PICMONKEY
INFORMATION ARCHITECTURE + UX DESIGN
PicMonkey is a web-based photo editing and design tool for the everyday creative. As the company’s target market shifted away from bloggers to small business professionals and social media marketers, I was tasked with reimagining the design and execution of key PicMonkey workflows, from top of funnel engagement and customer retention to global IA and cross-site navigation, Hub organization and collaboration tools. Alongside my UX role, I spearheaded partnerships with visual design and marketing to ensure synergy between product and brand.
VISUAL REFRESH
With a business shift toward small business and social media marketers, the editor needed to “grow up” in both style and editorial tone. I led visual redesign efforts to update the UI with a clean, crisp palette and simplified controls to match the intended target audience.
HUB INTEGRATION
In support of powerful photo editing capabilities that differentiate PicMonkey from other design tools on the market, each editable layer is preserved, enabling customers to access and update files on any device from PicMonkey’s Hub cloud storage.
To increase platform engagement and address customer confusion around where and how work was being saved, Hub was promoted to the top level dashboard, facilitating quick retrieval, re-editing and organization of images for social marketing and design campaigns. Existing files are often used as templates to kick off new design projects, and are now are easily accessible from signed-in home.
As images rule the day in a photo editing product, additional Hub views and feature refinements are continually being added to tailor the browsing experience to customer preference.
WORKFLOW OPTIMIZATION
PicMonkey caters to customers who want to look like designers - or look as though they’ve hired top talent - but don’t necessarily have the time or inclination to become designers themselves. Using trend-savvy templates, typography and graphics, interaction workflows ranging from top-of-funnel acquisition and registration to cross-site navigation and file management were systematically assessed and reconfigured to simplify core task completion.
CRAFTING VISUAL SYNERGY
Armed with a background in graphic design and a passion for creating visually engaging product experiences, I established strong working relationships with the marketing and visual design teams, extending PicMonkey brand into the user interface to ensure cross-product cohesion.
Visual design projects ranged from interactive onboarding and segmentation modals to new feature announcements and paywall messaging. I proactively consult on marketing content layouts for web, and provide art direction for new icons and illustrations to support the PicMonkey brand, which has continued to evolve over the past several years as target demographics have changed.
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