Redbubble Creator Tools

Providing artists with a more seamless workflow to increase UCG (user-generated content) on the platform

Redbubble Creator Tools — Providing artists with a more seamless workflow to increase UCG (user-generated content) on the platform.

Redbubble Creator Tools — Providing artists with a more seamless workflow to increase UCG (user-generated content) on the platform.

OVERVIEW

Since 2006, Redbubble has given independent artists a meaningful way to sell their creations through a print-on-demand business model. As an active Redbubble artist, I was inspired to redesign the current workflow meet user needs such as efficiency and community on the digital platform. I gained valuable practice from applying user-centered design methods in this deep dive of a real problem.

ROLE

Product Designer

Product

Designer

Product

Designer

TIMELINE

December 2022

(3 Weeks)

Dec. 2022

(3 Weeks)

Dec. 2022

(3 Weeks)

SKILLS

Product Design

Comp. Analysis

Mobile-First Design

User Interviews

TEAM

Solo

SKILLS

Product Design

Competitive Analysis

Mobile-First Design

User Interviews

Product Design

Comp. Analysis

Mobile-First Design

User Interviews

TEAM

Solo

BACKGROUND

BACKGROUND

BACKGROUND

The company

The company

The company

Redbubble is the go-to online art marketplace for independent artists who want to sell their art on real products—without the hassle of handling shipping. It's provided me with a way for me to share cute animal illustrations with sticker/animal lovers around the world for five years and counting.

Print-on-demand marketplace

Selling as @Littlemandyart

Problem overview

Problem overview

Problem overview

After publishing more than 100 designs, I questioned how the company could possibly streamline their repetitive creation process to take less time. I conducted background research on Redbubble's business goals, confirming the need to provide users with rapid content creation in the first place. I also conducted user research revealing universal pain points in the content creation workflow.

Solution overview

Solution overview

Solution overview

I dissected the existing creation workflow into two separate workflows for uploading a design and managing existing designs. Then, I prototyped the experiences using a mobile-first approach. This redesign yielded a 40% decrease in interruption rate for publishing a work and a 1:1 collaboration opportunity with a product manager at Redbubble.

USER RESEARCH

USER RESEARCH

USER RESEARCH

Qualitative secondary research

Qualitative secondary research

Qualitative secondary research

To start, I did a deep dive into Redbubble's 2022 Annual Report. I learned more about their core business model: artists produce content (UGC) to drive a cycle that mutually benefits stakeholders including artists, customers, and the company.

The RB Group Flywheel benefits users who have mobility impairments, large fingers, low vision, only one hand free, or may be exposed to shaking on public transportation

Quantitative
secondary research

Quantitative
secondary research

Quantitative
secondary research

I also found data illustrating Redbubble's leading position in the print-on-demand retail industry and a user preference for mobile vs. desktop.

809K

809K

809K

Selling artists

Selling artists

Selling artists

8.3M

8.3M

8.3M

Unique customers
#1 in POD

Unique customers
#1 in POD

Unique customers
#1 in POD

60

60

60


%


%


%

Sales on mobile

Sales on mobile

Sales on mobile

USER INTERVIEWS

USER INTERVIEWS

USER INTERVIEWS

Hearing the Redbubble Community

Hearing the Redbubble Community

Hearing the Redbubble Community

Once it was clear that Redbubble and I shared similar visions of supporting rapid deliver value through an improved artist content creation experience, I recruited 5 Redbubble Artists for user interviews. In these virtual task-based interviews, I sought to understand each artist's pain points in the use case of uploading and managing designs.

Overview of interview

Recruitment + Data Analysis

Recruiting a range of beginner to high-earning artists via Instagram, chatting with @AndrewAPicture, organizing interview data in Google Spreadsheets

USER INSIGHTS

USER INSIGHTS

USER INSIGHTS

A need for seamless creation

A need for seamless creation

A need for seamless creation

Using qualitative coding, I translated the artists' expressed needs into actionable insights.

(Tool) Thematic analysis using Dovetail, (Source) Diagram from userinterviews.com

USER ARCHETYPES

USER ARCHETYPES

USER ARCHETYPES

Beginner and experienced artist needs

Beginner and experienced artist needs

Beginner and experienced artist needs

After speaking with Redbubblers with follower counts ranging from 3 (beginner) to 7000+ (experienced), I crafted user personas to empathize with their needs.

