PROJECTS
Enhancing Discovery and Trust: A UX/UI Case Study on Patreon’s User Experience
Enhancing Discovery and Trust: A UX/UI Case Study on Patreon’s User Experience
WORKFLOW
Research interviews
Synthesis
Design
Usability Testing
Role
UX Researcher
UI Designer
Timeline
2024
1 Month
industry
Web application
Subscription based
B2C
METRICS
business
New User Registration Rate
Engagement Metrics
Conversion Rate
Creator Impact
METRICS
business
New User Registration Rate
Engagement Metrics
Conversion Rate
Creator Impact
METRICS
business
…
Engagement Metrics
Conversion Rate
Creator Impact
BUSINESS GOAL
The primary goal is to enhance the discoverability of creatives on Patreon, thereby increasing patron engagement and support for a wider range of creators. This improvement should lead to increased patronage, higher creator satisfaction, and overall growth in the platform’s user base and revenue.
BUSINESS GOAL
The primary goal is to enhance the discoverability of creatives on Patreon, thereby increasing patron engagement and support for a wider range of creators. This improvement should lead to increased patronage, higher creator satisfaction, and overall growth in the platform’s user base and revenue.
BUSINESS GOAL
The primary goal is to enhance the discoverability of creatives on Patreon, thereby increasing patron engagement and support for a wider range of creators. This improvement should lead to increased patronage, higher creator satisfaction, and overall growth in the platform’s user base and revenue.
Discover | Defining
FRESH PERSPECTIVE
For the first part of this project I conducted user interviews to identify the main pain points, the key factors influencing decisions on whom to follow or financially support and to discover patterns and opportunities for improvement in the current design.
One of the most striking insights from the beginning was that all the participants agreed that overwhelming content is a pain point, regardless of the social media platform they use.
Discover | Defining
FRESH PERSPECTIVE
For the first part of this project I conducted user interviews to identify the main pain points, the key factors influencing decisions on whom to follow or financially support and to discover patterns and opportunities for improvement in the current design.
One of the most striking insights from the beginning was that all the participants agreed that overwhelming content is a pain point, regardless of the social media platform they use.
Discover | Defining
FRESH PERSPECTIVE
For the first part of this project I conducted user interviews to identify the main pain points, the key factors influencing decisions on whom to follow or financially support and to discover patterns and opportunities for improvement in the current design.
One of the most striking insights from the beginning was that all the participants agreed that overwhelming content is a pain point, regardless of the social media platform they use.
Synthesizing | Pattern & Trends
FINDING TRENDS ACROSS THE INTERVIEWS
For this project, I used AI to identify patterns and trends in how users discover new content creators. This analysis revealed the paint points, motivations and behaviors that influence the following decision-making progress.
A relevant result of this research was that users distrust the recommendations resulting from algorithms, they have difficulties in trusting content creators as extreme commercialization makes them distrustful and how relevant it still is the word of mouth among the users.
In general, users support or follow content creators to whom they share their values and see a true value in the content they are producing. Content itself should be educational and add value to the life of the user, regardless of the topic.
Synthesizing | Pattern & Trends
FINDING TRENDS ACROSS THE INTERVIEWS
For this project, I used AI to identify patterns and trends in how users discover new content creators. This analysis revealed the paint points, motivations and behaviors that influence the following decision-making progress.
A relevant result of this research was that users distrust the recommendations resulting from algorithms, they have difficulties in trusting content creators as extreme commercialization makes them distrustful and how relevant it still is the word of mouth among the users.
In general, users support or follow content creators to whom they share their values and see a true value in the content they are producing. Content itself should be educational and add value to the life of the user, regardless of the topic.
Synthesizing | Pattern & Trends
FINDING TRENDS ACROSS THE INTERVIEWS
For this project, I used AI to identify patterns and trends in how users discover new content creators. This analysis revealed the paint points, motivations and behaviors that influence the following decision-making progress.
A relevant result of this research was that users distrust the recommendations resulting from algorithms, they have difficulties in trusting content creators as extreme commercialization makes them distrustful and how relevant it still is the word of mouth among the users.
In general, users support or follow content creators to whom they share their values and see a true value in the content they are producing. Content itself should be educational and add value to the life of the user, regardless of the topic.
