2022 / 2Q
Logo Maker Shop
Improving Export Experience
2022 / 2Q
Logo Maker Shop
Improving Export Experience
2022 / 2Q
Logo Maker Shop
Improving Export Experience
For Logo Maker Shop users, exporting a logo is a crucial milestone, allowing them to download or share their creations with the world. The redesign and two subsequent iterations of the export screen increased subscription and export conversion rates. However, our hypothesis of getting more users to transition from a free trial to becoming paying customers failed.
For Logo Maker Shop users, exporting a logo is a crucial milestone, allowing them to download or share their creations with the world. The redesign and two subsequent iterations of the export screen increased subscription and export conversion rates. However, our hypothesis of getting more users to transition from a free trial to becoming paying customers failed.
About Logo Maker Shop
About Logo Maker Shop
About Logo Maker Shop
Logo Maker Shop is a mobile application that helps business owners create logos easily and cost-effectively, even without design skills. With over 8 million downloads and a ranking of 26th in the Graphics & Design category on the US App Store, it's a favored choice among early-stage entrepreneurs seeking to establish their brand identity.
Logo Maker Shop is a mobile application that helps business owners create logos easily and cost-effectively, even without design skills. With over 8 million downloads and a ranking of 26th in the Graphics & Design category on the US App Store, it's a favored choice among early-stage entrepreneurs seeking to establish their brand identity.
01
Facts
01
Facts
01
Facts
Release Date
2022 2Q (Initial Major Update)
2022 4Q (Iteration 1)
2023 4Q (Iteration 2)
Released on
iOS, iPadOS
Duration
4 Weeks*
*Includes Planning, Design, Development, Design QA & Feature QA processes
Team
1 Product Designer, 2 iOS Developer,
1 Product Owner, 1 QA Engineer
My Roles
Conducting competitor research,Event log analysis,
UX Design, UI & Motion Design, Design QA
Release Date
2022 2Q (Initial Major Update)
2022 4Q (Iteration 1)
2023 4Q (Iteration 2)
Released on
iOS, iPadOS
Duration
4 Weeks*
*Includes Planning, Design, Development, Design QA & Feature QA processes
Team
1 Product Designer, 2 iOS Developer,
1 Product Owner, 1 QA Engineer
My Roles
Conducting competitor research,Event log analysis,
UX Design, UI & Motion Design, Design QA
Release Date
2022 2Q (Initial Major Update)
2022 4Q (Iteration 1)
2023 4Q (Iteration 2)
Released on
iOS, iPadOS
Duration
4 Weeks*
*Includes Planning, Design, Development, Design QA & Feature QA processes
Team
1 Product Designer, 2 iOS Developer,
1 Product Owner, 1 QA Engineer
My Roles
Conducting competitor research,Event log analysis,
UX Design, UI & Motion Design, Design QA
02
Sprint Background
02
Sprint Background
02
Sprint Background
The following major problems and opportunities led us to prioritize this update during the regular backlog meetings.
The following major problems and opportunities led us to prioritize this update during the regular backlog meetings.
Pain Point
Limited Export Functions
Pain Point
Limited Export Functions
Pain Point
Limited Export Functions
The existing export features weren't sufficient for those interested in our new template categories for social media and printing.
The existing export features weren't sufficient for those interested in our new template categories for social media and printing.
Pain Point
Difficulty to Anticipate Pro Features
Pain Point
Difficulty to Anticipate Pro Features
Pain Point
Difficulty to Anticipate Pro Features
It was difficult for free users to discern the benefits of a pro subscription, as their export experience was different from that of pro users.
It was difficult for free users to discern the benefits of a pro subscription, as their export experience was different from that of pro users.
It was difficult for free users to discern the benefits of a pro subscription, as their export experience was different from that of pro users.
Pain Point
Outdated UX Pattern
Pain Point
Outdated UX Pattern
Pain Point
Outdated UX Pattern
As the editor market in the App Store became more mature, it was important to identify and implement common UX patterns to ensure an easy export experience that aligns with the expectations of non-designer users.
As the editor market in the App Store became more mature, it was important to identify and implement common UX patterns to ensure an easy export experience that aligns with the expectations of non-designer users.
As the editor market in the App Store became more mature, it was important to identify and implement common UX patterns to ensure an easy export experience that aligns with the expectations of non-designer users.
Opportunity
Lack of User Understanding
Opportunity
Lack of User Understanding
Opportunity
Lack of User Understanding
A limited understanding of our users' export preferences created challenges in making informed decisions regarding feature and in-app content designs.
A limited understanding of our users' export preferences created challenges in making informed decisions regarding feature and in-app content designs.
03
Hypothesis
03
Hypothesis
03
Hypothesis
Our hypothesis was that improving the export screen's usability and clearly demonstrating the benefits of the pro export features would increase subscription and trial-to-pay conversion rates.
Our hypothesis was that improving the export screen's usability and clearly demonstrating the benefits of the pro export features would increase subscription and trial-to-pay conversion rates.
04
UX Pain Points and Competitive Analysis
04
UX Pain Points and Competitive Analysis
04
UX Pain Points and Competitive Analysis
To further understand the pain points, I analyzed the user flow, VOCs, feature requests, and behavioral data related to the export function. A competitive analysis also helped to understand the users' mental models. I discussed insights with the product owner and finalized the critical pain points and user stories.
To further understand the pain points, I analyzed the user flow, VOCs, feature requests, and behavioral data related to the export function. A competitive analysis also helped to understand the users' mental models. I discussed insights with the product owner and finalized the critical pain points and user stories.
