01/ CHALLENGE
CONVERSION GROWTH THROUGH PROGRESSIVE ENGAGEMENT
Content creation was a new space for Pureprofile. It had to be engaging and most of all it had to be relevant. The way in which the system responded and recommended content to the user was my challenge.
My investigation into the right system approach started with questions less about content and stickiness, and more about core business values—specifically, how valuable was consumer data to the user and could data be commercialized for content.
I hypothesized that by exposing consumers to the value of their data Pureprofile could reveal the correlation between how much their data value increased the more they engaged with content.
And based on the types of engagement, Pureprofile could segment their users more effectively customizing the content and experience.
02/ APPROACH
DECONSTRUCT THE USER JOURNEY & PAPER PROTOTYPING
Data value measured through a user journey is not immediately visible. I needed to unpack the user journey and draw from my game development experience. I needed to deconstruct it so the flow wasn't a schematic or a spatial narrative but a temporal construct to understand "when" a user should expect new content. At that point, the user could hypothetically be incentivized engage with the system.
This allowed Pureprofile to transform the traditional understanding and usage of content as an informational resource. Through this deconstruction, the team realized that content was actually a reward framework for the user and could be used as a means of incentivizing user behavior.
Team:
++ Time spent: 8 weeks
++ Lead Product Manager/UX (Me)
++ Director of Marketing
++ Lead Visual Designer
++ Lead UX
++ Project Coordinator
By using the above framework which leverages content as a reward, the Pureprofile experience focuses more on delivering rewards to a user vs. measuring engagement and conversion by the traditional "time spent metric".
This gave Pureprofile a more advantageous perspective on content delivery by targeting "key" content as a driver for engagement.
When mapping out content across a timeline journey and correlating it to specific moments in the user journey, Pureprofile could be more prescriptive and intentional when we wanted the user to perform specific actions or engage with specific content.
03/ THE RESOLVE
BUILD IT SIMPLY
Now that Pureprofile could deliver "key" content to users at specific moments through the user journey, i.e. at registration, connecting to social, after reading 5 pieces of the same content, after selecting the type(s) of content preference, we could test the assumptions.
I led the testing effort to fine tune the weighting that would be applied to specific types of content and validate the findings to this approach. To this end, I created a paper prototype of the entire user experience. This was quicker, easier, and a more tactile way to start testing hypothesis, weighting of content, and determine the rate of feeding content to the user. We could answer when is too much content too much, and explore ways to ramp up or throttle engagement.
