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A NEW HOME FOR PHOTOLEAP

Sep 2022 - Present

Home is where all users start their journeys and return to after finishing work, literally, in Photoleap. It is also always one of the main entry points for product experiments.

Photoleap had a forgotten Home tab, designed and hard-coded without much thought on iterative testing, content/feature discovery and long-term growth. This presented (more than) a few missed opportunities in reaching users; plus big blockers to developers when 'quick tests' were needed.

After months of small incremental changes, we decided to build a dynamic Home from scratch, with SwiftUI as the cherry on top for its iOS version.

My Roles:

Design System

Product Strategy

Content Design

Experiment Design

UI/UX Design

Teams:

Product

Business Intelligence

Content

Product Design

Marketing

MVP 1: LAUNCHPAD

Sep 2022 - Nov 2022

The main hypothesis for this new Home was that it could be a 'launchpad', both for users to achieve their goals and for internal teams to gain new learnings about our users more easily. This meant that the solution should accomplish two things:

From design, components should be flexible to host a wide variety of content and scalable enough to be used throughout the app (and in our design system). Navigation should encourage users of all skill-levels to discover and take action.

From development, logics needed to be built in for content personalisation and effective analytics. UI should be dynamic and efficient (this applied to the main Photoleap iOS, not the new Android app), hence, the decision to migrate to SwiftUI.

RESEARCH - DATA ON ENGAGEMENT AND PAIN POINTS 

67.8% of users were one-timers - they did not have a compelling reason to return. Among these, only 7% successfully exported a project at first try from an entry point on Home. Focus groups suggested that users found 3 or more items on the Home screen confusing.

On the whole Home screen, the very top left button - 'Edit photo' - had the majority all interactions: a CTR of 80%. Besides this, only the first 3 'QuickArts' (one-tap AI effect tools) had high engagement of between 44-62%. All content were showcased in the same rail components of up to 30 items (swipe to view) and data showed that after the fifth item, CTR dropped by 88%.

EXPLORATION AND UX - WIREFRAMES AND COMPONENTS

I looked at other photo editing and content-based apps, and mapped out popular uses on their Home tab. Using colour coded labels, I shared this research with the wider team and concluded on key areas for Photoleap's new Home: creation 'call-to-action', discovery, membership/monetisation, education and behind it all, personalisation.

 

This was followed by a flow review workshop with dev to ensure Home is well-connected with the rest of the app.

A UI problem with Photoleap Home was the use of long rails and the lack of content hierarchy. As stated above, data showed a drastic drop in CTR in long rails, and a Week0 export rate of below 20% for most entry points from Home (except the first 'Edit photo' button). The old end-of-scroll sections with creator highlights and social links had an interaction rate of only 5.2%.

 

After multiple reviews, I finalised the below new components, including: grids, blurred end-of-rail thumbnails to explore more, content card with explainer copy and a top promo banner. The aim was clearer content hierarchy and therefore, a smoother discovery journey for users. I also had regular check-ins with dev to ensure technical feasibility and a reasonable timeline and workload.

UI - NEW COMPONENTS AND INTERACTIONS
TEST RELEASE - SIGNS OF POSITIVE IMPACTS

We released new Home as a an experiment to a small group of new and returning users with a 50:50 ratio.

 

Within 2 weeks, the export-per-user rate increased to 3, which showed improved retention. Overall export rate started showing a trend of improvement.

MVP 2: WIP

Present

New Home is going to be released globally to 350K+ users in a few days. More on the next stage of this project coming soon...

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