Since the re-design of the product in June, our marketing team has been working on driving more traffic from social media to our platform, by ads as well as organically.
Ad -> Content on site
User shares content to social media -> new user clicks on link from social media -> myWebRoom
Latest data for digital media shows that mobile usage is now significantly higher than desktop. That data along with our site's analytics informed us that we needed to provide users with a satisfactory mobile experience.
Most of our product's traffic comes from mobile. To increase conversion rate, the product had to be optimized for mobile experience.
GOAL: INCREASE ENGAGEMENT ON MOBILE
To do this, prioritizing the features of the product was crucial.
Challenge 1: Maintain THE brand of myWebRoom
The homepage of the product is a virtual room where you organize your categories in the form of actual products spread out in a theme of your choice. Moving to mobile, the concept of this room is more challenging to capture due to screen size and ease of navigation. The room concept is important to the company.
We kept the room in the background but offered users another way to access their different interests. A grid icon on the toolbar opens up the user's selected interests in an organized grid format.
Panning the room was also made easy through the use of a pan button near the bottom of the screen.
Challenge 2: De-clutter
There are a lot of things that one can do with myWebRoom. You can 1. choose your own room theme, 2. furnish it with products of your liking, 3. connect with other roommates, 4. discover content from 21 categories, 5. tailor your own feed, 6. create folders and sub-folders, 7. upload your own content, and 8. finally share them. Even with the web-app, there will come a time to do another round of spring-cleaning! With our first mobile implementation, it was a great opportunity to weed out the clutter.
To do so, I mapped out our main conversion funnel to figure out what features would be of value to our users.
Main conversion funnel
By sketching the user's journey, we were able to identify the features necessary to fulfill both the user's goal and our business objective.
Here are all the different conversion funnels I looked at.
It is not uncommon for me to start with very rough sketches to present my ideas to the stakeholders. Once we define the direction we want to proceed in, I start to work on low-fi wireframes/ mock ups for more testing.
Quick MOCK UPS for feedback
TESTING with mock ups
There are rounds of iterations after internal discussion and feedback as well as through testing via quantitative and qualitative feedback. We usually conduct testing by going around the office and at random cafes with the mock ups and asking for feedback. We also push them out on User Testing.
Customization of feed was also something that was being developed concurrently.
Testing& spec'ing with prototype
Mobile optimization v1 is now live at mywebroom.com.
Navigation of the room was still problematic on mobile. I took the initiative to improve it.
And also to work on mobile on-boarding.