LTK empowers premium lifestyle influencers through tech, growth consulting, brand partnerships & consumer distribution.
As the design director overseeing the LTK app and shopltk.com on the web, my team played a crucial role in this project by conducting thorough and ongoing research, implementing various design iterations, and rigorously testing our solutions. We were also responsible for establishing and maintaining the design system that underpinned the entire platform.
CASE STUDY
Home feed evolution
Goals
Understand the pain points of shoppers thoroughly to provide tailored solutions. Validate assumptions underpinning the current home feed for improved efficiency. Develop and test rapid A/B experiments to enhance the user experience. Distinguish user preferences between seeking discovery and seeking entertainment in their interactions with the home feed.
Research conducted on existing design
An heuristic evaluation of the existing experience was conducted, which involved a thorough assessment of the current system's usability, this provided valuable insights.
Qualitative and quantitative user research was performed. User interviews, surveys, and usability testing, enhanced our understanding of the users' needs and pain points.
We also leveraged an internal benchmark study and its findings can help us identify areas for improvement and set realistic goals for the project.
Design
We developed two distinct design directions based on the research findings. The first direction featured a 2-column layout resembling the current design, while the second direction adopted a single-column layout with additional user information. This approach aligned more closely with the insights gathered during the discovery and research phase.
Design Direction 1
