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Lane - Member profile

By revamping and optimizing the member profile, user engagement and satisfaction ratings were significantly improved. The redesigned member profile also led to lower levels of error counts and support contact.

Role

Product designer
Strategic vision

Platforms

Figma
Confluence
Jira

Member profile

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Edit profile

Notifications

Notifications for Lane

The challenge

As part of the team's ongoing efforts to enhance the platform's user experience, we identified the need to improve the member profile page's current information architecture (IA) and design. Our analysis revealed that the IA was cluttered and unintuitive, resulting in low user engagement and frustration.

 

To gain a better understanding of how often members navigate to and use their profile page, we analyzed data from Looker. Our findings revealed that members rarely interact with their profile. In fact, the numbers indicate that the profile section of the Lane platform is largely unused. For context, the platform has had approximately 2,000 active users in the past seven days and only 120 users interacted with their profile. It is concerning that the number of people who have visited the profile page since we started tracking events on the platform is only slightly higher than the number of users.

So, how might we effectively organize user data within the member profile page to improve its utilization?

By conducting a thorough analysis of the current member profile IA and leading a workshop with cross-functional partners to identify pain points and opportunities, I was able to guide the team in redesigning the member profile page to enhance the user experience, as well as prioritize focus for an MVP. We also conducted multiple rounds of user testing and feedback sessions to ensure that the redesign met the users' needs and expectations, resulting in an increased task completion rate and lower error rate.

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The results

Post-redesign, we observed a significant increase in user engagement and satisfaction. The number of users visiting the member profile page increased by 30% and user feedback indicated that they found the new design more intuitive and user-friendly, with positive comments on the layout, navigation, and new features.

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​Overall, our redesign of the member profile page improved the user experience and increased user engagement and satisfaction, ultimately leading to higher retention rates and revenue for our platform.

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Future opportunities

While the redesign of the member profile page has led to significant improvements in user engagement and satisfaction, we recognize that there are still areas for improvement and future opportunities. Here are some areas we identified for future development:

  1. Personalization: While we have simplified the IA and added new features, we have yet to implement personalized experiences for users. By leveraging user data and behaviour, we can provide customized recommendations and content to users, enhancing their overall experience and driving engagement.

  2. Gamification: To further incentivize user engagement, we can incorporate gamification elements such as badges, rewards, and challenges to the member profile page. This will not only make the experience more enjoyable for users but also encourage them to interact more frequently with our platform.

  3. Usability testing: Ongoing testing is important to identify and address any remaining usability issues. Regularly testing with real users will provide valuable feedback to improve the user experience and ensure our platform meets evolving needs.

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