E-commerce Photo Tiles Creation Flow
Overview
To reduce a drop off rate, I redesigned photo tiles creation flow, integrating AI suggestion.
My Role
Conducted competitor analysis, user research, online surveys, Analyzed user behavior data using Amplitude and MS Clarity, Designed wireframes and interactive prototypes.
Type
25 Summer PM Intern
Advisors
4 Product Managers
2 Engineers
Main Tools
Amplitude, MS Clarity, Figma
CONTEXT
FreePrints PhotoTiles,
A high checkout drop-off
Users are dropping off at the checkout stage, with nearly 60% failing to proceed from cart to checkout, indicating friction in the final purchase flow.
PROBLEM
Users need support during the product creation process.
From an online survey of 1,007 UK and US users, we found that users needed additional support throughout the photo creation process. This uncertainty about the product ultimately led to a high checkout drop-off rate.
UX Framework
Established UX guidelines tailored to an e-commerce company, evaluated the app, and set the strategy direction.
Smooth Flow
The current purchase journey: selecting photos → visualizing it in the space. We need a flow that starts with imagining the space first, then choosing photos that fits.
Easy Photo Selection
41.5% of PT users reported difficulty selecting photos. We offer many product options, but from UT, I found that customers may not be fully aware of them.
In-context Viewing → Upsell Opportunity
We need to provide more product information and enough tools to help users visualize how the product will look in their space.
01
01
Customize Your Wall
“My Wall” feature for customizing room backgrounds.
Users can select a background color.
If users upload a photo of their actual wall, AI extracts just the color and material.
01
02
Preview based on Your
Wall
Tap the navigation button at the bottom of the bookmarks tab to enter Rubie AI.
01
03
Encourage More Tile
Purchases
Tap the navigation button at the bottom of the bookmarks tab to enter Rubie AI.
Manager Review
"... We are actively considering for our roadmap. …"
"… In the role of Mobile App Management & Strategy Intern, Jiwon was tasked with developing an in-depth recommendation for growing the new and returning user bases for our FreePrints Photo Tiles app. Her background in UX design proved to be a tremendous asset, as she skillfully leveraged her creative talents and existing qualitative research experience while quickly adapting to incorporate quantitative analysis. This allowed her to ideate several informed hypotheses, culminating in a final presentation that provided insightful, actionable changes and features which we are actively considering for our roadmap.
Jiwon consistently brought a positive and joyful demeanor to our office. This cheerful attitude was perfectly balanced by a serious and thoughtful approach to her work. She demonstrated exceptional self-motivation, requiring minimal oversight to produce deliverables against deadline. …"
— Adam B., Sr. Director of Product Development @PlanetArt