Growing Membership at Crowdtap
Crowdtap is a start-up that enables its members to influence brands through a series of interactions called “missions” on its site and app.
My role
I joined the UX team to help them with their membership growth initiatives. The team was working to improve member acquisition, customer retention and content sharing reach.
I reviewed key interactions and found structural, content and flow problems that hindered the site's usability. Qualitative testing revealed that members did not find the content they were asked to create compelling enough to share. Competitive analysis noted exciting content and features that were successful with social network reach. As a team, we created user stories, flows, sketches and prototypes to figure out the best solution.
As a result, the prototyping proved the solution would be best delivered in a phased approach. The first MVP (minimal viable product) sought to drive traffic to the site. Through multiple social network strategies, potential members could explore Crowdtap content without requiring sign up. A new approach to content navigation was also introduced in this MVP to promote content exploration and entice sign up.
The second MVP took its predecessor and expanded upon it: increasing access to more content and incorporating Crowdtap’s key interactions. Structural and visual design enhancements were also included to provide clarity and reduce usability issues noted earlier. This MVP also placed priority on its share functionality for new members to post this content on their social networks.
