RSVP.COM.AU

MY ROLE: UX/UI Designer

TIME: May 2024 - Present

TOOLS: Figma, Adobe Creative Suites (Photoshop, InDesign, Premiere Pro, Illustrator), FIgjam, Wix, Worldpress, Miro, Canva.

DESCRIPTION:

RSVP.com.au is Australia’s leading dating platform with a 26-year history, serving a diverse user base with an increasing emphasis on older demographics. In this role, I am expected to lead and shape RSVP’s digital experiences across mobile and web platforms to foster user engagement and growth, particularly focusing on accessibility and usability for an older audience. My expertise contributes to uplifting existing features, redesigning and creating multiple pages, conceptualizing and designing promotions and events to attract new users and boost conversions by encouraging free users to upgrade to paid plans. This role includes using data-driven insights to optimize conversion points, crafting experiences that increase user engagement, and experimenting with features or flows that facilitate onboarding, upselling, or re-engagement.

KEY RESPONSIBILITIES:

  • Lead UX Projects and Initiatives: Drive the design and development of user-centered experiences across RSVP’s app and website using the double diamond of design thinking. Apply user insights and research methodologies to inform iterative design and ensure that outcomes meet the needs of RSVP’s evolving audience.

  • Optimize and Uplift Information Architecture: Analyze and restructure RSVP’s information architecture to enhance content organization, streamline navigation, and improve overall usability. Ensure that the IA update supports user needs, aligns with RSVP’s design system, and provides an intuitive, accessible experience for an older user demographic. Conduct and Synthesize User Research: Use tools like Hotjar and other user research methodologies to capture insights into user behavior, motivations, and pain points. Synthesize findings to create actionable insights that inform design decisions focused on improving accessibility, usability, and user satisfaction.

  • Collaborate with Cross-Functional Teams: Partner with engineering, marketing, and other stakeholders to ensure a smooth development handover and a seamless alignment of business objectives with design outcomes. Apply stakeholder relationship management skills to address diverse requirements and drive positive change across projects.

  • Create and Maintain a Design System: Build and refine a cohesive design system that establishes consistent visual branding and user experience across RSVP’s platforms. Work with developers and other designers to develop components and patterns that are flexible and scalable, enhancing usability and ensuring a responsive experience.

  • Conduct Competitor Analysis: Perform competitor analysis to benchmark RSVP’s digital experiences against industry standards. Use this analysis to inform design updates and strategic decisions, ensuring RSVP’s platform remains competitive and aligned with best practices in the dating and social networking space.

  • Iterate and Test Prototypes: Develop prototypes at various fidelity levels and conduct usability testing to validate design concepts. Use results to refine and improve designs, ensuring that solutions align with accessibility standards and resonate with the target audience.

  • Apply UX Evaluation Techniques: Use appropriate user experience evaluation tools to assess the effectiveness of digital experiences, checking that security, usability, and accessibility requirements are met. Present findings, prioritize improvements and report on changes that enhance RSVP’s user experience.

  • Drive Growth Through Design: Strategize and design promotions, events, and feature flows aimed at increasing user acquisition, engagement, and conversions. Collaborate with marketing to create campaigns and visual design elements that attract new users and encourage upgrades to paid plans. Continuously test and iterate on growth strategies using data insights to optimize onboarding and user engagement.

Delivering Cohesive and User-Centered Experiences Across Platforms

In my role as the solo UX/UI Designer at RSVP.com.au, I led the design of their React Native app from the ground up, overseeing every detail from information architecture to a comprehensive design system that enhanced consistency across mobile and web platforms. This system aligned seamlessly with RSVP’s mobile web and desktop web, creating a cohesive, high-quality user experience across all touchpoints. My approach focused on simplifying navigation and enhancing ease-of-use, which was especially important as RSVP’s primary user base increasingly shifted to an older demographic.

Of course, the first thing I do in this company was sort out the existing information architecture and highlight the potential improvement for future discussion in standup meetings. I tailored the product enhancement tasks in multiple sprints to improve the mobile app step by step.

The previous overview of the mobile app information architecture

A previous detailed example: Information Architecture for Settings

New onboarding experience, Sign in/Join Now/ Profile Registration Flow

Some examples of HIgh fidelity prototypes, aiming at older audience with larger button and vivid colour.

Some of the UI components (not current)

Competitor Analysis for Strategic Design Decisions

Throughout the design process, I conducted extensive competitor analysis to benchmark RSVP’s offerings against industry standards. This analysis informed design adjustments and new feature recommendations that enhanced our competitive positioning. By closely examining the strengths and weaknesses of competitor platforms, I could incorporate best practices while ensuring RSVP maintained a unique, user-centric approach that resonated with our target demographic.

Data-Driven Design Using Hotjar for User Insights

In every phase of design, I applied user research methodologies to ensure that our design decisions were grounded in real user behavior and needs. I used Hotjar extensively, analyzing user recordings and heatmaps to capture detailed user insights. I also encouraged the team to adopt Hotjar, establishing it as a valuable tool for gathering ongoing feedback and identifying improvement opportunities. For example, we made informed design adjustments that prioritized accessibility, readability, and usability in our landing page.

A competitor anlaysis: Landing page.

Responsive Uplift and Landing Page Redesign

Alongside the app, I spearheaded a responsive uplift for RSVP’s main web pages, improving their functionality and accessibility on all device types. This initiative involved redesigning core landing pages, where I applied user experience evaluation techniques to ensure usability met the needs of an older audience.

Two Iterations of Landing Page for differnt approach.

In the Scroll Heat map, I noticed that people need to scroll to click on the Join button. Apart from that, users barely scroll down to see the features. Therefore, the iterations are looking into attracting people to scroll down. Additionally, I decided to host the landing page on WordPress and develop a simple login page on our server that is more accessible and easy to read.

Mobile Web Join &Log In Design, Easily Responsive for Desktop Web

Additionally, I designed and launched new content areas, such as the “Dating Hub,” which included blog and event pages to provide users with valuable insights and social opportunities. For this project, I emphasized consistent visual branding while ensuring accessibility requirements, effectively building a space that was not only visually engaging but also easy for users of varying digital literacies to navigate.

New User Growth Design: Dating Hub & Events