Experticity: Redesign

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Ben Peck

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Written on

December 5, 2015

Design

Organizational transformation from two products to a single product

Project Role:

Sr. Product Designer

Responsibilities:

Definition of product design systems
Systematic architecture design
Interaction prototype explorations
UX flows & design direction
Guide quant/qual research

Team Composition:

Leadership: VP or Product, Creative Director
Product Management: 4 Product Managers, 2 Program managers
Design: 1 UX Design Lead (me), 3 UX designers
Eng: 3 front-end engineer, 12 software engineers

Research / Success Metrics:

Overall: Everyday Experts Engaging / Brands Engaged With / Investment per Brand
Customer Acquisition: Increase the amount of companies that would sign up and contract renewals.
User Engagement: Increase how often our customers came back to the product
User Satisfaction: Do users perceive the product to be what we intend and how satisfied with the experience.

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01 / Product Background

Experticity works with hundreds of the world’s most respected consumer brands – companies like The North Face, Black Diamond, 5.11 Tactical, Brooks Running, Arc'teryx, Pelican and 600 plus more as well as retailers like REI and Cabela’s – to engage influential everyday experts, and to build, track and reward their helpful expertise. As the world’s largest advocacy marketing company, Experticity connects its community of more than 1 million vetted experts with the world’s top brands to build trusted brand advocacy by giving the experts a voice and elevating their recommendations.

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02 / Product Transformation

What is the problem that we're trying to solve?

Experticity had two platforms with two names with two audiences. One of them was created by them and another bought. They were very similar in nature with a few slight differences. One was called 3point5 and the other Promotive. After performing a large research study performed by a third party, Experticity realized form a business and technical standpoint that they were spending unnecessary costs on maintaining the two products that were very closely aligned by how their customers (Nike, Oakley, Nordstrom, etc) and they're users (retail sales employees, industry professionals) viewed their services that they decided it was worth the effort to combine them.

How are we going to measure it?

Customer Acquisition: Increase the amount of companies that would sign up and contract renewals.
User Engagement: Increase how often our customers came back to the product
User Satisfaction: Do users perceive the product to be what we intend and how satisfied with the experience.

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03 / A New Experticity

Holistically we needed to reimagine the two products and how they would technically become one and how the application would adapt depending on the user.