iMark
Project Overview
Overview
I led design updates for five months, handling research, design, and coordination with engineers. My main focus was revamping the event publishing flow, along with updating the homepage, event pages, and others.
My Role:
UIUX Designer, UX Researcher
Team:
PM, SWE
Timeline:
5 months: Mar 2022 - Jul 2022
Status:
Lunched
Impact
33% increase in client revenue
We increased client revenue by 33% by redesigning and simplifying the event publish task flow
14% increase in event publishing completion rates
We resolved the product's top problem, resulting in a 14% increase in task completion rates.
Context
About the Company
iAT.TOP
iAT.TOP is a Beijing-based agency primarily serving English-based overseas products. They’ve also expanded into their own projects, such as a drone remote (with secured funding) and an event platform app, which I was primarily involved in.
About the Product
iMark is an event platform focused on in-person events.
Our product, iMark, is a streamlined platform for in-person events, enabling users to attend and publish various events such as tech conferences, concerts, and academic seminars.
Requirements
We have a huge problem:
The event publishing rate with our product was 42% lower than the average.
After the iMark launch, the event publishing rate was significantly below the industry average, making it our top priority to address.
Target Users:
Our primary user focus is business users
There are two types of publishing users, and the primary user focus for this project is business organizers.
83%
Business Organizers
17%
Personal Organizers
Problem No.1
The existing user flow was inappropriate user flow: it followed a step-by-step linear process, preventing publishers from jumping back and forth or preparing in advance.
There are 8 steps for the old user flow, including event name, time, address, etc. Users must complete each step before moving to the next.
Old Event Publishing Flows
Solutions
Proposal A:
"what you see is what you get” - the publishing interface match participants' interface
Pros and Cons:
It is more intuitive since publishers share the same view with attendees; And there's no extra preview needed because it's already a preview.
Publisher's View
Attendee's View
Proposal B:
A step-by-step process but allow users jump back and forth
Pros and Cons:
It requires a lower development cost than proposal A.
Decision Making:
We chose Proposal A as it better meets business publishers’ needs in the long run.
Flows for Proposal A
One-Page Editing
Choose a verified organizer
Select a Time Range
Problem No.2
Some organizers would design a poster, while some search photos online. But finding the right image always depends on luck.
Users spend a long time adding an event photo
84%
of users design a poster and both find puctures
32%
of users only find pictures online
63%
of users spend more than 24 hours preparing event photos
Solutions
We decided to add Event Photo Templates
Some organizers would design a poster, while some search photos online. But finding the right image always depends on luck.
Choose a photo template category
Add pictures
Set a photo cover
Problem No.3
Publishers need to change the content frequently because they are not the decision-makers
Users who publish events are often not the decision-makers. They frequently need to update and modify content...
Solutions
Preview Sharing:
To help decision makers track the event publishing process, I designed a preview-sharing feature that enables performers to share real-time progress.
Preview Sharing enables publishers to keep decision-makers updated on their progress.
