• Expectful: Content Discovery Platform

  • Expectful: Content Discovery Platform

  • Expectful: Content Discovery Platform

Expectful

Expectful

Expectful

Expectful

Expectful

Project Length: 8 months

Project Type: Content Discovery Platform

Expectful: Content Discovery Platform

A subscription-based content website for moms and moms-to-be, delivering 30 pages in 8 months. I led the client through a holistic strategic development of their design that heavily focused on information architecture.

Problem
Expectful was expanding from a single to a multi-service offering. The main goal for the new desktop experience was sign-ups for their freemium product. To achieve this, we were challenged to ensure the user could easily find the content that was most relevant and useful to her, while moving her down the sales funnel.

Research + Analysis
My first step was to identify a list of assumptions, their correlating tensions, and existing research. This set the core research approach:


  • Observational Inquiry - attending a live event to see how users engage with the app

  • Competitive Research - outlined existing content, finding an overwhelming amount of information, but little that was high-quality or scientifically supported

Design
We designed both mobile and desktop wireframes, used an existing atomic design system, and applied visual design to over 30 screens in under 3 months.


For key pages, it was important to create several options for our client. Though the client decided to move forward with one version, this laid the foundation for future A/B testing opportunities.

Research + Analysis
My first step was to identify a list of assumptions, their correlating tensions, and existing research. This set the core research approach:


  • Observational Inquiry - attending a live event to see how users engage with the app

  • Competitive Research - outlined existing content, finding an overwhelming amount of information, but little that was high-quality or scientifically supported

Outcome/Impact
While I would ideally love to have tangible data to provide the project's success, our agency typically concluded engagements after launch. As such, we measured success based on client feedback and ratings.

I was proud to receive a perfect score from our high-achieving client, who had a multitude of experience working with agencies. She applauded my communication skills, ability to guide the team, and attention to detail.

Design
We designed both mobile and desktop wireframes, used an existing atomic design system, and applied visual design to over 30 screens in under 3 months.


For key pages, it was important to create several options for our client. Though the client decided to move forward with one version, this laid the foundation for future A/B testing opportunities.

Outcome/Impact
While I would ideally love to have tangible data to provide the project's success, our agency typically concluded engagements after launch. As such, we measured success based on client feedback and ratings.

I was proud to receive a perfect score from our high-achieving client, who had a multitude of experience working with agencies. She applauded my communication skills, ability to guide the team, and attention to detail.