Improved user activation and retention through implementation of a Brand asset feature

My role

As the lead designer, my role was to ensure that users could efficiently manage a large array of brand assets without the process becoming overwhelming or confusing. I focused on designing a user interface that simplifies asset management even as the volume of assets grows.

Results

As the lead designer, my role was to ensure that users could efficiently manage a large array of brand assets without the process becoming overwhelming or confusing. I focused on designing a user interface that simplifies asset management even as the volume of assets grows.

The problem

Research conducted by Constant Contact has shown that users are significantly more engaged with the platform when their branding is integrated into email templates and other marketing channels. This finding underscores the necessity for a solution that not only organizes brand assets efficiently but also ensures they are easily applicable across marketing efforts to enhance user engagement.

Outcome + Impact

  • Lead Designer for BrandKit.
  • Focused on creating a scalable, user-friendly interface.
  • Ensured the asset management system was intuitive.
  • Designed to prevent user overwhelm despite increasing asset volumes.
  • Prioritized clarity and ease of use in the UI design.
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Prototype

Challenge

In our app, templates needed a theme input to integrate brand colors effectively. Users had to upload brand elements and then specify which colors should apply to different parts of an email, such as text, buttons, and backgrounds. This process often led to confusion and was particularly challenging for users less familiar with branding concepts.

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Research

To inform the design of RockPass, I utilized surveys, interviews, usability testing, and competitive analysis. The research revealed the need for a unified membership solution and led to key design decisions such as an intuitive dashboard, gym-specific features, and a robust recommendation system. The final design enhanced user convenience, variety, and community engagement.

Surveys: I distributed surveys to a diverse group of climbers across various demographics to understand their needs, preferences, and pain points. The results showed that 78% of climbers found managing multiple memberships cumbersome, and 85% were interested in a unified membership solution.

Interviews: I conducted in-depth interviews with 15 frequent climbers to gather qualitative insights. These interviews revealed that climbers value flexibility and variety in their climbing experiences, with many expressing frustration over the lack of seamless integration between different gym memberships.

Usability Testing: I created a prototype of the RockPass platform and conducted usability tests with 10 participants. The feedback indicated that users found the interface intuitive and appreciated features like the centralized membership management and easy access to diverse climbing options. Participants suggested improvements such as adding a feature to track gym visits and offering personalized recommendations based on climbing history.

Competitive Analysis: I also analyzed existing solutions in the market, identifying gaps and opportunities for RockPass. This analysis highlighted that while some platforms offered multi-gym access, none provided a comprehensive, user-friendly solution that integrated seamlessly with various gyms.

Results: The research informed several key design decisions, including the development of an intuitive dashboard, the integration of gym-specific features, and the implementation of a robust recommendation system. As a result, the final design not only met the users' needs for convenience and variety but also fostered a stronger sense of community among climbers.

Challenge: Theme object

In our app, templates needed a theme input to integrate brand colors effectively. Users had to upload brand elements and then specify which colors should apply to different parts of an email, such as text, buttons, and backgrounds. This process often led to confusion and was particularly challenging for users less familiar with branding concepts.

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Design

The entire design process of RockPass was centered around understanding the needs, pain points, and goals of climbers and gym owners. Through user research interviews, and continuous user feedback, the app's design and features were tailored to address these user needs and provide an optimal user experience.

Testing

Used Figma throughout the process. The design featured a simple and efficient onboarding process that prioritized user convenience. The first screen presented clear options to log in or sign up, ensuring a frictionless entry. Users were then prompted to enter their zip code, allowing the app to tailor gym options to their location. The final screen presented a curated list or a visually engaging map view for selecting gyms.