Continuing from Twigtale Brand Redesign, the next challenge was tackling Twigtale’s homepage.
Initial Disney Accelerator funding allowed Twigtale to launch and market a platform where parents can choose a title, jump into a book editor with a pre-written script and add/edit photos to make their very own Twigtale book. Around the time I joined the company, Twigtale’s homepage and book builder definitely performed user needs but the flow required too many clicks and building the book was a lengthy process. If you were to research some benchmarks such as Chatbooks or Lost My Name (now called Wonderbly), Twigtale’s user flow needed to launch users into the book making process much quicker while giving them necessary product details to inform them of the title.
The Challenge: Part 2 - Homepage Redesign (click here to see the live site)
The goals of the redesign were to
- Bring customers into the book making flow much quicker
- Increase customer acquisition depending on the campaign push
- Increase brand awareness
Because we truly wanted to get a good footing of where Twigtale was at the time I started, we thought it was best to use Stanford’s d.school Design Thinking Process to fully understand how Twigtale’s current market offering was satisfying customer needs and find areas where we could reinvent it.
The first order of business was to conduct in-person user interviews and testing to how users are currently using Twigtale and identify their pain points as they interact with the site. We asked people within our network to come in and ask them their initial thoughts on the current homepage as well as observe their behaviors while interacting with the site.
From the interviews we were able to gather each of the user’s feedback and target their pain points.
Then we decided on the type of users we’d like the company to service and created a list of personas
With enough evidence to show user pain points, we were able to plot them on the existing site.
Keeping in mind the personas and tasks they’d like to accomplish on Twigtale, we were able to create a high level user flow. This allowed us to identify areas that we’d like to guide the user to as well as spot potential user drop-off.
Because users gave some positive feedback on the current site, I decided to quickly wireframe the current site and gradually build on in accordance to the user flow. Then eventually led to low and high fidelity mocks where a more concrete UI.
Upon launch of the homepage, we captured some key metrics using ever-so-handy Google Analytics (These are prior to any digital marketing campaigns).
The redesign of the homepage gave Twigtale so much more than just a “face to the name”. The redesign created a starting point for better user testing and gave a platform for digital marketing to convert new users and capture metrics.
Want to see how this redesign snowballed to redesign Twigtale’s Product Detail and Book Engine Redesign? Click here to see more.