05
Design Challenges and Solutions
05
Design Challenges and Solutions
05
Design Challenges and Solutions
01
Finding the layout to deliver better user experience
01
Finding the layout to deliver better user experience
01
Finding the layout to deliver better user experience
To balance business needs with a straightforward user experience, I weighed the advantages and disadvantages of various layouts with the product owner and engineers.
To balance business needs with a straightforward user experience, I weighed the advantages and disadvantages of various layouts with the product owner and engineers.
02
Simplifying and Organizing Use Cases
02
Simplifying and Organizing Use Cases
02
Simplifying and Organizing Use Cases
During our team discussions, the numerous possible use cases became challenging to grasp. Since the options for free and pro users differ, it was necessary to clarify each user flow to simplify the export experience as much as possible.
Instead of describing every use case separately, I created a condition-based guide to simplify understanding the possible user flows and assist the development team in building the logic.
During our team discussions, the numerous possible use cases became challenging to grasp. Since the options for free and pro users differ, it was necessary to clarify each user flow to simplify the export experience as much as possible.
Instead of describing every use case separately, I created a condition-based guide to simplify understanding the possible user flows and assist the development team in building the logic.
03
Mitigating Potential Subscription Decline
03
Mitigating Potential Subscription Decline
03
Mitigating Potential Subscription Decline
At the beginning of this sprint, a major concern was the potential drop in the trial conversion rate, as the subscribe call-to-action (CTA) button was overly emphasized in the prior design.
To minimize the potential impact, I employed UX writing to enhance engagement and naturally guide users toward discovering the benefits of pro features.
At the beginning of this sprint, a major concern was the potential drop in the trial conversion rate, as the subscribe call-to-action (CTA) button was overly emphasized in the prior design.
To minimize the potential impact, I employed UX writing to enhance engagement and naturally guide users toward discovering the benefits of pro features.
04
Create a Consistent and Seamless Experience
04
Create a Consistent and Seamless Experience
04
Create a Consistent and Seamless Experience
Since Logo Maker Shop is used on various devices and in different languages, responsive UI guidelines are essential for maintaining a consistent experience across all devices. I have also utilized subtle motions to create a seamless experience between the editor and export screens.
Since Logo Maker Shop is used on various devices and in different languages, responsive UI guidelines are essential for maintaining a consistent experience across all devices. I have also utilized subtle motions to create a seamless experience between the editor and export screens.
06
Lessons Learned and Further Iterations
06
Lessons Learned and Further Iterations
06
Lessons Learned and Further Iterations
01
Renewal Update (2022 2Q)
01
Renewal Update (2022 2Q)
01
Renewal Update (2022 2Q)
By showcasing paid features and displaying their benefits, we increased the export conversion rate and managed to maintain our guardrail metric on the positive side. However, simply enhancing the export process wasn't enough to convert users from trial to paid customers. This helped us shift our focus to certain epics in the backlog to create an impact for our primary users who were in the early stages of their businesses.
Additionally, this update enabled us to segment users according to their export preferences. The findings revealed that the "Export at the best quality with Pro" CTA button and the PDF export option have one of the highest subscription conversion rates within the export screen, signaling a valuable opportunity to improve and emphasize these options in future updates.
By showcasing paid features and displaying their benefits, we increased the export conversion rate and managed to maintain our guardrail metric on the positive side. However, simply enhancing the export process wasn't enough to convert users from trial to paid customers. This helped us shift our focus to certain epics in the backlog to create an impact for our primary users who were in the early stages of their businesses.
Additionally, this update enabled us to segment users according to their export preferences. The findings revealed that the "Export at the best quality with Pro" CTA button and the PDF export option have one of the highest subscription conversion rates within the export screen, signaling a valuable opportunity to improve and emphasize these options in future updates.
02
Renewal Update (2022 2Q)
02
Renewal Update (2022 2Q)
02
Renewal Update (2022 2Q)
We improved the affordance of the call-to-action (CTA) button due to its significant impact on the subscription conversion rate. I added a Lottie animation to the button's background to make it stand out on the export screen. This change led to a 92.8% increase in the CTA button's conversion rate, contributing to a 10% overall increase across all export subscription funnels.
We improved the affordance of the call-to-action (CTA) button due to its significant impact on the subscription conversion rate. I added a Lottie animation to the button's background to make it stand out on the export screen. This change led to a 92.8% increase in the CTA button's conversion rate, contributing to a 10% overall increase across all export subscription funnels.
03
Second Iteration (2023 4Q)
03
Second Iteration (2023 4Q)
03
Second Iteration (2023 4Q)
We frequently received inquiries about how to download images to devices even though the "Save" button on the export screen saved designs to the app and the user's camera roll.
I clarified the button's function through better UX writing to resolve this confusion. Further, by analyzing the usage data for the share options, I could eliminate less-used export options, enhancing the affordance of the remaining buttons. These changes led to a 4.9% increase in the export rate and successfully eliminated customer inquiries about downloading images.
We frequently received inquiries about how to download images to devices even though the "Save" button on the export screen saved designs to the app and the user's camera roll.
I clarified the button's function through better UX writing to resolve this confusion. Further, by analyzing the usage data for the share options, I could eliminate less-used export options, enhancing the affordance of the remaining buttons. These changes led to a 4.9% increase in the export rate and successfully eliminated customer inquiries about downloading images.
“Design is the beauty of turning constraints into advantages.” — Aza Raskin
“Design is the beauty of turning constraints into advantages.” — Aza Raskin
“Design is the beauty of turning constraints into advantages.” — Aza Raskin
“Design is the beauty of turning constraints into advantages.” — Aza Raskin