Freespoke
Freespoke
How a research-driven redesign improved engagement by 45% and reduced bounce rate by 58%.
How a research-driven redesign improved engagement by 45% and reduced bounce rate by 58%.
Role
Role
Product Design
UX Research
Product Design
UX Research
company
company
Freespoke
Freespoke
Stakeholders
Stakeholders
CEO & COO
Engineering
Product
Analytics
Marketing
Revenue
CEO & COO
Engineering
Product
Analytics
Marketing
Revenue
Platform
iOS
Android
Recognition
🏆
London Design Awards: UX Design - Travel & Culture
🏆
UX Design Awards Nominee
🏆
Interaction Awards Nominee
Tools
UserInterviews
Mailchimp
Figma
PROJECT SUMMARY
PROJECT SUMMARY
Context
Context
Freespoke is a privacy-focused search engine and news aggregator committed to showing all sides of the news cycle by labeling sources based on political leaning.
After launching a new mobile app design, Freespoke saw growing dissatisfaction from loyal users and low retention among first-time users, despite strong download numbers. I led an end-to-end redesign to diagnose what went wrong and rebuild a clearer, more intuitive mobile experience.
Solo female travel is booming, but resources in the market space still do not reflect that. Working to create a more progressive and equitable travel industry, I explored how to connect and serve the vulnerable community of solo female travelers while still maintaining the magic of their experiences.
Watch my 6 minute presentation here!
The Problem
The Problem
Despite good intentions, Freespoke had fallen into a common product trap: trying to do too much at once.
In addition to being both a search engine and news aggregator, the app also included:
An election portal
A Shop USA marketplace
While each feature made sense in isolation, together they diluted the core experience and obscured Freespoke’s primary value.
At the same time:
Loyal users reported the new app was harder to use
The homepage had drifted from the design that originally engaged users
First-time users were not returning, suggesting a mismatch between expectations and execution
Despite good intentions, Freespoke had fallen into a common product trap: trying to do too much at once.
In addition to being both a search engine and news aggregator, the app also included:
An election portal
A Shop USA marketplace
While each feature made sense in isolation, together they diluted the core experience and obscured Freespoke’s primary value.
At the same time:
Loyal users reported the new app was harder to use
The homepage had drifted from the design that originally engaged users
First-time users were not returning, suggesting a mismatch between expectations and execution
Role
Product Design
UX Research
Visual Design
Prototyping
company
Nomadic Matt
Stakeholder
Director of Community
Recognition
🏆
London Design Awards: UX Design - Travel & Culture
🏆
UX Design Awards Nominee
🏆
Interaction Awards Nominee
With women traveling alone more than ever...
With women traveling alone more than ever...
How might we help bolster solo female travelers' confidence by providing safety measures when alone in a new region?
How might we help bolster solo female travelers' confidence by providing safety measures when alone in a new region?
The Solution
The Solution
A Community-Generate Toolkit & Connection App
A Community-Generate Toolkit & Connection App
A Community-Generate Toolkit & Connection App
Solo Sisters is centered on intersectional feminism, made for anyone who identifies as a woman, and provides the resources and knowledge to navigate the nuances of adventuring on your own. The platform is an international Sisterhood of solo female travelers, whether they’re out exploring the world or back at home.
Solo Sisters is centered on intersectional feminism, made for anyone who identifies as a woman, and provides the resources and knowledge to navigate the nuances of adventuring on your own. The platform is an international Sisterhood of solo female travelers, whether they’re out exploring the world or back at home.
Engage with locals
The approach
The approach
The Impact
The Impact
Within the first month post-launch, the redesign improved usability, restored user confidence, and aligned the mobile experience with Freespoke’s mission.
58%
reduction in new-user bounce rate
58%
reduction in new-user bounce rate
45%
increase in first-time visit duration
45%
increase in first-time visit duration
Discovery
Discovery
The Opportunity
The Opportunity
Challenges aside, solo female travel is absolutely booming–with such eye-catching statistics as these.
Challenges aside, solo female travel is absolutely booming–with such eye-catching statistics as these.
Interviewing & Testing with Diverse Groups of Women
Interviewing & Testing with Diverse Groups of Women
Over the first few months of research, I interviewed 16 women–10 women who have traveler solo before, and 6 women who have never traveled solo before.
Over the first few months of research, I interviewed 16 women–10 women who have traveler solo before, and 6 women who have never traveled solo before.
Competitive Landscape
Competitive Landscape
While there wasn't a wide array of female-focused travel resources, I made a point to find products solo female travelers were using or would be of use to them.
While there wasn't a wide array of female-focused travel resources, I made a point to find products solo female travelers were using or would be of use to them.
Identifying Assumptions
Identifying Assumptions
Early on, I laid out all of the assumptions I had about this problem space; the subgroups being Social, Safety, and Choosing a Destination.
Early on, I laid out all of the assumptions I had about this problem space; the subgroups being Social, Safety, and Choosing a Destination.
Early on, I laid out all of the assumptions I had about this problem space; the subgroups being Social, Safety, and Choosing a Destination.
I then went on to plot my assumptions—the x axis ranging from “unknown” to “known”, and the y, being how low or high risk it is—is this an important assumption to test? Test the high risk, unknown ones.
I then went on to plot my assumptions—the x axis ranging from “unknown” to “known”, and the y, being how low or high risk it is—is this an important assumption to test? Test the high risk, unknown ones.
Synthesis
Synthesis
Home page: Testing Design Concepts
Home page: Testing Design Concepts
1
1
Trending News
Trending News
2
2
Bookmarks
Bookmarks
3
3
Extra Pathways
Extra Pathways
4
4
Minimalist
Minimalist
5
5
Pathways + Graphic
Pathways + Graphic
6
6
Pathways + Newsfeed
Pathways + Newsfeed
Persona Spectrum
Persona Spectrum
ideate
ideate
Experiment 2: Safety
Experiment 2: Safety
For the second prototype, I attempted to tackle the issue of safety. The second screen shows “Safety points” which are designated locations to find solace. I also explored the idea of providing travelers “Safe paths”, as well as more wider locations of “Safe Zones.”
For the second prototype, I attempted to tackle the issue of safety. The second screen shows “Safety points” which are designated locations to find solace. I also explored the idea of providing travelers “Safe paths”, as well as more wider locations of “Safe Zones.”
synthesis
synthesis
Experiment 2: Learnings
Experiment 2: Learnings
This prototype went over really poorly. I ran up against questions of data and tech viability issues, but worse than that, I was butting heads with some ethical design issues that could result in racial bias, harassment, and surveillance.
This prototype went over really poorly. I ran up against questions of data and tech viability issues, but worse than that, I was butting heads with some ethical design issues that could result in racial bias, harassment, and surveillance.
Ethical issues of safety & trust
Ethical issues of safety & trust
Questions of data and tech viability
Questions of data and tech viability
design exploration
design exploration
Information Architecture & Wireframing
Information Architecture & Wireframing
synthesis
synthesis
Testing with Users
Testing with Users
The approach to testing was intentional with guidelines and questions intact; yet loose enough to garner unexpected feedback because it was not a task-oriented script.
The approach to testing was intentional with guidelines and questions intact; yet loose enough to garner unexpected feedback because it was not a task-oriented script.
Final designs
Final designs
Visual Identity
Visual Identity
The finished visual identity was made to feel magical, yet approachable.
The finished visual identity was made to feel magical, yet approachable.
