Influitive Advocate Hub

Influitive sells "Advocate Hubs" - portals for companies who want to reward their most trusted users for their help and support. Through an ongoing loop of iterative design and feedback, I aimed to increase user engagement across all hubs.

The Plan

  • Define good metrics for user engagement
  • Complete a teardown of the existing UX
  • Test new designs with existing users
  • Coordinate with the design team
  • Implement gradually on web and mobile

What do we mean by engagement?

To measure our success we first needed a definition of what "engagement" meant. I worked with our product managers and data team to track the journey of our advocates through key events in the hub.

Conversion funnels helped us measure engagement in new and returning users
User flows helped us map the most important journeys through the app

Poor experience = Poor engagment

The data confirmed that user retention was low. Advocates were confused by the scattershot presentation of the app and switfly lost track of what they had to do to earn rewards.

The advocate hub, pre-redesign

All's well under blue skies

I re-architected the advocate experience and created a blue sky design. My goal was to reorganize the hub to focus on the activity users cared about most: completing challenges to earn points.

Wireframes of new information architecture
A more polished mockup pushes challenges and rewards
The redesigned "challenge card" makes the process clearer

Form meets functionality

As manager of the design team, I had to ensure that my redesign would not affect ongoing feature work. I challenged the other designers to incorporate their work into my own.

The hub's new "activity feed" incorporated into the new design

Don't forget mobile

Influitive offered a simplified advocate hub experience on a mobile app. I produced corresponding designs so the mobile team could keep pace with the transformation

The redesign for iOS

Including our own users in the process

One advantage of working for Influitive was that I was able to use the company's own "Advocate Hub" to survey our customers and recruit candidates for user testing. The new "dream hub" design received an overwhelming positive response but was too ambitious to tackle all at once.

My own challenge posted in Influitive's Advocate Hub

Dreams don't come true overnight

The major disadvantage of blue sky design is that implementing it all at once is a tall order. Therefore the design had to be broken down into a series of five iterations - acceptable compromises between realizing the ideal UX without compromising the current design.

Redesign in progress

An evolving rollout

Releasing iterations ended up altering the original design quite a bit. Each time we released we monitored changes in our user behaviour through analytics and polled our own advocates to get their reactions. Over the course of six months we had gone from a dream design to a better reality.