My Role
UX Researcher
Information Architect
Interaction Designer
Visual Designer
Duration
2 Months
Team members
2 Product designer
1 Full Stack Developer
Devices
Mobile
Desktop
Tablet
Host along with being in the middle of managing the wedding, faced frictions while creating new event album in Picaggo. The value for host was in creating the event at earliest which was hampered due to high cognitive load and lengthy 7 step user flow. Hence the host was demotivated along the journey.
User tasks from old user flow were categorized into essential, optional, and non-relevant tasks. To reduce steps required to create event album, only the essential tasks were kept, optional tasks were simplified and introduced after event album creation. Non-relevant tasks like permissions and linking phone number were eliminated entirely.
Before
Host had to fill 8 mandatory input fields in the first step, most of which were not directly related to creating event.
After
Hosts were motivated as the form was simplified to 2 mandatory fields and 2 optional fields crucial for creating event album. Non relevant fields were introduced as optional tasks after creating event album.
Before
Hosts were discouraged by delayed time-to-value, as sharing invites required third-party apps like WhatsApp, facebook and messages without the immediate gratification of viewing the created event album.
After
Hosts were motivated as creating event album was one step process. Principle of progressive disclosure was followed and optional tasks were introduced after creating event album.
Before
Different hosts interpreted digital and event invites differently, indicating lack of clarity. This information was also not essential for creating an event album.
After
Hosts easily understood the new invitation model, which was introduced after creating the event album by leveraging the data already entered during event creation.
Before
Setting up the event album was prioritized over user motivation which led to unsatisfied users and drop-off while creating event.
After
User motivation was prioritized by simplification and progressive disclosure which encouraged host to engage more with Picaggo.
My thought process centered on mapping guest psychology against each step of the flow. By shifting the moment of value earlier and pushing commitment later, I designed for urgency, trust and choice, three principles that transformed the guest experience.
Redesigning Event Album gallery screen
Users spent over 80% of time on event album gallery screen and it directly had an impact about brand perception.
Key changes were designed considering the three key pillars of user control, scalability for new features and brand perception.
Redesigning Smart Sync for user control
Before
Users found Smart Sync hard to discover and avoided it due to complex and unclear mental model. They were also worried about automatic uploads of unwanted photos.
After
Users felt in control as the mental model was simplified to user action of toggle and users were able to manage their uploads without searching photos in the gallery.
Before
The gallery screen had unclear UX, weak visual design, and lacked scalability for new features and responsiveness across desktop and tablet.
After
The redesigned gallery introduced clear UX, stronger visual hierarchy, and a responsive layout scalable for future features across mobile, tablet, and desktop.
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