ADDING MOTION TO PHOTO
Aug 2022 - Present
Motionleap uses segmentation and allows users to add motion effects or animate images. The app currently has about 60K weekly installs, but a high Day0 trial cancellation rate and a low project export rate. In other words, great user acquisition (thanks to a TikTok-viral moment in 2022) and not-so-great retention.
Photoleap - Lightricks' photo editing app, in contrast, has a 27% higher Week0-3 retention rate, but flat growth. The hypothersis - merging Motionleap into the app - would help bundle use cases and widen its image-editing funnel, whilst boosting retention for current motion tools.
MVP 1: UX MERGE (iOS)
Aug 2022 - Oct 2022
Having been in maintenance for the past 5 years, Motionleap has outdated UX and UI patterns that are not suitable for newer iOS versions and contains old components that don't work in our current design system. However, at the same time, it also has useful content that could be 'upcycled' into the Photoleap app.
The challenge was a simple but sustainable solution in bringing motion tools to Photoleap so that we can quickly test and validate the above retention-vs-acquisition hypothesis, without disrupting current users' journey or creating future blockers for development. With these goals in mind and after some inspections, I and the team decided on migrating the full motion toolbar (without irrelevant tools) to the photo editing app.
STRATEGY - TOOL SELECTION AND ENTRY POINTS
From in-depth user interviews and longitudinal data, I discovered the most-loved motion tools to keep in this migration. These include segmentation tools like sky and water replacement, and filter tools like atmospheric overlay and creative elements; which have between 45-77% Week0 usage rate.
Alongside this research, based on targeted paid social, I and the team was able to define our main motion users - those who want to discover and have fun, and semi-pro to pro art/design creators. This information helps determine a few key entry points for MVP 1.
UX - EXPORT AND NEW EDITING JOURNEYS
Once an animating session is completed for a user, the aim was to ensure a seamless, or at least, in MVP 1, a consistent export experience. It was also essential to ensure Photoleap could support both still and animated project formats. Taking a step further, I also explored ways to help users discover motion tools after using the app's photo or AI tools, or vice versa.
As development started, it turned out to be a challenge to get the app's Project tab to support both still and animated formats, due to the outdated code this tab was written in. To figure this out, it would have taken the dev team weeks and there was no data to indicate this could be a good return-on-investment.
While we had to trade off this project formatting capability, I was able to 'upcycled' some old tutorial content from the top bar of the original Motionleap app, with an added tooltip banner to guide new users to this area. I also produced a Lottie animated icon for an entry point from the Home tab, and this was successfully implemented, which added fun to the experience.
DEV HANDOVER - TRADE-OFFS AND OPPORTUNITIES
EARLY RESULT - HYPOTHESIS CONFIRMED AND MORE
After 4 weeks, new users acquisition rate increased by 5.9%, and Photoleap saw 10K+ more users exporting (save or share a project). This was an early validation - bringing in motion tools might actually aid Photoleap's user growth, whilst reviving their usage.
MVP 2: THE VISION
Nov 2022 - Present
With some early success, Motionleap and Photoleap might become one, for good. In preparation for a full migration and a more polished user experience, I started working on some wireframes visualising motion tools as part of the main photo editor and beyond.
There are 2 main groups of Photoleap users - pro creatives and casual users. Pro creatives value the use of layers in their editing flow (similar to layers on Photoshop), while casual users prefer quick and easy wins.
With this in mind, I presented the flow for 2 possible variants, for a future experiment. The first one would utilise motion features as 'presets' for other tools like Background, Text, Shape and so on, targeting casual users; and the second would make each motion tool a 'layer' on top of image or vector layers, for advanced creators.