I
streamlined
Clyx's
event
creation
flow
to
broaden
the
context
of
what
an
event
can
be,
increase
UGC
volume
&
empower
more
users
to
become
creators.
Role:
UX Lead
Duration:
4 weeks
Tools:
Figma, Figjam, Mixpanel, Zoom, Typeform, OneSignal
Role:
UX Lead
Duration:
4 weeks
Skills:
UX:UI Design, Quant methods, Qual methods, Prototyping
Languages:
HTML
Tools:
Figma, Figjam, Mixpanel, Zoom, Typeform, OneSignal
As UX Lead, I led the end-to-end process from identifying the conversion problem through to designing, and testing. This included analyzing behavioral data, conducting user interviews, designing solutions, and working closely with growth and engineering to ship and iterate quickly. My focus was on linking user behavior to measurable content growth outcomes.
Clyx has two event content sources: partners, and users. While partner events bring in revenue, user events build culture. We wanted users to land on the home page and see a buzzing network full of social proof.
The majority of users open the creation flow but only a minority complete the process and organize an in-person event.
How do we encourage more users to post without degrading event quality?
+20% Conversion
% of active users that have created an event
+30%
Completion
% of creation flow starts that end in completion
0% change in avg. event engagement
% difference in avg. engagement per UGC event
To understand why users dropped off in the creation flow, I combined qualitative insight with behavioral data. This focused on identifying where friction occurred, how users interpreted the creation process, and what prevented them from taking action.
Event creation
Number of required inputs
Order and grouping of information
Use of defaults vs manual input
Structure of the flow (linear vs hub-based)
Willingness to post with pending event details
Event perception
Willingness to join events at different levels of event finalization
Perceived event quality of at different levels of event finalization
Users struggled with too many detail options
Users frequently got stuck & dropped off while filling out detail options that they may have been irrelevant to their event.
The previous linear flow increased perceived effort
Having users go page to page filling in details increased perceived effort even if they could skip fields.
Users overestimated formality
Requiring input of all event details at the point of creation resulted in an overestimation of formality
The benefit of finalizing at posting was negligible
Users were happy to join events and help finalize the details based on what worked for them
Insight-driven brainstorming
After researching, we developed a pool of possible solutions backed by our insights.
Affinity
Mapping
To synthesise our potential solutions, we thematically grouped them to combine overlapping options.
Development cost analysis
Finally, we compared expected dev costs to find the right balance of cost and potential benefit.
The solution focused on reducing both actual and perceived friction, while expanding the definition of what an event could be.Next, we began the design process by creating wireframes - focusing on information architecture while minimising development cost.
Rather than requiring users to fully define an event upfront, the flow was redesigned to allow users to post quickly and refine details later.
Primary event details
Straight to the point
The only required detail is the event title which is prominently displayed at the top.
Secondary event details
Simple by default
Time & place are given defaults, enabling users to decide now or later.
Tertiary event details
Easy access
All the extra detail options are out of the way but easily accessible.
Conversion
75%
Higher conversion from user to content-creator
Completion
68%
Higher completion rate from opening to posting
Downstream minimization
4%
Decrease in avg. engagement per UGC event
Straight to the point
The only required detail is the event title which is prominently displayed at the top
Simple defaults
Time & place are given defaults, enabling users to decide now or later
Easy access
All the extra detail options are out of the way but easily accessible