Creating an Intuitive Experience through UX Research
With a user-centered approach, my goal was to redesign and create an intuitive interface and brand for the Bread & Butter team in order to educate their audience on how to properly utilize and monotize AI in their everyday lives.
B2C Organization
Figma
Framer
Miro
You.com AI
2 months
Challenge
Results
60%
User engagment
25%
Increase in user retention
Anthony Snagg
CEO, Co-founder | Bread & Butter
Connecting with The Community
User Research
Malik, 30
Looking for new Opportunities
Goals: Malik is looking for new opportunities and fresh perspectives to improve his financial situation and lifestyle. He seeks relatable content that humanizes finances, incorporates humor, and provides actionable advice to help him transition into a more fulfilling and financially secure future.
Pain Points: Malik struggles to find content that resonates with his experiences and aspirations. He desires a community of accomplished entrepreneurs who can act as mentors and provide guidance on his journey to success.
Tanya, 26
Go-getter
Goals: Tanya is seeking inspiration and practical advice that resonates with her lifestyle and financial goals. She aspires to break out of the traditional 9 to 5 mold and is eager to learn from people who share similar experiences and backgrounds.
Pain Points: Tanya feels disconnected from the traditional financial industry talk and seeks content that speaks to her in a relatable, engaging, and humorous way. She is looking for a community that understands her journey and aspirations.
Thomas, 38
Trailblazer
Goals: Thomas is eager to explore new possibilities outside the normal 9 to 5 and is attracted to the idea of a different lifestyle. He is looking for a community that understands his journey and can provide valuable mentorship and guidance.
Pain Points: Thomas struggles to find content that speaks to his ambitions and experiences. He seeks a platform that offers a casual, humorous, and engaging approach to finance, as well as a community of entrepreneurs who can inspire him.
What did I learn from the Interviews?
Insight 1
Users prioritize educational, up-to-date content that assists them in generating income and making informed financial decisions.
Insight 2
Users of Bread & Butter seek entrepreneurial content that resonates with their unique experiences and challenges, fostering a sense of community and empowerment among Black, Brown, and other people of color; they crave resources and insights that reflect their diverse perspectives and support their journeys in entrepreneurship.
Insight 3
Users are interested in enhancing their sense of connection within the vibrant entrepreneurial community, underscoring the importance of fostering meaningful interactions.
How might we design an experience that empowers users to access timely, educational content that contributes to their financial success, while fostering a vibrant community of entrepreneurs?
Competitive Analysis
Axios Newsletters
Offers a wide range of newsletters covering business, tech, and current events, targeting a broad audience interested in concise, informative, and well-curated news content.
Audience: Appeals to a diverse audience interested in concise, informative newsletters covering a broad range of topics.
Content: Provides concise, informative newsletters covering a diverse array of topics, appealing to a broad audience.
Monetization: Offers a wide range of newsletters covering business, tech, and current events, targeting a broad audience interested in concise, informative news content.
Homebrew
Homebrew focuses on early-stage venture capital and investing in mission-driven founders at the earliest stages.
Audience: It caters to entrepreneurs and investors interested in startup investments and innovation.
Content: Provides insights and resources for entrepreneurs and investors, targeting a niche audience interested in startup investments.
Monetization: The website focuses on early-stage venture capital and provides insights and resources for entrepreneurs and investors.
Milk Road
Provides a daily crypto newsletter and website that offers tools, analysis, and news to help individuals become more knowledgeable about cryptocurrency.
Audience: Targets crypto enthusiasts and investors seeking valuable insights and updates in the rapidly evolving crypto space.
Content: Focuses specifically on cryptocurrency-related news and analysis, catering to crypto enthusiasts and investors.
Monetization: Provides a daily crypto newsletter and website that offers tools, analysis, and news to help individuals become more knowledgeable about cryptocurrency.
What did I learn from the Competetive Analysis?
Insight 1
Homebrew specifically targets early-stage venture capital and mission-driven founders, emphasizing a hands-on, founder-friendly approach to seed-stage funding and operational expertise.