Primary: Newly onboarded artist in need of smooth onboarding

Secondary: Earning artist in need of incentives to stay a content creator

Framing the problem

Framing the problem

Framing the problem

Redbubble runs the risk of losing its position as a leading print-on-demand marketplace for artists (809K) and customers (8.3M) if it does not rapidly deliver value to them on their top-used devices.

Proposed solution

Proposed solution

Proposed solution

Design a more seamless Portfolio Manager workflow to enhance the mobile creator experience and drive increased UGC (user-generated content) on the platform.

SOLUTION IDEATION

SOLUTION IDEATION

SOLUTION IDEATION

Defining the project scope

Defining the project scope

Defining the project scope

Guided by Redbubble's strategy and user insights, I brainstormed and narrowed down design solutions with high potential for impact on Creator Acquisition, UGC, and Creator-Customer Engagement.

PRIMARY SOLUTION

'Product Manager' Tool

+ Simplify a complex creation process

- Disrupt current experience

Mobile App Creator Interface

+ Reach app store user base

- High-effort & cost for business

SECONDARY SOLUTION

Mobile Web Creator Interface

+ Increase user convenience

- Misrepresent desktop version

Edge Detection Software

+ Increase efficiency in uploader

- Narrow impact than other solutions

FEATURE EXPLORATION

Creator Analytics Dashboard

+ Motivate creator performance

- Reveal too much internal info

FEATURE EXPLORATION

Customer Following Feed

+ Promote discovery of content

- Risk of overly-curated feed

SECONDARY SOLUTION

Mobile Web Creator Interface

+ Increase user convenience

- Misrepresent desktop version

Edge Detection Software

+ Increase efficiency in uploader

- Narrow impact than other solutions

USER FLOW

USER FLOW

USER FLOW

Current inefficient portfolio manager workflow

Current inefficient portfolio manager workflow

Current inefficient portfolio manager workflow

In Redbubble's existing user flow, creators had no way to 'Edit existing work' without bypassing unnecessary steps of 'Add new work.'

Separate, redesigned workflow to reduce redundancy

Separate, redesigned workflow to reduce redundancy

Separate, redesigned workflow to reduce redundancy

I reduced the number of steps in the 'Edit existing works' user journey with the goal of increasing portfolio engagement. With mass selection tools, the creator can quickly refresh their shop with new product options like Pet Blankets they're released.

PROTOTYPING

PROTOTYPING

PROTOTYPING

From user flow to mid-fidelity screens

From user flow to mid-fidelity screens

From user flow to mid-fidelity screens

These are the mid-fidelity screens for the user flows above—the current screens mainly illustrate the low discoverability of tools identified in User Interviews. In the redesign, I championed discoverability by adding a Products tab enabling mass-edits across designs.

Current — Low discoverability

Redesign — Higher discoverability from clear navigation

Unlabeled signifier

More what?

No product mocks at the final step

Applies to ✔'d designs

Added 'Products' tab

Select a product

Enable on chosen designs and view product mocks

"3/3 Enabled" feedback

(1) Added 'Products' tab

(2) Select a product

(3) Enable on chosen designs and view product mocks

(4) "3/3 Enabled" feedback

Redesign — Higher discoverability from clear navigation

Added 'Products' tab

Select a product

Enable on chosen designs and view product mocks

"3/3 Enabled" feedback

Added 'Products' tab

Select a product

Enable on chosen designs and view product mocks

"3/3 Enabled" feedback

(1) Added 'Products' tab

(2) Select a product

(3) Enable on chosen designs and view product mocks

(4) "3/3 Enabled" feedback

USABILITY TESTING

USABILITY TESTING

USABILITY TESTING

Could a new group of Redbubble artists complete the tasks?

To validate my designs, I gathered a new group of 4 Redbubble artists and 1 non-Redbubble artist to see if they could complete the original interview tasks with the new workflow.

Task 1 — Add new work

Task 2 — Edit existing works

Results showed increased intuitiveness yet low accessibility on mobile.

