Case Study

In 2014, I was contracted by to work on a brand new front-end experience for their ever growing user base. At the time Piccsy had released a new version which was making existing users not return and new users turning away from the site at a rapid rate. To figure out the problem, we conducted a series of user surveys as well as specific focus groups with single optional interviews the team wanted to really nail what was making active users not return to the site. After numerous research sessions and testing, there was one apparent error the new version was making - users wanted big, bright and beautiful images. After figuring out the problems, the team grouped together in Canada and completed a 4-week agile sprint to complete a brand new version of Piccsy (which is still live today). Piccsy went on to be acquired in 2014.

View Live Site

Sketches on a ✈️

While travelling over to Toronto, it gave me a brilliant opportunity to knuckle down and get head-start sketches prepped for a Monday sprint discussion, the sketches were quick and to the point "Images First User Interface". With the UI sketches, I wanted to put images in the spotlight and make the UI secondary. After an 8 hour flight it came to around 30-40 pages of numerous feed designs, "Picc" designs as well as different styles of navigation. The team then discussed & thinned down the sketches until we had a firm basis to start the wire framing.


After thinning down the sketches, we focused on fleshing out numerous wireframe versions making up to 3x prototypes with all different designs and navigation styles. As a team we wanted to get prototypes into users hands as fast as possible which meant multiple designers working on multiple versions. Completing & testing multiple prototype versions gave us great feedback from our most active users and allowed us to merge the most engaging design ideas into one final prototype.

High Fidelity

After 2 weeks of wire framing and getting integral feedback from users, one of the teams designers started creating the high fidelity designs while the development team (including myself) set out on the front-end work of building out the final prototype wireframe - ready for it to be coupled together with the high fidelity designs when they were complete. (We were a pretty fast paced team!) After 4 weeks, the new version of Piccsy was complete. Getting feedback from day 1 of wire framing and prototyping the website was key to it's success - this really was the Piccsy users wanted.


After weeks of continuous bug fixes as well as implementing new features, user numbers started to climb further than they'd ever been. News spread of Piccsy and was getting featured on the likes of Business Insider as well as Techcrunch. In 2014, Piccsy was acquired - to this day the new UI is still keeping up with current design trends and generating users for the website.