The project began as LottieFiles acquired IconScout in Feb 2021. IconScout had a really large designer and content creator userbase that LottieFiles can access while LottieFiles had over 65,000 enterprise customers that can make use of IconScout. Combined, their asset repositories grew manifold.
registered users worldwide.
new assets added every day.
Having worked on LottieFiles extensively, we were asked to ideate on long-term brand strategy options for merging the two products and also to work on fixing UX issues that IconScout was already facing with their website.
We explored different branding approaches in trying to find the right fit for LottieFiles’ objectives with the acquisition. Based on analysis of both the brands, their offerings, and their userbase size and type, we tried applying the “stronger horse” strategy, elevating one better-known brand over the other. We also designed brand identity concepts for this integration and further expansions of LottieFiles.
Apart from looking into brand strategies for the integration of the two products, we were also working on fixing issues faced by the existing IconScout website. Although the user base was huge, they were primarily using only the free asset search and download aspect of the website and did not convert to paid subscribers.
The majority of the user base was unaware of the range of tools, plugins and apps IconScout offers to better utilize their marketplace within design and development environments.
The asset download/purchase flows that involved signing up to the platform needed improvement in terms of usability, product visibility, and user onboarding.
To better understand the issues, we performed a comprehensive audit of the website sitemap and navigation, UI and user flows, user data from platforms like Google Analytics, Hotjar and Amplitude, and also equivalent user flows in direct competitors like Flaticon, Icons8 and The Noun Project. We found the interface lacking any considerable user onboarding to different aspects of the platform at relevant points. The plugins and desktop apps lacked downloads because they were not intuitively structured or mentioned at key points in the regular asset download or purchase flow. The asset download and export experience post registering on the platform was shabby, with irrelevant intermediate steps adding friction. In addition to surfacing multiple usability issues with the website, the insights from the audit also informed the redesign of the product structure and website UI.
We needed to design a functional brand identity to kickstart the design process in the short timeframe we had for the MVP release. Based on insights gathered from a comprehensive brand questionnaire filled out by the CEO and other key stakeholders, we formalized the brand's persona and its attributes like values, personality, target audience, USPs and different touch points. We put together a visual moodboard that included examples of other brands that align with Wagmeet's persona, as well as any other visual inspirations.
With the information from the questionnaire and moodboards, we began to explore different forms and symbols through sketches and explored typographic variations using Figma and Adobe Illustrator.
The IconScout desktop app was arguably the best way to use the platform because it integrated seamlessly with the OS and became accessible to all apps, unlike how plugins integrated with just one specific app. This made it more likely for users to adopt IconScout into their workflow. Despite its high brand loyalty value, the webpage showcasing the desktop app lacked both shine and content. It consisted only of one tutorial video embed, a download link and nothing more. And like the plugins, the desktop app was also rarely mentioned across key user flows in the platform.
In order to improve this page, we conducted a user flow analysis to understand the user journeys leading up to the app download and within the app itself. We also gathered visual and UI references from competitors and comparable landing pages from curation websites. Based on the research, we iteratively wireframed a simple landing page for the desktop app that effectively communicated its benefits over the plugins and also provided FAQ answers and links to guides on how to use the app.
Our initial approach was to design a webpage that would cause minimal disruption to the existing website UI to facilitate quick and easy implementation. However, as we iterated over the visual design, the client requested that we explore a new visual language for IconScout's web UI, which would retain the brand's freshness and funk while adopting a more mature design aesthetic. We created a concept design sporting a minimal look with larger negative spaces, making it easier on the eyes while browsing colourful design assets. Although the primary brand colour remained and was used for CTAs, the concept used a blurred-out radial gradient of multiple colours to draw attention to specific elements like the subscription feature. The palette and component designs worked equally well in light and dark themed scenarios.