This is Producthunts' current website
Producthunt is the #1 discovery platform frequently visited by VC's and Techies. New companies post their hardware and software on Producthunt while it's community votes on which products are the coolest. Top products usually garner hundreds of thousands of views and considerable leads.
Who uses Producthunt?
The audience: ProductHunt's audience is primarily made up of three different types of people. The techie, the hunter and the investor.
1. The techie: These are generally college educated technology enthusiasts between the ages of 20-40. Most of them either love trying out new software and technology or are deeply embedded in the startup community. Many "techies" work for technology startups within silicon valley & Seattle or within large companies such as Microsoft, Amazon and Google.
2. The investor: These generally are comprised of your everyday Venture capitalists and Angel investors, most of these investors browse producthunt daily looking for new deals and opportunities to invest in. Many are also "techies"
3. The Hunter: Hunters are the content creators, they look for and post new products onto the website, these users also consume content but spend most of their time posting newly announced products.
We will be redesigning the website for 1 and 2: the consumers. All consumers use use the platform as a discovery resource. Consumers of Producthunt rarely visit the website more than once per day.
Use case: So how do people use producthunt? For most it's a short 5-15 minute daily ritual and habit. For example: wake up, make some coffee, then browse producthunt before going to work. It's the new "morning newspaper" for many. This is why it is essential for us to design producthunt with a 5-15 minute attention span in mind. Because of this I've decided to focus my redesign on how information is organized and displayed to the user.
Analysis: What I noticed was that most of the redundancy happens at two parts: clicking between different feeds and going from the product page back to the feed. Knowing that users have a limited amount of time scrolling through Producthunt, my new goal was to allow users to get through their entire discovery session in one go.
The solution 1: Improved Feed
A big hurdle to this new redesign was the current feed system, it wasn't modular enough to give us the efficiency that we needed. Users tend to shy away from the home feed since there are alot of products that people just don't care about (like Games, audio books etc). Thus users tend to go through feeds one by one. For example: they go through the Technology feed followed by whatever other feeds they're interested in (in my case hardware and productivity). The problem is, this process takes alot of time and doesn't give you a good holistic view of the days products (that you're interested in). My solution: a modular feed system.
Above is my first take on the redesigned feed, it allows people to select multiple feeds to filter their feed system