Creator Storefronts
Howl
Creators need a central place to post all the links to their favorite products. We launched Storefronts to provide a home for creators to curate and save their link collections.
My contribution
Product strategy
User research
Product design
Team
1 x designer
2 x product managers
4 x engineers
Year
2022
Understanding the Problem
Creators need a central place to post all the links to their favorite products. We launched Storefronts to provide a home for creators links to live.
Opportunities
How might we become the platform where creators can link products across all of their affiliate platforms?
How might we help creators feel like they own their platform instead of living across many platforms?
Competitor & User Research
We conducted a competitor analysis and performed user interviews to understand how and why are users are building storefronts on other platforms.
A summary of findings from the user interviews:
Amazon doesn't have the best UX/UI and is confusing to add products to lists/access storefronts as a whole
ShopMyShelf is a crowd favorite for look and feel, but doesn't offer great analytics and insights to link performance
LTK is the only competitor with drafts, a pre-linking feature on other platforms
Flowchart
The user journey follows the simple path of a creator after they land in the creator home dashboard and decide if they want to setup a storefront.
Wireframes & Testing
Performed user testing internally with the team and with 5 of our creators to receive feedback on the direction and features we proposed for storefront.
A summary of findings from the user testing:
Creators were overall excited about the feature and found it easy to use
Some creators may not adopt if we do not have the ability to add in external links
Creators want ability to add descriptions to their posts
Final Product and Learnings
We incorporated much of the feedback from our user interviews into our design. After the initial launch, we continued to receive feedback from our users and shipped additional versions to build onto our Storefront feature. On average, 63% of active users within the past 90 days have setup a storefront and use this feature daily.
