Converting Users to
Creators
@
Role:
UX Lead
Duration:
4 weeks
Tools:
Figma, Figjam, Mixpanel, Zoom, Typeform, OneSignal
Role:
UX Lead
Duration:
4 weeks
Tools:
Figma, Figjam, Mixpanel, Zoom, Typeform, OneSignal
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.
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.
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?
Conversion
% of active users that have created an event
Completion
% of creation flow starts that end in completion
Frequency
# of events created per month per active user
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.
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.
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.
Users overestimate formality
Users are intimidated by the event creation process as they think they have to organise something ‘big’ or ‘legitimate’.
Users aren’t clear on outcomes
New users aren’t always sure where and how their event will appear.
Insight-driven brainstorming
After researching, we developed a pool of possible solutions backed by our insights.
Affinity
Mapping
To synthesise our potential solutions, we thematically grouped them to combine overlapping options.
Development cost analysis
Finally, we compared expected dev costs to find the right balance of cost and potential benefit.
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.
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.
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
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