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Lisa Wilkins
Sr. UX Designer persuading pixels and processes to greatness
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NBC News Mobile App Redesign
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Product Design Team Building
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Across the site I introduced ways for users to engage in new and different ways. One method was the simple addition of voting could
1. provide a means for users to send feedback about content
2. immediately engage users who were positively affected by the content, and were likely to convert to financial supporter
3. allow detractors a way to give feedback while establishing connection.
Engagement was steady at 12% of users voting (depending on content). 75% of detractors completed the short survey. 32% of supporters converted to donors (both first-time and repeat)
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An increasing number of simple apps are requiring users to create accounts to use basic table stake features. For this project we needed more than just basic functionality, but it was imperative that all content remain free for all users, guests or account holders alike. Passive personalization happens in the background, surfacing content categories, and presenters the user wants to see.
Further active personalization is planned as a premium set of learning achievements: goals for topics they wish to master, and challenges associated with the goals.
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I developed an architecture across all types of content and personalities.
Previous to my updates, there was no consistent or standardized method to categorize, browse or target content.
I developed process that reduced an unregulated tagging system from 700+ items by 65%. I then categorized each tag across a library of 2,000+ videos providing front end and back end utility:
- increased user satisfaction when browsing for specific content by 73%
- ability for marketing to cross-promote based on new categorizations that helped engagement increase by 17%
- future-proofed content to accommodate the addition of goals and personalization efforts for a subscription product
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This isn't flashy or going to make you swoon (unless you're a real UX nerd), but going thru the discovery phase and gaining alignment with your client is pretty satisfying. When you know that you're in sync with the vision the fun, engaging, delightful product is close at hand. I wrapped up this brief on a 0->1 client project just recently, and we nailed the scope, features, vibe, goals, messaging, and user interactions they expect to see.
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This org had never done A/B testing and had never sought user feedback before I started working with them. Part of this initiative was to inform the head of marketing about tools available within budget, and features of limitations of the products .
Partnering with the art department & marketing specialists I created several AI assisted A/B testing plans that highlighted where improvements increasing conversions and time on site. Assets that could be tested were as simple as a button or as complex as a unique user journey that was dictated by origination, UTMs or choices made while onsite.
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Organizing the personalities made them more discoverable by end-users, and allowed them to be assigned to content based on participation level. Marketing then was able feature and promote personalities for various campaigns.
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