Realm

A Private Social and Professional Network

Role: UX, UI Designer
Timeline: 2024
Tools: Content Inventory, Heuristic Evaluation, Market & Competitor Research, High-fidelity Prototypes, Visual Design, User Testing, Product Design

OverviewIn today's digital age, fostering meaningful connections among like-minded individuals is essential, especially for high-caliber creative professionals. Realm, a private social and professional network, was founded in New York City in 2022 as a small WhatsApp group. It quickly grew into a global network with over 1000 members. This case study explores how we enhanced Realm’s user experience by improving its digital processes, such as the application and referral flows, to ensure that members can connect and engage seamlessly.

Realm WhatsApps existing groups

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.

Market & Competitor Research Key Insights

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.

Creative Visionary Connector Archetype

Realm Member Profile

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.

Challenges and Long-term Vision

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.

Herustic Evaluation Process in FigJam

Heruistic Key Insights Analysis

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.

Heruistic Analysis — Design

Additionally, some fields lacked clear guidance, such as the phone number input, which simply read "include country code" without providing an example or format suggestion. This ambiguity led to user errors and data inconsistencies.

Heruistic Analysis — Format

Another issue was the inconsistency in the name fields, where users were left unsure whether to input their full name or just a first name. This lack of clarity caused further data problems, especially in fields where specific information was required.

Heruistic Analysis — Format

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.

Heruistic Analysis — Information / Expected Knowledge

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.

Solution Details

High Fidelity Prototype

To address the lack of personalization, we enhanced the platform’s visual language, giving Realm a unique character and voice that resonated with its target audience. This included a more sophisticated color palette, refined typography, and a tone that emphasized exclusivity and creativity.

Current Landing Page & Members Area

Moodboard

Style Tile

These changes aimed to create an inviting space where applicants felt comfortable sharing their stories. Additionally, we improved the data collection process by refining
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.

Current Business Setup

Prioritization and Scope

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.

Next Steps

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.

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