The analytics team walked us through our new user registrations compared to monthly active users. We were seeing a good rate of entry, but users just weren’t sticking around. We needed to improve the overall value our network provided and refine key areas within our app. The first of these areas were our feeds. We need it to be ridiculously simple for our users to discover, read, and engage with content they find interesting.
Our current feed was lacking both simplicity and readability. This was making our most common daily task, consuming content, particularly confusing. By removing these distractions, it will be easier to find interesting posts and encourage the user to feel that “this is the social network for me.”
I broke down our friction points into four main themes:
Lack of Boundaries
Post boundaries are not well defined, and it is unclear where one post ends and the other begins.
The elements within a post are not designed in a way that promotes readability. Content feels scattered and unorganized which adds to the overall confusion.
The variation between a text post and a caption adds an unnecessary element of confusion. The user is simply sharing a thought, but that thought is being displayed drastically different depending on whether media is attached.
Unclear Element Relationships
The relationship between elements is unclear due to poor hierarchy and placement. It’s hard for the user to understand the story when the information is improperly ordered.