GoPro

(May 2016 - Oct 2017)

In May 2016 I started working for GoPro: the world's most versatile camera company. I led UX Design for all web apps and the account and identity related experiences.

My work spun across different platforms:

  • iOS mobile app

  • Android mobile app

  • Karma, Drone controller

  • Quik | Desktop, Windows and Mac desktop software

 

Project Shared Links Redesign

 

Team

  • UX Lead and Sprint Master (Me)

  • Visual Designer

  • Copywriter

  • Product Manager

  • Engineer

Context

In 2016, GoPro launched GoPro Plus — a subscription service which allowed GoPro camera users to directly upload their content from the camera to the cloud and access it in the GoPro software (mobile, desktop and web apps).

A key feature of GoPro Plus was sharing using links.

This is how a link would be created and shared on mobile and web:

 
 

And this is what the receiver would see:

 
 

Business Goal

Increase Link Sharing

  • Leads to more GoPro content shared → More camera sales → More $$

  • Leads to greater perceived value in the subscription service → More $$

Our Approach

Focus on the receiver experience

  • If the content is showcased better → viewers will be more engaged with the links → creators would be more motivated to create more

 
 

Investigation: How, when and why are links being created and viewed?

Why do users use shared links?

  • To share directly to people involved in the photos

  • When they don’t want to broadcast

  • To easily share multiple photos and videos directly

What do viewers want when they get links?

  • Context of what the link is about

  • An overview of the media that exists in the link

  • Know how they can create a similar link

  • The ability to forward the link to their friends

  • Give feedback to the link sender

Usage Data

  • 75% of links were opened on mobile devices

  • ~70% of links had a single item

After collecting this data, I ran a DESIGN SPRINT with the team for a week, to come up with the problem statement → explore solutions → test the final outcome.

SPRINT DAY 1

Problem Statement

The current link viewing experience has usability issues and is not optimized for mobile viewing and single item sharing.


Hypothesis and success metric

If we can improve the shared link viewing experience, then we will see an increase in recipient’s engagement with the content, which we will measure by an increase in the time spent on links.


How is this product different from others?

To give the team a framework to think about how what we were designing was different from other sharing platforms, I mapped the shared links on different scales along side other popular platforms at the time.

 
 

SPRINT DAY 2

 
 

Ideation

All of us in the team sketched out ideas on how we could redesign the link share landing experience based on the user and business goals.

 
 

I took all those ideas, grouped them and mapped them on a viewers journey. We then voted on the ideas as a team and took into account the engineering feasibility to make decisions on what improvements and new features we wanted to build.

 
 

Key Ideas:

  • Designated hero asset

  • Add camera model information

  • Show date and location

  • Use smart titles as fallback (A GoPro Adventure)

  • Have persistent share on landing + detail page to encourage re-sharing

SPRINT DAY 3

Prototype

Based on ideas, me and visual designer worked closely together to come up with two different concepts that we wanted to test out with users.

Concept 1 - Non Grid Option

 
 

Concept 2 - Improved Grid Option

 
 

SPRINT DAY 4

Test

We put the designs on usertesting.com to see

  • Do the new designs align with the viewer’s goals? 

  • What information stands out? 

  • Which of the two layouts do they prefer for multi-item shares?

SPRINT DAY 5

 
 

Test Results

  • Users liked the single item view & were able to do the tasks easily

  • They wanted to directly play from the single item view and weren’t expecting to be taken to a new page

  • Of the two layouts - 5/6 preferred the grid view on mobile for its less scroll, but wanted the tiles to be bigger.

Final Design Sprint Output

 
 

Single Item Landing Page

 
 

Multi Item Landing Page

 
 

Impact

We built these new designs and saw a 12.78% increase in engagement 🎉

Reflection

 
 

What worked well

  • Cross-functional team enjoyed being part of a design sprint

  • Crowd-sourcing ideas brought alignment and more conviction in the final output

What could’ve been better

  • Focus more on mobile & single-item view

  • Run as an A/B test & further iterate before shipping

  • Have a better defined metric — engagement (time spent) isn’t specific. Tie it to actions

  • Explore feedback mechanisms — comment, like etc.