Redesigning ChatOn's Home and Navigation
with a Fresh Perspective


Project Overview

I joined ChatOn as a consultant to bring fresh ideas to improve user engagement, navigation clarity, and subscription conversions. My focus was optimizing the home screen and navigation flow alongside the in-house team.


Problem Statement

Despite having a functional and visually appealing interface, the team identified key areas for improvement:

  1. Low Conversion Rates for premium subscriptions.
  2. Overwhelming Navigation that made it difficult for users to discover tools effectively.
  3. Generic User Experience, with little personalization to encourage long-term engagement.
Impact
Initial Audit & Insights
When I joined the project, the first step was to assess the current design and identify opportunities for improvement. After conducting usability tests and analyzing user behavior, a few patterns emerged:

  • Premium Features Were Buried: Many users didn’t even realize premium tools existed, as they were mixed in with free options.
  • Navigation Felt Cluttered: Users reported feeling lost or overwhelmed due to the lack of clear structure.
  • No Personalization: Generic task recommendations made the experience feel impersonal and less engaging.
Final Deliverables
The process
  • Subscription conversions increased by 17%.
  • Engagement with tasks improved by 31%.
  • User satisfaction scores rose by 26%, reflecting the success of a collaborative, user-first approach.
A Restructured Home Screen:

  • Premium tools prominently displayed at the top, with a crown icon to indicate exclusivity.
  • Tools grouped into clear, intuitive sections for easier navigation.

Personalized Tasks:
  • Tasks dynamically tailored to user preferences based on engagement patterns, ensuring relevance and increasing interaction.

Engaging Microcopy:
  • Conversational prompts like “Give me a step-by-step plan to get rich 💰” added personality and encouraged interaction.
Through collaboration, iteration, and user-centered design, we delivered:
1) Aligning Stakeholder Expectations:

  • Challenge: The team was divided on whether premium features should take center stage. Some stakeholders worried it might alienate free users, while others pushed for making them more prominent.

  • Solution: We tested various approaches, eventually landing on a balanced design that used subtle cues like a crown icon and clear separation to highlight premium tools without overwhelming the overall experience.

2) Reaching Consensus on Navigation Structure:

  • Challenge: With so many features available, the team initially disagreed on how best to group and prioritize tools. Should we organize them by purpose, popularity, or user behavior?

  • Solution: We conducted collaborative workshops and user research, ultimately settling on a structure that divided tasks into “Get Help with Any Task” and “Quick Answers,” which tested best for usability and clarity.