60% increase in user engagement, +12% scan accuracy, and drove ~50% of all new Premium subscriptions.
Role
Lead Product Designer
Platform
iOS & Android App
Timeline
2022 - 2023
The Problem
We had a dual objective: overhaul the backend to improve scanning accuracy, while fixing a clunky UX. Users were experiencing data mismatches due to poorly framed labels, and our existing multi-bottle scanner was difficult to find and frustrating to use.
The Discovery & The Pivot
We initially designed an "auto-capture" experience for the entire bottle. However, our physical usability lab revealed a hard truth: it was completely counter-intuitive. Users struggled with the mechanics and immediately closed the educational tooltips we built. We had to scrap our assumptions and pivot back to natural user behavior.
The Solution
We reverted to a label-focused scanner but completely reimagined the UI alongside the new backend engine:
✺ Guided UI: Introduced clear coaching marks and framing guides to ensure users captured the perfect image for the new engine.
✺ Continuous Scanning: Designed a seamless, single-mode experience. We introduced a bottom sheet scan tray that allowed users to continuously scan multiple bottles and compare key data points at a glance, without ever leaving the camera view.
The Impact
✺ +60% Engagement: The frictionless tray design caused scans per session to jump from 2.5 to 4.
✺ +12% Accuracy: The improved coaching UI led to a massive increase in correct vintage and wine detection.
✺ The Business Win: Because this continuous scanning experience proved so powerful, we strategically placed it behind the paywall. It became the company's top acquisition driver, accounting for ~50% of all new Premium subscriptions.