Premise Marketplace

Increased submissions  for a data collection app

Design Leadership

Design Systems

Context

Premise, a data collection app with 5 million data contributors, wasn’t experiencing the growth in data submissions it needed in order to attract larger commercial clients.

Objective

Research, strategize and design a new task marketplace that increases data submissions

Problem 1

Discovery

Design

Existing task marketplace had issues

Tasks on the first tab of the marketplace were the most submitted, but those tasks were the least profitable for Premise.
App store ratings were negatively impacted by the outdated and difficult to use marketplace.
Horizontal tabs limited the app's ability to scale beyond the 3 existing task types of Survey, Locate and Explore.

Premise’s existing task marketplace

Problem 1

Discovery

Design

Data contributors couldn’t easily find the most motivating information

A combination of data contributor interviews and surveys revealed:

Contributors were most motivated by reward value and activity type  (yet that info was buried)
Many contributors were frustrated by the multiple tabs/various locations of tasks

Problem 1

Discovery

Design

Implement a new design system

A new card-based design system was implemented, replacing tabs with a scroll feed. The new vertical feed allowed for many new task types whereas the old horizontal tabs limited how many new types could be added.
Reward value was brought up in the visual hierarchy so contributors could easily find the most motivating information.
Activity icons were added to the task cards along with a filter, allowing contributors to easily find the activities they prefer.
A/B testing revealed task cards with store logos had higher submission rates, resulting in the top store logos being added to the design system

Requires travel

Record location

Take photos

Take a survey

Take screenshot

Take videos

Problem 2

Design

Less popular tasks still had low submission

Although the new task marketplace design increased overall task submission, less popular tasks still weren’t meeting submission level agreements. Premise needed levers that could increase submission of specific tasks.

Problem 2

Design

Add delightful experiences to motivate submission of specific tasks

The addition of a new feature carousel at the top of the feed allowed for the creation of events, promotions, leveling, etc. that could act as levers for increasing submission of specific tasks.

Raffles

Surveys with very low reward value often struggled to meet their agreed submission levels. By occasionally raffling off $50 for completing these less popular surveys, submission of these specific tasks increased (while also reducing cost per submission).

Bonuses

Barcode tasks require contributors to search entire grocery stores until they find specific barcodes. It's potentially arduous work, making it a very unpopular task type. By offering a bonus, task submission increased.

Badges and Leveling

Badging increased overall task submission and created opportunities for eventually offering 2x, 3x, 4x in task count for completion of specific tasks.