PIXELA
ROLE
Product Design, 3D Prototype
DESCRIPTION
As the founding product designer at Pixela, I helmed the development of our pioneering product. Pixela is a forward-looking fashion brand that seamlessly integrates art and technology through LED screen products, empowering users to curate art displays via our mobile app. From the beginning of the project, I played a pivotal role in shaping the brand identity and model a 3D prototype for our inaugural handbag.
DELIVERABLES
MVP Light mode, MVP Dark mode, Design System, 3D Prototype
TIMELINE
Jun 2023 - August 2023 (12 weeks)
TARGET USERS
Individuals intrigued by fashion and technology.
TOOLS
Figma
COLLABORATIONS
Mr. Lam Ngo & Mr. Quang Nguyen
(Founder of Pixela)
PRODUCT INTRODUCTION
The Pixela Handbag, the first ever Pixela product, pairs fashion with technology, featuring a unique LED screen that connects to the Pixela mobile app. With the app, users can customize the content displayed on the screen, from artwork to videos, making it a versatile accessory for any occasion.
PROJECT'S GOAL
3 Months to Maximize
Impact & Efficiency
Deliver an MVP of the Pixela Mobile App within three months, optimizing for both user impact and operational efficiency for the tech team.
BACKGROUND
Digital Fashion Boom
As of 2023, the digital fashion industry has reached $200 billion, with LED-integrated products gaining notable attention for their unique, interactive, and trendsetting qualities. The mobile apps managing content on these LED accessories are key to creativity and personalization, significantly impacting brand success.
I conducted a thorough competitive analysis to better understand the landscape Pixela is entering, assessing both physical and software products.
CASE STUDY
Divoom: Strong Debut, Weak Retention
Divoom has established itself as an industry leader among its peers. To gain insights for developing Pixela, I conducted a thorough analysis of their product. While Divoom initially creates a strong first impression with consumers, I found that their mobile app struggles to maintain user retention over time.
Divoom Mobile App
Available since 2020
Mobile app downloads
10M + (2022)
Mobile app active users
1M + (2022)
User Engagement
5.5 sessions / month
Retention Rate
20% in the first 30 days
Conversion Rate
2.6 %
USER RESEARCH
Users Struggle with LED Bag App
To gain deeper insights into the user perspective, I conducted research on the target audience for this art-tech fusion. Like the product, the audience is vibrant and distinctive, but many face challenges in appreciating the beauty of LED bag products due to the app's complexity.
Repeat Buyer
I really dig the creativity in this product, but making your own art with it can be a real puzzle. I mean, it's awesome that they've got this massive collection of art to pick from, but when I buy something like this, I want to feel like I can let my creativity flow more easily.
Daisy, 20 years old
SYNTHESIS
UX Challenges Impact Performance
From my research, I pinpoint competitors' strengths to leverage and weaknesses to address. Many organizations face challenges in creating user-friendly mobile apps, resulting in high learning curves that impact user retention and conversion. I've identified three key pain points and developed the following 'How might we' questions to guide Pixela's design focus.
Painpoint 1
The user feels overwhelmed by the app's complexity and struggles to update screen content.
How might we
How can we improve user convenience in displaying their creations on the product?
Painpoint 2
The user struggles to create their own art because of the app's complex and cumbersome steps.
How might we
How can we simplify and ease the process of creating and displaying artworks?
Painpoint 3
The user likes the product but finds it too limited for daily use, excelling only in specific cases.
How might we
How might we enhance the product's user-friendliness for everyday use?
HYPOTHESIS
Elevating User Experience
for a Competitive Edge
Based on my research, Pixela can stand out as a cutting-edge fashion brand by prioritizing user experience. Collaborating with the founders, we identified key features that would set Pixela apart from rivals.
1. Effortless Creativity
Pixela simplifies the process of elevating your style by offering easy-to-use tools that require just a few straightforward click. It transforms the way we engage with fashion-tech gear, making it not only more user-friendly but also a more enjoyable and accessible experience for everyone.
PROTOTYPING
Designing the Mobile App Experience
For the MVP, my primary emphasis was on ensuring accessibility, enabling users to effortlessly craft artworks in seconds, fostering immersive interactions with their device, and paving the way for future scalability of introducing community features.
SITE MAP
LOW FI WIREFRAME (9TH ITERATION)
Visual Identity
USER TESTING & ITERATION
Inital Testings & Refinements
From initial user testing, I identified design elements that created friction in the user experience. I then focused on enhancing app features to boost user satisfaction.
USER TESTING 1
User Retention & Usability Evaluation
In the initial user testing, I focused on evaluating user retention by analyzing onboarding, user experience, and potential features for long-term engagement. I conducted interviews and observed first-time users to gather their impressions.
Average Onboarding Time
120 seconds
App Usability Ratings
3.5/5
Confusing Features
Artwork's session redundancy
Confusing preview navigation
Unintuitive device tab
Throughout my design process, I iterated extensively, testing and refining features. Four user tests, including two A/B sessions, produced mixed results but led to substantial improvements. Here are some key enhancements.
1. Add shop and create tabs to the artwork section
Initially, I placed the shop and create artwork options in separate tabs, but users found it redundant. So, I merged them into one tab for a smoother experience, allowing easy switching between functions.
FINAL PRODUCT
Be Unique in Every Pixel
after 3 months and 30 different iterations, I've successfully delievered Pixela first ever smart handbag and mobile app MVP
Seamlessly navigate
your devices
-
The user can effortlessly interact with their devices by selecting a stylish device thumbnail from the device tab.
-
They can also enable the GPS, light sensor, and motion sensor functions for the device, resulting in an engaging user experience while using their handbag.
Create your own art in just a few clicks
-
Easily upload your artwork and convert it into pixel art using Pixela’s editor, with options to adjust brightness, contrast, and more to match your style.
​​
-
Alternatively, unleash your creativity by designing artwork from scratch for display on your smart handbag.
Find Art that fits Your Style with Pixela
-
Explore curated art using filters and categories to find pieces that fit your taste and mood.
​​
-
Personalized recommendations also help you discover artwork aligned with your interests.
USER TESTING 2
User Satisfaction Improvement
After 9 iterations, user feedback showed a 30% increase in user satisfaction and a 58% decrease in the average time it takes for users to complete key tasks, indicating a significantly smoother and more intuitive app experience.
Pixela Mobile App
Latest Iteration
Average Onboarding Time
65 seconds
App Friendliness Ratings
4.5/5
User Satisfaction Improvement
30%
App Impressions
Easy to use
User-friendly
Intuitive
Clean
Modern
Cute
Next Step
My upcoming plan involves collaborating with the Tech team and the founders to create the Pixela Mobile App, which complements the initial Pixela Handbag design. I'm eagerly looking forward to witnessing the transformation of this app into a reality.
My key takeaways
​​
-
Deploy more, assume less. While thorough research is crucial, real-world user testing often provides more valuable insights than assumptions or idealized product visions.
​
-
Uncover user needs beyond words. Even if users claim no issues, observation reveals unexplored functions. This highlights the need for careful observation to improve their experience.
​​
​
-
Don’t make users think. For Pixela, simplifying the experience is key. Every question about a feature costs us points, so I've focused on making the design as intuitive as possible.