Case Study
User Reactions
Our objective was to increase the amount of user reactions by creating a fun, exciting interaction.
The Team: UI/UX Designer (myself), Product Manager, 2 iOS Developers, 2 Android Developers, 2 Backend Developers, Illustrator, Animator, and Third-Party
Timeline: 2 months
& Tools: Miro, Figma, ProtoPie, Jira
After a recently launched social tab, Fetch was looking to optimize on the experience and really engage with users to create meaningful connections. The social tab allows users to see what and how others are using the platform.
What We Know
Leaning into the social element, we recognized the need to create a more cohesive user experience to the Fetch brand. The social team was gearing up to move past the beta stage after clear indication from the data that the social tab was impactful on regular use of the app.
The beta design of user reactions was suboptimal, it did not allow users to see who had liked their posts, only a number count. Nor could a user dig deeper into the experience. It also didn’t reflect the illustration direction we as a design team were moving in.
The Buildup
For this project, we had a pretty good grasp on what we wanted to accomplish. Our proposed accomplishments would include a new reaction emoji (including animation and haptics), user profile photos along with the like count, and a new page to show the list of users who have reacted to the post. While working on the user experience, I delegated and managed the overall direction of the emoji with the illustrator and animator.
For the overall user experience, we spent time doing competitive analysis of other social platforms. During that competitive analysis we shared what we liked and disliked about other platforms to ensure we were on the same page.
Taking Action
The user experience came together pretty rapidly after our competitive analysis research. I outlined a low fidelity mockup that included the new layout of user reactions and a new page that allowed for deeper connections to be made.
The project started to come full circle when we had initial concepts of the animation and overall layout. The animation was to include a new illustration we were using throughout the app, coined “Pointlings”. Pointlings were worked on with a third party and we made sure to connect with them for their blessing on the general direction. With that we rolled into high fidelity mockups. Because this project was deeply intertwined with animation and haptics, I used ProtoPie to prototype our solutions. We held a few meetings to review the design and work through iterations of the animation speed and spin, as well as haptic.
Creative
Prototype
After launching the new user reactions and page view that allows users to see who liked what, we saw an uptick in reactions by 12% as well as user connections. The reactions were monitored by a select group of active users. While the launch may not have been directly correlated to new connections, as the social platform was continuing to grow, we felt it played a strong roll in allowing users to find more friends.
The Impact
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