Masonry

Masonry is a robust and flexible framework for quickly building landing pages in League’s mobile and web applications, integrating with our internal design system to provide a consistent visual style and the League Personalization Foundry to bring unique and personalized experiences to users. This framework delivers components to our apps using a server-driven UI approach.

My Role

As the Group Product Manager, I collaborated closely with my counterparts in Design and Engineering to bring to life the initial vision and scope for this effort, creating alignment with senior leadership and securing buy-in to resource and plan this initiative.

Throughout the project lifecycle, I provided guidance and mentorship to the Product and Engineering Managers tasked with the feature-level execution of this capability. This was accomplished by using product briefs, goal setting and facilitating a value matrix exercise to align key tactics – this culminated in a vision deck that was shared with the team to inform product direction and execution. Lastly, I partnered with other Group Leads on Product and Technology to identify dependencies and evangelize the long-term benefits of the framework.

Objectives

The primary objective we set for ourselves when starting this project was to add scalability to our platform. The north star behind this objective was to increase member engagement. With that in mind, we set goals that aimed to add engagement-driving elements to the app in a faster and more repeatable way. We set out to achieve this by:

• Creating more variability on landing pages by reducing the time it takes to configure and deliver content.

• Enable experiences that learn from the member, adapts to their behaviours and engages them in content, products or services that improve their personal wellbeing.

• Deliver a common framework that allows us to achieve scale and consistency across all of our product capabilities by providing patterns for landing page content delivery and personalization.

Outcomes

By the end of the first year of this project, we began to see our value proposition come to life. The PC Health app was the first to receive a new home screen powered by Masonry, followed by the home screens in several other applications in the subsequent months. Over that time, we began to see our work drive tangible and intangible value.

• Added personalization to the PC Health app home screen, allowing for a nearly 10x increase in service booking promotions based on user region and condition.

  • Personalized home screen tiles drove north of 50% of successful flu shot service bookings in year 1.

• Reduced time to configure and deploy customized app home screens from weeks to days.

• Removed client friction by providing a framework for them to create differentiated UIs without adding more overhead and custom code for League.