Problem 1: The previous version of IMDbPro's homepage lacked relevancy and failed to cater to individual members' interests, resulting in a non-habit-forming environment with high bounce rates and less time spent on the page.

Problem 2: Networking is generally a challenge for professionals in the industry, and unfortunately, the page was not helpful in keeping them engaged.

Insights: During the insights gathering phase, I employed various research methods and techniques to uncover valuable details from the perspective of our members. To comprehend their tendencies and actions, I made it a priority to analyze page statistics initially, which allowed me to gain a deeper understanding of user behaviors and preferences.

In addition to analyzing page statistics, I actively participated in contextual inquiries and ethnographic studies. By engaging with diverse paid members who represented all user-base personas, I gained firsthand knowledge of their needs, motivations, and pain points. This immersive approach enabled me to gather rich qualitative data and obtain a comprehensive view of their experience.

Through these research methods, I was able to collect valuable insights that informed my design decisions and helped me create user-centered solutions. The combination of quantitative analysis and qualitative observations allowed me to gain a holistic understanding of the user base and ensure that the final design addressed their specific needs effectively.

Our findings revealed that although the homepage had the highest amount of page traffic, it also had the highest bounce rate. Furthermore, although movie Box Office data was given priority space above the page fold, it was the news and production updates that garnered the highest audience engagement and interest despite being at the bottom of the page, below the fold.