Together, we move the world with powerful insights
We helped businesses’ content stand out whilst finding their perfect stock visuals more easily.
Client
Getty Images
Year
2018
Role
- Senior Product Designer
Scope
- UI/UX Design
- Design System
- Strategy
- Workshop Facilitation
- Team/Stakeholder Presentations
- Research
Problem
Our customers often find it challenging to select the appropriate visuals to capture their audience’s attention and motivate them to act.
Will users value search trend data?
A survey was conducted with 82 participants based in the US and Canada.
Key takeaways
- Majority of users are using insights for general inspiration
- Customers seek inspiration and want deeper insights into search behaviour
- Comparing terms adds more value and helps gain focus
How might we empower users to make smarter and more informed decisions on their content needs, while providing timely and relevant insights?
Create a data visualization platform
We want to allow access to Getty Images engagement data. It will not only allow users to preview top-performing searches but will also give them access to data containing how often specific searches have been made over a certain period of time and region. This tool would be an extension of our research publishing platform Creative Insights.
Business Outcome
Collect engagement data to validate whether it helps customers make better purchasing decisions. The longer-term business metric is to achieve 5 of total downloaders using the tool.
What do we need to understand from our users?
We interviewed Getty and iStock customers to gather information and better understand their needs and pain points regarding a data tool. We used Dovetail as our research repository to analyze feedback and present key insights to the team and stakeholders.
- Reduce the cognitive load. There was confusion with interest score.
- Customization is essential. A desire more detailed information.
- Comparing data is useful, but business owners want control
How should the insights platform integrate with the other Getty products?
MVP User Journey
Our goal was to prove the validity of our hypothesis. We didn’t have complete investment from the executive level. Therefore, we were constrained by not having enough time or resources. Our key strategy was to test if people found value in using this tool. Given such a tight constraint, we only had enough time to create a landing page that would direct users to a results page.
How did we brainstorm with the team?
I co-led remote brainstorms for up to 16 people using Miro. We shared materials beforehand and set expectations for outcomes. We prepared documentation outlining the workshop goals, participants, and exercises, and gathered and synthesized ideas.
What is the best way to introduce visual GPS?
Landing Page
Our goal was to help users understand and use the platform by showcasing trending content with rich visuals. We aimed to educate, inspire curiosity, and provide opportunities to browse and discover through curated data stories. These stories were created using the Creative Insights publishing platform. The Visual GPS section focused on articles related to decision making and visual content that engages consumers today. The objectives for both the Visual GPS articles and insights tool were well-aligned. We assumed most Getty users were familiar with the brand.
Design Highlights
- The goal was to educate, inspire curiosity, and enable browsing
- Discover our curated data stories and make searches
- To make the data more credible, we aimed to help customers understand the interest score
What results are most relevant?
Results Page
The results page allows customers to view real-time search and engagement data from various industries, globally and by region, to gain insights for their creative work. We will provide a line chart of interest over time, a global heat map of regional interest, a bar chart of industry interest, and top visuals (illustrations, video, stills) that update based on global, regional, time, and industry selections.
Design Highlights
- Through research, we identified which filters would be relevant for users
- Spent time researching which types of charts to use that would be easy for users to understand
- Overall, our aim was to make the platform easy to use and understand, providing actionable insights for our customers
How did we ensure consistency and efficient handoffs?
I lead the creation of the design system. I was responsible for enforcing visual consistency and maintaining high-quality standards across the platform. It was a tool that empowered the team and helped drive a unified experience. All components and documentation were built from scratch, which resulted in reduced design churn and better alignment with the front-end team.
How did our customers feel about our insights platform?
We did usability studies to see what was working, what needed improvement, and where to focus investments. Our goal was to understand how well the platform met users' needs.
- Customers are expecting more robust data
- Incorporating more digestible educational moments
- Desire to further funnel down the filters
- Conflating the tool with the e-commerce experience
Despite a high bounce rate on the landing page, engagement rates on the tool were 16-33% higher.
Key Solutions
Return bounce rate
- We noticed many were dropping at the sign in page. We wanted to remove the gated experience and get more users to try the tool
- Make the site mobile responsive
Clarify data
- Remove interest numbers and tooltip on the landing page
Simplified top treading visuals module - Be more specific with the copy in the tooltips on the results page
Increase traffic
- Tested the copy in the navigation bar and learned that many iStock users are not familiar with the Visual GPS brand
- Optimized SEO because it was blocked from Search Engine Bots
- Amped up our marketing
Provide more guidance
- Provided similar suggestions rather than dead end results
- Added rising and falling data sets
Refine search
- Integrate the data into parts of the e-commerce site
- Sunsetting the creative insights brand and auditing the content strategy
Improve co-branded experience
- Added all regional options back into the filter even if there was no data to prevent confusion
- Created type and search on dropdown menus for quick and easy access
The results
This product was released in May of 2022 in english only, then followed by all other localized regions. Since the launch, we made a few adjustments and added some features to improve the experience. The numbers below show an increase in usage rate over the past 6 months.
Increase in usage rate
+47
Getty landing page
+8
iStock landing page
+19
Getty results page
+20
iStock results page