Joinesty is a new site that allows users to manage and store their online memberships and referral codes and be able to share them with friends within the site. They came to us looking to help narrow the site's core value proposition, increase user engagement and to offer suggestions for improving the current site's user experience.


  • affinity map
  • black hat review
  • heuristic evaluation
  • competitive analysis
  • peer evaluation

To understand what Joinesty is all about, we each began the project by diving deep into the site as a current user would experience it by onboarding as a new member and testing the site’s features. From what we learned we composed a list of assumptions to help direct our interview guide and set out to conduct interviews with individuals the stakeholders determined to be their key demographic: men and women in their late 20’s to mid-forties. We asked the individuals about their current methods of password storage, referral usage, and how they share sites and services they enjoy with their friends. From these interviews we created an affinity map to organize our thoughts and insights. We then conducted a black hat review and heuristic evaluation of the site to help determine key pain points in it's functionality. A competitive analysis was created to help us see where Joinesty currently differentiates itself in the market and how it can stand out amongst similar sites. Finally we did peer testing of the homepage to observe first-hand how people view the site and difficulties they had while navigating various pages and interactions.


  • brainstorming
  • sketches
  • sketches
  • web content brainstorm
  • onboarding brainstorm

Through our research we determined that the key value propositions of the Joinesty site are their discovery feature and the ability to share deals and recommendations with friends. We began brainstorming ideas for how to implement these changes by narrowing the focus of the site, and began sketching ideas for how to improve the main dashboard and discovery process. We also included ways to include a more robust social aspect throughout the site as a whole. Finally we worked on improving the onboarding process by breaking it down into three easy steps.


  • home
  • business expanded
  • company home
  • profile
  • memberships
  • annotated versions

As a team we created low-fidelity wireframes from which to review and compare. Taking the best parts from each team member’s ideas we then went on to create mid-fidelity wireframes using Sketch. These new pages put a greater focus on more personalized recommendations, created a social feed to stay up-to-date with friend’s activity, and included an easier method for rating services you currently use. Based on the client’s feedback we then created a page specifically for managing favorite sites with the ability to store passwords and referral information.

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