Case study

Picsart taxonomy and categorisation

Application
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In Picsart, our user base comprises two primary segments: prosumers and consumers. However, both of these user categories have faced significant challenges when attempting to find content that aligns with their editing requirements. Consumers, for instance, have been constrained by their reliance on hashtag feeds and content creators, which limited their access to the rich variety of content available through the Discover screen. Consequently, they often departed without further engagement, such as remixing or publishing. On the other hand, prosumers encountered difficulties in their quest for recognition, followers, and appreciation for their creative work. Complicating matters further, users grappled with distinguishing different content types within the Discover screen, including hashtags and templates. This confusion has resulted in the presentation of content that appears disorganized and unattractive to users.

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Overview
Problem Statement
Results
Design
Gallery
Solution

Problem:

Our objective was to significantly enhance the user experience within Picsart, promoting increased user engagement and personalized content discovery. Additionally, we aimed to underscore the value of Picsart's extensive library, encompassing both basic and premium assets. To achieve these goals, we have identified several key performance indicators to track our progress:

  1. Increase the number of editing actions by 2.5 times: We intended to encourage users to be more actively involved in editing and creative activities within the app.
  2. Double the overall discovery rate: Our focus was on making it easier for users to discover a wider range of content, both within their existing interests and in new areas.
  3. Achieve a daily increase of 10,000 subscriptions: We aimed to expand our user base by attracting more subscribers to our services.
  4. Enhance prosumer engagement: To support our advanced users, we introduced features and tools that catered to their needs and preferences.

Results:

  • Increase in the number of editing actions by 3 times.
  • Demonstrated an impressive 107% increase in the number of editor sessions.
  • Achieved an exceptional 166% surge in the frequency of editor openings. This substantial increase reflects the heightened user engagement, as discussed in the preceding sections.

UX Research

Research Methods:

To gain valuable insights and identify user pain points, we conducted a comprehensive UX research initiative. Our research approach encompassed the following methods:

  1. User Interviews: We conducted one-on-one interviews with a diverse group of Picsart users, representing both prosumers and consumers. These interviews allowed us to delve into their experiences, preferences, and challenges when using the app.
  2. Surveys: We distributed surveys to a wider user base to collect quantitative data and gather feedback on specific features, content discovery, and overall satisfaction with Picsart.‍
  3. User Testing: A series of user tests were conducted, during which participants were asked to perform various tasks within the app. This allowed us to observe how users interacted with the interface and where they encountered difficulties or frustrations.‍
  4. Competitor Analysis: We assessed similar apps and platforms to understand how they approached content discoverability and engagement. This provided valuable insights into industry best practices and innovative solutions.

Research Findings:

The UX research efforts yielded several key findings:

  1. Content Discoverability Challenges: Users across both prosumer and consumer segments expressed difficulties in finding relevant content within the app. The current system primarily relied on hashtag feeds and content creators, limiting their ability to explore the vast array of available content.
  2. Organization and Navigational Issues: Users struggled to differentiate between various content types, leading to a sense of disorganization within the Discover screen. This resulted in users missing out on valuable content and ultimately disengaging from the platform.
  3. Prosumer Recognition and Engagement: Prosumer users sought better ways to gain recognition, followers, and appreciation for their creative work. The existing system did not effectively support their needs, leading to reduced engagement.
  4. Content Personalization: Users expressed a desire for more personalized content recommendations and a smoother process for aligning their preferences with the available content.

Design

  • Intuitive User Interface (UI): In our redesign efforts, we focused on creating an intuitive and user-friendly UI. We employed a clean and organized layout that simplifies navigation and content discovery. Elements such as improved categorization, clearer icons, and more straightforward menu structures contribute to a seamless user experience. This approach ensures that both prosumers and consumers can easily access the features and content they seek, resulting in reduced user friction and increased user engagement.
  • Visual Consistency and Aesthetics: To establish a strong brand identity and provide a visually appealing experience, we invested in maintaining visual consistency and aesthetics throughout the platform. This includes uniform color schemes, fonts, and visual elements that create a cohesive look and feel. By doing so, we aim to make the app not only functional but also visually pleasing, attracting and retaining users who appreciate a well-designed and aesthetically pleasing environment for their creative endeavors.
  • User-Centered Content Recommendations: The design of the content recommendation system is centered around the user. We've incorporated machine learning and AI algorithms to provide highly personalized content suggestions based on each user's preferences and behavior. This personalization ensures that users are presented with content that is relevant and interesting to them, increasing their overall satisfaction and encouraging them to engage with the platform more frequently.

Solution

Following a series of user tests and feedback analysis, we embarked on the development of a cohesive and user-friendly browsable taxonomy. Our aim was to showcase the expansive range of content within Picsart and significantly enhance content discoverability by implementing a more intuitive organizational and navigational structure throughout the app. By packaging content according to this taxonomy tree, we empowered users to seamlessly align their preferences with the content, resulting in a more relatable and engaging experience.

Implications for Solutions:

  1. Content Discovery Enhancement: We recognized the need for a more intuitive and organized content discovery system that caters to a broader range of user interests, beyond hashtags and content creators.
  2. Content Discovery & Sharing: We enabled users to explore and share a wide variety of content, including games, social media assets, marketing materials, and personal projects. This served to promote user-generated content and encourage greater community interaction.
  3. Influencer & Marketer Tools: We introduced features that catered to influencers, providing inspiration for their professional and personal projects, and supported marketers in their quest to discover fresh ideas and content creation strategies.
  4. Seller's Business Support: For marketers, we facilitated the discovery of printable and marketing materials for their businesses while offering tools for creating promotional materials.
  5. Prosumer Support: To address the prosumer engagement challenge, we developed features that provide prosumers with tools to gain recognition and foster engagement within the Picsart community.
  6. Personalization: Users' desire for more personalized content recommendations influenced our decision to offer tailored content suggestions, ensuring a more enjoyable and relevant user experience.
  7. Personalized Creativity: We assisted creatives in finding content that resonated with their unique style, fostering the creation of new and distinctive creative work.
  8. Improved Navigation: The findings highlighted the necessity for better content categorization and differentiation within the Discover screen, which would enhance the overall user experience.
  9. Backgrounds for Projects: Users gained access to a diverse array of backgrounds, simplifying the initiation and development of a wide range of projects.

Process:

  • Discovery & Ideation
  • Research
  • Information Architecture
  • Design
  • Usability Testing

Tools:

  • Figma
  • Looker
  • Loom
  • Miro
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