Applying a new Design System while enhancing the Issuu upload experience.
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.
Design Landscape
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.
As the UX designer in a team with one product manager and six engineers, I facilitated workshops to clarify the problem area and brainstorm solutions. I coordinated and conducted user tests to understand why the user uses the product and what jobs they need to have done. To understand pain points and document insights for the research, I synthesized the research in action statements, which I presented to the team and key stakeholders. I constructed prototypes for iterations and created documentation for implementation and the Design System.
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. The Publication Page is where a user enters once a flipbook has been uploaded. Here, they can monitor, edit, and maintain the settings and performance of their flipbook. It is also the entry point to features that allow them to create interactive content.
This project was part of a high-level initiative called “Getting our House in Order.” At that point, there was little documentation about the existing implementations and neglected areas of the product. To optimize the user journey, we addressed design debt by creating and implementing a design system that segmented the journey into manageable components.
The user journey was divided into three primary spaces, each containing a product manager, a designer, and an engineering team. Space 1: Entry Point: The focus was user registration, upselling to premium plans, and encouraging content uploads. Space 2: User Engagement: After account creation and content upload, this space connected users to flipbook features and introduced content creation tools. The Publication Page was integrated into this space. Space 3: Content Creation: This space was dedicated to developing intuitive and competitive tools for content creation.
Development Landscape
Reducing the amount a user must click in order to publish a flipbook.
To create traffic if issuu's content creation tools by creating more accessible entry points.
Update and implement new and existing design system components.
+ 100%
Increase of user engagement with document settings and paid features.
9 to 7 steps.
Reduced the amount clicks required to complete the publishing journey.
The Maelstrom
Closing Thoughts
3 rounds of user tests.
Applying a new Design System while enhancing the Issuu upload experience.
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.
Role
As the UX designer in a team with one product manager and six engineers, I facilitated workshops to clarify the problem area and brainstorm solutions. I coordinated and conducted user tests to understand why the user uses the product and what jobs they need to have done. To understand pain points and document insights for the research, I synthesized the research in action statements, which I presented to the team and key stakeholders. I constructed prototypes for iterations and created documentation for implementation and the Design System.
Before
After
Key Objectives
Reducing the amount a user must click in order to publish a flipbook.
To create traffic if issuu's content creation tools by creating more accessible entry points.
Update and implement new and existing design system components.
Solution Impact
+ 100%
Increase of user engagement with document settings and paid features.
9 to 7 steps.
Reduced the amount clicks required to complete the publishing journey.
87%
Increased traffic to creation of assets.
A Flowchart for Context.
Process
5 iterations.
3 rounds of user tests.
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. The Publication Page is where a user enters once a flipbook has been uploaded. Here, they can monitor, edit, and maintain the settings and performance of their flipbook. It is also the entry point to features that allow them to create interactive content.
This project was part of a high-level initiative called “Getting our House in Order.” At that point, there was little documentation about the existing implementations and neglected areas of the product. To optimize the user journey, we addressed design debt by creating and implementing a design system that segmented the journey into manageable components.
The user journey was divided into three primary spaces, each containing a product manager, a designer, and an engineering team. Space 1: Entry Point: The focus was user registration, upselling to premium plans, and encouraging content uploads. Space 2: User Engagement: After account creation and content upload, this space connected users to flipbook features and introduced content creation tools. The Publication Page was integrated into this space. Space 3: Content Creation: This space was dedicated to developing intuitive and competitive tools for content creation.
Development
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. A total of 14 usability tests were conducted. 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.
Post-testing, I reviewed the recordings, documenting insights on a data wall. Insights were then organized into themes and synthesized into action statements to focus and direct future team and stakeholder workshops, clarifying the scope and guiding iterations.
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.
Solution