Social channel

Bringing social channels into our SMS-focused platform is a big move.

One challenge we're facing is getting our current users on board, as they're used to SMS.

At the same time, we've got to welcome new users who are more into social media. It's like juggling different preferences and habits to make sure everyone feels comfortable and satisfied with the changes.

Company

Sinch AB

Role

Designer of Connectivity, the team that owns social channels

Responsibilities

Redesign the current flow under a new self-service approach and introduce marketing strategies

Year

2024

Wireframes

Paywall design

Available channel and Channel page detail

Company

Sinch is a global cloud communications company known for its innovative solutions in messaging, voice, video, and verification services, helping businesses improve customer engagement worldwide.

Problem

The challenge is to integrate social channels into our platform, addressing the differing mental models of colleagues and our SMS-based user pool, primarily in the US and Australia. Additionally, aligning remote work practices between Europe and Australia adds complexity to this effort

Process

In response to evolving user needs and market trends, our platform is embarking on two significant enhancements: the introduction of a paywall flow for adding social channels as add-on features and the integration of engaging marketing content into detail pages. These parallel initiatives aim to enrich the user experience, broaden platform capabilities, and drive user engagement.

The first process centers around the implementation of a paywall, ensuring that users can seamlessly access premium social channels while maintaining a user-centric approach. The second process focuses on strategically incorporating marketing content into detail pages, enhancing user interactions and information delivery.

Paywall process

Define Goals and Objectives:

Clearly define the goals for implementing the paywall flow.
Set specific success metrics for measuring conversions and user satisfaction.
Question on why the Add-on feature is needed.

Research and Analysis:

Understand user expectations and pain points related to the paywall flow. Specially related to Australian user expectations.

Prototyping:

Build interactive prototypes that demonstrate the user experience of the paywall.

Usability Testing:

Conduct usability testing with real users coming from Australia and US to gather feedback on the understanding of the information contained in the paywall.

Marketing content process:

Define Goals and Objectives:

Clearly define the goals for incorporating marketing content into detail pages and consequences for the future of team responsibilities.
Set specific success metrics for measuring user engagement with the content.

Research and Analysis:

Research marketing content from social channels - b2b focus
Work with 3 kind of mental models:
- The fast reader - reading information fast and moving on in the flow
- The Scrutiny - reading every footnote and taking time to move on
- The confused one - The user that does not have the previous knowledge to understand.

Ideation and Content Planning:

Brainstorm ideas for presenting marketing content effectively on detail pages.
Plan the type of content, such as infographics, or articles, and their placement.

Prototyping:

Create prototypes that showcase how marketing content will be integrated into detail pages.
Internally test these prototypes to identify copy and content issues.
Conduct usability testing with internal users to gather feedback on the marketing content integration.
Iterate on the designs based on user feedback.

8. Development and Implementation (in progress):

Collaborate with developers to implement the marketing content designs and functionality on detail pages.

Insights

Paywall Implementation:

Simplicity and Clarity: Prioritize simplicity in paywall design and use clear, concise copy. Ensure users quickly understand the value of subscribing without confusion or complexity.

Compelling Messaging: Craft compelling messaging that highlights the benefits of premium social channels, encouraging users to subscribe without overwhelming them with details.

Transparency: Communicate transparently about paywall access, informing users upfront about what's free and what's behind the paywall. Avoid jargon and use user-friendly language.

Marketing Content Integration Insights:

Content Relevance: Serve marketing content that aligns with the interests of 'The Fast Reader,' 'The Scrutiny,' and 'The Confused One' to maximize engagement.

Visual Hierarchy: Design the user interface to accommodate different reading styles, ensuring that important information is easily accessible for 'The Confused One,' while not overwhelming 'The Fast Reader' or 'The Scrutiny.'