The Challenge
How can we introduce new technology into Tailwind, add value for our users, and capture product stickiness? Working collaboratively with an additional product designer, we were able to iterate and release Ghostwriter to our user base. After its launch, Ghostwriter quickly became the second most used feature for Tailwind. Within its first 2 months of being released to users, generations of Ghostwriter content increased 3x.
My responsibilities:
- Develop the UI and brand for Ghostwriter
- Establish a guideline for implementing Ghostwriter across the app
- Develop loading state patterns for generation states
Collaboration and Considerations
Before diving into designs, the team took time to align on key user considerations. By reviewing insights from past user interviews and consulting with our user researcher, we identified the following priorities:
Consideration 1
The feature had to be easily recognizable, regardless of where it appeared within the app.
To drive product stickiness, Ghostwriter had to be intuitive, allowing users to quickly understand its value and encouraging continued use over time.
Consideration 2
The feature should not hinder a user from completing their main goal.
Ghostwriter was designed to complement users' objectives, enhancing their workflow and adding value. As a result, users are more likely to return to Tailwind regularly to complete their tasks.
Consideration 3
Generation outputs should align with a user’s intent and desired outcome.
The generated content is only valuable if it accurately reflects the type of post the user is scheduling. How can we add a personalization touch so that Ghostwriter matches a user’s voice style?
To quickly generate a variety of fresh ideas, I collaborated closely with our senior product designer to shape the identity of Ghostwriter. We both contributed by designing and refining concepts, then came together to discuss and critique each other’s work. This collaborative approach allowed us to bounce ideas off one another and combine the best elements from each design, ultimately creating the most effective feature for our users.
Team Feedback
Based on collaborative feedback from the team, a loading bar-like concept would be the most streamlined and easily implementable approach for the user. To reduce the feeling of waiting, I developed a series of label states to cycle through to communicate to the user what was happening on the backend, and by the time the generation state hit the third step, I was able to include real-time feedback as apart of the implementation hand off so a user could read the output as it was being returned.
The voice curated for the labels was nonmetaphorical and direct; limiting the amount of technical jargon. Over time, as generation decreased due to ample work from our devs, some label states could be removed because of the drop in generation time.
Personalizing Outputs
After early adoption, the team wanted to add additional value to customers based on user feedback. One major signifier from users jumped out. Users wanted their outputs to feel more "personalized" to their business.
This opportunity led to the establishment of a personalization profile. All that was required from a user was their website. It was my responsibility to figure out a way to capture those users.
After taking a look at the highest used features in the app, and in collaboration with the marketing team to help with copy, I designed an in-app banner to entice users to try out the new improvement.
Developing an Identity
The team wanted Ghostwriter to be a recognizable feature across the app. Because of the variety of applications users could interact with, designing an icon, recognizable components, and rules of use were important.
Based on its name, a ghost icon was designed by a fellow team member. Users know when they see our mascot, there is some form of generation capabilities associated with it. In addition, button states, specific labels, and coloring were implemented to denote the types of user feedback.
Now established, the team saves both time and effort on the designs and development side when implementing and expanding use across the app.
What I Learned
Consistency is key
Ghostwriter plays a central role across various aspects of Tailwind, and ensuring that our users could easily recognize it as a distinct brand while maintaining clarity in its purpose became one of my most challenging tasks. Designing and managing a system that prevented user confusion required careful attention to detail. Strong collaboration and open discussions were crucial in helping me define clear boundaries for users and establish a cohesive experience.
The power of a simple feature
While Ghostwriter may not be a large feature within Tailwind, it plays a significant role in building product stickiness through small, repetitive interactions that users engage with every time they log in. Establishing consistent patterns was crucial in helping users quickly recognize the core value of the feature, especially when creating their social posts. This seamless integration of Ghostwriter into their workflow was essential for driving adoption and ensuring long-term user engagement.
