Rare Bits Redesign Exercise

Problem: The current Rare Bits homepage attracts a lot of traffic, but new user auction activity is slow to ramp up. The team hypothesizes that the home page needs better onboarding and user education about the platform and its capabilities.

Solution: A few different homepage layouts that the team should A/B test and track analytics on. The best performing version should result in the largest net positive increase in new user auction activity without decreasing existing user traffic.

Approach

I started off by reading the prompt, highlighting the most important parts, and making sure I understood the problem, the hypotheses, and the goals. I then took a look at the existing homepage and made some notes about my first impressions. From there, I outlined the metrics and personas for the project, which I then used to build what I thought was a good brand, visual design, and information architecture for the homepage.

Analyzing the prompt and first impressions of the homepage.

Metrics

From the prompt, it was clear that our primary metric is to increase new user auction activity. If this were a real project, I would make sure the team agreed on what defined a 'new user'. For example, is it someone who has never created an account before? Someone who made an account within the last 30 days? This definition is important to the success of the project, but wasn't necessary for the sake of this design exercise. It is also important to note that maintaining existing user traffic is important.

Personas

Since we're focused on increasing new user buying and selling activity, we'll focus on new user personas, even though there's room to improve the experience for existing users.

  1. I'm already playing a cryptogame and I just want to use Rare Bits to shop for items for that one game.
  2. I don't play a cryptogame yet, but I understand the concept and want a low risk, easy way to try it.
  3. I don't know anything about crypto, but I'm a gamer/collector and I'm interested in new technology.

Information Architecture

Continue:

Start doing:

Brand Design

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Start doing:

Visual Design

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Start doing:

Design Mocks

After analyzing the pros and cons from varying aspects of the design, I designed a few different layouts. I made more than one because we have hypotheses, but don't have strong data supporting that better onboarding will result increased new user auction activity. If this was a real project I was working on, I would recommend A/B testing different layouts and measuring the analytics against the previous metrics mentioned (maintain user traffic and increase new user auction activity). Here are the designs I mocked up and why I made each one:

  1. One-column: Shows all onboarding education above the fold.
  2. Two-column: Equal hierarchy between new user onboarding and marketplace items.
  3. Expanded Details: Allows brief explanations with more details as an option.
  4. Collections Focus: Gives more weight to games and collections instead of items.
Link to PDF of Designs
Overview of design mocks side by side for comparison.
One column design.
2 column design to have equal weight between new user onboarding and marketplace items.
Clicking on "learn more" can expand the explanation section for more details, if a user wants.
A design that draws more attention to games, collections and what they are.

Icing on the cake

The gemstone logo looks pretty cool and really adds character to the brand. I added a bit of my own touch to it (can you spot it?) and made a subtle animation for the header. A little pizzazz can go a long way!

If I had more time

Since I time-boxed myself and this was not a real project, here are some things I would've liked to explore:

Bonus Feedback

I had a bunch of different thoughts and ideas as I explored the Rare Bits site. Here are some of them:

Full notes

If you're interested in seeing all the notes, click the link below! Thanks so much for reading. It was a really fun challenge!

Link to Full Notes


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