Keepsake iOS App Redesign
Team: Cyrus (UX/UI Designer), Adam Weiss (iOS Developer)
Overview
Keepsake app is an easy way to revolutionize the way of framing a picture you love. It allows users to upload their favorite images from the phone and preview it in a picture frame with hundreds of styles. A simple checkout process allows users to finish purchase in minutes and items will be shipped to customers right away.
Challenges
When I first joined Keepsake, it was a small multidisciplinary team of iOS developer, Web developer, and customer success assistant. I was the first UX/UI designer to join the team so I was responsible for establishing the whole branding and style guidelines for our products. The v1 version of the app is purely functional without any aesthetic. My redesign is aiming at improving user experience and user interface by rethinking the placement of features and overall branding to tackle user pain points and user satisfaction.
UX Research
Our customer success assistant conducted user interviews and received feedback from actual users via follow-up emails, NPS survey and complains to gather insights and share with the team for product ideation. Google Analytics shows that our users are mostly 30 and the above, middle class with bigger household size. To best serve our users and provide good user experience, we focus on a simple and linear purchase flow without any unnecessary features that might confuse users and increase workload to our developer.
Solution
From a User Experience standpoint, we decided to maintain the general user flow on the app with minor tweaks on feature placements. For User Interface, I created a brand new style guide across platforms to establish brand awareness and improve user loyalty with our brand along with marketing efforts.
Brand New UI
I created a design system for iOS developer to follow in order to keep the app modern and clean. A minimalistic approach to the interface allows users to focus on completing the purchase without distractions. A clear Call-to-action button carries throughout the user flow to ensure older users to have a clear idea of how to complete a purchase for a better conversion rate. We avoid sign up and push personal info fields to very last to allow user to go through most of the steps without feeling committed.
Frame Selection UX
We decided to mimic ios photo album UI to improve familiarity for iPhone users to get started. I rearranged the placements of cropping and rotation tools on the sides with simple icons of for users to understand the editing process. Also placing a secondary " details" button next to checkout to give users an option to learning more about the frame styles since all those functions were not noticeable and adopted by most users.
Checkout Process
We kept the linear checkout process to reduce frictions and leak throughout the flow. In addition, we added a shopping cart functionality for users to create frame styles and able to save and store their selection since that was the number feedback we get from our customers hoping to purchase a bunch of frames at once instead of going through the whole checkout process every time.
