1. It was confusing to see all the options of widgets to use on their profiles
2.They weren’t sure which widgets to use in their profiles.
3. It was frustrating to make their profiles aesthetically pleasing when they are in a rush.
Solutioning
Hence we revisited the set-up flow, the user goals on each screen and also took the opportunity to update the overall style to something that would be more welcoming and exciting. Some of the key changes made included:
Clearer explanation of widgets and a preview function: Instead of having users scroll through options of widgets, we complied widgets into a ready-made template and showed them how the widgets would look like in a typical profile so that they have an idea of what function it serves and how to use it.
Clear template options targetted at our two main user archetypes: We categorised the templates into two themes — Business and Creative. This is targetted at our two main user archetypes — those in business development and those who are creatives. We also have a third template for general users called ‘Basic’. This is further explained in the later section.
What kind of templates should we start with?
Due to the tight project timeline, I decided that it would be easier if we made 3 templates for a start.
We had two broad categories of users based on the understanding of our customers.
The first type of customers were had on our platform were creatives — people who were in marketing or were influencers. We observed their microsites like linktree and they were typically more portfolio centric (we’re talking social media, website portfolios etc) and the colour schemes they used were more playful in nature.
The other group that used our platform were typically people in business development. They typically needed to showcase presentation decks, catalogs, websites and would require instant messaging platforms like whatsapp or communication channels like email and even contact forms where people would leave responses on their profiles for lead generation. Their themes were either more aligned their company branding or were more simple in nature.
And of course, we came up with one last template that had the basic widgets. This was aimed for those who just wanted a general, simple profile.
Usability Testing results
We conducted 6 user interviews and tasked them to set up their profiles using widgets. Overall the experience was smoother and quicker as they were able to set up their profiles quickly.
Reflection
Learning how to propose and push for a new feature to be added to an existing flow was tricky as there were many stakeholders to convince. I learnt that the key was aligning everyone with the core user needs and having frequent discussions and check-ins.
Additionally, having discussions with people from other departments like the business development team was also useful in gathering more perspectives.
