Product Hunt

Building the best place to launch, learn, and geek out about all kinds of products. My work spans all aspects of the Product Hunt experience, collaborating across design, engineering, content and community.

📋 Redesigned primary submission flow
👋 Improved new user retention
⭐️ Updated the product review process

How can we improve the posting process for Makers?

We want to have a clear, effective post process for makers. This doesn’t necessarily mean “fast”, it means efficient and understandable. The process suffers from unclear expectations, a manufactured reliance on Hunters, lack of key features, and confusion around scheduling.

As I began this project, I leaned heavily on the expertise of our Community Team, who fields the support requests surrounding posting. Their feedback was invaluable throughout the process as we strategized, wireframed, and designed.

One of the key updates was adapting the process to support drafts. Previously, there was no way to save an in-progress post, meaning you needed to have all your info ready to go at once. This often resulted in frustration from users when they realized they didn't have all the information or assets needed to post...and that it wouldn't save. This issue also spawned dozens of popular "Here's what you need to launch on Product Hunt" blog posts.

Other key issues we sought to address:

• As new fields and features were added over the years, the "steps" had not changed. This meant that there was an unclear IA in this flow -- it wasn't immediately obvious what content belonged in which step of the flow.

•We could do a better job writing copy, tooltips, and validation in order to guide makers through the process, prevent errors, and lead to more successful launches.

• We have a high percentage of launches that aren't featured because they don't meet some of our guidelines. However, it is sometimes difficult for makers to understand what these guidelines *are*. How can we decrease our reliance on moderation and have more launches that don't require intervention from the community team?

How can we improve new user retention?

Launching on Product Hunt has long been a topic for wrap-up blog posts, "How to launch on Product Hunt" posts, "10 Tips Before You Launch on PH", etc. We have a great community team that has written a bunch of documentation, but this project was focused on delivering information to users when they most need it, and using email to retain community members more effectively.

In collaboration with our content team, I mapped out a plan for delivering timely information to users both after sign up, and posting a new launch.

Onboarding drip sequence: focused on educating and engaging new users, and a 'scheduled post' flow, focused on keeping hunters informed about best practices for a successful launch.

The 'scheduled post' flow: focused on keeping hunters informed about best practices for a successful launch.

How do we improve the quality (and context) of reviews?

We wanted to increase the overall engagement around reviews to increase info density, give us more data to play with, and improve the overall experience on the platform. Reviews play a significant role when it comes to SEO performance and helping users in a "research" frame of mind make more educated decisions about products.

However, *more* reviews aren't good enough. We want to make sure that they’re complete, accurate, and contain valuable content. We want to it clear what exactly is being reviewed, and avoid cases of confusion about the purpose of reviews.

A few issues we sought to address:

• Reviews were too closely aligned (both visually and copy-wise) with comments. Visitors were leaving "reviews" in the style of "comments" -- a scenario that is not useful for makers or good for data integrity.

•How do we acquire more structured data we can use to differentiate similar products? The primary text content of reviews made it difficult to establish standardized rankings/ratings/comparisons.

• Should reviews be tied to launches at all? This was a key question for us. Because we were actively soliciting reviews on "launches", we were potentially incentivizing friends + family to leave reviews to boost initial launch engagement. It's seems unlikely that many (authentic) people have used product at the "launch" stage.