(Prioritization of Insights, Value Proposition Canvas, User Persona)**
Strategy
Research has shown that browsing and downloading filters keeps users more engaged. By focusing on this, we aim to reverse the trend of young users leaving the app and reignite their interest.
Product Positioning: We want to differentiate from competitors by focusing on ease-of-use, discoverability of filter options, and exploration of potential new features like one-tap editing and additional content creation tools.
Solution: Make filters easy to use and engaging. “Revitalizing Aperture User Engagement with Filters”
Justification
We prioritized addressing filter discovery issues on the home screen because it's the most visited section – users land there upon entering the app. This strategic placement aims to encourage filter exploration and content creation. Our current filters and editing interface remain well-usable, requiring minimal changes at this time. However, the home screen presents a prime opportunity to inspire users to edit and share more frequently.
Problem Statement
The difficulty in finding and using filters is limiting users' creative expression within the app. This perceived steep learning curve, combined with feelings of inadequate editing skills, is reducing photo editing and sharing activity. As a result, users feel discouraged, use the app less, and may switch to competitor apps that offer a more user-friendly and accessible creative experience.
Hypothesis
Difficulty discovering and using filters is a key factor in declining user engagement. Making filters easier to find and use will lead to increased filter usage, content creation, and overall app engagement.
Approach
Implement a "Featured Filters" banner on the home screen to increase the filter feature visibility. Additionally, redesign the editing section to facilitate filter exploration with features like:
Showcase Featured Filters
Allow users to try the desired filter more easily
Enable Live Filter Previews: Allow users to preview/adjust filters before applying them and sharing them
Priority Filters: Allow marking filters as liked.
Improved filter browsing: Make browsing filters by category or keyword more intuitive.
