Exploration & Ideation
Early in our process, our team ran competitive and comparative analysis on sites in the same niche, as well as related features. The insights gained from this influenced the structure, flow, and features of MyTotem’s site.
We knew changing the structure was important but we were also aware that we cannot have good UI without good substance. We needed to tackle the quiz, making it short, engaging, and valuable for both our users and the generator. After studying brand questionnaires used by professional designers, my team and I came up with ten questions that allowed MyTotem’s generator to understand a brand while simultaneously creating unique social media graphics.
Measure, Test, Adjust
Using interactive prototypes and user testing, we were able to completely reform the user journey from awareness to subscribing. We found some clear trends in areas that needed improvement before we could deliver the final prototype.
Before users could take the brand quiz, they were offered a two-week free trial upon inputting their credit card information. By moving the sign-up to follow the quiz and removing the credit card commitment, users were more obligated to sign up since there was “nothing to lose.”
Asking the Right Questions
For a generator to replace designers we would need clients to describe in-depth what they are looking for. We adjusted the quiz questions to make sure the user’s felt like they were giving just enough information to receive unique results tailored to their brand.
By breaking down how the process works, adding happy customer reviews and displaying MyTotem’s previous work, we relay to new leads that MyTotem provides a service that can be trusted.
MyTotem did not have a brand set in stone. Working with Ashley’s needs of a minimalistic yet engaging website, helped us define the brand’s personality: how it should look, sound, and act. We chose colors that were bold, yet “not in your face”, illustrations that portrayed a friendly demeanor, and set a tone that felt personable.