VSCO
Overview
VSCO is a popular photography application that allows users to edit and post photos to a creative platform. It has amazing photo filters, but the app itself is not very user-friendly. My objective for this project was to improve usability by adding some useful features, most significantly an easy way to share and a private messaging-type feature, while maintaining the simplicity and minimalistic branding of the original app.
Problem
VSCO users love the app for its photo editing capabilities, but don’t use many of its other functions because they are hard to understand. I wanted to add new features that would enhance the app without straying too far from the design that the VSCO creators intended.
Solution
I conducted surveys and interviews with users of VSCO and other photo editing apps. I used the findings to establish design goals of improving the social features and overall usability of VSCO. I created a prototype of the new functions, then conducted final user tests to determine receptiveness. Throughout this process, I gained valuable insight on application design and functionality.
Role
Product designer
Design Process
I started by learning about the background and branding beliefs of VSCO as a company. Then, I used surveys and interviews to understand the users’ perspective when using the VSCO app, reflecting on the problems they experienced in order to create ideas for new, user-friendly features. Finally, I developed a prototype, conducted tests, and made modifications until I found a successful design.
Timeline
Empathize
Target Audience
Ages 16-30
Research on readings
Reddit
Crunchbase
Surveys
9 questions
27 responses from users aged 20-30 years old
6 users with VSCO membership
One-on-One Interviews
5 interviewees aged 22-25 years old
1/5 professional photographer
3/5 are world travelers
4/5 use VSCO consistently
Before beginning actual user research, I first compared different photography applications to learn why they were successful and what features made them stand out. I also read opinion articles and reviews of the VSCO app itself. With this foundation, I continued on to find out what real users had to say about the features they loved and disliked on VSCO with surveys and interviews.
Research Findings
I found common themes of user likes and dislikes when using VSCO.
Likes: simplicity of the application and branding; ability to appreciate the talents of many different photographers; ability to use VSCO on any mobile device or tablet
Dislikes: icons are difficult to understand and navigate; not as much social engagement; too many filters
Empathy Map
Define
After completing the user research stage, I narrowed down the feedback to several key features that users like when using competing photo apps. I observed patterns in my findings which helped me decide what new features to add to VSCO.
Key Words: Minimalistic, Clean, Clear, and Simple
Camera and Studio Feature
“I like when there is consistency of style within the camera and studio!”
-Harmonee
In the original VSCO app, some users had a hard time knowing which icon to click to edit photos. Having a distinct camera and studio feature helps with ease of using the app.
Discover Page and Sharing
“Very clean and easier to use than instagram. I love it!”
-Irena
Adding a sharing feature makes it easier to share photos with other users, expanding the social aspect. Also, the Discover page is what users see first, so it should be clear, simple, and easy to navigate.
Profile and Messaging
“I am glad that you are able to organize your messages which makes it is easy to find.”
-Jed
Since launching the app, VSCO has added features to provide more of a social aspect for users. However, most users are unaware of these features, such as the messaging function. I wanted to enhance this feature and others with clear icons.
I created individual personas based on each of my interviews. These helped me define what my focus and goals should be when adding new features to VSCO and how to make it more user-friendly.
Persona
Within defining my research above shows a persona I created for one of my interviewees.
User Flow
Above helps visualize the end to end steps of VSCO users
Mobile Map
Through user testing I formed clear and organized categories for the mobile navigation.
Ideate
When creating wireframes and affinity maps, I prioritized the major themes from my user findings, personas, and user flows. One of the major themes included bringing a bigger social aspect to VSCO.
Key Ideas
Pages are organized and clear to be user-friendly.
Discover and profile pages, navigation bar, etc.
Users can easily access the camera within studio feature.
Users can privately message and send a like to an image.
Users can easily share images on VSCO with other users.
Have a press down and hold feature
Ipad Low-Fi Sketches
Low-Fi Wireframes
Prototype
The focus of my prototype was to improve the usability of VSCO with new features. The new features include the sharing feature, clear icons for messaging, direct messaging to photographers, etc. I based my designs with looking at the design of VSCO’s application to keep the simplicity and consistency of branding.
Steps
Added new features on Home, Membership, and Discover pages and within Studio, Messaging, and Profile functions.
Created high-fidelity mobile prototypes with multiple screens.
Conducted user testing by observing interviewees to see design is user friendly and brings other social side for VSCO (login, profile, studio, sharing images).
Testing Process
Task
The interviewee loves photography apps, and their friend just told them about a new feature that was added to VSCO. They log in and begin exploring the new app!
Challenge
Some users preferred the old features of VSCO. The membership page was hard to find.
Reflection
Most users enjoyed the new features and found them easy to use. However, they had a hard time finding the membership page since it was somewhat hidden within the logo icon.
“I love how there is no social pressure and users won’t compare numbers likes and comments!”
-Jed
Reflections
Future Steps
I want to continue developing the new features and other ideas that I have for this app. My vision is to gain a deeper understanding of the psychology behind how individuals use mobile applications in order to make my future designs more effective.
Focus on Main Goals
I loved working on this project! I learned that at times, I would have too many ideas to apply to my case study. This distracted me from my main focus of adding new features. An example would be how I added to many general new features and lost focus of the goal for improving social aspects of the app. Once I noticed this, I was able to redirect myself and continue with my original task.