Mobvoi Community Forum Rebuild

Project
Background

Forum is an important scenario in which users are active. A good forum can not only improve users' satisfaction, but also make full use of private domain traffic and reduce advertising costs. The old version of the community forum can not be upgraded due to the use of templates, ignoring the real needs of users, users are brought mixed information and excessive cognitive burden of bad experience. At the same time, The forum did not make good use of the old user's activity and loyalty, to bring traffic to the mall.

Project
Goal

Through the reconstruction of the forum, optimize the process of users' posting and replying, to make it easier for users to get information, Add more operational means, guide users to participate in the form and the mall. Thus, improving user sharing rate and stimulate user growth.

Team
Role

The team including 1 Operation, 2 Marketing, 1 Front-end Engineer, 1 Back-end Engineer, 1 Project Manager and 1 Experience Designer.

Also I acted as a product manager in this project, responsible for optimizing communication requirements and coordinating work of various positions. And responsible for interaction, visual, promote and improve product experience.

Goal

Improve forum
Utilization

Take full advantage of private domain traffic

Commercial value

Reduce advertising costs

Challenge

Getting traffic,
Increase the conversion rate

Increase number of users,
Increase users' willingness to recommend

Goal
Analysis

The basic scheme was from the brainstorming of the team. We only left the base functions to form a MVP version. The remaining functions are scheduled for phase II development.

Problem Analysis

Architectural redundancy, hierarchy is not clear.
Too few interaction with the shop.
Too much invalid entry and invalid information, and can not connect to the background configuration.
Content is not clear.
There's no brand essence.

Problem analysis — multiple forum screenshots

Design Analysis

From the perspective of user's experience process to the analysis of forum function architecture and operation process, we put forward the optimization scheme.

Emphasize conversion related content, remove the subtasks.
Remove invalid information, filtering operation configuration.
Optimizing mall related content, emphasizing the entrance to the events.
Arrange information priority, optimize the visual, remove redundant negative information.

Design analysis — redesigned forum screenshot

Design analysis — information architecture flow

Content Strategy

Based on the general content strategy methodology and user characteristics, the following applicable principles are summarized and the final copy is revised with the assistance of native English speakers.

Copywriting has social features which make the users feel friendly and with good manners.
User name should be consistent.
Concise, purposeful content should be put in the front.
If there are terms, they have to be explained.
Tips can not be more than two lines.
Number emphasized copy should have spaces before and after it. Prompt copy does not need punctuation, except for emphasis.
Same function copywriting grammar has to align with each other.

UI Details

1

The content that is strongly related to traffic and transformation will be highlighted. For example, set a big banner and change the category image to products or lifestyle.

2

Emphasize registration, credits, recommendations, sharing, and putting this module on most pages to add mall conversion.

3

Optimize the information level. Change the post catalogue to the latest post list in home page. Rearrange the post style and add funnel.

4

Simplify information. Remove private messages, final reply content, number of users online, forum members, marked read, etc.

5

Add emotion to the forum. Such as changing the default user profile picture to colored upper case letters to add atmosphere to the forum.