Contact

Linkedin

Dribbble

Behance

Berlin, DE

12:57

CET

All Rights Reserved.

Contact

Linkedin

Dribbble

Behance

Berlin, DE

12:57

CET

All Rights Reserved.

Contact

Linkedin

Dribbble

Behance

All Rights Reserved.

New experience

and UI for Toaster

Re-designing Toaster,
the Keyword Optimization tool at Phiture.

Re-designing

Toaster,
the Keyword

Optimization tool

at Phiture.

2022

2022

Project Specs

Project Specs

Project Specs

Client

Phiture GmbH

Adobe

Phiture GmbH

Role

Product Designer

Adobe

Product Designer

Timeline

2021 / 2022

Adobe

2021 / 2022

Team

Product Owner

Stakeholders

Engineering Team

UX Writter

UX Director

Overview

Overview

Overview

1

Problem

The existing version of Toaster had usability issues on design and tech, and wasn't being used, falling into manual work tasks.

The existing version of Toaster had usability issues on design and tech, and wasn't being used, falling into manual work tasks.

2

Objetive

Redesign Toaster to support future AI integrations, streamline the ASO keyword process and handle extensive keyword data.

Redesign Toaster to support future AI integrations, streamline the ASO keyword process and handle extensive keyword data.

3

Key Metrics

  • ASO performance (app visibility on listing)

  • User Adoption Rate (log-ins)

  • Efficiency Gains (tracked on Harvest)

4

Proccess

Research

Research

Audit and conduct user interviews to build hypothesis.

Audit and conduct user interviews to build hypothesis.

Wireframe and prototype

Wireframe and prototype

Build low and high designs to validate our ideas and choose a path.

Build low and high designs to validate our ideas and choose a path.

Refinement

Refinement

Align on possibilities, technical limitations, solutions and planning.

Align on possibilities, technical limitations, solutions and planning.

Developing

Developing

Engineer the solution, provide feedback, adjust details.

Engineer the solution, provide feedback, adjust details.

Asses and repeat

If possible, evaluate and improve any step of the process and start once again.

If possible, evaluate and improve any step of the process and start once again.

Context

Context

Context

Toaster is an internal tool developed by Phiture to enhance keyword optimization (KWO) in App Store Optimization (ASO). The product was initially created to automate and streamline the KWO process for Phiture’s consultants.


The tool's evolution focused on addressing the needs of ASO, the growing power of AI and ensuring its robustness for large-scale data handling.

Short-Term Goals

Short-Term Goals

Short-Term Goals

  • Improve user adoption

  • Streamline the KWO process.

Long-Term Goals

Long-Term Goals

Long-Term Goals

  • Enhance scalability

  • Integrate advanced analytics and AI features

  • Expand localization support

  • Launch as B2B SaaS.

Objectives

Objectives

Objectives

Reduce manual work

Manual keyword optimization process was a major bottleneck.

Automation and AI integration

Ensuring a good starting point to further improve the platform, integrating external data bases and AI to minimize the users effort.

Scalability

Making the tool robust enough to handle large-scale keyword benchmarks in all categories within the App Stores.

Research

Research

Research

User Interviews

User Interviews

Understand workflows, challenges, and needs.

Understand workflows, challenges, and needs.

Understand workflows, challenges, and needs.

Competitive Analysis

Competitive Analysis

Analyzed other tools to identify best practices and areas for improvement.

Analyzed other tools to identify best practices and areas for improvement.

Analyzed other tools to identify best practices and areas for improvement.

Test Prototypes

Test Prototypes

Evaluated our ideas and solutions to validate our hypothesis and gather direct feedback.

Evaluated our ideas and solutions to validate our hypothesis and gather direct feedback.

Evaluated our ideas and solutions to validate our hypothesis and gather direct feedback.

Add error


messages

Team member

Add error


messages

Team member

Add error


messages

Team member

The navigation menu is cluttered.

Team member

The navigation menu is cluttered.

Team member

The navigation menu is cluttered.

Team member

Add

share link

Team member

Add

share link

Team member

Speed optimization is needed.

Sometimes we have too much data on the pages.

Team member

Speed optimization is needed.

Sometimes we have too much data on the pages.

Team member

Speed optimization is needed.

Sometimes we have too much data on the pages.

Team member

Some place to link documentation related to each client

Team member

Some place to link documentation related to each client

Team member

Some place to link documentation related to each client

Team member

Doesn't work with tiled windows

Team member

Doesn't work with tiled windows

Team member

Doesn't work with tiled windows

Team member

Accept excel
and google sheets

Team member

Accept excel
and google sheets

Team member

Accept excel
and google sheets

Team member

Cant access my user profile easily

Team member

Cant access my user profile easily

Team member

Cant access my user profile easily

Team member

Would love to customize my dashboard to show my preferred metrics

Team member

Would love to customize my dashboard to show my preferred metrics

Team member

Would love to customize my dashboard to show my preferred metrics

Team member

Information Architecture

Information Architecture

Design

Design

Design

Old screens of the product

Updated platform after re-design

What didn’t go as planned

What didn’t
go as planned

Billable work <> Internal work

Being Toaster an internal platform, it meant we all had to juggle our billable projects with the Toaster sprints. This brought some communications gaps regarding correctly setting the expectations and managing other priorities.

Initial Over-Reliance on Automation

Some features prioritized automation over user control, leading to suboptimal user satisfaction in case of the need of manual input.

What didn’t go as planned

Billable work <> Internal work

Being Toaster an internal platform, it meant we all had to juggle our billable projects with the Toaster sprints. This brought some communications gaps regarding correctly setting the expectations and managing other priorities.

Initial Over-Reliance on Automation

Some features prioritized automation over user control, leading to suboptimal user satisfaction in case of the need of manual input.

BONUS TRACK

BONUS TRACK

BONUS TRACK

Redesign of the UI Library

Redesign of the UI Library

Redesign of
the UI Library

In this context, our task was clear: document the Guidelines and build a Design System that worked swiftly and efficiently, setting the foundation for future scalability.

1. Audit of existing Design Elements
2. Prioritization of Critical Components
3. Collaborative Feedback Loops
4. Documentation and Guidelines
5. Future Optimization

In this context, our task was clear: document the Guidelines and build a Design System that worked swiftly and efficiently, setting the foundation for future scalability.

1. Audit of existing Design Elements
2. Prioritization of Critical Components
3. Collaborative Feedback Loops
4. Documentation and Guidelines
5. Future Optimization

In this context, our task was clear: document the Guidelines and build a Design System that worked swiftly and efficiently, setting the foundation for future scalability.

1. Audit of existing Design Elements
2. Prioritization of Critical Components
3. Collaborative Feedback Loops
4. Documentation and Guidelines
5. Future Optimization

If you are still here... thank you!!!

Let’s get in touch.

If you are still here... thank you!!!

Let’s get in touch.