Principle Product Designer, AllBright
Jan 2021 - July 2021 · London
AllBright is a collective focussed on creating a space for women in business, prioritising networking. Founded in 2018 by Debbie Wosskow OBE, founder of Love Home Swap, and Anna Jones, ex-CEO of Hearst Magazines, AllBright was built with a driven mission to empower a thriving global sisterhood. With AllBright transitioning into a digital-first business it was important to reignite lines of communication with our users.
Research
To begin I conducted several user interviews with existing members of the network:
Research Goals:
To understand how and why our users engage with digital communities.
To gain feedback on the current experience and discover what they need from an enhanced community experience at AllBright.
Method:
Scheduled Zoom meetings with 10 digital members. Questions were scripted before each meeting.
User Profile:
The user should be an existing member of AllBright, the user should also hold a digital subscription
Recommendations: Through these user interviews, I was able to make specific recommendations to the business on behalf of the users
Introduce a way for members to connect and converse in smaller groups to create more meaningful connections
Allow our members to express more about themselves aside from their professional profile to build on ways we can connect them
Create more member spotlights where members can talk not only about their professional lives but how they got to where they are now
Create a simplified IA so members were able to more efficiently connect & communicate.
The Challenge:
Working with the creative and technical team; I was tasked with reimagining the editorial for the brand. With previous user testing taken into consideration, it was important to create a more personalised experience for every user.
I prioritised introducing ways for the user to find the content that was relevant to them, through filtering and search. It was also important for the users to be able to see the latest articles and to give them the incentive to return for fresh content.
Through much exploration and further user-testing of wireframes, the first iteration was one where the UI was simplistic and focused on the content itself. Tagging allowed for articles to be grouped into key categories highlighted as areas of interest by the users.
Users are now able to filter and save content that they are interested in, start conversations through sharing and commenting on the articles, and if they are short on time they can see what’s trending and get an indication of how long the article will take to read.
