Edward Cameron

Personified Startpage

The XING Growth Team were encountering difficulties increasing registrations for new visits on the XING start page. They had already tried numerous design alterations and weren't finding any drastic inclines.

Therefore a meeting was called, were all the designers of the XING met to brainstorm new ways to increase new registrations. We decided it would be best if all designers were to sketch out and prototype their ideas, so we did.

I started to brainstorm which benefits should be outlined to our target audience in order for us to deliver appealing arguments why XING can improve their professional life. Though I came to the conclusion that we have many target audiences all with different needs. The only problem was. There was no data. New visitors were not yet registered on XING, meaning we knew nothing at all about them and therefore could not provide fitted benefits . If only we could find out who the visitors were, we would then be able to outline benefits based on their needs and wants. Finding out who the visitors were and deliver them fitted benefits became my main focus on this project. The only question was, "how do we find out who they are... legally?".

Then it came to me. Why not ask the visitors themselves who they are and in return give them personalized fitted benefits based on who they were (our personas). I created the design orientating itself around this idea and it became the most successful XING registration page, increasing registrations by 38.7% from the last successful design. 

My role in this project: Idea, brainstorming, interaction design, visual design assistance