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Project Info

Role- Lead Product designer(UX/UI Designer).

I was honored to have been recognized as the "Employee of the Month" for completing this project. This community is comprised of a group of passionate visual storytellers and photography enthusiasts who utilize Sony Alpha Cameras to explore, discover, learn, and share their art.

I achieved several significant features, and the following KPIs demonstrate my success.:

  • Increased registration for Alpha Camera and lens users
  • Implemented a mobile-first approach
  • Encouraged existing users to purchase new Sony cameras and lenses
  • Fostered high engagement with the community
  • Managing a community and updating content like blogs, photos, and products is effortless.
  • Streamlined the warranty process for customers.
  • Facilitated easy creation, administration, and registration for various events, workshops, and photo tours organized by Sony.
  • Provided an easy and swift process for registering Cameras and accessories.
  • Simplified the exploration of cameras and lenses based on customer interests.
  • Kept customers informed about new product launches and offers.
  • Created multiple sections of the community to inspire camera owners, such as Filmmaking, wedding photography, nature and wildlife photography, fashion, and more.

Below are the key highlights of my human-centered design process that led to the final product. All designs and research were completed by me, but they are copyrighted by Airodigital.

Research and Ideate

When I start my product design process, I always conduct comprehensive research to gain a better understanding of the target audience and their needs. As I was redesigning an existing app, I used different methods such as Heuristic Evaluation, existing Google Analytics data, user interviews and surveys to understand the problems of the existing system. These methods also helped me understand the needs of the users to achieve the KPIs shared by the management.

Google Analytical Data

This data provided insight into problems on the old website, such as pages with high bounce rates, low time spent, and where users were ending their journey. Below are a few major findings:

  • 50% of users were losing interest on the home page
  • Users who clicked on the sign-up button were not registering.
  • Although offers were available after registration, users were not returning to the site.
  • 90% of users were accessing the website on their mobile devices.
  • Sony held a monthly contest on their website to increase user engagement, but despite users visiting the page, participation remained low.

Interviews and Survey

During the interviews with stakeholders (Camera Marketing team), existing Alpha community users, and existing Camera users, gathered some valuable insights. Here are a few of our findings:

  • Users were not able to find images, content products according to their interests.
  • Website was slow.
  • On mobile it was not easy to access the website.
  • Users were inclined to search for new products according to style of photography.

Final UI

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