Spur Share

Increasing Web Traffic Passively

Zighra - Fall 2021 - Role: Product Designer

Project Context

My team at Zighra was focused on building a decentralized content creation platform called Spur for content creation and community building. Creators can share their content and services, host events, and connect with like-minded individuals to foster a community. In order to assist creators in reaching a broader audience, it was essential to establish a straightforward and cost-effective method for expanding their online presence.

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The scope of this project is to explore effective, yet affordable strategies for increasing web traffic for small businesses.

Problem Definition

Problem Indicator

New Spur creators do not receive significant site traffic once their business page is published on the web. This is a major issue because without substantial site traffic, Spur users struggle to find clients and leads, resulting in an unsustainable business or side hustle and potentially leading them to leave the platform.

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Problem Statement

The question we aimed to answer was:

How can we assist Spur creators in attracting more visitors to their landing page?

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Project Requirements & Constraints

This project came with several constraints from the leadership team. Some of the primary constraints were related to the budget and engineering effort. The key requirements are listed as follows:

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1. The design solution does not lead to reoccurring expenses like advertising

2. The design solution is easily implementable within the pre-existing platform infrastructure

3. The design solution is technically feasible

Research

User Interview & Empathy Mapping

I conducted a series of user interviews with a diverse range of Spur users, spanning from those who are more experienced with the platform to newer users. During these interviews, I inquired about their experiences, frustrations, satisfaction levels, and any obstacles they encountered while using Spur. Additionally, I delved into their perspectives on launching a side hustle on the internet.

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After compiling this comprehensive qualitative data, I structured it into an Empathy Map. This map functions as a valuable tool to express a unified understanding of Spur’s user base.

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Outcome: Creator users were enthusiastic about expanding on Spur and growing their businesses without added complexity.

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Decision Making Tool

Utilized a Priority Matrix to visualized viable solutions on a grid that compared user value to effort required by the organization. This project restrictions demanded that this design be tested and shipped fast and with limited resources, leading the team to focus on quick wins that took minimal effort while providing great user value.

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The team explored the share link and social sharing concepts since they require low effort and provide high user value.

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Industry Research

There was no need to "reinvent the wheel" since this sharing feature already existed on nearly every platform. The primary objective of this research was to enhance the grasp of visual design and interaction patterns. I examined various sharing features on social media applications, content-centric websites like Medium, and even software such as the Google Suite.

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Ideating & Wireframing

This iteration was crafted for the convenience of sharing the site's URL. Instead of the traditional method of copying and pasting from the browser bar, users can now simply click the share button and copy the business page link to share it with anyone on both desktop and mobile devices.

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The design seems redundant as users can already share the URL via the browser's search bar. There's an opportunity to enhance social media sharing capabilities.

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Iteration 2

The most valuable support you can offer a growing business is the opportunity to increase its visibility. Sharing and posting on social networking platforms with large, niche audiences can significantly boost the business's exposure.

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Iteration 3

When sharing on social media platforms, it's crucial to convey information quickly and concisely due to people's limited attention spans. In general, prioritizing the timely presentation of a comprehensive business overview is essential.

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Design Decisions & Final Design

Link Preview Design

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Share Modal Design

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Impact & Outcomes

Analytics

Observed a 29% decrease in the bounce rate for the business page following the implementation of the share modal. This reduction in the bounce rate can help validates the benefit of the Share modal design.

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Outcomes

Our next course of action involves integrating an SEO feature to enhance Google search visibility and elevating the content quality on creator pages.

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