// Launched in 2020
Web, Android & iOS app

// My Role
Lead product designer
Discovery, research, strategy
Interaction + visual design
Prototyping, user testing, usability testing
Brand & creative direction

// Tools
Figma, Framer, Zeplin, UserTesting.com, Maze, Google Docs, Google Forms, Discord, After Effects

Imgur has been one of the internet's largest free platforms where people browse, create, share, and interact with content. How can we create an appealing paid subscription product while attracting and retaining users?

One of the main business goals of this project is to diversify Imgur's revenue stream. The team and I believed and validated through research, that people simply want to be able to support Imgur as a platform.

The solution

Through discovery, research and testing, I designed a fun premium experience—that blends traditional ad-free browsing with features that celebrate Imgur’s community—with meme-themed avatars, coveted trophies, and the ability to reward the best of the best posts.

Ad-free Browsing

Trophies

Accolades

Loving it so far! Big fan of Emerald and got it as soon as heard it was a thing. Accolades are neat, can't wait to see how those get finished.

—Emerald member

Founder's Club trophy for early members

Defining the MVP

We wanted to launch cross-platform and go to market fast. Working on tight timelines and resources, we decided to first launch these features set on the web, gather data & feedback, while following up with the mobile apps.

Ad-free browsing

This is the absolute must have for the subscription offerings.

Exclusive avatars

Through research findings, we decided with meme-themed avatars, with customizations in mind for future iterations.

Trophies

Through user interviews, I found out that people love this feature, saying that they are looking forward to achieving the next and every trophy!

Accolades

The most exciting and consistent research finding is a way for people to give extra appreciation to the best of the best content. Accolades are a set of awards to show support, as well as highlighting best posts on the homepage gallery.

Exclusive avatars

Left: Avatar UI selection for members. Right: Unsubcribed view – showing locked state on top for visibility

Giving Accolades in action

Brand experience

Branding and visuals are part of the user experience. My goal is for Imgur Emerald to have a special presence, and I designed a new logo and visual style that helped inform the look and feel of all things Imgur Emerald.

Logotype

The Emerald logotype was inspired by the emerald gemstone and the emerald cuts, and it was inspired by Imgur's own community who are fun and expressive. The logo is an extension of Imgur's brand, indicating that Emerald is so much more than just ad-free browsing, it’s about celebrating and lifting the world's spirits.

Research & Discovery

To validate our initial assumptions and gather data, I conducted extensive research to help inform our product strategy and design decisions. Here are the top key findings:

1. Ad-free is a must have
2. People are enthusiastic about showing support and giving thanks
3. People don’t like bragging or showing subscriber status
4. People are motivated to get achievements
   

Market research

I did competitive analysis that focuses on direct and indirect competitors to better understand the problem space, learn about existing solutions, and identify opportunities.

Competitive analysis matrix

User research

I conducted different research to understand our audience better and gain insights into their needs. We sent out broad user surveys, competitor user surveys, and in-person video interviews. Highlight from the research findings:

• Ad-free is expected. No half ads or promotion is tolerated
• Real world swags may be more exciting
• People enjoy the community aspects of these platforms and are enthusiastic about showing support 
• People like subscription-only features such as chat
• People find it hard to find great content or creators

A few notable findings about original creators:

• Profile customization is important for original creators who want a universal brand
• Avatar customization including exclusive set, custom or special effects are interesting enough and ways to stand out for all participants
  

Landing page design

The goal of the landing page is to explain the benefits of Imgur Emerald, and drive people to sign up.

Imgur Emerald landing page Framer prototype

Usability Testing

We tested ad-free functionality, selecting avatars and signing up for Emerald. Based on our usability testing, people had the most trouble after they signed up. Originally the design had people landing back on the main landing page with an updated copy and success button.

I designed the Thank You page to guide people after they finished signing up, with fun and delightful designs to both thank them and celebrate their success. 

Imgur Emerald thank you page

What's next?

This is an ongoing project where I'm actively gathering feedback and data to iterate and make improvements.

I recently designed and shipped new initiatives to drive awareness and sign ups during Halloween and Holiday seasons through seasonal Accolades, Emerald gifting and ad campaigns.

What success looks like?

A few things I'm keeping track to measure success—conversion, retention, features usage, and time spent.