Insight 2
Axios Newsletters, on the other hand, caters to a broad audience interested in concise, informative content covering various topics such as business, tech, and current events.
Insight 3
Milk Road focuses solely on cryptocurrency-related news and analysis, targeting crypto enthusiasts and investors.
Shaping the Vision
Now that we have the knowledge from our user insights and competeitve analysis, I then began on an iterative design process. Low-fidelity prototypes were created and tested with a select group of subscribers to gather feedback on the proposed changes. This feedback loop allowed for rapid refinement of the user interface and content strategy, ensuring that the design decisions were aligned with the audience's needs and expectations.
Wireframe & Prototype
The home page underwent several changes based on feedback from users and clients. One key adjustment was the placement of the subscribe CTA. Users felt that centering it detracted from the purpose of the hero image, making the layout feel "too cluttered" alongside the topic tags.
We also decided to incorporate a "Bread Winners" circle to foster a stronger sense of community. This feature allowed users to view and celebrate their own accomplishments alongside those of their peers, creating a more personal and engaging experience.
Ultimately, the team at Bread & Butter sought to deepen their connection with users beyond a simple newsletter. I identified the need for a dedicated section to highlight their identity and clearly communicate what their audience could expect. This approach not only enhanced their brand presence but also ensured users felt a meaningful connection, leaving them curious and excited about what they might discover with each visit, thereby reinforcing the value Bread & Butter delivers.
Visual Design & Style Guide
The logo is inspires by a laurel of wheat. Wheat embodies abundance, sustenance, financial security, highlighting the interconnectedness between humans and nature.
The deep black selected for the color palette evokes a sense of financial comfort and tradition. The vibrancy of the warm colors signifies energy, optimism, and an entrepreneurial spirit. Bread & Butter aims for their audience to feel that they have chosen a timeless brand that not only addresses their need for financial security, structure, and education, but also acknowledges their humanity and provides humor so that they feel included in this often segregated space.
Delivering Results
Educational and Up to Date Content
Before
To ensure users feel confident in the most recent information provided, my client initially made all articles visible as soon as visitors arrived on the site in the hero section. Unfortunately, this led to significant visual clutter, which discouraged users from browsing through the content to find topics that interested them personally. Additionally, they hadn't really explained who they are or what sort of content they are providing. So there is no visual interest to entice the user to click.
After
This redesign of the hero section effectively introduces the brand and clarifies its intentions to the user. It also clearly highlights the intended call to action (CTA) and articulates the benefits for users, making it evident why they would want to engage. This method is more strategic in increasing subscribers because it creates an immediate connection between the brand's mission and the needs of the audience, fostering a sense of belonging and urgency that encourages users to take action and subscribe for more valuable content.
Resonates With Their Unique Experiences
Before
Previously, my client believed that showcasing all their engaging articles at once would be the best way to connect with users. While there were some categories available, the limited options often left users scrolling through content in search of something that resonated with their specific needs.
After
In this redesign, there is a clear hierarchy highlighting a featured article, accompanied by tags that indicate the topics it covers, removing the stress of too many choices. This allows users to easily identify content that aligns with their specific interests. Additionally, the section includes various options for previously posted articles, providing users with more choices to explore.
Enhances Their Sense of Connection
Before
Previously, users lacked a genuine sense of connection with their audience. My client created accounts on third-party social media platforms like Twitter or Linkedin, but struggled to maintain consistency in posting and gauge the overall sentiment of their user base.
After
With the "Bread Winner's Circle," everyone in the Bread & Butter user base has the opportunity to witness inspiring achievements from members of their community. This initiative not only motivates them to strive for greater accomplishments but also encourages them to aspire for a feature on the website themselves. As a result, this fosters a strong sense of connection among users, driving their collective ambition to grow and cultivate wealth.
Conclusion & Impact
Bread & Butter witnessed a significant increase in subscriber engagement and retention. The tailored content and improved user experience resonated with the target audience, leading to a 30% increase in subscriber growth within their first quarter. The newsletter also received positive feedback from the audience, indicating a stronger connection and resonance with their needs and interests.