ROLE
Design Lead
TEAM
PM, Front-end Engineer, SWE, Marketing
TIME
Summer 2022 - Spring 2023
PRODUCT
Octopus (Startup App)
Designed from 0 to 1 a full service printmake app with print efficiency +32% & usability scores +56%
Problem
The existing app on the market is outdated. It fulfills basic printmaking needs but lacks key features. It also has poor usability scores.
Design goal
Design new features that address printmakers’ core needs
Improve usability scale scores and visual design
User Research
I conducted 8 interviews and collected 326 responses to posted questionnaire, which generated key insights:
Users experience most negatively in their onboarding, which is not beginner friendly; and poor regulation, which leads to toxic community
Users have negative experience with social features in the competitor app, which lacks important interactions such as “follow”, “like”, and “chat”
Current tool kits are basic, which does not support all the steps in the printmaking process
Competitive Analysis
I also investigated the competitor app on its usability and visual design scales:
They did well:
Provide a core feature to help users piece pictures and connect edges with lines, which is 85% of the reason users stayed
They did poorly:
Poor usability, lack of content regulation, lack of hierarchy
Information Architecture
Based on research analysis and user flows, I listed core features and designed the initial information architecture:
Wireframing
I listed out the product requirements, and explored different layouts and structures of key screens of the app:
Exploring Dashboard, Social Plaza, Materials screens
Exploring User Profile, Post, Feed screens
Mid-fi prototyping and Testing
Key Takeaways:
User path of finding image materials was not intuitive enough, resulting in longer navigation time
Group printmaking is a high frequency action, requiring the feature placed in a more prominent location
The tool box should not hinder other user actions, therefore replacing the popup design
Visual Design
Key Feature
Reach activities and tools with one click
Users are fed with latest posts and activities on landing page.
They are able to reach the tool bar and start working at any point by Tools.
Work Feature
Easy access to printmaking resources
Octopus highlights and provides easy access to key resources for printmakers.
Discover section navigates to images, tutorials, Q&As, and markets. Groups section helps with group printmaking.
Social Feature
Record stories and connect with friends
Octopus allows users to chat with friends, new connections, and groups.
Every user has their own page to showcase their interests, experiences, and stories.
Thank you for reading! Feel free to check out my other projects ⬇️
