Situation: A social media site for sharing academic literature had about 500 beta users but struggled to identify a clear use value proposition (UVP).

Data Collection Strategy: I reduced the site to its core functionalities, and compared the existing design solutions to industry standards for each form of engagement. Addressing these parts individually, I was able to reconstruct cleaner and more direct interfaces as wireframes for them to consider, designed around a core UVP refined by user feedback, and optimized for mobile (not pictured).

Insights & Analysis:  I was given qualitative feedback from beta users, which I read through and quantified (coding verbatim responses), then applied that data to prioritizing and sorting features. I then analyzed the competition for feature by feature, independently of the product as a whole, and brought together a series of wireframes for new designs focused around the core functionality.

Deliverables:  User profiles, user journeys, wireframes, onboarding sequence