MY ROLE

MY ROLE

Lead designer, concept ideation, flowcharts, journey mapping, prototyping, user interface.

Lead designer, concept ideation, flowcharts, journey mapping, prototyping, user interface.

Figma, FigJam, Jira

Figma, FigJam, Jira

Jan - Feb 2022

Jan - Feb 2022

Mumspace now offers deep linking, so our users can share articles and content from within Mumspace with friends and family outside the app via other communication apps such as Whatsapp, messenger, WeChat etc. If a user find an article they love, they can hit the share button and send directly to a friend.

Mumspace now offers deep linking, so our users can share articles and content from within Mumspace with friends and family outside the app via other communication apps such as Whatsapp, messenger, WeChat etc. If a user find an article they love, they can hit the share button and send directly to a friend.

While this is very exciting, we are also discovering that the process of receiving a piece of content for the non-user is arduous and filled with numerous steps. We are seeing that people are not following through on accessing this information.

From these early insights, we have decided to investigate the concept of gradual engagement to see how this could be beneficial for Mumspace and if it’s something we should implement.

While this is very exciting, we are also discovering that the process of receiving a piece of content for the non-user is arduous and filled with numerous steps. We are seeing that people are not following through on accessing this information.

From these early insights, we have decided to investigate the concept of gradual engagement to see how this could be beneficial for Mumspace and if it’s something we should implement.

PROBLEM STATEMENT

PROBLEM STATEMENT

Non-app users struggle to access Mumspace deep links when a friends or family member shares a piece of content with them. This creates a friction point where someone must install the app, sign up for an account and go through a full onboarding, before being able to view the content.

Non-app users struggle to access Mumspace deep links when a friends or family member shares a piece of content with them. This creates a friction point where someone must install the app, sign up for an account and go through a full onboarding, before being able to view the content.

After initial investivation, we learned that this long process was hindering people from both accessing the content shared with them and also just generally experiencing the app.

After initial investivation, we learned that this long process was hindering people from both accessing the content shared with them and also just generally experiencing the app.

our HYPOTHESIS

our HYPOTHESIS

If we postpone registration and offer gradual engagement to potential users, helping them experience the value of our app firsthand, we can increase our long term sign ups, while also exposing our app to more people.

If we postpone registration and offer gradual engagement to potential users, helping them experience the value of our app firsthand, we can increase our long term sign ups, while also exposing our app to more people.

project goals

project goals

What success would look like

What success would look like

A simple way for guests to access and share content.

A simple way for guests to access and share content.

80% positive feedback from wider Mumli team.

80% positive feedback from wider Mumli team.

Our Process

Our Process

Finding opportunity between the challenge and solution

Finding opportunity between the challenge and solution

Seeing the user flow above, shows us that this journey is long, with numerous ‘compulsory’ steps, requiring guests to jump over hurdles before they decide if they even like our app and want to join.

Seeing the user flow above, shows us that this journey is long, with numerous ‘compulsory’ steps, requiring guests to jump over hurdles before they decide if they even like our app and want to join.

For a person who comes through regular app acquisition channels, and is a warm lead, this flow is not unexpected, but for someone who hasn’t heard of the app before and is sent a link from a friend, this flow may be too much to go through to see something sent to them via a friend.

For a person who comes through regular app acquisition channels, and is a warm lead, this flow is not unexpected, but for someone who hasn’t heard of the app before and is sent a link from a friend, this flow may be too much to go through to see something sent to them via a friend.

Key discoveries

result analysis

There is huge value in making viewers feel welcome and demonstrate value before we ask them for personal info.

There is huge value in making viewers feel welcome and demonstrate value before we ask them for personal info.

In person businesses almost never ask you for personal info before you step foot in the door ... so it’s interesting that businesses do this online regularly without allowing people time to experience the brand.

In person businesses almost never ask you for personal info before you step foot in the door ... so it’s interesting that businesses do this online regularly without allowing people time to experience the brand.

Asking users to register before they're ready creates unnecessary friction and can significantly reduce retention rates.

