Social media management tool
DURATION
2 months (2023)
TEAM MEMBERS
Alipoe Isaac
Dibie Natasha
ROLE
Product designer
TOOLS
Figma
TL;DR
Social media management tool for scheduling and managing posts and brands respectively.
Existing user experience issues.
Product engineering issues.
Redesign of product structure.
Improved Posting experience.
Improved draft and team member collaboration.
Addition of new features (Private messages, Comments, Account analytics).
Reduction of user exits from 96.7% to 20.5%.
Backstory
PostPaddy is a comprehensive social media management tool designed to streamline content planning, organization, and publishing across various social media channels. It empowers users with efficient content management, leveraging teamwork, distinctive strategies, and in-depth post analysis, all within the PostPaddy platform. While successfully achieving its primary goal of efficient content scheduling, ensuring a sustainable business model was also a crucial consideration for the product's long-term viability.
Why redesign a product that just launched?
The Poor feedback and product flaws prompted a redesign. The team aimed for a world-class product, aligning with company goals. The user pain points and technical issues guided our focus on key improvement areas.
Additionally, incorporating quantitative data into the analysis sheds light on the extent of the challenges faced. For instance, the churn rate, measured at a staggering 96.7%, emphasized the urgency of finding viable solutions to retain users and rebuild trust.
How we can help?
Our approach to solving the problem was to first understand the issue at hand, then research on the target audience and market competitors before delving into the design process.
Target audience
PostPaddy caters to a specific target audience, and each of these user groups has distinct use cases for social media but shares a common goal of being able to post to all their social media accounts simultaneously.
A key factor in the redesign process was gaining a deep understanding of the unique needs and requirements of each audience. Identifying the point of intersection for each audience played a crucial role in the redesign process as it effectively narrowed down the issues to address.
Our competitors, what they did, and what we were not doing
The social media management tool market is highly competitive, with numerous competitors offering robust and diverse services. While we currently provide post scheduling and publishing options, along with drafting and collaboration features, we recognize the need to expand our offerings to remain competitive in this dynamic market.
Ready, Set, Redesign
The redesign focused on fixing past issues, improving user experience, and catering to users managing multiple social media brands. This included a layered structure for a clear and intuitive interface.
Expected deliverables of redesign
Improved posting experience
Improved team member collaboration
Additional new features
Improved Posting Experience
Tailored Post
Revamping the Create Post feature was crucial. Initially, a one-size-fits-all approach caused issues for users and engineers.
To address these challenges, we devised a user-centric solution called 'Tailored Post.' With this new approach, users can now customize each post to meet the validation requirements of individual social media platforms.
This gives our users greater control over how their posts appear on different platforms, leading to a more seamless and successful publishing experience.
AI Assistant
The AI Assistant in our redesign is user-friendly, with pre-trained AI tools that cater to specific content creation needs for different brands and social media platforms. Users don't need to learn complex commands to leverage the AI's capabilities.
Our AI allowed users to
Generate Brand Post ideas
Generate Hashtags
Create Post captions
Expand texts
Summarize text
Generate Post ideas
Calendar View
Calendar view lets users visualize post distribution and content.
Draft and Team member collaboration
Team members
Team collaboration got a major upgrade with the redesign. Users can now assign different permission levels with roles like Owner, Admin, Brand manager, and Collaborator.
Draft
The draft feature now allows real-time collaboration within drafts, fixing the communication gap in the earlier version.
New features
Private messages
PostPaddy now lets you reply to all social media messages directly within the platform, eliminating the need to switch tabs.
Comments
The comments feature enables users to respond to comments on specific posts they have created. This allows users to observe real-time engagement on their posts and promptly reply to comments.
Account Analytics
PostPaddy offers real-time social media analytics within the platform, including overall performance, individual post insights, and audience demographics.
Did we succeed?
The redesign of Postpaddy proved to be highly successful as it effectively improved four key areas we aimed to enhance. Notably, we achieved a significant advancement in the user interface and experience, resulting in a more satisfying platform for our users.
The collaboration between the engineering and Product teams played a crucial role in elevating product engineering, leading to better performance and overall functionality.
In line with our goals, we introduced new features that not only enhanced the user experience but also added value to our users' interactions on the platform.
One of our primary objectives was to reduce the high rate of user attrition, and we accomplished this with remarkable results. Following the relaunch, we observed a considerable decrease in churn rate, specifically by 20.5%.
The successful reduction in churn rate represented a significant achievement for the team, as it was the ultimate goal of the redesign process.
What Next?
The focus lies on leveraging user feedback to drive continuous improvement, ensuring a more robust and user-friendly experience. The input obtained from users serves as a valuable resource to identify and rectify any existing shortcomings, leading to a more refined and polished product.
Visit the live link
PREVIOUS INTERFACE
IMPROVED INTERFACE
NEXT