Tile: Selected Work
Product, UI/UX, Research
Sai Perchard, Madison Behringer
I spent 10 months at Tile in 2016–17. The team had tripled in size and revenue since I designed their Watch app in early 2015, and they were facing a new set of challenges.
Below I have included a small selection of the projects on which I worked and may present publicly.
New User Experience
I redesigned the New User Experience (NUX) based on research and user testing with the goal of making a user's first digital interaction with the app a great one. Most people installing the app for the first time already have Tile hardware, and conversion was therefore already very good. (People want to use the Tile they purchased, so even given a terrible experience, they would struggle through.)
However, user testing revealed that parts of the existing NUX left users feeling frustrated and confused. The redesign aimed to fix these areas. Further, tips, progress path, and new list UI concepts presented pathways to help increase engagement after activation, and before day 45 – a crucial window in which we can increase retention.
I redesigned the sharing experience. I commenced the project by establishing goals and metrics, reviewing the current state (heuristic analysis and looking at data in Mixpanel), and conducting research (competitive audit and user testing).
The existing state required a user to manually enter the email address of the person with whom they wanted to share. The new solution reduced friction by allowing the user to share with their contacts (email or phone), or share a link.
Most people share with one or two people, and most users who share a Tile share more than one. Therefore, 'favorites' provide quick access to the people a user has already shared their Tiles with. Sharing is an excellent opportunity to onboard new users into the Tile ecosystem, who can then be educated and sold Tiles of their own.
I designed Tile's notification center. As it stood, there was no persistent home for notifications in the Tile app. Tile sent a variety of push notifications informing the user as to changes in system state; for example, if a user's lost item was found by the community. However, these notifications were often overlooked by users, and lost in the more ephemeral OS notification center.
The final solution transitioned from a bottom segmented control (list/map) to a tab bar (list/map/notifications) on iOS. I followed an analogous pattern on Android. This allowed us to badge new notifications, and help ensure that users did not miss critical alerts. In collaboration with engineering, I defined a clear data structure so that new notifications could be easily added without changes to the underlying code.
The notification center increased engagement with push notifications by 27.5% and resulted in a statistically significant increase in overall app engagement.
Last Known Location
The goal of this project was to help users better understand what happens when a Tile disconnects. Because the Tile hardware uses Bluetooth to connect to your phone, it will disconnect once you get about 100 feet away from it. When a Tile disconnects, the Last Known Location is recorded, and can be viewed on a map.
We used coach marks to educate users about Last Known Location. We kept them as short as possible, contextual, and interactive. The transition between the detail and Last Known Location screens was improved (see Framer prototype above) – using a more integrated, faster transition between states.