Recolor
Client: Recolor
Duration: 2017–2023
Link: App Store, Google Play
Scope: App Design, Art Direction, Branding, Illustration, Graphic Design, Marketing, Product Management, UI/UX Design
In Recolor I had the opportunity to work in several roles such as Illustrator, Lead Artist and Product Owner. My responsibilities included product design and management, creative direction of the campaigns and marketing, improvement and upkeep of the internal tools, personnel training, conversion optimization, UI and UX design and content production.
We also worked on several collaborations with different brands such as Lionsgate and Mattel and developed generative AI tools to help with moderation and content production.
Recolor is among the App Store's top leading coloring book apps with one of the biggest coloring picture libraries and online communities.
Home Page Redesign
Problem:
Cluttered view. Low retention and Click-Through-Rate on the in-app campaigns. Hard to understand what is the logic of New pictures.
Solution:
Redefine the hierarchy of the Home Page elements. Give more value for the in-app events. Visually educate users about the upcoming pictures and add a support for Dark Mode for better usability.
Outcome:
The participation percent in the in-app events increased notably and the user questions regarding release times of the new pictures dropped.
Art direction: Jussi Karro
Graphic design: Jussi Karro
UI & UX design: Jussi Karro, Esa Kankaanpää
In-App Events
Problem:
Need to release several new events weekly but with limited resources.
Solution:
Create easy-to-use templates for the in-house designers and content specialists. Define consistent visual guidelines. Utilize user generated content as the key visuals.
Outcome:
The work amount of creating event visuals decreased significantly and also allowed people with less design experience to participate in building them. Placing the community's art in the center of the visuals and crediting the colorists increased the overall user activity in the events.
Art direction: Jussi Karro
Colorings: Recolor Community
Graphic design: Jussi Karro, Iva Kojadinovic, Miia Kajaani
Illustrations: Jussi Karro, Ira Luhtanen, Iva Kojadinovic, Maria Riihelä, Miia Kajaani, Ruska Berghäll
Premium Effects
Problem:
Low Free Trial conversion on the Finalize page. The effects are not being used except Shadow which is the first one on the row. Risk of users leaving the app after they finish coloring.
Solution:
Introduce Shuffle Styles button which gives a random effect on every tap. Include a preview of the Premium effect with a clear Call-to-Action. Suggest similar pictures after user finalizes the coloring.
Outcome:
The usage of all effects in the Community Gallery increased notably. A slight increase in the Free Trial conversion.
Art direction: Jussi Karro
UI & UX design: Jussi Karro, Esa Kankaanpää
App Store Presence
Visual design for product pages, featurings and in-app events. My work was to oversee and direct the product's visual presence on both App Store and Google Play platforms.
Art direction: Jussi Karro
Graphic design: Jussi Karro, Miia Kajaani
Illustrations: Ira Luhtanen, Maria Riihelä, Miia Kajaani
Content Design
Selected illustrations I've done as coloring pages for the app.
