Context

The app offers users a collection of over 300 exclusive filters and effects. Recently, a new feature was introduced - an AI-generated video that transforms a still image into a short video.

Users can easily enhance their photos with image adjustments, filters, special effects, overlay textures, stickers, frames, and a text editor. During the editing process, users can compare the 'before' and 'after' of the edited photo with the original.

Goal

With the aim of improving user engagement and conversion rate, the project centred around two main sections of the app:

1. Onboarding flow: This involved modifying the copy and images in the onboarding flow, along with making slight adjustments to the UI.
2. Paywall: Transforming the current image based paywall into a video based one.

Existing Product

Onboarding Flow

Paywall

Research

• Keywords: The keywords driving most organic traffic are photo editor effects, picture effects, and photo effects.
• Usage data: Overlays and Filters are the categories driving the highest conversion rate, as well as edits such as 'pink clouds', 'underwater 1', and 'dot screen'.
• Competitive analysis: Before initiating design iterations, a comprehensive understanding of the market was crucial. I conducted an analysis of the onboarding flows and paywalls of successful competitors, including:

Vixer

Temply

PS Express

Focos

Remini

Pixelup

Prequel

Tezza

Filto

Lightleap

Lensa

This research serves as a foundation for informed design decisions.

Solutions

Onboarding Flow

1

Buttons

1. Always maintain at the same position to create a seamless flow towards the paywall.
2. 'Apply effect' and 'continue' buttons should have different appearances for providing more engagement when applying an effect (which would feel like it “enables” the 'continue' button).
3. No need for both 'Next' and arrow.

Before

After

2

Images

1. 2/3 images of women of different colours (taking into consideration the target user).
2. 1/3 images of men.

3

Copy

1. Relate better to the specific images and effects applied.
2. Titles changing together with subtitles in every screen.
3. Add a date to the reviews.

Paywall

Paywall Iteration

Initially, I wanted to make the design of the paywall more consistent with that of the onboarding, in terms of colours, background, and the distribution of the elements. However, after a discussion with the team, we decided to make a more “radical” trial and to simplify the paywall even further.

Final Design

Onboarding Flow

Click to interact

Paywall

User Testing

The new onboarding flow and paywall have been tested post-production on a segment of users (50%) over a period of 2 months. The results allow the comparison between the original designs and the new ones.

Onboarding Flow

When it comes to conversions from install to subscription started (or trial converted) the new design underperformed in the US (3.58% vs. 6.99%) yet over-performed outside of the US (0.497% vs. 0.358%).

Paywall

The experiment once again underperformed in the US (4.01% vs. 6.88%) yet over-performed outside of the US (0.608% vs. 0.251%).

Reflections

The tests lack statistical significance and would need to be further experimented with, over a longer period of time. If the results remain the same, a solution could be to provide localised designs changing according to the location of the user.