Utiful

Avoid clutter in your phone's photo gallery by organizing your project and paperwork snaps.

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My role

My work spanned from concept to publishing and feature pipeline implementation. This included wireframes and testing, defining and iterating on the user interface and user experience, identifying and implementing strategic features, and communicating closely with programmers. I also made strategic decisions on the overall positioning, and designed the accompanying texts and visuals.

Visual Identity

 

Design

Both Android and iOS are offering ‘collections’, ‘albums’, ‘moments’ and other confusing features. The user feedback revealed that while most of the users are aware of these features, they do not use them due to high complexity. The challenge lied in communicating the benefit of a complementary gallery to the right user sector.

Utiful is the result of learning from the users, and 2 pivots. The first app (‘Store done.’), was focused on reminding men to buy the right products for their household. The second, Snapsponge, was focused on cleaning the gallery of photos that add up and form clutter. Finally, ‘Utiful’ addresses the clutter issue through a new folder feature, and a positioning as a complementary app to the native gallery.

The app was designed between Vienna, Sofia and South East Asia, with the US and Canada as validation markets. The visuals had to reflect the fact the Utiful is a complement to the native Photos app, and that it focuses on organization and simplicity. The logo shares a colored camera lens with the Photos app, yet puts the folder in the middle of everything. We built Utiful for quick and spontaneous usage, giving it a distinct look from the native gallery app.

Tools

Marvel Prototyping, Sketch, Google Mobile Analytics

The reason for building Utiful

Over the last years, photo-snapping has become an act of everyday life. People do not snap only vacation photos, but also photos of documents to serve as a reminder, photos of food to remember a recepy, etc. Eventually the clutter the main gallery and get lost along the way. We wanted to create an easy way of organizing and finding them.

Organizing with folders

From our previous apps, we learned that users care about organizing their photos in folders, to easier find them. Utiful comes with 3 predefined folders (Paperwork, NSFW and Just Stuff) and lets users create their own.

Folder Overview

A simple grid view with folder symbols makes for a quick overview of all folders

 

Personalized experience

Users can create their own folders, and personalize them with emojis.

Logo story

The visuals had to reflect the fact the Utiful is a complement to the native Photos app, not a competitor. It needed to reflect organization and simplicity. The logo shares a colored camera lens with the Photos app, yet puts the folder in the middle of everything.

Improved ratings

The pivoting paid off. With the new features and positioning strategy, the reviews coming in after the first week were positive. Utiful made it to the Top 10 of productivity apps in the US and Canadian Play Store market.

Global design

The app was designed between Vienna, Sofia and South East Asia, with the US and Canada as validation markets