2021  ·   Company - Tempest   ·   In-house design  ·   Role - Project Lead

When we launched originally, we didn't really have a good place for the users to feel welcomed and guided into the Tempet experience, since the "home" page was used to immediately jump the users into content.

Low NPS scores informed us that users thought the homepage had an overwhelming and confusing layout. Cancellation surveys and customer support emails let us know that most people who cancelled their membership didn't know where to start. Through survey data and 16 interviews and usability tests, we landed on new homepage designs, and launched the new designs in September 2021.

In this effort, we also redid the main navigation of the website, added in more states for users throughout their journey, and added progress tracking for courses, series, and lessons.

Business Goals:

• Increase engagement
• Increase yearly membership renewals
• Decrease churn/withdrawal

User Goals:

• Better onboarding/welcome
• Better community- help me form connections
• Easier to sign up for calls
• Easier to find and navigate content
• Clear guidance in “what to do next”

Results:

• Immediate 22% increase in homepage views
• Increased the amount of users lurking in content Monthly from 48% to 66%
• Weekly content engagement increased from 5% to 12%
• Weekly active engaged increased from 18% to 24%

Tools used: Figma, Photoshop, Sketch, Illustrator, JIRA, Shortcut, GA4, Mode, Dovetail, Typeform

Credits: Austin Klemmer (Director of Design), Katelynn Fedele (Senior Product Manager), Lotti Morrison (Head of Product), Kaitlin Abramson, Sandeep Vijayakumar

Existing designs and brand

Before my engagement with Tempest, existing brand for mobile and web had been done by an agency, and iterated on by our lead designer, Ruth. We wanted to explore making the designs more functional as a landing screen, and move away from it being solely used for featured content.

Desktop exploration

Some desktop designs we explored as we decided on which prototypes would go into testing.

Design exploration

Some design exploration we explored as we decided on which prototypes would go into testing.

Mobile Exploration

Some mobile mockups we explored as we decided on which prototypes would go into testing.

Prototypes

We ran moderated testing with 16 current members, testing ease of use, comprehension, and importance of features. Below are 3 of the 8 prototypes that were tested.

Testing Results

Users were really excited to see a more comprehensive dashboard.

Learnings:

• Users don't like darkmode 😢
• Users care most about the daily affirmation
• Users care second most about the call schedule
• Users love the idea of a weekly prompt, but are unsure if they'd want to share their response publicly
• Users really like the onboarding cards
• Community posts highlighted on the homepage was polarising- half of the users loved it, and half of the users felt like they would be afraid their posts would show up on the home page, and want their posts only visible in community
• Users like the idea of a daily journal, but were confused about the UX of the one we presented them with
• More traditional navigation and scrolling schema was preferable to our more "out there" options

Final Designs

After reviewing user feedback with the team, we landed on the following designs for the home redesign.