Objective
To simplify the upload journey by reducing clicks and steps a user must take to publish a flipbook. To connect free users to Issuu's features so that they can see value in upselling to a higher pricing plan.
Results
• Substantial increase in feature usage.
• Substantial increase of free users upselling to paid plans.
• Implementation of a new design system.
• Implementation of a new development process, by introducing usability/user testing, overall strengthening the design culture in the orginization.
Before
After
Discovery & Definition
Understanding
the Problem
At Issuu, users upload content that can be published as a flipbook. A flipbook is a static document (such as a PDF) transformed digitally to allow users to experience page-flipping effects as they read. Flipbooks are hosted on Issuu and can be enhanced with interactive multimedia elements such as hyperlinks and videos. They can be shared across the web and sold without commission.
Key
Objectives
Ease of use
Reducing the amount a user must click in order to publish a flipbook.
Increase Traffic
To create traffic if issuu's content creation tools by creating more accessible entry points.
Design System
Update and implement new and existing design system components.
Flow Chart
To optimize the user journey, we segmented the journey into manageable components.
Facilitation, Workshops,
User Testing
We initiated the project by conducting workshops to discuss trade-offs and define the MVP. We then developed it into a prototype for usability testing. I conducted 14 usability tests. Four of those tests were with the initial prototype to ensure users understood and could utilize the key settings effectively. All tests were recorded and transcribed.
Datawall
All usability tests were recorded and transcribed. I reviewed these recordings, documented insights on a data wall.
Round 1
Round 2
Round 3: Post-Release
Affinity Mapping
Insights from from the datawall were clustered into themes in order to identify patterns in behaviours and needs.
Problem Statements
Actions statements & Moodboard were presented to the team. To which I facillated a workshop were stakeholders created there own moodboard before hand. Board where presented and ideas discussed.
Development & Delivery
Impact
108%
Increased activity with features created from Issuu's premium plan.
28%
Increased SEO traffic, driving stats for the publisher publisher stats.
The blue bar indicates activated users who both Published their work AND shared it with their audience. The grey bar indicated users who not fully activated, for they have not yet share any published documents.
Design System
For the design system updates, we worked with Issuu’s Design System guild, which included designers and front-end developers. Through discussions, we developed new components in Figma and integrated them into our design library.
Upon reviewing the user journey, we merged the Publish and Create Pages by designing new widgets that simplify interactions and highlight user settings. These widgets, developed in conjunction with the design department, were iteratively refined to ensure compliance with our design system and the Web Content Accessibility Guidelines (WCAG).
During implementation, discussions with engineers helped refine edge cases and behaviors. We ensured these updates were adaptable across different parts of the product, which was in line with our design system philosophy.
Following the MVP launch, during a soft release phase, we conducted six additional tests, progressively rolling out the Publication Page to 10% of Issuu’s user base bi-weekly. This approach helped gather quantitative data and refine the tool incrementally to inform further enhancements. Subsequent insights prompted another workshop to validate and explore emerging theories. I gathered further insights from tests with four additional users, continuing the cycle of refinement and optimization.
