Homepage design

Dec 19, 2024

Design challenge

The initial app experience lacked a dedicated home screen, dropping users directly into the AI assistant chat. While novel, this approach led to:

  • Confusion and frustration, as users were not provided with context or a clear entry point to navigate the app.

  • Short engagement sessions and high drop-off rates, with users often abandoning the app early.

  • Psychological fatigue, as users were forced into a single interaction path with no sense of exploration or control.

In addition, users lacked motivation and feedback loops that would encourage continued use of the app’s core features.

How might we’s

To address these issues and align with product goals, we asked:

  • How might we introduce a clear, welcoming homepage that helps orient new and returning users?

  • How might we allow users to explore the app’s features at their own pace instead of forcing a linear flow?

  • How might we increase user motivation and reward consistent engagement?

  • How might we use gamification to boost retention and create a sense of community?

Design approach

We introduced two key features to reshape the user experience: a dedicated home screen (left) and a gamified leaderboard system (right).

  1. Home page as a command center

    • Designed a central hub with quick access to key features like the AI chat, campaigns, gig logging, and financial planning tools.

    • Added featured “New Opportunities” and campaign promotions like “Snap & Earn” to spotlight high-value actions.

    • Included motivational prompts like “Feeling stuck? Ask Ela.” to keep users moving within the app ecosystem.

  2. Gamification through Leaderboard + Progress Feedback

    • Introduced a Leaderboard to tap into competitive psychology, showing users how they rank against peers weekly and all-time.

    • Used avatar illustrations and crowning to visually celebrate top performers.

    • Incorporated a level progress bar on the home screen to provide immediate feedback and encourage task completion.

    • Rewarded user effort and promoted a sense of achievement without monetary incentives alone.

Challenges

  • Balancing clarity and visual appeal: Designing a visually engaging home page while keeping it uncluttered and intuitive.

  • Encouraging exploration without overwhelming: The goal was to nudge users to explore new features without introducing decision paralysis.

  • Introducing gamification with care: We had to ensure that the leaderboard and progress indicators felt fun and rewarding, not anxiety-inducing.

Impact

The redesigned experience led to measurable improvements in user engagement:

  • Drop-off rates decreased significantly after the introduction of the home page.

  • Session length increased, with users spending more time exploring opportunities and interacting with campaigns.

  • Leaderboard participation grew steadily, with many users motivated to complete tasks to climb ranks.

  • Users appreciated having more control and entry points, contributing to a better first-time experience and stronger retention.