Posting Flow Redesign for Better User Engagement

Redesigned the posting flow, introducing tailored questions and a new UI to ensure better targeting and improved connection quality.

We had several hypotheses about the issues with the existing posting flow but, before diving into any solution, we wanted to validate them with our users and understand the main areas of improvement. We conducted research in 3 stages:

Posting flow competitor analysis

We analyzed some of our competitor’s posting flows to understand what information was relevant in the case of the investment & capital-seeking deals (Companies/Funds/Real Estate). This helped us list down the most common questions in each industry to validate with expert interviews & gathered inspiration and references for a potential new UI.

After our research, we defined our scope and approach, leading to a full redesign of the posting flow with tailored questions for each deal type and a revamped UI.

Based on the insights we gathered from our research, I mapped out the new potential content and architecture of our posting flow, covering complex scenarios before design or code.

Mapping out the content architecture & user flow within the new posting flow

Based on the new flow & content, I prototyped three potential options of the new posting flow to test it with our initial users.

After feedback, Prototype I was identified as the most effective solution in terms of how the information was displayed and the ease of completing tasks. However, there were some technical constraints. The steps that included tailored questions & conditions specific to the type of deal selected by the user had to be in a separate step.

This meant a change in the user flow and content distribution, but we kept the UI that had been tested.

Alongside the posting flow redesign, we developed a beta AI feature to reduce users' effort when writing Opportunities.

This experimental feature was developed based on insights from a survey and user interviews, allowing us to explore new ways to address user needs.

Beta AI opportunity suggestions

Originally, the 'Detailed Information' step was mandatory. We soon learned users found it too demanding. So, we made most fields optional and enhanced the UI to boost completion.

Iterations in the new 'Detailed Information' step

Undoubtely, the main challenge about this project was translating the redesign of the platform's most complex and critical flow into a clear, actionable plan while maintaining or improving the user engagement in the posting flow.

While the implemetation methodology wasn’t ideal — typically, A/B testing would be the standard approach — as we faced resource constraints, we were able to measure the redesign's positive impact on the volume of opportunities posted on the platform, with clear improvements in posting attempts. However, assessing the project’s effect on the connection quality of opportunities proved more challenging at this stage as this aspect was influenced by other projects, such as the opportunity card redesign.