Role:
Director of Product Design
Contributions:
Core team:
Davidson Adames - Product Design Lead
Aldo Santa Ines - Director of User Research
Quinn Tully Doyle - UX Designer
Lead Copy Writer
Client
background
Challenge
& solution
Even though new users signed up for a Publisher’s Clearing House account, the business had difficulty getting users back onto the classic experience after their initial prize entry.
In order to prevent the same fate from happening with the new PCH experience, we created a strategy that caters to users interests, ultimately making the new PCH a place that users want to frequent often. By doing this, NXP (as it was coined internally) beat out the classic experience by 68% of its daily visits being recurring users.
Increase in monthly traffic,
beating out the classic experience.
Minutes average session time (an increase of 358%).
Increase in sweepstakes entry.
Prize entries within the
first month of the new PCH experience.
We first took to asking the existing users (old and new) of the Classic PCH experience some questions regarding the prizes that they saw online after their first prize entry. We saw some trends around the responses we got from the users that chose to participate in our survey.
Knowing that Personalization was one of the main pillars the team wanted to implement into the NXP experience. I took on the responsibility of developing a strategy and vision with some questions leading the thought process, one of them being; how might we best serve our users content that interests them the most?
I designed a comprehensive user flow that allowed the whole team to see the “full picture”, this flow included Personalization as one of the main pillars in our strategy. With this flow, I worked closely with the product manager to create a detailed roadmap for the MVP that ultimately helped to envision and execute the best way to personalize the experience for users.
What was learned from the first round of user testing the new user interest survey flow:
After a couple of iterations, we achieved success.
In collaboration with a User Experience Researcher (UXR) and a Lead Copywriter, we embarked on a journey to experiment with diverse tones of voice. This exploration involved testing various content delivery methods and call to action strategies. Our objective was to strike the perfect balance of enticing users and aligning their actions to our intent.
I also made sure to evolve the UI to be more intuitive for users by including directional iconography and altering the micro interactions of the survey.
With these updates, 87% of users that tested out latest prototypes were intrigued enough to take the user interest survey, of those users, 94% were able to successfully complete the survey.
With users willing to tell us more about themselves, the business was able to see what types of prizes, games and additional content users might want to see on the new experience in the future.
Recurring user
New user (just registered)
Additional results:
More accounts created than the PCH Classic experience.
Decrease of Cost Per Acquisition (down to $2.70 from $6.00).
Of CRM emails were opened and engaged with.
Want to
work together?
I’m available to consult, freelance and even open to new full-time opportunities. If you think we can partner up and create something great, shoot me an email.
Contact me
