Auntie EM

UI/UX Designer and Developer
A mobile friendly web resource for expecting, new and struggling parents with subscription based model for privileged content.
AuntieEM.com
Auntie Em is a service business that generates income through expert knowledge and hands-on advice. The founder aims to expand revenue generation into the online space by selling subscription-based access to instructive materials and online Q&A sessions for expecting, new, or struggling parents.
Challenge
Updating website's information architecture (IA) to improve user engagement and conversions, introducing local SEO optimization. Setting up user management system to control access to privileged content, and defining the strategy for paid content and the subscription model. Additionally improve the service's web infrastructure,  e.g. existing form integrations create a clunky user experience due to noticeable delays between form steps.
Solution
Printable resources will be designed with the brand identity in mind, and both public and restricted content will be mapped out to a more efficient IA. Carefully crafted access permissions are defined to support a multi-tier subscription model. The web design will be updated to bring out more character through micro-animations, visual accents, and a friendlier tone to appeal to a wide variety of young child caregivers.

Process

  • Project Audit & First Aid
  • User Research & Synthesize
  • Ideation
  • Sketch
  • UI Design & Prototype
  • Usability Test & Synthesize
  • Redesign

Role

  • UX/UI Designer

Tools

  • Google Anayltics
  • Figma & FigJam
  • Webflow

PROJECT AUDIT & FIRST AID

PROJECT AUDIT

Before embarking on a long journey of product redesign for an inherited project, understanding its inner workings was crucial. With a mobile-first approach in mind, accessibility improvements were introduced: fixed pixel values were transformed to relative units for better responsiveness, element positioning adjusted with twelve column grid in mind, dead links were removed, text to background contrast corrected to satisfy WCAG 2.0, broken layouts and whitespace adjusted on all screen sizes.  

A side by side comparison of the original and updated desktop version
USER ANALYTICS

AuntieEm.com is live, therefore tracking changes in user behavior continuously done with every deployment. Firstly, the focus was on bringing more traffic through email campaigns and paid social ads, which would allow for tracking user behavior and identifying opportunities to improve engagement.

Each phase will be monitored using analytics tools, and user feedback will be occasionally gathered to inform design decisions and refine the service offerings.

SUCCESS METRICS

By introducing HTML structure and accessibility fixes, Google Lighthouse scores were improved by 10-20% across the board, all successfully ending up 'in the green' of 90 percentile.

Initially business conversion rates were set up for two metrics: joining the subscriber's list and booking a consultation online, user journeys and engagement were monitored with Google Analytics.

Implementation and Iteration

The implementation plan involved several phases: increasing engagement through improved content strategy, redefining information architecture, developing user management and subscription systems, continuous enhancements to accessibility and web analytics to track user behavior and engagement.


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