Today photography exists everywhere, from parties to the tourist attractions. However, delivering and purchasing photos are still burdensome for both photographers and subjects. LEYEFE developed a mobile app to simplify these processes by directly connecting the photographers and subjects through a single app.
My Role
Project Management, User Research, Usability Test, Wireframing, UI Design, Interaction Design, Prototype
The app was developed for iOS with 200+ screens but without any design validation. LEYEFE enlisted my team to identify the pain points and improve usability through the redesign to launch the app on the App Store.
I worked with 2 other designers during the end-to-end redesign process. With very limited circumstances, we could redesign the app's key features, which produced a 30% reduction in time for key user tasks.
Our team launched the first version of the app with the new design and received multiple domestic and international investors' funding. 
Discover: User's Needs and Pain Points
Our team invited 12 photographers of varying experience levels to interview, which allowed us to identify their pain points and needs.
We created the primary persona representing our user base based on the interviews. Throughout this project, we referred back to the persona to ensure to reflect the user's pain points and needs in the solution.
Then we conducted the usability test on the existing product to examine the product's usability. The testing scenario was developed based on the user's needs.
Identify: Existing Product's Problems 
We reviewed the usability test results and then used the affinity mapping to group together similar pain points into clusters.
This exercise revealed the 4 major pain points:
-  Confusion about how the app works and its features
-  Complicated navigation
-  Unclear language and terminology
-  Trust issue from unexpected information requirements
Redefine: MVP
Because of the existing app's overwhelming amount of screens and feature, the user easily got lost during the test or expressed irritation.
Based on the user feedback and analysis, we could define key features which can solve the user’s pain points and also provides brand value and identity.
We developed the user flow of the key feature to visualize the user’s task process and identified areas that provided the most value to the user to address these in a new design.
Design Process: Sketch to Whiteboard
Based on the user pain points, we individually sketched our ideas. Then we came together to share and critique each other’s design. We picked the best elements and put on the whiteboard.
It allowed us to ideate openly and discuss in-depth to decide which solution was best for the user. We brainstormed together to choose the best language to avoid making the user feel confused. 
Since LEYEFE's brand colors and some basic UI elements were functional and provided to us in the original app's sketch files, we decided to maximize our time by moving straight into hi-fidelity digital mockups.
​​​​​​​We designed onboarding screens to help users understand the app’s primary purpose. We included a note about the fee charge to address the user’s concerns about transparency.
When creating an event, the user was confused and overwhelmed because there was no differentiation between the types of information with no calls to action. We solved these issues by breaking down this process into three steps with a progress bar on the top to reduce the user’s uncertainty.
The user had to browse through all 4 tabs to find the event that they created. We solved this problem by removing unnecessary event tabs and putting all the events on the home screen. 
Clear Language
Unclear language was a big problem. When creating events, the payment options were difficult to understand and the user was unsure which one was appropriate for their event. We rephrased confusing terminologies and added descriptions to each payment options.
Clean Visuals
Other than 4 major addressed issues, we got feedback from the users that inconsistent UI gave them negative experience which caused them not to trust the product along with other trust issues mentioned above. We redesigned a few screens of the app to give it a fresher look and ultimately make the user trust our service.
Prototype & Usability Test
To validate our design solution, we invited the users who participated in our initial usability test, and also the new users who never tried the original app. We wanted to capture both the first impression of our new design and the comparison with the original app.
"Be More Clear"
The unclear language was one of the biggest problems that the original app had, and my team spent lots of time to improve it. However, our new design still had a terminology issue.
For example, on the event creation page, we created a drop-down button, which allows the user to select the event type. However, the user saw this icon as a call-to-action to type in something.
Other than that, the overall understanding of the app and ability to move through the desired user flow improved. The users who participated in our initial user testing described the new design is friendlier, more trustworthy, and clear.
Outcome & Reflection
The average time for the initial usability test was 14 minutes 42 seconds. When we provided the same test scenario to the new users in the usability test on our redesigned product, the average time (of completion) was 11 minutes. We produced 30% reduction in time for task scenario completion.
When my team conducted the initial usability testing on the pre-existing product, we were able to identify the main problem and also the solution for that as well. We had to narrow down the MVP by removing secondary features to highlight its unique value point. It was not an easy decision, especially when it was my first actual project as a designer. By explaining "Why" to the stakeholders and sharing qualitative research data with them, I persuaded them and set new project scope and direction.

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