CVS Photo Cards App

The Challenge
CVS offers a product that allows customers to create photo cards that can be customized online and picked up at a retail location on the very same day. The goal of this project was to create an MVP solution that would allow customers to customize these same photo cards using the CVS native mobile application

My Role
Research, strategize, and deliver a seamless mobile application user experience. Collaborate with engineering to releaase an MVP solution to market before the 2017 holiday season.

The Approach
The experience began coming together through sketches and rough wireframes, which allowed the team to prioritize essential features while iterating the UX strategy. Through research and analysis, I proposed an improved photo picker which became the heart of the application. The new experience allowed users to view photo aspect ratio, group by date, and edit photos in-line. Along with this, users could pick fonts, colors, and customize text all from their mobile phone. Since the application was unique to the CVS library, the UI elements I proposed were designed from the ground up.

Before releasing to production, the design was refined through usability testing sessions where we learned of a few pain-points that required improvement. One element in particular was the interaction model for photo picking. I initially proposed that users tap-to-zoom, while selecting photos via a circle in the corner of the photo. We learned that this confused users since they were used to tapping to select. The revision included replacing the circle with a zoom icon, where the user can cap the corner of the photo to zoom

The photo app released successfully while surpassing projections, yielding over $600k in sales through the holiday season