The Flickr Redesign - May 20 2013
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Phil King @pkingdesign (Re)designing Flickr flickr.com/photos/supergregn/11 174721094/
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This deck discusses the redesign Flickr that launched in May 2013, beginning with an incremental approach in 2012 and culminating in a massive relaunch in 2013. We created a design vision in 2012 and began to redesign feature by feature. There were clear benefits to this process, but the pace and impact were not optimal. With Marissa Mayer's arrival at Yahoo we presented our vision and quickly found significant renewed enthusiasm for Flickr – she was ready to invest in a much larger relaunch of the Flickr product. With Marissa's support, we changed course to a much faster, revolutionary redesign of the product. The results were spectacular, and put Flickr on a new course.
Transcript of The Flickr Redesign - May 20 2013
Phil King@pkingdesign
(Re)designing Flickr
flickr.com/photos/supergregn/11174721094/
re: Flickrflickr.com/photos/heather/3111752337/
The Need to Redesignflickr.com/photos/saraewood/6258668995/
flickr.com/photos/dominik99/384027019/
Complexity vs. A Big Redesign
• risk of Frankenstein product
Redesign in Stages• less UX fragmentation
One Big Release
• frequent, smaller user churn
• repeated PR bumps
• faster time to market
• iteration & course correction
• larger community impact
• single, big PR boost
• long wait / no shipping
vs.
Redesign in Stages!faster time to market with higher coordination cost
2012 2013
Ease ofUse &Beauty
state of the art
Redesign in Stages?progress in key metrics, not overtaking competition
2012 2013
Ease ofUse &Beauty
state of the art
Big Relaunch!big effort to retake market leadership
2013
Ease ofUse &Beauty
Evolution or Revolution: Same Goals & MetricsEvolution or Revolution: Same Goals & Metrics
• bigger photos – photos as the hero
• revitalize Flickr brand and product perceptions through design
• create daily habit for photo viewing and sharing
• be the limitless public / private photo sharing destination
• bigger photos – photos as the hero
• revitalize Flickr brand and product perceptions through design
• create daily habit for photo viewing and sharing
• be the limitless public / private photo sharing destination
• social engagement and photo sharing
• photos uploaded (public & private)
• new member growth
• increase time spent on site
• social engagement and photo sharing
• photos uploaded (public & private)
• new member growth
• increase time spent on site
flickr.com/photos/coast_guard/9474042420/
Flickr Relaunch Flickr Relaunch ImpactImpactPhotos uploaded up 4x Photos uploaded up 4x – now 12m+ – now 12m+
dailydaily
New members up 2xNew members up 2x – now 60k daily– now 60k daily
Over 1.5m new membersOver 1.5m new members – first 30 – first 30
daysdays
Time spent & social engagement up Time spent & social engagement up
10-50%10-50%
Monthly uniques up 25% Monthly uniques up 25% – 110mm in – 110mm in
JulyJuly
Photos uploaded via Android up 490%Photos uploaded via Android up 490%
flickr.com/photos/cindyli/8767201530/
flickr.com/photos/84786968@N06/8565827754
Ship Often(not too often)
flickr.com/photos/boston_public_library/8094117489/
Empathy + Opportunity
flickr.com/photos/toyokazu/8644384737
Quality is the Product
Phil [email protected]/in/pking
@pkingdesign
Phil [email protected]/in/pking
@pkingdesignflickr.com/photos/pkingdesign/
3328127095/
