LAUNCHED
PhotoVault
Private PhotoVault is a top photo and video security app, trusted by millions for its double-layer password protection on iOS and Android. When I joined, it had around 300k ratings. Three years later, with ongoing support, it has now reached over 900k 5-star ratings on the App Store.
My Role & Collaboration
I collaborated with the Founder, PM, and Engineering team to overhaul Private PhotoVault’s mobile app. The redesign included optimizing various app areas, introducing a new dark mode with accessibility features, and enhancing the paywall to reduce churn and increase conversions.
Mobile Redesign
I redesigned the app to enhance trustworthiness with a modern, sleek look that prioritized both aesthetics and functionality. I ensured WCAG accessibility standards were met and prepared designs for a smooth developer handoff.
Onboarding Redesign
Finalized Designs
Dark Mode
In designing dark mode, I prioritized WCAG accessibility standards, developing a color palette with subtle saturation for readability and reduced eye strain. Following Material Design, I used a dark base with white values for elevation and documented all decisions to ensure consistency and smooth developer handoff.
Mobile Redesign Impact
Increased in premium conversions post redesign
Increase in positive ratings over the first year
Increase in daily active users post redesign (first 30 days)
Improving the Paywall
I conducted competitor research and performed a heuristic evaluation of the paywall to identify key areas contributing to the high churn rate.
Variations for A/B Testing
I collaborated with the PM and Founder to create and test multiple paywall design iterations. We A/B tested color schemes, adjusted titles and descriptions, and explored dark and light modes, aiming to resolve at least 80% of the client’s paywall issues.
A/B Testing Results
During a one-week A/B test, I explored four paywall variations, focusing on content, copy, and colors. Option 3 was the most effective, outperforming the others by 5%. Overall, the new designs beat the original paywall by 20%, showing the value of data-driven design.
Paywall Proposed Improvements
Option 3 proved to be the most effective in A/B testing, driving the highest engagement and conversion rates. Building on this success, I implemented further improvements to the paywall to address additional use cases, followed by additional rounds of testing to refine the user experience even more.
Paywall Outcome & Impact
Increased conversion rates for premium memberships
Increased customer retention rate (after offer expired)
Increased customer engagement rate from 12.5% before improvements
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