2020
Team: UX Team, Developers, QA, PM
Tools: Figma
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PROBLEM
Despite being one of the most used tools in PicsArt, the Crop Tool had friction points that slowed down the editing process. Users struggled with precision, efficiency, and ease of use, making quick adjustments feel less intuitive than they should be.
SOLUTION
Cropping should feel effortless. To streamline the experience, I prioritized the essential actions and set secondary features—like transform and custom crop—aside. This made the tool cleaner, faster, and more intuitive, allowing super users to edit with ease.
RESEARCH
To understand user challenges, I started by analyzing competitors and gathering insights from users through interviews and focus groups. What I found was a Crop Tool that felt cluttered, with hard-to-find features and outdated ratios for social media. This research led to two clear solutions to simplify the experience and make it more intuitive.
PROTOTYPE
I created four different prototypes to test which layout users found easiest to navigate and understand. After gathering qualitative feedback from 10 users—5 PicsArt and 5 non-PicsArt—we found that the crop ratio selection was the most intuitive, while features like rotate and free crop caused confusion. We refined the design further, streamlining the interface by reducing tabs and improving tool accessibility, leading to a smoother, more enjoyable user experience.
OUTCOME
This project emphasized the power of iterative prototyping and user testing. The feedback we gathered was essential in shaping the final design, and I learned how vital it is to ask focused, targeted questions to uncover the insights that drive meaningful improvements. It reinforced the importance of continuous user involvement and adapting quickly to ensure the product meets expectations and stays relevant
KPI
Improvement in Crop Tool Usage and User Engagement Increased Crop Tool Engagement: Post-launch data showed a 10% increase in the frequency of Crop Tool usage, indicating that users found the tool more intuitive and accessible.
Reduced Drop-Off Rate: The redesign led to a 7% reduction in user drop-offs during the editing process, demonstrating that users were able to complete their edits more easily and without frustration.
Faster Completion Time: Users were able to crop and rotate their images 15% faster, improving overall workflow efficiency and making the editing process more seamless.