Prodigy's Membership Page Redesign Process

    Objectives

    • Increase revenue per-visit
    • Increase page discoverability
    • Implement event and user tracking
    • Validate Solutions

    Understanding the Problem

    In order to help us understand the core issues to solve, we used data from the following sources and methodologies to inform our decision-making:

    • Company metrics
    • Customer support feedback
    • Phone interviews
    • In-person usability tests

    Starting Point

    To quickly experiment with the copy and establish a baseline, we decided to run Facebook ads and test them to see which content focus generated the most clicks. Each ad focus, has about 3 options each, the format of the ads was based on a previously validated and successful ad (control).

    This project started bridging the gap between Design and Marketing departments by creating a repository of ads and their performance. This way designers and other Product Owners could see at a glance what kind of images and messaging combinations resonates with the users.

     

    Acceptance Criteria and Validated Learning

    After problems are defined and a solution has been explored, an Acceptance Criteria document is crafted to communicate to the team how to start building. A Validated Learning document is filled outlining any experiments, their design and hypothesis. This document is later updated to reflect experiment results.

     

    Project Outcomes

    • Better product content and brand alignment
    • Relevant pricing options for membership plans
    • Targeted messaging leveraging product data
    • Improved membership page discoverability in the user account
    • Tracking added to key elements in page to measure performance

    Objectives

    • Increase page discoverability
    • Improve engagement
    • Implement meaningful rewards
    • Create and release a feature flag system
    • Validate Solutions

    Understanding the Problem

    In order to help us understand the core issues to solve, we used data from the following sources and methodologies to inform our decision-making:

    • Company metrics
    • Phone interviews
    • In-person usability tests
    • FullStory Sessions

    Starting Point

    With the findings of our initial research we were determined to completly redesign the referral system. We wanted to apply gamification to drive engagement while creating retention loops. The game team was engaged to help put define a reward system, and initial design were validated with users. By testing early we felt more secure about our direction moving forward.

     

      Next Steps

      • Implement feedback
      • Address problematic areas identified by the user test
      • Test
      • Rinse and repeat