I’m a Product Designer based in Stockholm with a passion for product discovery, currently designing experiences at Storytel.

Featured work

List Pages — Delightful and easier experience to discover and interact with books.

ROLE

My role as a Product Designer was to redesign the list page for a more inspiring way users discover content on the platform. In addition to more inspirational discovery, it was also important how easily and quickly users can interact with the content they discover. The goal was to improving the experience that would lead to driving the the proxy metrics. The process started with qualitative research to realise the pain points and user needs and quantitative analysis to understand how users interacted with the old designs.

The redesign of the experience and discovery of new features, were followed by validating the hypotheses through A/B testing with the improvements mentioned below.

Improvements

⬆ x% - Increased Click Through Rate

One of the metrics we wanted to improve with this project was to increase the CTR for content cards in the list. To solve that we did interviews and surveys to understand what were the most important pieces of information that motivate users to explore more about content. With the design changes we A/B tested different iterations to validate our hypothesis and deliver a significant increase in CTR

⬆ x% - Increase in “Add to library”

In addition to adding crucial pieces of information like “Rating and Genre” we also found from user interviews that users would add multiple titles to their library from a list by navigating back and forth. To ensure and validate that this was a common pattern, we confirmed the behaviour by analysing data for the % of users adding multiple titles to their library from a single list. To make this experience easier, we provided users with a direct “Add to library” action in the new design and a significant increase in adding content to library was observed.

Content Pages — Introducing a new design for a simpler and engaging experience.

ROLE

My role as a Product Designer was to redesign the content page for a delightful and simpler experience for users and improve the proxy metrics driving the North Star. The process started with qualitative research to realise the pain points and user needs and quantitative analysis to understand how users interacted with the old designs.

The redesign of the experience and discovery of new features, were followed by validating the hypotheses through A/B testing that lead to the improvements below.

Improvements

⬆ x% - Increase in “Following a series” (Proxy metric - “Belongs to a series” CTR)

With qualitative research it was discovered that users found it very difficult to find if a book belonged to a series, the option was previously was not very clear and by analysing data it was validated that users would start listening from a random part in a series without following a sequence. With the design change for letting users easily find that a book belonged to a series and which part it was, made the experience much easier that significantly increased the number of users navigating to series pages as a proxy to increase in “following a series”.

⬆ x% - Increase in “Add to library”

By analysing data we observed the funnel for highly active users and how they interact with the page before adding a book to their library and found that users with low activity would drop off in a funnel much quickly.

To understand this behaviour and validate our assumptions from data, we did user interviews and surveys to understand the pain points for that user segment. The redesign offered a solution that would help users easily find crucial information about a book to incentivise the decision making process for adding a book to their library. These design changes provided users to easily access the information they needed, which resulted in an increase in “Add to library”

⬆ x% - Increased exploration: Author pages | Narrator pages | Category pages | Rating and reviews | Belong to a series

A higher CTR made the experience for exploring more content related to the books much easier in the app and was observed through a clear increase in metrics.

Podcasts— Introducing support for podcasts.

ROLE

My role as a Product Designer was to design an app wide experience to support podcasts and to seamlessly blend in the new format so that it doesn’t disrupt the experience of exploring and consuming books. The goal was to let users easily identify the new format across the app while ensuring that users do not feel overwhelmed with the new content type.

The design to fully support podcasts was tested through data analysis along side the control to validate that the new experience improved the targets metrics from the hypothesis.

Enhanced Navigation — From Hamburger to Tab Bar Navigation.

ROLE

My role as a Product Designer was to redesign the entire experience for how users navigate between pages on the app. The transition to create a much simpler experience by moving away from the hamburger menu and introducing the tab bar. The process started with qualitative research to realise the pain points and user needs and quantitative analysis to understand how users interacted with the old designs.

The redesign was validated through A/B testing and data analysis to ensure improvements in the target metrics when compared to the control.

Redesigned Player

My role as a Product Designer was to redesign the content page for a delightful and simpler experience for users and improve the proxy metrics driving the North Star. The process started with qualitative research to realise the pain points and user needs and quantitative analysis to understand how users interacted with the old designs.

The redesign of the experience and discovery of new features, were followed by validating the hypotheses through A/B testing that lead to the improvements below.

Improvements

⬆ x% - Increase in “Following a series” (Proxy metric - “Belongs to a series” CTR)

With qualitative research it was discovered that users found it very difficult to find if a book belonged to a series, the option was previously was not very clear and by analysing data it was validated that users would start listening from a random part in a series without following a sequence. With the design change for letting users easily find that a book belonged to a series and which part it was, made the experience much easier that significantly increased the number of users navigating to series pages as a proxy to increase in “following a series”.

⬆ x% - Increase in “Add to library”

By analysing data we observed the funnel for highly active users and how they interact with the page before adding a book to their library and found that users with low activity would drop off in a funnel much quickly.

To understand this behaviour and validate our assumptions from data, we did user interviews and surveys to understand the pain points for that user segment. The redesign offered a solution that would help users easily find crucial information about a book to incentivise the decision making process for adding a book to their library. These design changes provided users to easily access the information they needed, which resulted in an increase in “Add to library”

⬆ x% - Increased exploration: Author pages | Narrator pages | Category pages | Rating and reviews | Belong to a series

A higher CTR made the experience for exploring more content related to the books much easier in the app and was observed through a clear increase in metrics.

Immersive EXPERIEnce - INTRODUCING Trailers for books

My role as a Product Designer was to redesign the content page for a delightful and simpler experience for users and improve the proxy metrics driving the North Star. The process started with qualitative research to realise the pain points and user needs and quantitative analysis to understand how users interacted with the old designs.

The redesign of the experience and discovery of new features, were followed by validating the hypotheses through A/B testing that lead to the improvements below.

Improvements

⬆ x% - Increase in “Following a series” (Proxy metric - “Belongs to a series” CTR)

With qualitative research it was discovered that users found it very difficult to find if a book belonged to a series, the option was previously was not very clear and by analysing data it was validated that users would start listening from a random part in a series without following a sequence. With the design change for letting users easily find that a book belonged to a series and which part it was, made the experience much easier that significantly increased the number of users navigating to series pages as a proxy to increase in “following a series”.

⬆ x% - Increase in “Add to library”

By analysing data we observed the funnel for highly active users and how they interact with the page before adding a book to their library and found that users with low activity would drop off in a funnel much quickly.

To understand this behaviour and validate our assumptions from data, we did user interviews and surveys to understand the pain points for that user segment. The redesign offered a solution that would help users easily find crucial information about a book to incentivise the decision making process for adding a book to their library. These design changes provided users to easily access the information they needed, which resulted in an increase in “Add to library”

⬆ x% - Increased exploration: Author pages | Narrator pages | Category pages | Rating and reviews | Belong to a series

A higher CTR made the experience for exploring more content related to the books much easier in the app and was observed through a clear increase in metrics.