Personalized Homepage
Problems Solved
This personalized homepage for the Church of Jesus Christ of Latter-day Saints gives users access to content and tools based on their roles and responsibilities. With a diverse set of responsibilities it can be challenging for members to find the tools they are looking for on the site. I developed design concepts and AB test variations to make it easier for members to find the things they are looking for on this page.
Outcomes
The winning variation increased clicks to these tools by 994% on desktop and 6,122% on mobile.
This increased annual potential clicks to Quick Links by 39.6 million
Product Type: Website
Role: Product Design
Organization Type: Nonprofit
I looked at analytic reports for this page and saw that the most used module was the Quick Links module event though it was fairly subdued on the page. This was even true on mobile devices where the links were pushed down near the bottom of the page. This aligned with previous research I had been part of on this page and made me wonder if making it more prominent would help users across screen sizes get to the tools they were looking for. I worked with our product manager to get an AB test scheduled to see if we could optimize this.
This variation gave us a huge lift on clicks to Quick Links
But this variation had the highest increase in clicks. Additionally this did not significantly negatively impact clicks on other areas of the page. This test had the biggest impact on mobile users for two reasons; 1) the links were moved up higher on the page (something that was not an issue on larger devices) and 2) the links were given more visual prominence.
This is the final design of the links, relabeled My Tools to be more clear. Use of this section has aligned with what we saw in testing. Additionally we started to see more positive feedback come in for the page. One user said "I don't really have a suggestion for the next feature, but I wanted to say that I appreciate the UX work done on the site in recent months. It's really apparent that something has been done and it really helps with usability and navigation. My thanks to the team."