theSkimm
/
PRODUCT DESIGN
/
UX/UI
/
INFORMATION ARCHITECTURE
Skimm Next
An MVP that empowers women to solve problems one step at a time
THE TEAM & PROJECT LENGTH /
Product managers (x2), product designers (x2 👋), engineers (x3), content writers, UX research & data (x1), brand designers (x3)
BACKGROUND /
Launch a product that alleviates the stress and overwhelm of millennial women, empowering them to solve their problems one step at a time. From theSkimm's State of Women 2023 report:
95% agree being a woman in today’s world is complex
94% agree ‘I am actively seeking ways to build the life I want to live’
80% millennial women said they want brands to provide women with functional support to get through the demands of their lives
Business goal & OKR /
Skimm Beta solves problems that keep her up at night.
20% of WAU to return within a 7-day period
60% of MAU complete 1+ more steps in a single guide within a month
COURSE OF ACTION /
Research topics that keep her up at night
Vision sprint and prototyping
Refine core experience from macro to micro
Habit loop building
User experience research throughout process
What keeps her up at night? /
Through a quantitative survey sent to the Dailly Skimm's mailing list, we were able to collect topics that stress millennial women that theSkimm could help contextualize and solve for them.
Vision mapping & concepting /
I played a huge role in leading brainstorms that inspired the many features that went into designing an aspirational product. Together, we aimed to would alleviate the stress that millennial women face everyday.
By working together with the UX research lead, we moderated interviews with Skimm'rs to get their feedback on the app. The insights would inform the next steps to designing the MVP.
THE CORE EXPERIENCE /
With the products managers, we came up the three areas we'd like to tackle when developing the MVP and then prioritized the features that would be foundational to measure success.
evolution of the core experience /
The iterations below show a natural progression to get to a simplified user flow. Initially, the core experience was in a playlist layout, which heavily relied on the user to explore the listed content — thus, it was hard for the user to successfully complete her job-to-be-done.
I was a huge advocate on a linear list of tasks, no more than 12-15 — keeping true to the product vision of not overwhelming her as she solves her life problems.
iterations of content design /
As per the name theSkimm, we went through variations for the best way to present content as brief and digestible as possible, leaning in more visual than written, more interactive than passive.
Return tactics /
Coming soon tiles
Saving items
building a system /