💡 40% decrease in task interruption rate for publishing a work

💡 4x increase in discovery rate of the Product Manager tool

💡 Multiple tries to aim, suggesting need for larger target sizes

ITERATION

ITERATION

ITERATION

Improving mobile accessibility

Improving mobile accessibility

Improving mobile accessibility

Benefits users who have mobility impairments, large fingers, low vision, only one hand free, or may be exposed to shaking on public transportation

  • Increased min. target size to 44 x 44 px (Apple Human Interface Guidelines)

  • Ensured that buttons fell within the Natural Thumb Zone

  • Changed "Save work" to "Publish work" to signify that content will go online

DESIGN SYSTEM

DESIGN SYSTEM

DESIGN SYSTEM

A mobile-first design system

A mobile-first design system

A mobile-first design system

I maintained design consistency with Redbubble's visual language by borrowing from Redbubble.design to create this design system, specifically for mobile use.

Target sizes of at least the 44 px (Apple Human Interface Guidelines)

Target sizes of at least 44 px (Apple Human Interface Guidelines)

Collaboration with the Redbubble Artist Experience Team

Collaboration with the Redbubble Artist Experience Team

Collaboration with the Redbubble Artist Experience Team

When I finished with my product design case study, I shared it with my Artist Relationship Manager at Redbubble, Jen. Their Artist Experience team recognized the potential of my ideas and invited me to a call with one of their Product Designers. We discussed real opportunities and constraints of my proposed mobile web Portfolio Manager.

"Mandy!! This is… brilliant! I showed my manager and our exec and he said we should recruit you! :) Clearly, you - like my team - understand the pain points of what artists are dealing with"

Jen | Artist Relationship Manager at Redbubble

"Mandy!! This is… brilliant! I showed my manager and our exec and he said we should recruit you! :) Clearly, you - like my team - understand the pain points of what artists are dealing with"

Jen | Artist Relationship Manager at Redbubble

Jen | Artist Relationship Manager at Redbubble

Jen | Artist Relationship Manager at Redbubble

FINAL DELIVERABLE

FINAL DELIVERABLE

FINAL DELIVERABLE

1.1 — WORKFLOW

Products Manager.
Manage availability at a glance.

Mass-product management is highlighted as its own discoverable tab. Edits are directly reflected in the visual feedback of product mockups. Efficiency is promoted through a minimum number of 13 clicks to enable pins, as compared to the original 63.

Mass-product management is highlighted as its own discoverable tab. Edits are directly reflected in the visual feedback of product mockups. Efficiency is promoted through a minimum number of 13 clicks to enable pins vs. the original 63 clicks.

1.2 — WORKFLOW

Seamless content creation. Customize on mobile web.

A use case that was previously unmet on Redbubble: feasibly uploading from a mobile device. Encourages beginner and experienced creators alike to upload UGC to the platform from the convenience of their smartphones.

Add new work

Add new work

Describe work

Describe work

Customize items

Customize items

Adjust settings

Adjust settings

Publish work

Publish work

Share work

Share work

Add new work

Describe work

Customize items

Adjust settings

Publish work

Share work

2.1 — FEATURE EXPLORATION

Analytics dashboard.
Track and drive performance.

A tangible reward system that bridges the gap between user discovery and artist services, reinforcing the company 'flywheel' effect in which improvements to one side generates value to stakeholders at large.

Recent Activity Summary

Recent Activity Summary

Total Impressions

Total Impressions

Product Analytics

Product Analytics

Recent Activity Summary

Total Impressions

Product Analytics

2.2 — FEATURE EXPLORATION

Following feed. Digest content in a familiar way.

A one-column timeline maps attention onto one work at a time. Quick-add-to-cart buttons enable the customers to shop with less interruption while viewing one product after another.

Following Feed

Following Feed

Following Feed

Shop All Products

Shop All Products

Shop All Products

Following Feed

Shop All Products

REFLECTION

REFLECTION

REFLECTION

If I had more time

If I had more time

Work towards shipping the product

If joining Redbubble as a UX designer was an option, I would have been eager to work with more senior Redbubble designers, PMs, and developers to come up with a feasible version of my solution to be turned into a reality for customers.

How I improved from this passion project

How I improved from this passion project

Learned best practices for mobile design in Figma

I used 4pt spacing, 16pt margins, and larger target sizes that satisfied Fitt's Law to design trustworthy-looking user interface. The Redbubble Artist Experience team trusted it.

Applied product thinking

I pushed myself to learn how to brainstorm user-centered solutions for specific business problems. I looked at how users, technology, and business goals intersect to deliver products that benefit customers while generating a positive return on investment.