Having more than 500k users, the same user flow and interface since its launch in 2021, the product team figured out it was about time to make the journey more welcoming, and showing relevant content to people that are new to the app, as well as the ones that already using it.
CHALLENGE
To design, prototype, and scope a new homepage experience, inspiring the audience to get interested in watching and participating in the livestreams, while showcasing the variety of events and creators using the app.
ROLE
I was responsible to research and explore various solutions in the redesign of our current experience. The goal was to go wide, then iterate according to user feedbacks and business needs.
The interface had a fundamental problem: no clarity in what the users should do, especially if there was no event going live. There were around 10 different buttons and a mix of content that doesn't help at all in showcase what the app is about. To improve the experience, we heard that users were also having other issues:
Showcase variety of livestream events
Promote content creators
Get to know users and their interests
Increase time users spend in the app
Show events happening 24/7
Promote and sell products using Live Commerce Feature
DESIGN PROCESS
What's the best way to present Taboom livestreams guide to users, with interesting content in a delightful and comprehensive way? The team prepared three different interaction paradigms, with different approaches to user interests and product feature focus, prototyping for scenario and interviewing few users to understand the tradeoffs of each option.
LEARNING FROM USER INTERVIEWS
We learned there are two types of people: the first group cares a lot about the personal approach while looking at the livestream options, and how customized to their needs their feed can be.
The second group looks at the scheduled livestreams very pragmatically, and searches for statistics and information that will give them a better sense of what interactions the livestreams are going to have.
By giving them an app overview of what is and asking what type of events they are interested in watching, Taboom could significantly improve user retention by tailoring experiences to meet user needs.
ACCOUNT CREATION
The first change I made was simplifying the splash screen, updating its look and feel, and giving alternative ways to create an account besides email.I added the option to skip the sign-up form, so the user can explore app without sharing their personal information; but also making it easy for them to access the login screen without having to hit a back button.
CUSTOMIZATION
How can I make it seem less like a task, being quick, and not boring, to hopefully help with completion rates. Few options become expandable, and micro interactions brings playfulness to this step, that can be skippable. User can choose the main categories, Livestream formats and artists they are interested.
I explored dozens of different designs that got reviewed from everybody in the team and other stakeholders - VPs and the CEO. We decided to go with a hub and spoke navigation to match the different mindsets our users have when going through this moment of the experience.
The live events now have a looping video, bringing movement to the app's main area, capturing user’s attention, being invited to watching current live events.
Easy way for users access their preferences and personal information
Scrollable area where user can browse events happening live, and scheduled ones that match their interests.
Based on user’s interests - predefined during onboarding or in user profile settings, along with livestreams watched in the past.
Exclusive offers, available only during livestreams at the platform.
An invitation for people to start creating content, and making money at the platform, while showcasing successful creators already using the platform
Next events manually added to user watchlist, in chronological order
Shortcut for user to set preferences on when and what events they want to receive alerts.
Highlighted livestream moments of the week, in a shorter format
Easy access to Landing Page, Categories, Start Livestream, Watchlist and Search pages
Now that I had a strong solution for mobile, it was time to adapt that for a desktop experience, where I could take advantage of the screen sizes to show more relevant content. I designed few different versions - with different strengths and weaknesses. Along with the team, we narrowed down the options to a version the team found out to be more suitable for the business needs, while also taking in consideration feedback from user interviews.
Mariana Toledo
Giane
Maia
Gabriela Mozas
Rodrigo "Gordinho" Abreu
Bruna Hozokawa
