Trove Collective

Trove Collective

Trove Collective

Trove is the social content marketplace of the future where the exchange of ideas, insights, and recommendations thrive.

Brand Strategy

Brand Strategy

Brand Strategy

UX Design

UX Design

UX Design

Digital Production

Digital Production

Digital Production

The Client
The Client

Trove Collective

My Role
My Role
My Role

User Experience Strategist

The Client
The Client

Trove Collective

The Background
The Background
The Background

Trove is a new kind of social microblogging platform—for people who crave curiosity, learning, and meaningful connection. I was brought on as Lead Product Designer focusing on Growth and Brand to shape the onboarding experience for its first MVP release.

The Strategy
The Strategy
The Strategy

In partnership with the CMO and CEO, we developed personas, built a few iterations of onboarding experiences that connect directly to these personas, tested our designs with users to build the ultimate account creation flow for users.

The Challenge
The Challenge
The Challenge

We aimed to create a fast and emotionally engaging flow for first time users during our beta lunch that showcased Trove’s value for intentional creative social media use.

The Outcome
The Outcome
The Outcome

Trove Collective was a success when launched with customers reporting how necessary this type of app was in their creative lives. We saw an 85% conversion rate upon app launch with 1,000+ Trove account registrations within the first month of launch.



Introduction

To really understand Trove’s place in the marketplace, we needed to understand the users it would attract. The CEO and Head of Marketing had conducted one batch of qualitative interviews so I tacked on a few more interviews and synthesized our notes.

I discovered the following key themes about social media usage:

  • Users felt time is productive on social media when the content is educational.

  • Users desire a sense of community with others who share the same interests and curiosities.

  • Users who share content care a lot about reaching people who are interested.

  • Content creators are overwhelmingly motivated by sharing their work more than exploring what others are doing.

Developing Personas

Using prior research and a sprint of moderated qualitative interviews conducted over Zoom, we developed initial personas to help ground our MVP flows and ensure user consistency.


Examining the industry landscape through competitive analysis


Onboarding Explorations

Visual Explorations


Within our onboarding flow, we wanted to create a colorful, engaging experience that accounted for a variety of hobbies and interests since that was a core focus of our offering.



Introduction

To really understand Trove’s place in the marketplace, we needed to understand the users it would attract. The CEO and Head of Marketing had conducted one batch of qualitative interviews so I tacked on a few more interviews and synthesized our notes.

I discovered the following key themes about social media usage:

  • Users felt time is productive on social media when the content is educational.

  • Users desire a sense of community with others who share the same interests and curiosities.

  • Users who share content care a lot about reaching people who are interested.

  • Content creators are overwhelmingly motivated by sharing their work more than exploring what others are doing.

Developing Personas

Using prior research and a sprint of moderated qualitative interviews conducted over Zoom, we developed initial personas to help ground our MVP flows and ensure user consistency.


Examining the industry landscape through competitive analysis


Onboarding Explorations

Visual Explorations


Within our onboarding flow, we wanted to create a colorful, engaging experience that accounted for a variety of hobbies and interests since that was a core focus of our offering.



Introduction

To really understand Trove’s place in the marketplace, we needed to understand the users it would attract. The CEO and Head of Marketing had conducted one batch of qualitative interviews so I tacked on a few more interviews and synthesized our notes.

I discovered the following key themes about social media usage:

  • Users felt time is productive on social media when the content is educational.

  • Users desire a sense of community with others who share the same interests and curiosities.

  • Users who share content care a lot about reaching people who are interested.

  • Content creators are overwhelmingly motivated by sharing their work more than exploring what others are doing.

Developing Personas

Using prior research and a sprint of moderated qualitative interviews conducted over Zoom, we developed initial personas to help ground our MVP flows and ensure user consistency.


Examining the industry landscape through competitive analysis


Onboarding Explorations

Visual Explorations


Within our onboarding flow, we wanted to create a colorful, engaging experience that accounted for a variety of hobbies and interests since that was a core focus of our offering.

Explore past work

Explore past work

Explore past work

See My Work

See My Work

See My Work

See My Work

See My Work

See My Work

Capital One

Capital One

Capital One

User Experience Strategy

User Experience Strategy

User Experience Strategy

Service Design

Service Design

Service Design

Cadenza TV

Cadenza TV

Cadenza TV

Digital Production

Digital Production

Digital Production

User Experience Design

User Experience Design

User Experience Design

Creative Direction

Creative Direction

Creative Direction

Stories On

Stories On

Stories On

Brand Strategy

Brand Strategy

Brand Strategy

Content Production

Content Production

Content Production

Community Design

Community Design

Community Design

Ad Council

Ad Council

Ad Council

Post Production

Post Production

Post Production