LEYEFE is a service that 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.
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.
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.
Team & Role
I worked in a team of 3 UX designers and worked on the end-to-end design process, including the research. Later, I individually worked directly with the developers and the product manager to implement the new design.
My team started off the project by conducting the user interview to identify the user’s pain points and needs. Because the app was designed without user research, the stakeholders were unaware of the user’s pain points and needs.
We invited 12 photographers of varying experience levels to interview.
Based on the responses from the interview, we established our primary user representing our user base. Throughout this project, my team referred back to the persona to ensure to reflect his pain points and needs in our solution.
After the interview, 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, which were discovered during the interview.
We reviewed our notes from the usability test sessions and wrote our observations for each user onto sticky notes. We then used the affinity mapping to group together similar pain points into clusters.
This exercise revealed the following major pain points:
- Confusion about how the app works and its features
- Complicated navigation
- Unclear language and terminology
- Trust issue from unexpected information requirements
The existing app had 200+ screens with multiple features. Because of the overwhelming amount of screens and feature, the user easily got lost during the test or expressed irritation
Based on the user feedback and team analysis, we could define a key feature 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. As a team, we identified areas that provided the most value to the user to make sure we address these in a new design.
With the key feature and discovered value points of LEYEFE, we redefined LEYEFE’s MVP and shared with the stakeholders. We developed a sitemap of the new MVP to identify which screens would need to be included in our redesign.
Based on the user's pain points, we individually sketched our ideas. Then we came together to share and critique each other’s design. We picked best elements and put on the whiteboard.
This exercise allowed us to ideate openly and discuss in depth to decide which solution was best for the user. The whiteboard discussion was huge for our team to come up with the best language. We learned from each other’s design and critique, and also how to persuade and communicate design ideas.
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 issue by breaking down this process into three steps with a progress bar on the top to reduce 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.
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.
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.
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.
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.
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.