Lead Product Designer
3 weeks
- End-to-end design: research, strategy, UX/UI, and dev handoff - Drove content strategy to boost VIP conversion - Managed full product lifecycle with PM
Sticker packs are one of our top VIP conversion channels. Heavy usage from VIP users confirmed this feature deserved a full redesign.
Users could only search by pack — not by individual sticker. This caused 3 key friction points, prioritized by VIP behavioral research.
Users prefer individual stickers; packs often include irrelevant ones.
Users prefer individual stickers; packs often include irrelevant ones.
Users have to check individual sticker in the pack, then tap to apply on the collage.
Users must take extra steps to find and compare stickers in various sticker packs.
Looks like a small change, but there is a lot behind it. Here is every consideration and decision that shaped the final design.
Improving sticker search UX, paired with a clear monetization model, will drive measurable VIP subscription growth.
Three parallel tracks: business model, design scope, and content quality. All aligned to one outcome: higher VIP conversion.
Individual stickers had higher usage, but 10 user interviews showed packs were still needed for cohesive collage-making. We retained both.
1. Scroll to browse: for users seeking inspiration before deciding. 2. Tap to search: for users with a clear sticker in mind.
Kept free, paid, and subscription models to capture different intent levels and improve overall monetization.
Goal: A/B test on iOS + Android in 3 weeks. Scope was constrained by content maturity and API readiness — so I proposed what was testable now, and what to defer.
Define: Scope down
Develop: Explore different variant
Deliver: Hand off file
Search by sticker or pack — and add exactly what you need for any collage scenario.
Not the most visible position — but the most usable. Validated by a 10-person usability test and internal vote: bottom placement made stickers easier to browse without leaving the collage.
Tested full-page vs. half-picker in a usability study with competitor benchmarking. The half-picker won — users could add multiple stickers while keeping the collage in view.
Search relevance and speed must meet or exceed 2 key competitors. I proposed this benchmark and led the user research to evaluate results, giving the team a clear release signal.
1. Decide free vs. VIP sticker display ratio 2. Decide number of packs shown per query
With individual sticker search, users were more likely to add stickers from the search page, up 4%. VIP popup impressions jumped 20x on Android and 30x on iOS, driving a 10x increase in overall subscription conversion. Conversion per popup dropped because some popups weren't triggered on purpose, but the overall subscription conversion rate still grew roughly 3x due to the dramatically higher impression volume.