Usability Audit | Benchmarking
EXPLORING THE MARKET OPPORTUNITIES
For the usability audit phase, I analyzed the current Patreon site and dashboard from the fan perspective.
My first key takeaway was that the content showcased on Patreon’s Landing page is primarily targeted at content creators rather than fans.
As a non-creator, I had to create an account to begin discovering the content creators. This could turn into a barrier, potentially causing that users to abandon the discoverability journey. A possible solution could be a search area where new users could get a first impression of the types of creators they might find on the platform.
Additionally, I analyzed how indirect competitors like Udemy address social proof, authenticity, content load, trust and authenticity as this was one of the trends that came up from the interviews.
Since I am neither an active user of Patreon nor a financial support of a content creator, I found it challenging to fully understand the platform's concept. I spent here several hours getting comfortable using the application and learning how to properly use it.
Usability Audit | Benchmarking
EXPLORING THE MARKET OPPORTUNITIES
For the usability audit phase, I analyzed the current Patreon site and dashboard from the fan perspective.
My first key takeaway was that the content showcased on Patreon’s Landing page is primarily targeted at content creators rather than fans.
As a non-creator, I had to create an account to begin discovering the content creators. This could turn into a barrier, potentially causing that users to abandon the discoverability journey. A possible solution could be a search area where new users could get a first impression of the types of creators they might find on the platform.
Additionally, I analyzed how indirect competitors like Udemy address social proof, authenticity, content load, trust and authenticity as this was one of the trends that came up from the interviews.
Since I am neither an active user of Patreon nor a financial support of a content creator, I found it challenging to fully understand the platform's concept. I spent here several hours getting comfortable using the application and learning how to properly use it.
Usability Audit | Benchmarking
EXPLORING THE MARKET OPPORTUNITIES
For the usability audit phase, I analyzed the current Patreon site and dashboard from the fan perspective.
My first key takeaway was that the content showcased on Patreon’s Landing page is primarily targeted at content creators rather than fans.
As a non-creator, I had to create an account to begin discovering the content creators. This could turn into a barrier, potentially causing that users to abandon the discoverability journey. A possible solution could be a search area where new users could get a first impression of the types of creators they might find on the platform.
Additionally, I analyzed how indirect competitors like Udemy address social proof, authenticity, content load, trust and authenticity as this was one of the trends that came up from the interviews.
Since I am neither an active user of Patreon nor a financial support of a content creator, I found it challenging to fully understand the platform's concept. I spent here several hours getting comfortable using the application and learning how to properly use it.
Mindmap | Ideation
ONE THING AT THE TIME
At the start of the ideation phase, I had several ideas on how Patreon could improve the journey for both new and existing fans. The onboarding process for new fans felt vague, the homepage design lacked personalization, the discovery page was overwhelming, and the homepage did not match the aesthetic of the logged-in experience.
I began by sketching ideas for features such as filters, a sidebar, and layout improvements for different screens. However, I realized that the discoverability process had not been properly addressed. To tackle this, I revisited the survey results.
Based on the trends and patterns identified in the research, I structured the redesign around three key areas: Overwhelming Content, Authenticity & Trust, and Discovery via Recommendations. Addressing these aspects would allow users to consume content without feeling overwhelmed, receive personalized recommendations that align with their interests, and, most importantly, feel a continuous sense of trust in the platform.
Mindmap | Ideation
ONE THING AT THE TIME
At the start of the ideation phase, I had several ideas on how Patreon could improve the journey for both new and existing fans. The onboarding process for new fans felt vague, the homepage design lacked personalization, the discovery page was overwhelming, and the homepage did not match the aesthetic of the logged-in experience.
I began by sketching ideas for features such as filters, a sidebar, and layout improvements for different screens. However, I realized that the discoverability process had not been properly addressed. To tackle this, I revisited the survey results.
Based on the trends and patterns identified in the research, I structured the redesign around three key areas: Overwhelming Content, Authenticity & Trust, and Discovery via Recommendations. Addressing these aspects would allow users to consume content without feeling overwhelmed, receive personalized recommendations that align with their interests, and, most importantly, feel a continuous sense of trust in the platform.
Mindmap | Ideation
ONE THING AT THE TIME
At the start of the ideation phase, I had several ideas on how Patreon could improve the journey for both new and existing fans. The onboarding process for new fans felt vague, the homepage design lacked personalization, the discovery page was overwhelming, and the homepage did not match the aesthetic of the logged-in experience.
