For You

Transformed a static and generic homepage into a personalized and algorithm-driven social feed launched globally across 10 countries.

Product discovery

User research

Product delivery

Prototyping

Goal

Increase user engagement and time spent on the platform by making content discovery more relevant and helping users identify their next best action.

Role

Owned the end-to-end process from discovery and user research to prototyping, implementation and global launch across 10 countries.

Team Setup

Collaborated with Product Managers, Engineers and key Stakeholders, leading the product design process from discovery to launch.

Discovery

User Problem

“I want to discover relevant content and know what to do next when I open the platform, without feeling overwhelmed.”

I conducted user interviews to understand browsing habits, content discovery challenges and user goals. Building on these insights, I partnered with the PM to design a quantitative survey to validate our findings and identify key user needs that would guide the new homepage experience.

"I want quick access to SPIN IT."

Users want quick access to SPIN IT without having to search for it across the app.

“I want to see the tournaments I follow.”

Users want easy access to the tournaments and leagues they are interested in.

“I want to see today's matches.”

Users want to quickly find the matches taking place that day with the highest payouts.

Approach

Create a social media-inspired feed where users can discover their next best actions based on their browsing history

01

Dynamic experience

Surface relevant actions based on users’ browsing history and engagement patterns.

02

Interest-based ranking

Prioritize content and opportunities according to each user’s level of interest.

03

Social feed experience

Create a feed-based homepage that makes discovering actions more intuitive and engaging.

Ideation

Cross-functional ideation

I analyzed social media feed patterns to shape the experience concept and facilitated a cross-functional workshop with PMs, engineers, and stakeholders to brainstorm and define the content and features of the new section.

Visual Exploration

Concept

Create an engaging, social media-inspired feed with dynamic cards and personalized content ranked by relevance

The experience was designed for continuous scrolling, effortless content discovery, and a bold, visually stimulating interface that encouraged users to keep exploring.

Final Look & Feel

Validation

Validating the concept with users and stakeholders

I gathered feedback from PMs, engineers and key stakeholders to align the experience with business goals and refine the design. Then I conducted usability tests with users from different countries to evaluate the experience and identify further improvements.

Research synthesis

  • Users responded positively to the new color palette and card-based navigation.

  • The large, green SPIN IT button stood out and encouraged users to interact with it.

  • Mission cards made platform tasks more appealing and encouraged participation.

  • Users found the tournament galleries easy and intuitive to navigate.

The Result

Increased user engagement and retention

The new For You experience improved content discovery and encouraged users to engage more with the platform.

+400k users impacted in the first few days

  • Increased user engagement and time spent on the platform.

  • Encouraged more interactions with SPIN IT and mission-based features.

  • Supported more frequent user visits during major tournaments.

Next Project

Move

Financial Move

A cross-device web and mobile platform that used crowdsourced insights to help people research and evaluate Web3 projects.

Product discovery

User research

Implementation

Prototyping

ANDREI PIUCCO

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