Framebridge iOS App
Focusing the iOS app on serving high-value customers through a more opinionated experience.
Project
Framebridge had an iOS app that had been neglected over time, with new features bolted on in a way that was clunky and hard to use. This made the purpose of the app unclear amid the ecosystem of Framebridge customer touchpoints. They needed a clear point-of-view on how to drive revenue and business goals.
My role
I was the primary strategic product leader throughout the project, conducting market research, identifying the product vision, defining the feature set, and delivering conceptual approaches for the redesign.
Key Insight
Focus on high-value customers
Casual customers used the website to order, but the high-value, high-volume customers primarily used the iOS app. We refocused the app around this insight, prioritizing the most popular products and activities among that audience.
Product Strategy
The app isn’t for everyone.
Too often a product tries to satisfy every customer and use case, and the result is something unsatisfactory for everyone. We knew that penetration for native apps was declining, and that casual customers weren’t downloading the Framebridge app. So we focused on better serving those already using the app by prioritizing “fast-framing” and the most popular colors and styles to drive additional revenue and user retention.
Product Design
Opinionated product design
I worked closely with design and engineering to define the feature set based on the product strategy. Features were personalized to have a perspective (based on data) on what colors and styles customers were most likely to choose when creating their custom frames. The result was a more efficient and streamlined path to purchase.