Haggadot.com

Case Study

How I helped improve the user experience of a one
of a kind digital resource for the Jewish community

How I helped improve the user experience of a one of a kind digital resource for the Jewish community

Half book

Project Brief

The Haggadah (plural: Haggadot) is book of stories that depict the Jewish exodus from Egypt and is read during Passover, the most widely-celebrated Jewish holiday. Haggadot.com features thousands of pages of user-generated content from Jews of all backgrounds, and a free tool for users to create a custom Haggadah that is more fun, modern and meaningful to them.

With Passover fast approaching, Haggadot.com approached me with two primary objectives: to enhance the functionality and usability of the site, and to promote Jewish traditions in a digital age.

My Role

Responsible for the new
user-experience strategy and design of their new website. Utilized an iterative and lean approach, focused on solving business challenges. I worked alongside the founder, a senior Art Director who focused on the aesthetics design of the final user-interface.

haggadot.com
haggadot.com

Screenshots from the existing website – our main reference for baseline and quantitative analysis

CHALLENGES

The existing Haggadot.com website had high traffic, but was in need of an updated strategy and new user experience design to retain users each year. Working with the client, we identified the most pressing challenges on the current site.

exit

Users were visiting the site but were not registering for the service

exit

Users were not using key functionality of the online Haggadah-building tool

RESEARCH

MINIMIZE THE BAD, AMPLIFY THE GOOD

Focusing on goals and not features, we identified scenarios that would provide the most value to the user and that would best address our challenges. Improving the experience of these key scenarios was the main focus of my user research.

User Onboarding

Our first goal was to improve the overall onboarding experience for new visitors to Haggadot.com, so they would be more likely to understand, adopt and consistently use our service based on their initial interaction.

Haggadah Creation

As the only website currently offering a custom Haggadah builder, our second goal was to analyze and improve the core features that users valued the most, and would sustain the high demand for this service.

Adding Content

Haggadot.com thrives on user generated content, and so our third goal was to ensure that contributors would easily be able to add new content to share with friends and the Haggadot.com community.

WHAT'S WORKING—WHAT ISN’T?

In order to understand how successful the current scenarios were, I conducted a baseline evaluation with existing and potential users. The goal was to understand how users interacted with core features of the service, and to identify areas that needed improvement. This study provided insights into where and how we should focus the UX redesign. To better understand our users, I conducted contextual interviews to determine how and why users valued the service.

21

USABILITY SESSIONS

14

CONTEXTUAL INTERVIEWS

haggadot.com

INTERPRETING DATA

LEARNING FROM OUR USERS

As a result of baseline testing the existing site and contextual interviews, I was able to better understand my users, what they valued and how they interacted with the service. Data and feedback collected from users helped to illustrate what was successful and key challenges users faced while attempting our scenarios.

High Drop Offs

  • Users frequently dropped off the site when attempting to create their Haggadah
  • Difficulty onboarding new users
  • High Bounce Backs

  • New users frequently bounced back
  • Users struggled to understand the core services Haggadot offers
  • High Time on Task

  • Users struggled to execute key tasks necessary to complete core scenarios
  • Executing core scenarios required a high amount of clicks from our users
  • High User Value

  • I validated users valued our core features
  • New Jewish users were very likley to use this service on a seasonal basis
  • High Organic Rankings

  • Large amount of user generated content
  • High organic traffic as a result of individual clip page rankings
  • Faithful User Base

  • Repeat seasonal user base
  • No competitors for the service
  • FINDING SOLUTIONS

    FAILING FAST, LEARNING EARLY

    After identifying successes and challenges on the existing Haggadot.com site, I began to iteratively develop wireframes and prototypes to test updated flows for the the three main scenarios. The goal was to determine if we improved the usability of core scenarious.

    MAPPING NEW USER FLOWS

    To address UX issues on the current site, I architected new user flows for the core scenarios. The goals of the new flows were to improve the user experience by lowering the click rates required to fulfill the scenarios, and to address issues identified through qualitative and quantitative analysis of the existing service.

    Wireframe Concepts

    With the new user scenario flows, I sketched paper wireframes to determine if what I architected would actually improve the user experience. I created the minimum viable product (MVP) necessary to validate the new flows and structure.

    Scans of my initial wireframe concepts – my main reference for validating the new UX and flow

    iterative digital prototypes

    Creating and iterating on digital prototypes allowed me to work through various configurations of the user interface, and also helped to illustrate different ways the user experience and content could be integrated for a more intuitive experience.

    Digital wireframe concepts – my main reference for validating the usability of the new prototype

    usability testing

    Before investing resources into building a higher fidelity version of my MVP, I conducted various cheap and effective usability tests with the prototypes to determine if what I had created thus far actually improved the user experience of our core scenarios.

    Five Second Test

    User Onboarding

    78%

    RECOGNITION

    I conducted a five second test on usabilityhub.com. to test if my design resonated with real users and if they could quickly understand the core service Haggadot provides

    Five Second Test

    A/B Testing

    User Onboarding

    95%

    SUCCESS RATE

    With a digital wireframe of the homepage designed by the client, we conducted A/B tests against the current site to see which users preferred.

    VIEW A/B Test

    Remote User Testing

    User Onboarding

    17

    USERS TESTED

    Moderated remote usability testing was performed with internal stakeholders and legacy users. The goal was to determine the usability of our updated scenarios, and pivot if necessary.

    VIEW PROTOTYPE

    INTERACTIVE PROTOTYPES

    After refining digital prototypes and addressing issues identified by testing participants, I developed interactive prototype for the next stage of user testing. My goal was to determine the likeliness our new user-experience designs would improve business user-challenges prior to committing development resources.

    User Onboarding

    Increasing user sign-ups was one of the main objectives of the redesign. Creating an interactive prototype was essential to validate improvements to the user’s ability to sign up and create their first Haggadah.

    Haggadah Creation

    After analyzing the existing site, I architected a simpler way to create a Haggadah, focusing on improving the overall user-experience and addressing issues identified through previous qualitative and quantitative user tests.

    Haggadah Creation

    After analyzing the existing site, I architected a simpler way to create a Haggadah, focusing on improving the overall user-experience and addressing issues identified through previous qualitative and quantitative user tests.

    Adding Content

    Creating an interactive prototype that allowed us to measure users’ ability to create, edit, delete and share content was an important tool in determining the improved likelihood of success prior to committing time and money to building out features.

    Validating Solutions

    To validate our product has a better chance at solving business challenges, I collected data to measure against defined goals and KPIs. We also learned about opportunities for future enhancements and ways that the site could grow to be even more valuable.

    • Time On Task
    • Pass/Fail Rates
    • A/B Testing
    • User Frustration

    Impact

    341,200 NEW USER LOGINS

    The project is yet to be completed. Learning has only begun—we are constantly seeking to improve the value of our service by constantly evaluating the impact our work is having on our users. We are constantly seeking to validate new hypothesis. There isn’t a plan, simply a strategy based on science—we can’t predict user activity, we can only re-act to it.

    New user acquisition grew by 315% ninety days post deployment

    User bounce back rates have decreased 21.52%

    Average page views have increased 334.68% since deployment