Making Photo Selection Easier for PhotoTiles
Overview
To reduce checkout drop-off, I redesigned the Photo Tiles creation flow by simplifying photo selection and introducing features that help users visualize how the product fits their home and interior.
ROLES
UX Strategy & Design Intern
Led the end-to-end from UX strategy to wireframing and prototyping.
Contributions
Moved them into the product roadmap.
Redesigned the Photo Tile creation flow to enable easier and more confident photo selection.
01
1
A simple
horizontal swipe
to select photos
A simple horizontal swipe gesture on the bottom cloud bar changes the image of the selected photo tile at the top.
01
2
Adjust your wall
to match your photos and space
Allow users to see how their product will look in their space by matching photos with their wall colors.
01
3
Customized wall
for preview
The app shows a customized preview based on users’ wall color and uploaded reference images.
Problem-Solving Process
INTRO
FreePrints Photo Tiles is a mobile app for home décor
and memory keeping.
Photo Tiles is one of the sister apps of FreePrints, which ranked #2 in the photo printing category on the App Store, and is designed for photo tiles.
CONTEXT
High drop-off from shopping cart to checkout
Confluence analysis showed a high drop-off between the shopping cart and checkout among potential buyers, and the YoY conversion rate also declined.
HYPOTHESIS
Hypotheses based on the customer journey map
⚠️ Users may find it difficult to know whether their selected photos will match their home.
⚠️ Users may spend significant time and effort selecting and editing photos.
ONLINE SURVEY
41.5% of users reported difficulty selecting the right photos and lacked confidence in their choices.
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.
PROBLEM
Friction when switching between the photo selection, edit, and preview screens tires users out.
Based on usability testing with seven customers, I identified two major problems in the UX structure.
SOLUTION
Removed screen switching
with a simple horizontal swipe for photo selection.
A light horizontal swipe gesture on the bottom cloud bar changes the image of the selected photo tile at the top.
Manager Review
"She skillfully leveraged her creative talents and existing qualitative research experience while quickly adapting to incorporate quantitative analysis. …"
"… 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 Black
Sr. Director of Product Development @PlanetArt
— Additional Long-term directions
ONLINE SURVEY
18% of users reported difficulty visualizing their photos in their spaces.
From an online survey of 1,007 UK and US users, the second most common issue was that users were unsure whether the photo tiles would match their home.
PROBLEM
Generic preview images fail to reflect the user’s interior.
Based on usability testing with seven customers, I identified two major problems in the UX structure.
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.
What I've Learned
Design within business & resource constraints
In developing solutions, I faced constraints such as implementation feasibility and differentiation from competitors. I learned what kind of constraints exits and how to minimize resource use while ensuring that essential features aligned with the long-term mission and brand differentiation.
Design the ecosystem of family apps
Our app was closely linked with parent and sibling apps, meaning one feature could affect the others. I designed with user segmentation in mind and considered cross-app impacts, realizing the importance of understanding the overall ecosystem of functions and users.
Different user traits Across countries
Through desk research, interviews, and data analysis, I discovered distinct differences between US and UK users, especially regarding privacy concerns. I learned that marketing effective in the US could backfire in the UK, highlighting the need for contextual understanding of each market.