I began by sketching ideas for features such as filters, a sidebar, and layout improvements for different screens. However, I realized that the discoverability process had not been properly addressed. To tackle this, I revisited the survey results.
Based on the trends and patterns identified in the research, I structured the redesign around three key areas: Overwhelming Content, Authenticity & Trust, and Discovery via Recommendations. Addressing these aspects would allow users to consume content without feeling overwhelmed, receive personalized recommendations that align with their interests, and, most importantly, feel a continuous sense of trust in the platform.
User Flow | Wireframing
DEFINING THE HAPPY PATH
After identifying the key sections that needed to be redesigned, I began building the user flow and defining the happy path. While I already had a visual idea of the page’s structure, mapping out the user journey became a complex process. I carefully considered every micro-interaction a user could have on the Discover page.
To simplify this, I focused on defining a user journey that led to a clear endpoint: following a content creator’s community. Rather than concentrating solely on the Discover page’s structure, I prioritized mapping the entire A-to-Z journey and the key decisions users would need to make along the way.
The focus of the wireframe in this phase was to define and gather ideas on the main sections to include on the Dashboard Homepage, Discover Page, Content Creator Page, and Content Creator Review Page. These sections played a crucial role in the redesign of the site.
User Flow | Wireframing
DEFINING THE HAPPY PATH
After identifying the key sections that needed to be redesigned, I began building the user flow and defining the happy path. While I already had a visual idea of the page’s structure, mapping out the user journey became a complex process. I carefully considered every micro-interaction a user could have on the Discover page.
To simplify this, I focused on defining a user journey that led to a clear endpoint: following a content creator’s community. Rather than concentrating solely on the Discover page’s structure, I prioritized mapping the entire A-to-Z journey and the key decisions users would need to make along the way.
The focus of the wireframe in this phase was to define and gather ideas on the main sections to include on the Dashboard Homepage, Discover Page, Content Creator Page, and Content Creator Review Page. These sections played a crucial role in the redesign of the site.
User Flow | Wireframing
DEFINING THE HAPPY PATH
After identifying the key sections that needed to be redesigned, I began building the user flow and defining the happy path. While I already had a visual idea of the page’s structure, mapping out the user journey became a complex process. I carefully considered every micro-interaction a user could have on the Discover page.
To simplify this, I focused on defining a user journey that led to a clear endpoint: following a content creator’s community. Rather than concentrating solely on the Discover page’s structure, I prioritized mapping the entire A-to-Z journey and the key decisions users would need to make along the way.
The focus of the wireframe in this phase was to define and gather ideas on the main sections to include on the Dashboard Homepage, Discover Page, Content Creator Page, and Content Creator Review Page. These sections played a crucial role in the redesign of the site.
DISMISSED USER FLOW
DISMISSED WIREFRAME
DISMISSED USER FLOW
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DISMISSED USER FLOW
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DISMISSED USER FLOW
DISMISSED WIREFRAME
DISMISSED USER FLOW
DISMISSED WIREFRAME
DISMISSED USER FLOW
DISMISSED WIREFRAME
DISMISSED USER FLOW
DISMISSED WIREFRAME
DISMISSED USER FLOW
DISMISSED WIREFRAME
UI Styles | UI Components | Design system
BUILDING AN EFFICIENT COMPONENT LIBRARY
Given the frequent use of cards across the platform, I decided to design several variants of the card component. This approach allowed me, within the time constraints, to create a base card that could be easily customized based on the section type and use case.
Another key component of this design is the tag system, which indicates the category to which a content creator belongs or the type of content in their posts. Through the use of components and the design of different screens, users can always find social proof—whether in the form of ratings, numbers, or member counts—that supports and reinforces trust in the content creator.
UI Styles | UI Components | Design system
BUILDING AN EFFICIENT COMPONENT LIBRARY
Given the frequent use of cards across the platform, I decided to design several variants of the card component. This approach allowed me, within the time constraints, to create a base card that could be easily customized based on the section type and use case.
Another key component of this design is the tag system, which indicates the category to which a content creator belongs or the type of content in their posts. Through the use of components and the design of different screens, users can always find social proof—whether in the form of ratings, numbers, or member counts—that supports and reinforces trust in the content creator.
