Gladly platform redesign

Overview

Gladly's New Pivot Strategy for Creator Monetization. Gladly empowers creators to monetize their knowledge and expertise through offerings such as consultations, workshops, and digital products.

Role
UX/UI Designer
User Research, Interaction, Visual design, Prototyping & Testing

Tools
Figma, FigJam, Miro

Overview:

Gladly, originally a platform for anyone looking to start a side hustle, has strategically pivoted to serve nano influencers (creators with 100–10,000 followers) in the creator economy. By focusing on direct-to-audience (DTA) services, Gladly empowers creators to monetize their knowledge and expertise through offerings such as consultations, workshops, and digital products. This pivot aims to help creators build sustainable income streams while fostering deeper connections with their audience.

The shift required an app and website redesign to align with this refined focus, incorporating detailed onboarding and promotional features that resonate with its target audience. The redesign process was carried out collaboratively with a team of UX/UI designers, developers, and co-founders, resulting in a 20% increase in user engagement and acquisition, marking the pivot as a significant success.

The Problem:

Gladly’s previous broad approach didn’t resonate with a specific audience, leading to high dropout rates and a lack of engagement. This highlighted the need for clearer positioning in the growing creator economy. With more creators seeking to directly monetize their expertise, the platform was not effectively addressing their unique challenges in turning knowledge into a paid service or finding the right product-market fit.

Double Diamond Approach

The Process:

The Double Diamond framework guided the redesign of Gladly, offering a structured approach to addressing the platform’s challenges. We divided the project into key phases, each focused on steps that aligned with our goal of creating a more tailored experience for nano influencers. This iterative process encouraged team collaboration and enabled continuous learning and refinement. By setting clear goals and milestones for each sprint, we adopted an agile methodology, allowing us to quickly prototype and test solutions. This approach enabled us to rapidly test and refine design solutions, ensuring that the final product effectively met the needs of our users.

1. Discover

Challenge Identification:
The platform was initially too broad, targeting a general audience seeking flexible income opportunities. This diluted its appeal, particularly in a rapidly growing creator economy, where more niche-focused platforms were gaining traction.

Research:

  • Conducted user interviews to understand the pain points of nano influencers (100–10,000 followers).

  • Analyzed market trends in the creator economy to identify gaps in direct monetization tools.

  • Competitor analysis revealed that many platforms emphasized advertising and sponsorships rather than direct-to-audience services.

Research on similar platforms

Insights Gathered:

  • Nano influencers needed tools to directly monetize their expertise and engage with their audience more personally.

  • The onboarding process was too generic, failing to highlight the platform's potential for creators to package and sell their knowledge.

2. Define

 Problem Statement:
How can Gladly reposition itself to effectively serve nano influencers by providing tools for monetizing knowledge while ensuring an onboarding experience that attracts and retains these users?

Goals:

  1. Create a seamless onboarding process tailored to nano influencers.

  2. Highlight direct-to-audience service creation as the core value proposition.

  3. Redesign the app and website to reflect the refined focus and improve user engagement

3. Develop

Collaborative Design Approach:

Onboarding Redesign

Collaborated closely with the UX/UI designer to develop a more detailed onboarding process tailored specifically for creators.

·      Included options to identify whether the user is a service creator or making a booking, providing a personalized experience based on their choice.

·      Added a section for service creators to select a service category, along with suggested example services to guide them and provide direction.

App Redesign:

  • Enhanced navigation to streamline the service creation process.

  • Worked with developers and co-founders to ensure the seamless implementation of key features, such as automated bookings, payment management, and integration with platforms like Linktree and social media channels, ensuring a smooth and efficient user experience.

Website Revamp:

  • Redesigned the website to clearly communicate Gladly's refined focus on empowering creators with tools for direct monetization.

  • Developed dedicated sections highlighting key features, including service categories, the process of creating services, and smart guides.

  • Incorporated instructions for using Gladly effectively and promoting services on social media, ensuring users could easily navigate the platform and maximize their monetization potential.

Testing and Iteration:

  • Conducted usability testing with users.

  • Iterated based on feedback to simplify navigation, improve clarity, and enhance visual appeal.

4. Deliver

Final Outcomes:

  • Redesigned App with a Focus on Onboarding Experience:
    The onboarding process was tailored to nano influencers, with a screen prompting new users to choose whether they want to create a service or book one. Personalized next steps were provided based on their choice, such as offering service creators options to select a category and examples of services they could provide.

  • Refined Service Creation Page:
    The service creation page was redesigned for better usability, making it easier for creators to navigate and set up their services.

  • Refreshed Website:
    The website was updated to align with the platform’s pivot, clearly communicating Gladly's role in the creator economy and its focus on direct-to-audience services.

  • Improved Promotional Features:
    New promotional features were integrated, including the ability to add service links to social profiles, making it easier for creators to promote their services directly to their audience.

Results:

  • 20% increase in user engagement and acquisition: The onboarding redesign and targeted messaging resonated with nano influencers, leading to a measurable uptick in new users.

  • Positive User Feedback: Testing revealed higher satisfaction levels among creators, who found the platform easier to use and more aligned with their needs.

Conclusion

The pivot to serving nano influencers required a strategic redesign of Gladly’s app and website, guided by the Double Diamond approach. By focusing on user needs, iterating designs based on feedback, and collaborating across teams, we were able to achieve a 20% increase in user engagement. This pivot helped Gladly create a more targeted and relevant platform for creators to monetize their skills, resulting in better user acquisition and satisfaction. The redesigned onboarding process, improved service creation tools, and enhanced promotional features allowed creators to better connect with their audiences, ultimately strengthening Gladly's position within the creator economy.