Turn your photos into cards & postcards and send them to the people who matter most

4.8

OVERVIEW

MY ROLE

During a 4.5 year tenure, I led design for Touchnote's digital products. I conducted extensive consumer research to inform the businesses's value proposition prior to the creation of an all-new brand identity for Android, iOS, web & advertising.

I worked on design for the website, mobile apps, physical products, email marketing and social media platforms to improve user experience and increase business revenue.

RESEARCH

CONSUMER RESEARCH & DATA ANALYSIS

As well as conducting extensive consumer interviews, usability tests and large-scale consumer surveys, we analysed usage data and performed manual audits of postcard orders in order to give us a better idea of how and why our customers were using our product.

INSIGHTS & STRATEGY

By conducting this research, we were able to identify what created the most value to consumers. This helped us to focus our value proposition and strengthen our brand identity, increasing connection with our users.

BRAND IDENTITY

It was clear from our research that the value of the product was all about connecting people; keeping family members in touch, saying thanks for a special gift or sharing moments from a holiday.

The brand needed to evoke family and joyful moments. We started by identifying our core brand values and from there carefully selected a colour palette , typography, image style, logo and voice guidelines that could be rolled out across product touch points and marketing.

VISUAL IDENTITY

Primary colour palette

Secondary colour palette

DESIGN

DESIGN SYSTEM & APP DESIGN

With the brand identity complete, we created the design system for mobile and redesigned the apps for Android & iOS.

CONTINUOUS USABILITY TESTING

We conducted regular in-house and online usability testing to refine the experience, optimising the card-creation experience, order completion, payment and account management.

CARD CREATION

The card creation was by far the most valuable and enjoyable part of the app. We worked closely with postcard senders to design a smooth and simple experience inline with our new brand and visual identity.

ORDER HISTORY

During our consumer research, we found that our card senders were keen to check in on the status of their card order.

We designed the home screen experience to include a timeline of your recent orders so you can see card status at a glance.

CREDIT PURCHASE

We optimised the credit purchase flow from a button-based UI to a happy-face slider, increasing average order value by 80%.

IMPACT

Average order value rise by +80%
Average iTunes app store rating climb to 4.8 stars
Average Play Store rating reach 4.2 stars