buffer
SAAS company
designed to manage
social networking accounts.
THE CHALLENGE
Design a Twitter Landing Page for Buffer to help increase business account sign up rates and track user journey's to site.
MY ROLE
Served as UX Designer on a three person agile design team. Supported with company research, user interviews, prototyping and validation. ​
User Interviews
Surveys
Survey Design + Screening
Competitive Analysis
Affinity Mapping
Personas
Journey Maps
Rapid Prototyping
Usability Testing
Responsive Optimization
Infographic Design
the discovery
SURVEY + INTERVIEWS
We surveyed (20) target users and conducted (5) in-depth user interviews to gain insights into what industry professionals look for when researching new tools and what factors motivate them to sign up. Our survey focused on demographics, context, twitter habits and behaviors, attitudes toward social media, tool research habits and current challenges.
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The user interviews allowed us to uncover hidden competition and define
THE CONSIDERATION SET for the comparative analysis.
COMPARATIVE ANALYSIS
To gain industry wide context for best practices and opportunities for differential advantage we conducted a survey of (6) industry competitors and succesful landing page references.
In this study we researched key factors such as Navigation, Social Proof, Scannability, CTA and Demos.
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Key design insights gained: Repeated CTA’s, Concise Text, White Space, Distinct content blocks and responsive web design
AFFINITY MAPPING
We synthesized data from our survey and interviews with affinity mapping. Grouping together similar responses and keywords to pinpoint trends and outliers allowing us to prioritize our users’ needs.
USER PERSONAS + SCENARIOS
After synthesizing our data we each created (3) user personas and scenarios to support clear communication during the design process. The 3 archetypes identified were the solo entrepreneur, the social media marketer with multiple client accounts and the marketing associate within a large heirarchial enterprise.
insights
DESIGN PROBLEM
Buffer's current sample landing page layout is not easily scannable and does not prioritize the most important content for user decision making - Ease of Use and Value.
PAIN POINTS
We used our survey results to pinpoint four re-occurring user pain points when finding and working with a new social media marketing platform:
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Value - Will it be worth my time and money?
Ease of Use - Will it be easy to onboard and get started?
Collaboration - Can I use it with my team?
Validation - How do I know this is a good tool?
USER FLOW
Based on this solution statement we diagrammed the landing page user flow.
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prototypes + validation
LOW FIDELITY
We conducted usability test with paper prototypes to validate design choices between three different layouts. Creating a hybrid from the best elements of all three.
MID FIDELITY
Our paper prototyping results informed the layout of our mid-fidelity wireframes which we turned into a live prototype on InVision and used to conduct seven usability interviews.
HIGH FIDELITY + MOBILE RESPONSIVE
The result of our usability testing informed design changes for our high fidelity mockup.
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