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
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 during their lifecycle 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 analytics. This focused on identifying where friction occurred, how users interpreted the creation process, and what prevented them from taking action.
Quantitative
How long do users take in each phase and overall?
Qualitative
Where in the flow are users getting stuck?
Qualitative
How confident do users feel while using it?
Qualitative
Which flows do user prefer using?
Number of mandatory fields
Order and grouping of information
Default options
Flow structure (linear vs hub-based)
Willingness to join events at different levels of event finalization
Perceived event quality at different levels of event finalization
Willingness to post with pending event details
From usability testing
Users struggled with too many detail options
Users frequently slowed down or got stuck while filling in event details that may be unconfirmed, slow to source, or irrelevant to their event.
From usability testing & interviews
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.
From interviews
Users overestimated formality
Having too many required inputs produced overestimations of formality, unnecessarily raising the bar for what a Clyx 'event' could be.
From usage analytics & interviews
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. We began the design process by creating wireframes - focusing on information architecture while minimising development cost.
The primary distinction against the original flow was switching from a linear flow to a hub with subsidiary details pages.
Further, rather than requiring users to fully define an event upfront, the flow was redesigned to allow users to post quickly and refine details later using existing event detail management flows.
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
9.07% baseline, 6.8ppt uplift
Completion
24%
Higher completion rate from opening to posting
58% baseline, 13.9ppt uplift
Downstream minimization
~0%
Decrease in avg. joins per UGC event
No statistically significant difference
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