Tinybeans (ASX: TNY) is a medium-sized consumer company. It's a modern baby album that provides parents with a happy space to enjoy their children's life stories with family. It reached 1 million users in Feb 2016 and currently has 2 million users.
As the UX designer on an 8 person team, we launched a premium subscription, increased invites from 6% to 19% and created a consistent design system. I conducted qualitative and quantitative research and was responsible for the cross-platform visual designs for Android, iOS and responsive web.
At the time, Tinybeans was a photo journal that had the big question of “What next?” Through stakeholder interviews and workshops, I aligned the founders on the company’s three goals: introducing premium features, improving adoption and creating differentiating product features.
I motivated the team towards the ambitious goal of increasing the adoption rate during the primary user onboarding. We improved the secondary user invites from 6% to 19% through qualitative insights and experiments.
For the onboarding experience, I eased customer apprehension using a mixture of content, illustrations and behavioural change prompts within the software.
I created design artifacts like comic strips and customer videos, that showed the development team the joys and pains of being a first-time parent.
I conducted contextual inquiries in user’s living rooms and children playgrounds. These findings helped introduce a new facet to the product: tracking your children’s milestones in a safe and non-judgemental environment. Most new parents feel overwhelmed and get unsolicited advice, so it was important to inform but not intimidate them.
The development team was small and lean, so it was faster for me to test paper and interactive prototypes before design reached code. We shipped Tinybeans Premium, a new onboarding flow, and milestones.
We re-designed the Android app based on Material Design and was featured in the play store. We were also able to tweak the app onboarding on Android, which we later rolled out to iOS.