What is Passes?

Passes is a creator economy platform designed to empower creators by providing them with a comprehensive set of tools to monetize their content, engage with fans, and manage their business. The platform includes features like locked content, fan messaging, membership tiers, and advanced analytics, all aimed at helping creators maximize their revenue.

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My role as a product designer focused on ensuring that every aspect of the user experience drives revenue for the creators while maintaining a seamless and enjoyable experience for both creators and fans.

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Context:

The challenge was to build a creator-centric platform from scratch, designed to be superior to competing platforms. Existing platforms were often limited in their customization, revenue-driving features, and personalization options. Creators needed more dynamic tools for content management, messaging, and fan engagement, along with insights that would allow them to maximize their earnings. The problem wasn’t just to build another platform but to create something that gave creators better monetization options, richer fan interactions, and a more streamlined, intuitive user experience—something that existing platforms weren’t offering effectively.

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Defining Problem:

How might we build Passes from the ground up to empower creators with intuitive and revenue-driving tools, making it the go-to platform in the creator economy?

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Research:

• Competitor Benchmarking: Identified areas where competing platforms fell short in personalization and content monetization.
• Creator Interviews: Highlighted the need for better content organization, automated messaging, and fan engagement.
• Fan Surveys: Focused on discovering what makes fans willing to spend more and remain loyal to creators.

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‍User Needs:

Driving revenue for creators through intuitive design and fan connection.

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Key Insights:

Ensuring that every feature drives income for creators

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• Personalized Fan Experience
  • Developing fan interactions that feel personal even when scaled, ensuring higher engagement and loyalty.

• Seamless Content Management
  • Helping creators organize, label, and schedule content with ease, allowing them to focus on creation, not logistics.

• Flexible Membership Models
  • Offering multiple membership tiers that allow fans to unlock different levels of engagement and content.

• Automated Engagement Tools
  • Maximizing retention and fan interaction through automated messages and interactions based on fan behavior.

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Key Flows:

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Introducing Explore Page: place for fans to find and discover new creators.

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Explore Page Redesign Exploration: placing the navigation bar above instead of on the side clears up more space for the content of the dashboard, adding in more important features easily visible and accessible by fans: like "Unanswered DMs", since the biggest driver of sales is messaging.

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Customization of Creator Profiles: with customization features creators are able to bring the unique spin on their profiles and connect with fans prioritizing their personal brands.

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Mass Messaging: allows creators to send bulk messages to their entire fan base while maintaining a personal touch. By using templated names and dynamic content, each message feels individualized, fostering stronger fan connections. This feature is essential for creators to efficiently engage with large audiences, promote exclusive content, and drive sales—all through personalized, scalable communication.

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Onboarding Redesign: Streamlining Creator Setup

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Problem: The onboarding process for Passes needed a redesign due to the distinct differences between fan and creator experiences. For creators, the setup was complex, requiring tasks like setting up automated messages, membership tiers, and profile details. The challenge was to keep creators engaged while minimizing user churn from a lengthy process.

Solution: The redesign introduced a step-by-step flow that breaks down tasks into manageable parts, emphasizing how each step increases revenue potential. Key features include:

• Progressive Setup Flow: Creators are guided through each step with clear progress indicators.
• Revenue-Driven Tips: Highlighting how each setup element directly impacts their earnings.
• Save and Return Flexibility: Creators can pause and continue later, reducing the pressure to complete all at once.

Impact: The new onboarding flow reduced churn and improved completion rates, helping creators set up vital features early to maximize their revenue potential.

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Marketplace/Shop on Passes enables creators to sell merch, autographs, downloadable content, and more. The goal was to integrate an intuitive e-commerce solution, allowing creators to easily manage their shop and providing fans with a seamless purchasing experience. This feature broadens revenue opportunities while enhancing fan engagement.

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Group Chats: Creators can connect with fans in a new way, building a sense of community.

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