Gloss Themes:
In-App
At GlossGenius we identified a need for more customization and brand expression on clients booking websites.
To address this, we created a new feature that allows for more themes and customization options that encourages professionals to own their brand online.
Design and Research
August 2023 - November 2023
Myself as Product Designer
Product Design Manager
1x Frontend Web Developers
2x Software Engineers
Discovery
BACKGROUND
Once we introduced Gloss Themes as a new feature on the GlossGenius app, we were ready to redesign the in-app experience that would bring an extra level of customization to the features. This would allow users to further personalize their booking sites and own their brand online.
RESEARCH
I began the project by delving into the realm of website customization apps which was a crucial step in enhancing our in-app experience. Through comprehensive research, I explored various applications in the market, scrutinizing their features, user interfaces, and overall design. This exploration allowed me to identify emerging trends and innovative practices that could be incorporated into our own platform.
Once we finished analyzing competitors' successes, we conducted user interviews with 12 GlossGenius users to learn more about their expectations and what aspects of their booking sites they would like to customize. One major trend we found was GlossGenius users preference for working off of templates rather than building their own websites. Too many decisions can be overwhelming and can lead to incomplete websites.
“I feel like I would get discouraged to finish it because there is just so much that you have to do and you want to try to make it look perfect. But when there are options kind of laid out for you it makes it easier to pick and choose what you like and don't like. ”
Design
To kick off the design process, I collaborated with the Product Design team manager on some initial brainstorming, and wireframing.
WIREFRAMING
We began the initial brainstorming session by sketching out the user flow and then moving into low fidelity wireframes. After some initial explorations we decided to split the design and content customization into two different flows that would allow for separate edits.
PIVOTING
The decision to pivot toward a design-centric customization approach was driven by a strategic vision to elevate user engagement and satisfaction. Recognizing the user preferences, we redirected our design focus to hone in on customization features that target the design exclusively. This shift empowers users with the ability to shape and personalize their digital spaces, fostering a sense of ownership and uniqueness. By narrowing our design strategy to prioritize design customization, we aimed to create an intuitive and immersive experience that resonates with users.
Final Design
BUILD OUT
Collaborating with front-end web developers as a web design lead proved to be a dynamic and challenging experience. After transmitting the project to the development team, the need for an expedited timeline and limited resources necessitated a swift and iterative approach. Constant communication and flexibility in design adjustments were crucial in ensuring a seamless integration of the design vision with the practical constraints, ultimately leading to a successful and timely project completion.
Demo
Results
The results from this new product feature were actually very interesting. While it didn’t drive a major new user conversion rate like the original release of Gloss Themes, it did result in a 27% increase of current user upgrades. So while new users weren’t influenced by this release, the current users saw the value of being able to customize their websites even further and upgraded to be able to use this feature, This initiative not only enabled upselling of themes and customization packages but also fostered community engagement, providing a foundation for impactful go-to-market campaigns.
