Redesigning the Campaign Page
Indiegogo's campaign pages are where entrepreneurs showcase their ideas to potential backers, driving 80% of platform traffic. However, despite mobile users representing 60% of visitors, the mobile experience had never been optimized, resulting in conversion rates 20-30% lower than desktop.
- Role
- Senior Product Designer (IC)
- Challenge
Redesign the campaign page to align with a new design system and improving mobile conversion rates.
- Contribution
Led comprehensive usability research and data analysis to identify key friction points. Established clear design principles based on persona insights. Created a mobile-first information architecture that balanced risk assessment with perk selection. Developed and tested interactive prototypes with users to validate solutions.
- Impact
Exceeded goals with a 25% increase in desktop conversion and 9% increase in mobile conversion. Navigation engagement improved 200%, page speed increased 30%, and the project successfully piloted the front-end migration from Angular to Vue.