Timeline
October 2023
Stack
Figma
Role
Sr. Product Designer
Team
2 PMs, 2 Devs, 1 QA
Problem
We launched an MVP in Lensa by adding a simple “Recents edits” collection. A/B testing showed 17% usage and 3% of total subscriptions — proving potential but also room for growth.
Insight
Professional users have higher retention and LTV than casual users. This feature could strongly appeal to them, making it a key growth opportunity.
Goal
Further develop the feature to increase engagement, attract more pro users, and drive subscription revenue.
Key Task
Feature usage was 17%, showing potential. We aimed to boost visibility and attract pros with higher retention and LTV.
Competitors Research
Together with the UX team, we analyzed Snapseed, Lightroom, and VSCO through user tests. We found that users wanted simple preset creation in no more than 3 steps, the ability to name presets, and typically only turned settings on or off instead of editing deeply. These insights shaped our direction and informed the hypotheses.
Hypothesis 1 – Discoverability
In the old design, the “Recents edits” collection was hidden in the Magic tab, so many users didn’t notice it. Moving it to a dedicated Presets tab could increase visibility and usage.
Hypothesis 2 – Customization
Users who can create and save unique styles with custom presets will stay more engaged and loyal over time.
Design Workshop
I led a sprint with the PM, engineers, designers, and researcher to prioritize problems and propose solutions. We tested two entry points — a separate tab vs. a button near before/after. Users preferred the separate tab.
Solutions
– Moved “Recents edits” into the Presets tab for easier discovery and logical grouping
– Created a “For You” collection with custom presets so users could try the feature
– Introduced simplified preset creation where users can name, save, edit, and delete presets in one click
Constraints
We couldn’t build a preset addition page showing all applied edits with hide/unhide options (e.g., removing just a filter before saving). The backend limits with version history made this impossible at the time.
Implementation
We moved “Recents edits” from the Magic tab into a dedicated Presets tab, improving discoverability. We also added a “For You” collection and simplified preset creation flow. An A/B test confirmed the new design significantly improved engagement and conversion.
Impact
– pCVR: 3% → 3.28% (+12%)
– Engagement: 17% → 30% (+76%)
Learnings
The MVP proved strong potential, especially for professional users with higher retention and LTV. Relocating to a dedicated tab improved visibility, and simplifying preset creation matched user expectations. Due to backend limits, we couldn’t add a full “applied edits” list before saving, which remains an area for future improvement.
