Product Designer / Brand Designer
Realm
A Private Social and Professional NetworkRole: UX, UI Designer
Timeline: 2024
Tools: Content Inventory, Heuristic Evaluation, Market & Competitor Research, High-fidelity Prototypes, Visual Design, User Testing, Product Design
Identifying Core Issues
To address the challenges faced by Realm, I conducted market and competitor research to understand how other high-end member clubs cater to affluent individuals. I found that member clubs typically focus on the arts, media, fashion, and technology sectors. For example, Hermanas offers a "community as a service" model with curated content and strict guidelines, which highlights the importance of a strong brand voice and personalized user experience for attracting and retaining members.
Through market and competitor research, I discovered that member clubs typically cater to affluent individuals in sectors like arts, media, fashion, and technology. For example, Hermanas, a competing platform, successfully offers "community as a service" with curated content and strict guidelines. These insights underscored the importance of a strong brand voice and a personalized user experience for Realm to maintain its appeal and effectiveness.
Problem Statement As Realm grew, the need to develop an intuitive user experience became apparent. The existing digital processes, particularly the application and referral flows, were cumbersome and lacked the personalization necessary to attract and retain high-caliber professionals. This led to suboptimal user satisfaction and inconsistent data collection, hindering Realm’s potential for growth.
Comprehensive Research StrategyIdentifying Core Issues
To address the challenges, a comprehensive research strategy was employed. The research included a content inventory of Realm’s signup and application flows, comparison with similar platforms, market and competitor analysis, and a heuristic evaluation. These methods helped identify gaps such as unclear instructions, poorly organized questions, confusing navigation, and a lack of feedback mechanisms, which collectively contributed to user frustration.
ArchetypeBased on our prior understanding of the user base, which consists of globally distributed entrepreneurs and investors primarily from New York City, we decided to implement an archetype approach instead of traditional personas. This decision was guided by our extensive research and stakeholder interviews, which highlighted the unique characteristics of Realm members—highly knowledgeable, well-read, well-traveled, and accomplished professionals.
Given that each member is carefully moderated by the Realm team, it was clear that a more generalized archetype would be effective in capturing their shared traits. This approach enabled us to design a personalized and seamless application process that meets the high expectations of this elite and well-defined group.
Uncovering ObstaclesOur research uncovered several critical challenges that were hindering Realm’s effectiveness. Through a heuristic evaluation analysis of the current membership application UI, we identified significant usability issues that needed to be addressed. Users found the navigation during the application process unclear, with no consistent flow guiding them through the steps. The form's design allowed for varied interpretations, resulting in inconsistent and often unusable data.
Furthermore, the platform’s generic design and lack of a distinct voice reduced user engagement, making the experience feel impersonal. The odd numbering format, inconsistent placeholder text, and unclear instructions made it difficult for users to complete the application confidently.
To address these issues, we redesigned the form to enhance user flow, ensuring that each step is intuitive and aligned with user expectations. Additionally, we rewrote the form's content from a UX writing perspective, focusing on clarity and consistency to improve data quality and overall user engagement.
Crafting the SolutionArmed with these insights, we embarked on a comprehensive redesign of Realm’s user experience. One of the most significant changes was the overhaul of the application process. We introduced a one-question-per-slide format, organizing questions by topic, and provided clear instructions at each step. Progress indicators were added to help users understand where they were in the process, reducing cognitive load and making the application feel less daunting.
input fields to ensure consistent, accurate, and easily evaluable data, which was crucial for curating and managing the member base effectively.
Implementing Strategic EnhancementsWith the redesigned user experience, several key features were implemented to bring our vision to life. We introduced a structured member directory that allowed users to easily connect with others who shared their interests and professional backgrounds. Additionally, a premium membership tier was created to offer enhanced services, such as personalized introductions and access to exclusive events. To further enhance the platform’s offerings, we developed the "Community as a Service" model, providing curated, managed communities tailored to the needs of remote workers. This positioned Realm as a leader in the remote work sector, catering to the growing demand for flexible, high-quality networking opportunities. We also re-evaluated Realm’s business setup, focusing on revenue streams from managing remote culture for businesses, with a small, dedicated team driving these initiatives forward.
Results & ImpactThe redesigned user experience led to several positive outcomes. The streamlined application process resulted in higher completion rates and more consistent data collection. Users found the process easier to navigate, with clear instructions and feedback mechanisms that guided them through each step. The enhanced visual identity resonated strongly with users, creating a more engaging and personalized experience that helped attract and retain high-caliber individuals. These new features, such as the Member Directory and Premium Membership tier, fostered deeper connections among members, leading to increased engagement and satisfaction. The successful rollout of the "Community as a Service" model also positioned Realm for future growth, making it a valuable resource for businesses and individuals in the remote work era.
Key Learnings & Future StepsWhile the redesign was highly successful, there are still areas for improvement. We plan to refine the conclusion of the digital application flow to provide clearer next steps for applicants, helping to reduce any lingering uncertainty. We will also work on better explaining the necessity of scheduled calls during the application process, with clearer communication about their purpose and benefits. Additionally, we aim to review and optimize selectors on the chapter page to further enhance the user experience, ensuring that users can easily navigate and find the content they need.
ConclusionThe comprehensive redesign of Realm’s user experience has successfully addressed the platform’s initial challenges, leading to a more intuitive, personalized, and engaging experience for its members. By streamlining the application process, enhancing the visual identity, and introducing valuable new features, Realm has strengthened its position as a premier network for creative visionaries and professionals. The platform is now well-equipped to continue its growth and serve the evolving needs of its members in the remote work era.