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.
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?
Explore Full UX Board
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
Enablers
The Engagement MOATs
Picking a Navigation Model That Scales
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