UI Styles | UI Components | Design system
BUILDING AN EFFICIENT COMPONENT LIBRARY
Given the frequent use of cards across the platform, I decided to design several variants of the card component. This approach allowed me, within the time constraints, to create a base card that could be easily customized based on the section type and use case.
Another key component of this design is the tag system, which indicates the category to which a content creator belongs or the type of content in their posts. Through the use of components and the design of different screens, users can always find social proof—whether in the form of ratings, numbers, or member counts—that supports and reinforces trust in the content creator.
Design Solution
ENGAGEMENT, AUTHENTICITY AND TRUST
The proposed Patreon interface not only guides users in discovering new content creators based on their preferences and community recommendations, but it also provides an intuitive design that encourages user engagement. It features new content creators every day and utilizes white space to create a relaxed and visually appealing experience. Across the interface, users will feel a sense of belonging, with content that aligns with their personal values.
The redesigned content creator page offers patrons a comprehensive view, providing all the most relevant information to build trust. Since authenticity and the need for a personal connection were frequently mentioned in the user interviews, I reorganized the tab menu to make it more engaging. Users can first watch a video introducing the content creator, then explore the Collections tab to view content created for the community, check out available memberships, and support the creator by reading reviews under the Reviews tab.
Design Solution
ENGAGEMENT, AUTHENTICITY AND TRUST
The proposed Patreon interface not only guides users in discovering new content creators based on their preferences and community recommendations, but it also provides an intuitive design that encourages user engagement. It features new content creators every day and utilizes white space to create a relaxed and visually appealing experience. Across the interface, users will feel a sense of belonging, with content that aligns with their personal values.
The redesigned content creator page offers patrons a comprehensive view, providing all the most relevant information to build trust. Since authenticity and the need for a personal connection were frequently mentioned in the user interviews, I reorganized the tab menu to make it more engaging. Users can first watch a video introducing the content creator, then explore the Collections tab to view content created for the community, check out available memberships, and support the creator by reading reviews under the Reviews tab.
Design Solution
ENGAGEMENT, AUTHENTICITY AND TRUST
The proposed Patreon interface not only guides users in discovering new content creators based on their preferences and community recommendations, but it also provides an intuitive design that encourages user engagement. It features new content creators every day and utilizes white space to create a relaxed and visually appealing experience. Across the interface, users will feel a sense of belonging, with content that aligns with their personal values.
The redesigned content creator page offers patrons a comprehensive view, providing all the most relevant information to build trust. Since authenticity and the need for a personal connection were frequently mentioned in the user interviews, I reorganized the tab menu to make it more engaging. Users can first watch a video introducing the content creator, then explore the Collections tab to view content created for the community, check out available memberships, and support the creator by reading reviews under the Reviews tab.
Usability Testing
USER INSIGHTS
To evaluate my design, I conducted moderated usability testing where users were asked to complete specific tasks. Overall, users described the layout of the Patreon homepage and Discover page as organized, intuitive, and straightforward.
While the feedback was mostly positive, a few important issues emerged from the interviews. Some of the current terms used by Patreon, such as “Collections,” may not be clear to first-time users, and the distinction between “follower” and “member” could be confusing. Additionally, one suggestion for content creators is to offer some introductory free content for non-members. This could help users get a better sense of the creator’s content style before making a financial commitment.
Usability Testing
USER INSIGHTS
To evaluate my design, I conducted moderated usability testing where users were asked to complete specific tasks. Overall, users described the layout of the Patreon homepage and Discover page as organized, intuitive, and straightforward.
While the feedback was mostly positive, a few important issues emerged from the interviews. Some of the current terms used by Patreon, such as “Collections,” may not be clear to first-time users, and the distinction between “follower” and “member” could be confusing. Additionally, one suggestion for content creators is to offer some introductory free content for non-members. This could help users get a better sense of the creator’s content style before making a financial commitment.
Usability Testing
USER INSIGHTS
To evaluate my design, I conducted moderated usability testing where users were asked to complete specific tasks. Overall, users described the layout of the Patreon homepage and Discover page as organized, intuitive, and straightforward.
While the feedback was mostly positive, a few important issues emerged from the interviews. Some of the current terms used by Patreon, such as “Collections,” may not be clear to first-time users, and the distinction between “follower” and “member” could be confusing. Additionally, one suggestion for content creators is to offer some introductory free content for non-members. This could help users get a better sense of the creator’s content style before making a financial commitment.
