APP HOMEPAGE
What makes a homepage tick? How do you know if its working well?
These were some of my questions while designing for the most prime real estate in our product. A hub, a container or a space for daily respite - our homepage aspired to be many things for our Users.
Designed and shipped the homepage for the mobile app. Improved engagement and time spent in app by +67% from the legacy version.
TL;DR
Get in Touch
The Right Intervention,
At The Right Moment.
The idea was to create a UX structure and Design language that delivered a personalised experience to our Users. This was the prime opportunity to develop and test a design language.
HOW DID WE BEGIN?
Routine & Regime
• CONCEPT 1 •
Structure-first. Tasks unlock as the day unfolds. Anchored in routine building.
Risk: felt like a to-do list. Users needed agency,
not a schedule.
By exploring what the homepage could fundamentally be.
Three directions, all centred around one question:
What do our Users actually need the moment they open our app?
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Focus & Familiarity
• CONCEPT 2 •
One thing at a time. Familiar enough to trust, focused
enough to act.
Chosen direction: Introduced focus while echoing familiarity.
COMBI & BREAKERS
• CONCEPT 3 •
Variety as the hook. Tasks mixed
with moments of pause and passive content.
Risk: felt like a to-do list. Users needed agency,
not a schedule.
Core MOAT's
Gamifying the entire user journey
Rewards and Recognition
Social Validation and Social Share
Personalisation
Incentivise User Behaviour
Show visible progress
Building a community
Excellent Customer Support in-app
Based on initial Research and observations, these were the MOATs we wanted to build on via the homepage
MEASURING
SUCCESS
Enablers
The Engagement MOATs
Picking a Navigation Model That Scales
THE OPPORTUNITY
The homepage is the most visited, most judged and most abandoned screen in any app. For a frontline workforce that opens the app between shifts, in low connectivity and limited time - it had to do a lot with very little. The opportunity was to design a space that felt personal, purposeful and worth coming back to. Not just a dashboard. A daily anchor.
FLEXIBILe
SUBSCRIPTION BASED
modular
QUICK ACCESS
Having a simple structure allowed us to integrate
our subscription based feature offerings easily
into the hub & spoke model.
FLEXIBILITY WHEREVER NEEDED
The reward system was one of the most strategically layered problems we solved. We inherited a broken points system and had to transition existing users without losing their sense of progress - while building something scalable enough to grow with the product.
Building a REWARDS SYSTEM
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WHAT CAME NEXT?
The last version we were exploring wasn't really a homepage. It was a full-screen, distraction-free view of the user's active DAP task. No cards, no navigation noise. Just the one thing that mattered to them right now.
This is where the work paused. The experiment was live, the questions were forming. I left the role before we had answers.
Does a focused view increase time to first action, or does it disorient Users who rely on the full surface?
If the homepage becomes task-first, does it improve or drop feature discovery?
Does that matter if task completion goes up?
Does it create a tunnel that reduces cross-feature engagement?
Open Ended Questions :
DESIGNING SUBSEQUENT
JOURNEYS GOT A LOT EASIER
