The goal of this redesign was to increase engagement of existing users by offering a richer social platform. In addition, we also wanted to increase user acquisition and remove roadblocks from the sign-up flow.
Bebo's mostly younger audience was very vocal about the site. To create a better experience for them, we had to find a balance between "cleaning up" the profile page while still allowing for customization. To achieve this, we incrementally introduced new features and kept a close eye on the data. We did a lot of A-B testing throughout the process, communicated with the Bebo user base through our blog, and also worked with interns of the same age group.
We successfully launched the social inbox and increased user engagement through the redesign of our photos and apps sections.