Lane's Member Profile
Overview
As part of Lane’s ongoing efforts to enhance the platform's user experience, my team identified a key area for improvement: the member profile page. Our internal analysis revealed that the profile page’s information architecture (IA) was cluttered, unintuitive, and under-utilized by users. This not only led to frustration but also resulted in a lack of engagement with key features.
With over 2,000 active users in the past week, only 120 had interacted with their profile—a clear indicator that the design and structure of the profile page were failing to meet user needs. The challenge was to reimagine the profile experience in a way that would not only increase engagement but also make it a more valuable and user-friendly component of the platform.
Solution
To tackle these challenges, we began by conducting a thorough research and discovery phase, focusing on both quantitative data and qualitative insights, We analyzed data from Looker to understand user interaction with the profile page. This revealed a very low engagement rate and indicated that the majority of users either did not see the value in interacting with their profile or found it too difficult to use.
By simplifying the IA, improving ease of use, and increasing the relevance of the profile page for users, I led the restructuring of the profile page, focusing on a more intuitive layout. Key sections—such as account details, preferences, notifications, and workplace settings—were clearly delineated, ensuring that users could easily find and update relevant information. This reduced clutter and improved usability, making profile navigation straightforward.
Results
After the redesign, we observed a significant boost in user engagement and satisfaction. Visits to the member profile page rose by 30%, and user feedback highlighted the new design as more intuitive and user-friendly, with praise for the layout, navigation, and new features.
Overall, the redesign enhanced the user experience, leading to greater engagement, increased satisfaction, and ultimately higher retention rates and revenue for our platform.
Next steps
While the redesign of the member profile page has significantly boosted user engagement and satisfaction, we recognize there are still areas for improvement and future opportunities. Here are some key areas for further development:
Personalization: Although we have simplified the information architecture and added new features, we have yet to implement personalized experiences. By leveraging user data and behaviour, we can offer customized recommendations and content, enhancing the overall user experience and driving greater engagement.
Gamification: To further motivate user engagement, we can incorporate gamification elements like badges, rewards, and challenges. This approach will make the experience more enjoyable and encourage users to interact with our platform more frequently.
Usability testing: Ongoing testing is crucial to identify and resolve any remaining usability issues. Regular feedback from real users will help us refine the user experience and ensure the platform continues to meet evolving needs.
