A social photography Service reinvented
LEYEFE provides a new way for photographers of varying skill levels to deliver and sell social and event photos on a pay-per-photo model. It enables affordable photography to be sent to anyone instantly and anywhere.
RE-DESIGN the MVP
LEYEFE enlisted my team to create an MVP prototype based on their existing mobile and web apps (not yet launched). The original product was designed without user testing and our research uncovered trust, efficiency, and language issues. Our goal was to solve these issues and outline next step priorities, enabling our client to save on development expenses and soft-launch their product this year.
User interviews and testing, sitemap, wireframes, UI design
Sketch, Omnigraffle, Flinto,
Photoshop, Pen & Pencil
AN intuitive, Trustworthy, and
We built a prototype that created a seamless experience for photographer users. It included the following key processes: onboarding, logging in, creating events, uploading photos, and cashing out.
NEW SCREEN DESIGNS
My goal for the re-design was to educate and build trust with users. By infusing more transparency, clear and friendly language, and intuitive UI, users reported feeling more comfortable making transactions through the app. Our new prototype also produced a 30% reduction in the time it took users to complete a defined set of key MVP tasks.
USER INTERVIEWS & TESTING
TESTING THE APP
For thE FIRST TIME
Because the app was still in its pre-launch phase, the stakeholder was not yet aware of the pain points users might experience. To identify these areas, we interviewed and conducted user testing of the existing app on 12 users.
Key Flows for Testing:
Based on stakeholder interviews and our team analysis of the existing user flows, we identified the following key flows for testing with photographer users:
Confused about how the app works and its
Could not differentiate events from each other
Photographers did not know where or how to upload photos
Payment structure was unclear
Uncomfortable providing payment information
Uncomfortable collecting and giving out phone numbers
Confused by technical language
User pain points:
MEET DOMINICK BECK
Based on our findings we developed our primary persona below. During the subsequent planning and design phases, the team and I referred back to the persona to ensure we were addressing his pain points and needs.
USER FLOWS & VALUE POINTS
A SIMPLIFIED PHOTOGRAPHER FLOW
We documented the original app user flow and identified areas that provided the most value to the photographer to make sure we addressed these in our re-design.
DEFINING THE mVP
Based on our user flows and the original app, we developed a sitemap structure to help us identify exactly which screens would need to be included in our re-design. This sitemap utilized screens from the existing app.
SKETCHING OF REDESIGNS
Based on user feedback and our MVP user flows, we individually sketched our redesign solutions. We then came together to share, critique, and pull out the strongest elements to take to the whiteboard.
This process encouraged a lot of open ideating and deep discussion about what experience was best for the user. It also helped us learn from one another and strengthen our ability to defend and communicate design ideas. We flushed out all final sketches as a team before moving on to digital mockups.