Problem space
"Portrait" by Vana, a generative art studio, offered users the ability to create self-portraits in an unlimited array of styles. During the onboarding process, users constructed their facial models, which, after a brief 15-minute processing period, allowed them to either choose a visual style from predefined presets or craft their unique prompts. The studio enabled the creation of artistic representations not only of users but also their pets and friends, provided that friends shared their models.
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Objectives
Position Vana as the hub for personal AI models.
Shift brand perception
My goal was to reposition Vana, transforming it from a perceived niche portrait app to a versatile platform supporting diverse AI applications.
Expand capabilities
I led the initiative to develop new features that utilize multiple AI models in conjunction, such as blending a Face Model with a Music Model, to offer unique, customizable user experiences.
Enhance onboarding
During the onboarding process, it was crucial to introduce users to this expansive concept and help them build the appropriate mental model. This foundational understanding was key to user engagement and long-term retention.
Enhance profile functionality
User profiles needed to showcase creative outputs publicly (for social purposes) and function as private vaults for personal data management.
Quick smart moves
To execute the project within a tight one-month deadline, we needed to focus on quick wins that effectively pushed the project toward strategic targets.
Mental model exploration
How might we frame "models" and the concept of digital self-ownership in a user-friendly and appealing way?
Building an AI model involved contributing sensitive data, and our users needed to trust us, know why they were providing their data, and feel like they were in control. My approach was to integrate commonly understood visual and linguistic elements into our design. This strategy aimed to make the complex ideas of data contribution and ownership straightforward and attractive to our users.
Information architecture
As we introduced new concepts, the app's structure needed to be slightly improved. Still, we were looking for quick, effective wins, so we focused on updating the profile and discover page.
UI Exploration
My UI designs aimed to inspire stakeholders and clarify our app's future path. They were centered around enhancing the user experience through well-structured layouts that combined attractive visuals with practical functionality. Users could easily see and adjust each part of their digital identity directly from the interface.
Building the right mental model
As we needed to move quickly, I found a nice way to reuse existing illustration assets, molecules, and give them a new story. Each AI model was visually represented by a uniquely colored sphere named VNA, integrating our brand with the foundational idea of DNA. AI models combined would create your digital identity – a complex molecule made from colored balls.
Initially introduced through the Portrait VNA during onboarding, users were progressively exposed to additional VNA concepts. The idea was that as users create new models, the molecule at the top of their profile section will be modified, providing a visual and interactive representation of their digital identity.
Shifting towards experiences
In anticipation of our launch of multimodal experiences, it was imperative to upgrade our discovery page and UI elements to accommodate the new functionalities. I took charge of transforming our traditional style-centric approach into a broader experiential platform.
Sample experience math:
Face model + Music model = 10 images + Audio track
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Old
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I prioritized redesigning the Discover page to highlight the diversity of new experiences and spotlight user-generated content, enhancing both user engagement and platform usability.
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Old
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Below is the design structure of the experience card.
Final thoughts
User testing has validated our strategic shift, demonstrating a successful change in user perception beyond just a portrait app. While our portrait features continue to drive our platform's virality, the team's focus as of August 2023 has pivoted to exploring innovative avenues in personalized AI. For a deeper insight into our latest endeavors, I invite you to explore my Vana Gotchi case study.
