When I joined Niche they were a pre-seed company with a basic app. Though functional, it didn't match their product vision. It lacked user communication, connection and user retention.
I recommended UX overhaul of the app and with buy-in from the CEO and Cofounder, we created the app that it is today.
Senior Product Designer
Product Design, UX/UI design, UX Research, Prototyping + Interaction Design
Create an app that connects people based on their niche interests and hobbies. Members create and run their own Clubs. Users own their own data and content and there will never be ads.
GOALS:
Changes were made based on the research from our users. The homescreen is now a list of all Clubs you are a part of. There is no longer a feed but instead chats for each club where members can connect and have ongoing conversations. The notifications screen was changed and simplified. It's now easier to find ongoing conversations and replies to your messages. Discover is more related to the user's interests based on their activity and the backend AI and you can search for clubs or sort by topics.
Home screen and Club Chat
Discover Clubs
Creating a Club
User Profile
1. Don't assume what the user is thinking
It was very hard to get buy-in from the CEO to change the sidebar (for example) but after I conducted user interviews it was proven that users did not understand how to use it and were frustrated. Never assume what the user is thinking and always ASK THEM.
2. Using AI in the right places
AI is the new flashy thing. It can easily be used in the wrong places or distract from the product or feature. When using AI it can be beneficial to pull back on how much you implement it into the product and focus on the backend support it can benefit from first.
3. Don't panic and react quickly
When Instagram came out with Threads, the founders panicked and wanted to make major changes to the app. I, instead, saw it as an opportunity to learn from their users—what is working and what is not? It's great research that can be used to make sure our own product is heading in the right direction. Panicking and making rash decisions is not the answer. We need a unique and different product, not a replication of what already exists.
Phase 1 went through user testing and the results were
Don't be shy! Say hello and we'll get in touch.
irinisarlis@gmail.com