Asking users to register before they're ready creates unnecessary friction and can significantly reduce retention rates

If the user is asked to enter their registration details at a logical moment in their journey, and you help them understand why the information request is valid and necessary, then registration becomes less of a pain point.

If the user is asked to enter their registration details at a logical moment in their journey, and you help them understand why the information request is valid and necessary, then registration becomes less of a pain point.

Gradual engagement = Demonstrate value and re-iterate the value you promised on the app store before asking for personal details.

Gradual engagement = Demonstrate value and re-iterate the value you promised on the app store before asking for personal details.

Security and privacy are major concerns for why many users don’t sign up, who are increasingly wary of handing over their personal information to software companies. How and when you ask for that information can make or break the user experience.

Security and privacy are major concerns for why many users don’t sign up, who are increasingly wary of handing over their personal information to software companies. How and when you ask for that information can make or break the user experience.

can gradual sign up work for us?

can gradual sign up work for us?

From our research we chose to pursue gradual engagement because:

From our research we chose to pursue gradual engagement because:

• We believe it will be easier for people to receive deep links and view our content.
  
  

• It will help increase our overall volume of app users.
  
  

• Our UserTesting data suggests that users don’t mind sharing personal information if it helps personalise their in-app experience.
  
  

• We believe we can offer further value to guests to make signing up feel like a ‘no brainer’.

• We believe it will be easier for people to receive deep links and view our content.
  
  

• It will help increase our overall volume of app users.
  
  

• Our UserTesting data suggests that users don’t mind sharing personal information if it helps personalise their in-app experience.
  
  

• We believe we can offer further value to guests to make signing up feel like a ‘no brainer’.

• Sign-up numbers may be lower initially as users don’t have to share this information upfront.
  
  

• Guest-users will not get personalised content because we won’t know what stage of motherhood they are in.
  
  

• Guest users will be able to access content within the app but will not be able to engage with it (i.e like, comment, follow or save) until they sign up for a full account. 

  Privacy may be compromised if guest users are able to access content without signing up.

• Sign-up numbers may be lower initially as users don’t have to share this information upfront.
  
  

• Guest-users will not get personalised content because we won’t know what stage of motherhood they are in.
  
  

• Guest users will be able to access content within the app but will not be able to engage with it (i.e like, comment, follow or save) until they sign up for a full account. 

  
  

• Privacy may be compromised if guest users are able to access content without signing up.

our technical limitations

our technical limitations

Internal factors that may hold us back:

Internal factors that may hold us back:

• From an engineering perspective, can we allow guest user access?
  
  

• How hard is it to implement this feature, blocking content from guest users, and instead showing prompts to sign up.
  
  

• Will the insights of this new addition outweigh the time and cost of building this feature?

• From an engineering perspective, can we allow guest user access?
  
  

• How hard is it to implement this feature, blocking content from guest users, and instead showing prompts to sign up.
  
  

• Will the insights of this new addition outweigh the time and cost of building this feature?

next steps: Project direction

next steps: Project direction

Assess technical roadblocks

Assess technical roadblocks

Solidify engineering requirements to work within our scope of capabilities.

Solidify engineering requirements to work within our scope of capabilities.

Propose user journey

Propose user journey

User flows and wireframing for guest access, including error points and roadblocks.

User flows and wireframing for guest access, including error points and roadblocks.

Share findings & designs

Share findings & designs

Present thought processes, rationales and my design decisions to the wider team and founder for feedback.

Present thought processes, rationales and my design decisions to the wider team and founder for feedback.

key insights & opportunities

key insights & opportunities

My goal was to create a flow that offers maximum value and captures sign ups when a guest user is ready to interact within the app.

My goal was to create a flow that offers maximum value and captures sign ups when a guest user is ready to interact within the app.

This updated flow offers maximum value to a guest user, allowing them access to all areas of the app that contain content.

This updated flow offers maximum value to a guest user, allowing them access to all areas of the app that contain content.

