Custom Presets
Timeline
Q3 2023
Team
PM, UR, 2 Engineers
Role
Product Designer
The problem
In Lensa, we created the MVP of this feature by adding a collection with minimal effort to the first tab called "Recents edits." After conducting A/B testing, we found that its usage was 17%, and the pCVR was 3% of the total subscriptions. This showed that the feature has potential and should be further developed. Additionally, Lensa aims to attract more professional users, who have higher retention and LTV compared to casual users, and this feature could be interesting to this audience.
Design Process
As part of the project, I followed a structured design process to identify the best solutions and validate them with users.
Here are the key stages:
Investigate
At the beginning of the project, we identified issues with the MVP version of the Custom Presets feature. We also explored competitor applications, as few of them offered similar solutions. To deepen our understanding, we spent time directly engaging with users through user testing, which helped us uncover additional insights into the challenges they were facing.
Design & Collect Feedback
During this stage, I focused on generating multiple solutions for the Custom Presets feature. I created different design variations and shared them with my colleagues to collect their feedback. This iterative process helped refine the design based on real input and ensured we were heading in the right direction.
Implement & Measure
Once the design was finalized, we tested it using prototypes with multiple entry points. This allowed us to identify which version worked best for users. Based on the test results, we made informed decisions to discard the less effective versions and improve the successful one, ensuring it met users’ needs.
Investigate
We found that its usage was 17%. This showed that the feature has potential and should be further developed. Additionally, Lensa aims to attract more professional users, who have higher retention and LTV compared to casual users, and this feature could be interesting to this audience.
Hypothesis for MVP version
It is difficult for the user to detect a feature in Lensa, it is necessary to raise the discoverability.
And if we raise the discoverability of the feature, then we can raise our pCVR and get more engaged users.
Users, who have the ability to create and save unique styles using custom presets will be more attached to the application in the long run.
What problems do other applications have?
I analized our competitors with custom presets with our UX department. We tested users who use Snapseed, Lightroom and VSCO.
From moderate user tests we got some insights:
Insight #1
Users really often create presets to make a social media feed in the same style and they need a simple preset creation tool without difficult steps (max 3 step).
Insight #2
Users do come up with unique names for their presets, so we need to give them this opportunity.
Insight #3
Users don’t edit their presets, they can only turn on/off some settings.
Design & Collect Feedback
Design feedback meeting
After conducting research to identify the issues, I led a design sprint workshop with the PM, engineers, designers, and user researcher to prioritize the problems as a team and propose potential solutions.
After the meeting, we narrowed down two options to test in an unmoderated user test. Both options were similar, differing only in their entry points: one via a separate tab and the other through a point next to the before/after button. We then tested both prototypes, and based on the results, we opted for the solution with the separate tab, as it received the highest user preference.
Solution #1
We moved “Recent edits” collection to preset tab, so that it would be easier to find it now, and semantically, it was more logical for them to be in the presets tab.
Solution #2
I was responsible for creating collection “For You” with our custom presets for users and users could try how it works.
Solution #3
To streamline preset creation, users can now specify a preset name and simply click Save. We also added options to delete and edit preset names.
Everybody deals with constraints
We also couldn't make a preset addition page where the user will see a list of applied features in the photo before saving it and when user can hide/unhide some edits from this photo, for example, hide filter, because while saving the preset, he realized that it was better without it. So that the user doesn’t have to do a lot of actions to cancel only the filter on the photo.
We couldn’t do this because we had some limits with history of version on our back-end.
Implement & Measure
Better Custom Presets feature
We solved the problem with the fact that users could not find the "Recent edits" in the "Magic" tab, now they are in a separate tab with presets. According to the test results, we managed to make a convenient solution.
Impact
increase in pCVR by 12% (from 3% to 3.28%)
Increased the Engagement by 76% (from 17% to 30%)
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