In July 2017, I led a high-impact redesign effort to re-position the logged-in user experience for over 600, 000 users. 

Early Results: 

All three KPIs went up over 30% over the first two weeks. Monthly Active Users reached 99% :)  

User Research Process:  

I did two rounds of User Tests (in-person and unmoderated) to gain insights on engaged couples’ expectations and their essential needs of the logged-in homepage.

Round I - Unmoderated user testing (usertesting.com) with 15 participants divided into 3 groups (5 users each).

Round II - 3 in-person moderated tests 

Both rounds of users were asked to describe their essential needs and then compare early dashboard concepts. Goal of the test is to understand

What’s Dashboard’s main job?

What info is necessary?

What’s the content hierarchy?  

Dashboard UT Round 1^A \ Round 1^B \ Round 1^C

Key Takeaways: 

They want to see "the big picture" - while our tools are detailed and helpful, users want to see a broader perspective of the entire wedding. Highlights such as what to-do next, how much budget is remaining, how many guests RSVPed are the most important facets of the big picture.  

They want to see "a big picture" - planning a wedding is often stressful, users want to be reminded why they are going through this journey. A wedding countdown plus a heart-warming couple photo meets the emotional job-to-be-done.