The only caveat being that they won’t be able to interact with or save any content ...

The only caveat being that they won’t be able to interact with or save any content ...

Prompts have been strategically set up throughout the app where we require sign up in order to gain full access. But, we hope that by the stage of seeing the prompt a couple of times after trying to access further features, will show there is value beyond sign up and will entice guests to gain full access.

Prompts have been strategically set up throughout the app where we require sign up in order to gain full access. But, we hope that by the stage of seeing the prompt a couple of times after trying to access further features, will show there is value beyond sign up and will entice guests to gain full access.

Updated guest onboarding flow

The creation flow

Guest access prototype

The user flow

presenting to the wider team

presenting to the wider team

This was a project we opted to receive feedback on internally, without external user feedback.

This was a project we opted to receive feedback on internally, without external user feedback.

5

5

Product team collaborative sessions

Product team collaborative sessions

Stakeholder feedback session

Stakeholder feedback session

Positive feedback on direction from team

Positive feedback on direction from team

Team feedback

Team feedback

Proposed guest flow

Proposed guest flow

The team saw a lot of potential in our proposed guest flow, discussing how beneficial it could be to allow guests into Mumspace to view content and make a more educated decision about signing up from within the app. When asked if they thought this new Express Sign Up feature would increase user sign ups, the team responded positively, believing this would help bring positive change to our sign up numbers.

The team saw a lot of potential in our proposed guest flow, discussing how beneficial it could be to allow guests into Mumspace to view content and make a more educated decision about signing up from within the app. When asked if they thought this new Express Sign Up feature would increase user sign ups, the team responded positively, believing this would help bring positive change to our sign up numbers.

Style of copy

Style of copy

After a long discussion, the team opted for a warm, friendly tone of voice alongside gentle indirect CTAs. This allows the copy to be more innovative and less repetitive.

After a long discussion, the team opted for a warm, friendly tone of voice alongside gentle indirect CTAs. This allows the copy to be more innovative and less repetitive.

Empty state icons

Empty state icons

The team responded positively to the design of our proposed empty state icons and states. As a team, we agreed to move forward with them.

The team responded positively to the design of our proposed empty state icons and states. As a team, we agreed to move forward with them.

After receiving approval on the direction and designs of our new Express Sign Up, it was unfortunately put on hold to free up engineering time for other projects.

After receiving approval on the direction and designs of our new Express Sign Up, it was unfortunately put on hold to free up engineering time for other projects.

Our main reason for doing this was to accomodate for some smaller projects that would focus more heavily on user-to-user engagement. You can see this User Engagement project here.

Our main reason for doing this was to accomodate for some smaller projects that would focus more heavily on user-to-user engagement. You can see this User Engagement project here.

Engineer Handover

Engineer Handover

Guest user flow

Guest user flow

Full design with annotations, error states, notes to the engineers, documented actions and any questions we have for the engineering team.

Full design with annotations, error states, notes to the engineers, documented actions and any questions we have for the engineering team.

Feature summary

Feature summary

Zoom handover

Zoom handover

A call with the full product team to run through all questions, thoughts and concerns held by the eng team. We make decisions and clear up any confusion so the eng team can work quickly and efficiently.

A call with the full product team to run through all questions, thoughts and concerns held by the eng team. We make decisions and clear up any confusion so the eng team can work quickly and efficiently.

After all our hard work and positive feedback from the team, stopping this project before build felt disapointing. As a small startup, things can adapt and change quickly and this was one of these moments.

After all our hard work and positive feedback from the team, stopping this project before build felt disapointing. As a small startup, things can adapt and change quickly and this was one of these moments.

Upon reflection, this was probably for the best. Due to having a very small amount of users in the app, it made sense to pause this large project and replace it with smaller, less resource intensive projects that could help us gain more users.

Upon reflection, this was probably for the best. Due to having a very small amount of users in the app, it made sense to pause this large project and replace it with smaller, less resource intensive projects that could help us gain more users.

Increasing Engagement

Increasing Engagement