Project Overview
Verizon Cloud
Verizon Cloud is a mobile app, a cloud backup solution for storing your content so you can access it on all your devices, developed by Verizon.
I’ve designed a new feature — photo and video editing.
iOS App Screens
Problem Definition
How to provide an all-in-one solution for photos and videos?
Life is all about memories. Photos and videos we take everyday with our phone help us create them and have a power to freeze a moment in time. They are the closest thing we get to relive those moments whenever we want.
There’s a clear connection and an emotional attachment to the content we create. Securely storing our photos and videos in a cloud so we can access them at all times is something most users expect to have as an option.
But how can we unleash our creative side and do much more with our content without the need to use multiple apps?
Process
Design thinking
Given that the app already existed before I started working on the photo and video editing features, this was a much more straightforward process since I had more resources when doing both research (an established user base) and design (an existing design system).
Discovery
• User interviews
• Personas
• Journey mapping
• Competitive analysis
Ideation
• HMW questions
• User flows
• Wireframes
• High-Fidelity design
Prototyping
• Prototyping
Testing
• Usability testing
• A/B testing
Implementation
• Final design
• Design handoff
Discovery
User interviews
When interviewing the existing app users, participants revealed that they would like to have an all-in-one solution for their content and more specifically — the ability to edit their photos and videos, all within one app so they don’t have to switch to another one in order to complete their workflow.
Persona
Defining a persona was a result of user interviews so this is where I described a typical or target user of the product, encompassing their needs, concerns, and goals when using the app.
Journey mapping
The journey map (built on the persona) put a strong focus on how users might interact with the product in a use case where they want to document, store, edit and share their content.
Competitive analysis
When doing a competitive analysis, it was important to encompass different types of products that users might want to use in their workflow.
The two most common types of products are: cloud storage solutions and apps of mobile network operators. This is not taking into account native apps and social media apps that users might also use in this scenario.
Cloud products
Unsurprisingly, cloud storage is something that all competitors have yet most don’t offer photo/video editing options.
Mobile network operators
Few competitors provide cloud storage, and they often lack the photo and video editing capabilities as well as the all-in-one functionality that this product offers.
Ideation
How Might We
I created How Might We questions that helped us better align on user’s tasks and goals:
How might we provide an all-in-one solution for photos and videos?
How might we drive user engagement by motivating them to bring the best in their photos and videos?
User flow
The user flow pictured below is a result of insights from research and clearly defined jobs-to-be-done.
Wireframes
The wireframes were created with a goal to provide powerful editing tools while keeping the overall simplicity of the app.
The challenge was how to structure the navigation and interaction so it’s scalable for all editing tools, while trying to avoid mismatched mental models.
Testing
Usability testing
Participants were tasked with applying various editing options to a photo, which they successfully completed with minimal to no friction.
A/B testing
Findings from A/B testing clearly showed that users preferred Version B of the prototype, where the tab bar for photo editing features remains visible, allowing for easier navigation between options.
Additional insights revealed that the labels below the icons added little value to the experience, so they were removed in the final version.
Solution
Reliable all-in-one solution
In addition to the ability to store and back up content, ensuring users can effortlessly access it across multiple devices at all times, users can now enhance their media with a variety of easy-to-use editing tools: Transform, Filters, Adjust, Stickers, Text, Markup, Sharpness, Black & White, and Vignette.
Outcome
Final design
The final solution is a simple, clean and streamlined photo and video editing experience. Users can easily navigate between many editing tools while making enhancements that bring out the best in their content.
The editing functionality is consistent for both photos and videos, providing a seamless experience. The result is an experience that feels like a natural extension of the product.
This feature was designed for both iOS and Android users, closely following Human Interface and Material Design Guidelines.
Screens
Pictured below is the iOS app experience.
Photo Editing Features
Video Editing Features
Applying Filters
Applying Markup
Result
Impact
The new feature had a significant impact as demonstrated by key performance metrics.
10,000.000
customers impacted
4.6
app store rating (out of 5)
18%
trial-to-paid conversion rate
74%
adoption rate
Metrics
Trial-to-paid conversion rate (18%) was calculated by comparing the number of users who upgraded from the free trial to a paid subscription, since launch.
Adoption rate (74%) was calculated by tracking users who performed meaningful actions in the app, such as editing photos and videos, per month.
Data points (via Firebase):
Segments (to filter users)
Event Funnels (to track feature interactions)
Dashboards (to visualize and validate engagement)