Converting Users to

We streamlined Clyx's event creation

flow

to

broaden

the

context

of

what

an

event

can

be,

increase

UGC

volume

&

empower

more

users

to

become

creators.

View Clyx Website

Role:

UX Lead

Duration:

4 weeks

Tools:

Figma, Figjam, Mixpanel, Zoom, Typeform, OneSignal

Clyx creation flow
My Role

As UX Lead, I used a combination of qualitative and quantitative research methods to develop actionable insights into user pain points, goals, and expectations. Based on these insights, I designed potential solutions for review with Clyx’s Founder and Head of Growth. After reaching a consensus, I communicated the solution via user flows and wireframes to the dev teams before completing the handover by providing the finalised designs.

Context

Clyx has two event content sources: partners, and users. While partner events bring in revenue, user events build culture. We wanted users to land on the home page and see a buzzing network full of social proof.

Problem

The majority of users open the creation flow but only a minority complete the process and organise an IRL event.

So, how do we get more users to complete the creation flow?

Work flow
Defining Success
01

Conversion

% of active users that have created an event

02

Completion

% of creation flow starts that end in completion

02

Frequency

# of events created per month per active user

Research

Through user interviews and surveys, we gained insight in to how people think and feel about organising events both on and off Clyx. Through virtual usability testing, we learnt about the pain points in the current creation flow. Finally, with internal user data, we created a dashboard to understand the current situation and where we need to get to.

Process
Insights
01

Users struggle with too many detail options

Users frequently get stuck & drop off filling out detail options that they may be irrelevant to their event.

02

The appeal for more details is negligible

Average event size is higher than hosts' average size expectations, irrespective of how many optional details the event has.

03

Users overestimate formality

Users are intimidated by the event creation process as they think they have to organise something ‘big’ or ‘legitimate’.

04

Users aren’t clear on outcomes

New users aren’t always sure where and how their event will appear.

Ideation & synthesis
01

Insight-driven brainstorming

After researching, we developed a pool of possible solutions backed by our insights.

02

Affinity
Mapping

To synthesise our potential solutions, we thematically grouped them to combine overlapping options.

03

Development cost analysis

Finally, we compared expected dev costs to find the right balance of cost and potential benefit.

User flow & wireframing

Next, we began the design process by creating wireframes - focusing on information architecture while minimising development cost.

Once we came to our chosen solution, we mapped it out in a user flow to ensure clarity and alignment with our insights.

Finally, we began the handover process by communicating the user flow and wireframes to the FE & BE teams for a technical review.

Designs

The new flow cuts almost all requirements to broaden the perception of what a Clyx event can be. Using defaults and our existing event edit flow, users can now post loose plans & decide on details like time and place once others start joining. With fewer barriers to posting, users can now more easily become creators - our best retaining cohort.

Primary info

Straight to the point

The only required detail is the event title which is prominently displayed at the top.

Secondary info

Simple by default

Time & place are given defaults, enabling users to decide now or later.

Tertiary info

Easy access

All the extra detail options are out of the way but easily accessible.

Impact

75%

More creators

Increase in the % of our active users that are 'creators'

68%

Higher completion

Increase in the completion rate from opening to posting

23%

More events created per user

% increase in # of events created p/m per active user

01

Step-by-step flow changed to a central hub with sub pages

To reduce the number of potential drop off points.

02

All detail fields are made optional except the title

To reduce the number of barriers to posting.

04

Detail options are grouped by importance

To incrementally encourage users to add optional details without overwhelming them.

05

A bottom sheet is used instead of a full page

To clarify the connection between the creation flow and the home feed.

Solution
01

Step-by-step flow changed to a central hub with sub pages

To reduce the number of potential drop off points

02

All detail fields except the title are given defaults with optional editing

To reduce the number of barriers to posting

Wireframes
01

Detail options are grouped by importance

To incrementally encourage users to add detail optional without overwhelming them

02

A bottom sheet is used instead of a full page

To clarify the connection between the creation process and the home feed.

03

Most assets from the previous iteration are reused

To reduce development
cost and maintain our release cycle.

Solution
01

Step-by-step flow changed to a central hub with sub pages

To reduce the number of potential drop off points

02

All detail fields except the title are given defaults with optional editing

To reduce the number of barriers to posting

03

Detail options are grouped by importance

To incrementally encourage users to add detail optional without overwhelming them

04

Most assets from the previous iteration are reused

To reduce development
cost and maintain our release cycle.

Designs

Straight to the point

The only required detail is the event title which is prominently displayed at the top

Simple defaults

Time & place are given defaults, enabling users to decide now or later

Easy access

All the extra detail options are out of the way but easily accessible