Jimmy Santos - dogvacay

Company Overview

DogVacay is an American company which operates an online marketplace for people to buy and sell pet care services including pet sitting, dog boarding, and dog walking.

Project Overview

The objective is to boost downloads on both Android and iOS platforms via the App Store. Initially, I focused on identifying factors that attract users to download an app. This process can involve subjective decisions regarding imagery selection or balancing the amount of copy to optimize user engagement and encourage them to click the download button.

Team: Product Designer, Visual Designer, Product Manager

Tools: Photoshop

Platform: Mobile

Duration: 3 Weeks

Goal

Design an iOS app store front that showcases the app's features and benefits in a compelling way. Use high-quality visuals, clear descriptions, and engaging videos to entice users to download. Highlight social proof, exclusive offers, and a clear call-to-action to increase conversions to subscription.

Visual Noise

I felt that the design had an excess of shapes, boxes, and visual distractions, which could potentially overwhelm users and detract from the overall user experience.

Imagery

The utilization of photos fails to encapsulate the authentic experience of having a dogsitter.

Use of colors

The balance between turquoise and black colors feels quite jarring.

Case Study 1

We hired a photographer and provided a detailed brief to ensure we obtained the perfect images we needed. By translating key words into the theme and style, I experimented with different imagery to understand what resonates most with users. Having two different designs allows me to compare and refine them effectively. In the first design, I focused on showcasing images that highlight the comfort of dogs in real settings, as well as the convenience of the app in finding trusted dogsitters without hassle.

Case Study 2

Here, I aimed for a cleaner look by incorporating more white space with a white background. I also swapped some imagery to convey happiness and more smiles from the dogsitter. A significant change was adding credentials, notably the Five Star ratings icons, which resulted in a notable increase in downloads. Additionally, including a quote from actual users, describing the app as "Airbnb for canines," proved to be effective. This design led to a 15% increase in downloads on the first day.

Business Impact

This case study highlights the importance of understanding the user's perspective. We've recognized that imagery and copy significantly influence whether users decide to download apps. By minimizing text and using key words as titles, we facilitate quick decision-making for users. Through experimenting with different designs, we've concluded that simplicity and brevity are key attributes for designing compelling and engaging App store cards. Reflecting on the initial designs, the progress is evident, signifying a significant improvement.

Key Factore

Related imagery with similar experience with dog sitters.
Simple approach gravitates the user to be more engaging to download
Photography was also a key factor that usr can relate

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