Inspiration Hub
The Inspiration Hub helps small businesses save time and post more by providing ready-made post templates to download.
My Role
User Experience Designer
Core responsibilities
Wireframes
UI Design
Interaction design
Prototyping
Overview
Context
Small business owners have passion. They get up every day to provide opportunities for others. They create products and services that people enjoy. With the world’s changing landscape these owners now have to wear many hats. Go into areas where they have little to no experience to be able to connect with their audiences. This has been a major pain point for many of them. How might we simplify those processes so that the business can have more time to do what they love and are great at?
Overview
Who is the hub for?
Target audience
Users on Meta platforms (Facebook, Instagram, WhatsApp, Messager) that spend less than $5000 per quarter on advertising.
Audience size
The size of the audience is a total of 10 million users across all platforms.
Audience location
The experience is designed for an international audience and is divided into four segments. Asia Pacific, Europe, Middle East, Africa, Latin America, and North America.
Overview
Why does the Inspiration Hub
need to be updated?
More templates
When the inspiration hub launched, it had a total of 45 templates. This number has increased by 66% to 135 total templates in three separate styles.
Optimizing for mobile
Based on the page traffic mobile was the primary entry point for the users. Because of user behavior aspects of the UX needed to be tweaked to be more in line with user expectations.
More templates
Areas of the page received little engagement and drove the users away from the template downloading experience. These areas need to be rethought and reconsidered if they belonged in the current experience.
More templates
The Facebook company rebranded as Meta, which updated the design systems and the available color palette.
Competitive analysis
Examining the market
The do-it-yourself design market has grown based on the focus on social media and social media marketing. Leading the way is Canva. Canva has a 21% of do-it-yourself design market share. Adobe, which is a leader in the professional space for design, has shifted its focus to adding products that target novices. Lastly, Ripl is a subscription-based service that shares many features of the others but is a mobile-first experience.
Discovery
User journey
The user journey begins when small businesses that have posted within the last 28 days receive an ad email or in-app notification that drives them to the posting hub.
Users can also reach the page through organic search, but that is not the primary method of reaching the destination. Once on the page, the user can access the downloadable templates, which they can download directly to their device.
Process
Wireframing
I began wireframing by taking the learnings from the competitive analysis and understanding the user journey. The wireframe process concluded with five concepts presented to internal stakeholders for feedback.
Process
Example Interactions
I created a few designs as low-fidelity prototypes to help stakeholders understand the interactions.
Process
Final Design
The final design utilized two drop-downs for filtering. One for the different styles and the other for the business type, giving the user
the ability to tailor their options to their use cases.
Impact
Metrics
3.7m
Total visitors
Regional CTR
67%
Asia Pacific
1m
Total clicks
88%
Europe
Middle East Afica
470k
Total clicks
92%
Latin America
46%
Mobile engagement increased
87%
North America
Learnings
Key Takeaways
Better
localization
Regional CTRs suggest lowest relevancy or interest in Asia Pacific.
Balancing mobile
and desktop
The mobile visitors are double the desktop visitors. However, the ratio of people clicking on desktop is higher.
Update
user journey
Emails and Ads don’t reflect the update to the landing page.