CASE STUDY
Picsart Community Experience Redesign
Hypothesis: Enhancing community engagement will lead to greater retention.
Sensor Tower 2021: #12 Above YouTube, Twitter, Spotify, Netflix.
Led a workshop with Product Owners, Designers, and Engineers to map out the current user journey. This helped our team target pain points and identify opportunities for improvements.
Creating a mind map for each of several different content types on Piscart (Stickers, Videos, Backgrounds) provided a birds eye view of the user perspective to content. This later helped to define reusable design system patterns and create consistency for the user experience.
@ladyanne gouvea
Master Artist on PIcsart
@venusthecat
Master Artist on PIcsart
@sandypants2
Master Artist on PIcsart
Leveraged our monthly recurring focus group of highly engaged Picsart users, known as "Picsart Masters" to provide a channel for robust product feedback.
Data and research team shared videos of past user interviews with me and a UserTesting and Usability Hub (Lyssna) account allowed me to review research, data, and reports and test my own prototypes.
Picsart benefits from two primary set of users: Producers and Remix Artists. The interaction between these two creates a network flywheel.
Producers - users that are creating new assets (photos, videos, stickers)
Remix artists - users that use Producers' assets in their edits.
Home Before - no logo, no sections, no labels on content, basic feed
Home After Redesign - added informational UI: logo, section titles and card elements.
Before there was branding, some new users got lost and confused. A few users even thought the app had crashed. Adding sections created context for the feed. Creating a default feed provided new users with community inspiration. I added clarity to the UI and made it more usable and intuitive.
Share Before - Conflicting actions. UI is unclear.
Share After Redesign - Easy AI tagging. One primary action. Clarity to UI.
Complex Flow - both Saving and Sharing have multiple steps.
No easy way for Producers to save and share in the same flow.
New users had many questions going through this flow. Why would I share on Picsart? What is a 'Replay'?
When given a choice, Producers want to save their artwork first.
Sharing took too many steps.
Tags are essential for discovery, but most Producers didn't add them because it wasn't easy.
Make saving an easy one step option inside the editor
Make adding tags super easy using AI / Machine learning.
Add clarity to the UI and make it more intuitive - ex. adding definitions to the “Replay” concept
Give users a direct path forward to Home with skip option
We tested many different variations of the share flow using in person prototypes, UserTesting, and Usability Hub (now Lyssna).
We completely developed and tested versions of the Share flow. This helped us see what may need improvement before a worldwide rollout.
Discover Before - Content organized by random interests. Not personalized.
Discover After Redesign - Focus on asset discovery. Added context to the UI.
Discover is filled with popular categories (hashtags) without context.
No connection to user, not personalized. Korean pop is very popular on Picsart, and if you’re not a fan, Discover might not appeal to you at all.
If producers aren’t tagging content, then it won’t show up here with the right hashtag.
Now new users can see the huge value of using Picsart at a glance
New users are more likely to pay for a subscription
Categorization makes assets easier to discover
Adds clarity to the UI and makes it more intuitive
Makes the page more useful for both dedicated and new users
Makes it easier to add new features and categories in the future
Collaborating with the Discover Product owner, I created designs for various stages of development. Starting simple before adding more complexity.
Allowed us to develop and launch features quickly.
Gave the data team time to test the success of each release.
Wouldn't create UI fatigue for everyday users.
By making these designs more intuitive, new and casual users now engage more easily, improving overall retention, as seen in Picsart's growth.
The changes to the Share flow had a side benefit of making saving much easier. Frequent Producers had high praise for the ability to save with one click.