Identifying the Challenge
Our research revealed significant user pain points. Finding Groups was cumbersome, hidden within the bookmarks menu. New users struggled with discovery, while active users faced difficulties accessing and engaging with their existing communities.
Understanding User Journeys
User research shed light on how people interacted with Groups. Word-of-mouth recommendations and limited search functionality were the primary discovery methods. Engagement primarily happened through News Feed stories, notifications, and occasional visits from bookmarks.
This data exposed a gap between current features and the complete user journey. An ideal experience should nurture awareness and understanding of Groups, leading to exploration, evaluation, and ultimately, active participation. Our existing tools focused on the "interest to join" stage, neglecting crucial earlier phases.
Design Approach
I led a series of iterative design cycles and user testing sessions. This process identified the need for distinct approaches within the Groups tab. New and inactive users required a discovery-focused experience. Light to heavy users needed a streamlined interface for navigating and engaging with their established communities.
This resulted in two sub-tabs within the Groups tab. New and inactive users would land on the "Discover" sub-tab. I designed this section to utilize a visually compelling layout showcasing the diverse value proposition of Groups. Search and browse functionalities facilitated pinpointed discovery based on individual needs.
For light to heavy users, the default landing page became the "Engage" sub-tab. I oversaw the design of this section,ensuring it provided easy access to frequently visited groups and displayed the latest activity within them. A cross-group feed featuring new units encouraged navigation, content aggregation, and highlighted member activity.
All designs adhered to the established Tetrahedron visual language, reflecting close collaboration with the Product Foundation team. User feedback in qualitative research was overwhelmingly positive. Active Groups users identified the tab as a significant improvement in accessing their communities. Many participants voiced appreciation for Groups, sharing stories about how it fostered meaningful connections.
