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To enhance Looka's AI-generated logo editor based on user feedback, making it more intuitive and user-friendly. The goal was to increase user satisfaction with the AI-generated logos and improve the overall user experience, ultimately leading to higher conversion rates.

Roles and Responsibilities

As the lead designer, I was responsible for analyzing user feedback, orchestrating design sprints, and implementing changes to the logo editor. This involved collaborating closely with various teams, including customer success and development, to ensure the redesign met user needs and business objectives.

Process and Methodology

The redesign process was informed by extensive user feedback gathered through Fullstory, customer calls, Intercom/Typeform, Usertesting.com, and our Customer Success team. The feedback highlighted issues users had with the AI-generated logos and the subsequent editing process. A design sprint was conducted, comprising problem space discovery, ideation, and rapid sketching, leading to actionable solutions.

Chalenges and Solutions

Key challenges identified included confusion with tool icons, difficulty in font/symbol selection, and issues with comparing logo variations. Solutions proposed included adding labels to toolbar icons, creating a version history feature, implementing a modal for comparing logo variations, and enhancing the font-size adjustment interface. Additionally, we tackled the challenge of making layout and variation discoveries more intuitive by redesigning the sidebar and variation modals.

Outcome and Impact

The redesign of Looka's logo editor yielded significant improvements in both user experience and business metrics. Notably, the new editor consistently outperformed the old version and was subsequently rolled out to 100% of users. Key metrics reflecting the success of the redesign include:

  • Conversion Rate Increase: Conversion rates saw a substantial increase, rising from 3.52% to 7.20%. This improvement highlights the editor’s enhanced effectiveness in converting users from logo creation to purchase.
  • User Satisfaction: User satisfaction with the AI-generated logos increased, indicating that the redesigned editor better aligned with user expectations and preferences.
  • Engagement and Usability: Enhanced usability was evidenced by increased engagement metrics, such as longer time spent in the editor and a higher rate of returning users.
  • Support Queries Reduction: A notable decrease in customer support inquiries related to logo editing indicated a more intuitive and user-friendly interface.

These outcomes demonstrate the redesign's positive impact on both the user experience and Looka's key business objectives, culminating in a more successful and engaging product.

Original Looka app

Logo variations drawer from the (Original app)

Sticky notes from our one-day design sprint's "How Might We" brainstorm session

Wireframe sketches created during our design sprint, showcasing the evolution of our ideas.

Wireframe exploration

Early design concepts

Early design concepts

Symbol between text (Final design)

Monogram design (Final design)

Slogan font type (Final design)

Fullscreen san serif options (Final design)

Responsive screens

Some of the developer documentation

🎥 Video showcasing Looka's logo editor redesign with some micro interactions and updated screens.