Building a
Role
Product designer
type of work
Product design
— Web application
Team
In-house product team
Client
Hopin
Year
2023
As Hopin revised its product vision to adapt to new market spaces driven by rapid advancements in AI, the organization ventured into a future growth strategy—Community. In this initiative, I took charge of establishing design fundamentals for the success of the brand new product.
Product Positioning and Strategy: Insights from Research
Our research revealed that community managers face challenges with engagement, retention, and manual workloads. Competitors like Slack and Discord excel in messaging but lack long-term content management, while Circle and Mighty Networks are strong in forums but weak in engagement tools and automation. To address these gaps, we introduced measurable engagement metrics and automated tasks like moderation. We focused on ensuring that content compounds in value over time, creating a comprehensive solution that supports both real-time interactions and long-term content, setting our product apart in the competitive landscape.
App architecture
The overall layout follows a forum-style convention, featuring a top bar and structure designed to support Hopin's multi-product strategy. A key feature is the complementary space, offering flexibility in displaying content and message threads. This approach ensures both ease of navigation across products and an intuitive, low-friction experience for users engaging with content and discussions.
Designing for content
The things I've designed in order for users to comsum content easy
Message card + media component
Type faces
card component?
d
Each community is a brand
each community has strong ownership and the sense of belongings.
Customize profile
customize enteri
Mission control: let us do your daily tasks
The design process was streamlined using existing data, and collaborative workshops helped define the brand’s mission, personality, and positioning to ensure alignment with these core values. By focusing on key traits, the process ensured the brand's identity resonated with its community-oriented goals.