Revamping the submission flow for events
TIMELINE
2022
6 weeks
ROLE
UX Designer
Content Designer
TEAM
1 designer
3 developers
1 product manager
SKILLS
UX Designer
Visual Design
Content Design
01 — OVERVIEW
How might we help event hosts craft experience postings for the greatest ROI?
FreshFind is an online marketplace for buying and selling unique, small-batch food & goods.
FreshFind Experiences is a new product offering locals the opportunity to host activities involving their craft and expertise. Experience bookings are created by hosts and require a submission for require before public availability.
PROBLEM
Aspiring experience hosts are responsible for their own postings but lack the marketing expertise to maximize their success. The submission experience exists in an MVP state that lacks support and guidance for hosts in the process of submission.
OUTCOME
I delivered a new experience flow with interactive prototypes and handoff documentation for development.
02 — THE PROBLEM
Hosts aren't marketing experts, and we shouldn't expect them to be
Introducing a new persona — they have skills and knowledge to share and would love to turn it into a stream of income, but is blocked by the effort in making a posting that is enticing and marketable.
The key pain points
🤕 Lack of expertise
Marketing is an unfamiliar territory. Aspiring hosts feel unconfident in their capacity to make their experience marketable.
🤕 A burdensome process
FreshFind sellers are too busy and preoccupied with their craft and goods, causing friction in the process of turning event ideas in reality
🤕 Unclear ROI
The hard work involved in creating a listing might fail to generate a meaningful return on investment.
🤕 Limited support
Without proper support, sellers may feel stuck or discouraged from posting or pursuing the opportunity further.
Existing experience
Conflicts with the user goals
❌ Lack of guidance
There is minimal guidance to support users in filling out each field. Current users have no reference for what they should write and how they should write it.
🤕 A burdensome process
FreshFind sellers are too busy and preoccupied with their craft and goods, causing friction in the process of turning event ideas in reality
❌ TBD
TBD
🤕 Limited support
Without proper support, sellers may feel stuck or discouraged from posting or pursuing the opportunity further.
Summarizing the user need
An aspiring host with no marketing expertise needs a way to produce a high quality FreshFind Experience posting so that they maximize revenue for their business.
03 — OBJECTIVES
Defining core objectives for a new experience
Building off of the key pain points and goals of the persona, a set of core objectives were defined to guide design decisions. With a limited timeline and development resources, it was important for every design addition to be impactful.
Objectives
🌟 Effortless
Users should not feel overwhelmed and burdened by the work involved in creating a listing, but instead move forward the process seamlessly with digestible instructions and clear goals.
🌟 Empowering
Users should be guided to deliver content beyond their own expectations and leave the experience confident in their role as a host. Each step of the way should set up users for success.
Timeline
This project was a short design sprint as a part-time commitment. Time constraints forced me to identify the most impactful interventions to pursue.
04 — INTERVENTION 1
Breaking down the steps into digestible chunks
The first major intervention was to break down each major step into it's own page, instead of creating a long laundry list.
New iteration
I approached this intervention by including a introduction page that provides context and a preview.
CARD ANATOMY
💭
Complex UI elements are broken down and labelled to clearly identify the location of key terminology.
UI BREAKDOWN
💭
Main UI sections are labelled as a visual supporting tool.
Objectives revisited
🌟 Effortless
Topics grouped into separate sections allows users to focus on one topic at a time. Every field is paired with instructional text to make each step as easy to tackle as possible.
🌟 Empowering
Contextual wayfinding lets users know where they are in the process and surfaces the steps transparently. They are granted full control to move between steps and receive appropriate feedback on their progress.
05 — INTERVENTION 2
Guidance at their fingertips, every step of the way
The product UI was evaluated to identify the key opportunities where users will seek clarity for need to be directed to the documention.
BEFORE
❌
'Learn more' was direct and visible but created visual distraction. It was unclear what element of the modal it was referring to.
AFTER
✅
Leveraging a tooltip provides an opportunity for a brief description and makes it clear what element the link is associated to.
Objectives revisited
🌟 Effortless
Contextual windows that open at the side make them accessible without overwhelming the user. The FAQ window
🌟 Empowering
Showcasing examples with success criteria alleviates the FreshFind support team from having to work closely with vendors to revise their work. Vendors have more autonomy and resources to c
06 — RETROSPECTIVE
What did I learn?
Teams come and go
Transitioning from a leadership role to a sole contributor for the same project was a unique experience. I learned the value of cross-functional communication.
UI can only iterate and grow in parallel with fulfilling the user experience goals.
It's all in flux
Documentation is a living artifact. I had to be mindful of how might this content update and change, and how to make that process easy for the next contributor.
An artifact designed to be edited is a constraint that must be considered at the get-go.