Results | Further steps | Learnings
BEYOND THE REDESIGN
Based on user feedback, I confirmed that the new design is intuitive and provides an optimal navigation experience. Additionally, the various approaches to improving discoverability successfully address the different scenarios in which users typically explore content.
While this design is functional and ready for implementation, there are other critical user journeys that should also be prioritized. Given the narrow scope of this project, I was only able to address one user journey. However, to achieve even better results, I recommend that Patreon consider the following improvements:
• Rebuild the onboarding journey for new users, allowing preferences to be set from the start.
• Implement a filter feature to help users find content that fits their needs more accurately, e.g., filtering by language, region, category and subcategory, or content format.
• Connect social media accounts, so users can discover content creators they already follow and see which creators their friends follow.
• Add a save feature for content that users want to revisit later.
Working solo on this project was both a challenge and a rewarding experience. Over the course of four weeks, I conducted several design process phases and achieved excellent results. This project allowed me to conduct my first user interviews, strengthen my storytelling and design skills, and successfully execute usability testing.
One of the biggest lessons I learned was how to navigate moments of low inspiration and overcome the impostor syndrome that often arises when working independently. Finalizing my UX/UI Bootcamp with this achievement has been a source of pride, and I am eager to bring my analytical mindset, creativity, and enthusiasm to future design challenges.
Results | Further steps | Learnings
BEYOND THE REDESIGN
Based on user feedback, I confirmed that the new design is intuitive and provides an optimal navigation experience. Additionally, the various approaches to improving discoverability successfully address the different scenarios in which users typically explore content.
While this design is functional and ready for implementation, there are other critical user journeys that should also be prioritized. Given the narrow scope of this project, I was only able to address one user journey. However, to achieve even better results, I recommend that Patreon consider the following improvements:
• Rebuild the onboarding journey for new users, allowing preferences to be set from the start.
• Implement a filter feature to help users find content that fits their needs more accurately, e.g., filtering by language, region, category and subcategory, or content format.
• Connect social media accounts, so users can discover content creators they already follow and see which creators their friends follow.
• Add a save feature for content that users want to revisit later.
Working solo on this project was both a challenge and a rewarding experience. Over the course of four weeks, I conducted several design process phases and achieved excellent results. This project allowed me to conduct my first user interviews, strengthen my storytelling and design skills, and successfully execute usability testing.
One of the biggest lessons I learned was how to navigate moments of low inspiration and overcome the impostor syndrome that often arises when working independently. Finalizing my UX/UI Bootcamp with this achievement has been a source of pride, and I am eager to bring my analytical mindset, creativity, and enthusiasm to future design challenges.
Results | Further steps | Learnings
BEYOND THE REDESIGN
Based on user feedback, I confirmed that the new design is intuitive and provides an optimal navigation experience. Additionally, the various approaches to improving discoverability successfully address the different scenarios in which users typically explore content.
While this design is functional and ready for implementation, there are other critical user journeys that should also be prioritized. Given the narrow scope of this project, I was only able to address one user journey. However, to achieve even better results, I recommend that Patreon consider the following improvements:
• Rebuild the onboarding journey for new users, allowing preferences to be set from the start.
• Implement a filter feature to help users find content that fits their needs more accurately, e.g., filtering by language, region, category and subcategory, or content format.
• Connect social media accounts, so users can discover content creators they already follow and see which creators their friends follow.
• Add a save feature for content that users want to revisit later.
Working solo on this project was both a challenge and a rewarding experience. Over the course of four weeks, I conducted several design process phases and achieved excellent results. This project allowed me to conduct my first user interviews, strengthen my storytelling and design skills, and successfully execute usability testing.
One of the biggest lessons I learned was how to navigate moments of low inspiration and overcome the impostor syndrome that often arises when working independently. Finalizing my UX/UI Bootcamp with this achievement has been a source of pride, and I am eager to bring my analytical mindset, creativity, and enthusiasm to future design challenges.
Work
Product Design case studies
This is a selection of my work as a product designer
and web designer
Work
Product Design case studies
This is a selection of my work as a product designer
and web designer
Work
Product Design case studies
This is a selection of my work as a product designer
and web designer
Fallstudien
Natalia Q.
Fallstudien
Natalia Q.
Fallstudien
Natalia Q.