Enhancing User Engagement

Redesigning Gartner's Homepage for Habitual Use
My Role
As Experience Lead, I oversaw a team of UX and UI designers to redesign the Gartner Home Page experience. I worked closely with the product and business teams to lead the overall strategic vision of the work, while providing more specific guidance and feedback to the design team to oversee the creation of a new home page that can become primary value centre for Gartner clients.

Despite leading the team, I was hands-on with the design process and actively participated in conducting usability tests, gathering user feedback, and iterating on designs.
Team
Product Design:
Anand Karn (UX & UI),
Ravi Purty (UI),
Amy Copelin (Research)
‍
Product Manager:
‍Abhishek Anand
‍
and Dev team
Overview & Problem
Gartner’s goal is to help businesses and IT leaders make well-informed decisions by providing them with accurate and timely information, analysis, and advice on a wide range of topics related to technology and business. Our analysis reveals a trend wherein customers may not fully explore the diverse value propositions available within their subscription. This phenomenon has led to reduced session time and, ultimately, customer attrition from the platform.

We conducted customer research to better understand this problem space.
What We Learned
1. It's difficult for users to discover offered value propositions

"I have a bit concern that it constrains me. So it kind of, it constrains me to things that I have already expressed an interest on versus allow me to explore that the universe of content that is, that is available to me"

2. Users are looking for content relevant to short-term targets instead of long-term goals.

"I may have had a previous insight or information that I was seeking, but it may have changed."

Our Vision
To build trust with the business stakeholders and establish our strategic direction, I led the design team through a collaborative design phase. Our goal was to rapidly reimagine experience to help our returning users to get immediate value from Gartner home page. Deliver personalised insights to encourage habitual engagement  and create a mindset shift from home page as navigation hub to primary value centre by helping them stay ahead on the latest and greatest for their role.

I took a double diamond design approach to ground the team in the user journey, leading them to create design concepts for core screens and develop innovative solutions to our key customer pain points.

As we found out that we already have a personalised homepage which offer content based on user's role and activity. We wanted to understand the constraints that stops user from exploring these features. We conducted more user interviews to understand the constraints.

Design Workshops
I led design, tech, data and product stakeholders through a series of design thinking workshops that allowed us to collaboratively align on the goal of the project, map the primary user journey, sketch innovative ideas and prioritize features of the new experience.
Learning
In this particular case, we got to know of some constraints in the later phase of design. Being aware of it in earlier phase may have pacified the delivery.

Personalisation on everything can be mis leading and monotonous for users. In this case, where user wants to explore out of their role and context, it would be wiser to allow user at certain level to search for content.

What's next?
Measure metrics on more value proposition and optimize design accordingly. Continue developing the concept design into a full fledge user journey and plan implementation of the same with stake holder.
KARN ANAND