Clearview Social
Web Application, SAAS
Role - Sr. UX Designer
Product/Service Strategy, Storytelling, Design Systems & Guidelines, Information Architecture, Creative & Art Direction, Content Strategy, UX/UI Design
The Opportunties
Clearview Social is a leading employee advocacy platform helping companies increase revenue through more effective and systematic use of social media.
The Clearview Social offering quickly and organically grew over time. As a result, stakeholders inside the organization believed that many aspects of the user experience were not achieving their full potential, and the user experience had become inconsistent and confusing. Other stakeholders were concerned that a UX/UI overhaul might frustrate and confuse existing customers who had grown to love the product.
We took the opportunity to audit, rethink, and refine the user experience in such a way that made the product easier and more enjoyable to use, used more often, and attract new customers. Then, we developed a prototype that was used in an A/B test against the existing product to determine how current customers might receive improvements. The results were overwhelmingly positive.
Key Challenges:
-
Inconsistent and confusing workflows.
-
Drastic design changes may confuse existing users.
-
Engagement was low.
-
Conversion rate was low.
The Strategy
Our first task was to conduct an extensive audit of the existing experience. Working closely with the Clearview Social team we identified opportunities for improvement, such as the primary navigation, design patterns, and content structure.
Working with low-fidelity wireframes to start we explored alternatives and layouts focusing on navigation, workflows, and content hierarchy changes that would help make the experience smoother and more intuitive to use.
The Design System
Following user testing, we overhauled the site architecture, simplified the navigation, and built a robust component library based on Clearview Social’s brand identity. This component library and the accompanying guidelines have helped Clearview Social improve existing features and will serve as a strong foundation for building future features within their platform.
