Babel

Refining AI Face Swap App’s Feature to Boost User Engagement

iFace App, a face-swapping app, lacks a unique value proposition to distinguish itself from its competitors. The team noticed that most face-swapping apps do not allow users to record live videos, unlike social media platforms like Tiktok and Instagram. The team's goal is to identify a unique feature that iFace App can adopt to stay relevant in the market.

TEAM

Babel - iFace

ROLE

UX UI Designer

TIMELINE

4 - 5 weeks

Discovery

The hypothesis

Research

The project started with a client hearing session to understand their business goals and challenges. Next, we conducted competitive research to understand the industry's best practices in designing performance dashboards. We analyzed various dashboards from companies in different industries, identified common features, and evaluated their effectiveness in communicating data.

We conducted multiple user interviews with current iFace users and inquired about the additional features they would prefer to have in the app, other than the primary face-swapping functionality.

User Interview

One of the dialogues we had with user

Interviewer: Thank you for agreeing to participate in this user interview for the iFace app. Can you tell us about your experience with the app so far?

User: Sure. I've been using iFace for a couple of weeks and find the face-swapping feature really cool. It's been entertaining to see what I look like with different celebrity faces.

Interviewer: That's great to hear. Which app features do you find most useful?

User: I think a social media feed within the app where users can share their face-swapping creations and discover new faces to swap with would be useful. It would be great to show off my creations and see inspiration from other users.

Interviewer: Interesting suggestion. Are there any other features that you think would enhance your experience with the app?

User: It would be cool if there were more options for recording videos inside the app and have it edited seamlessly, what you can do in other mainstream social media apps nowadays.

During the user interview for the iFace app, the participant expressed their desire for a sense of social media or connection with others to view face-swapping content as ideas. They suggested a social media-style feed within the app where users can share their face-swapping creations, discover new faces to swap with, and show off their own creations. Additionally, the user desired more options for customization and templates that they can use to create unique face-swapped content. They thought that adjusting the size or angle of the face and having a tutorial or tips section for beginners would be helpful. Overall, the participant enjoyed using the iFace app and looked forward to seeing new features or updates from the developers in the future.

Competitor Analysis

To continue identifying potential opportunities for the iFace app, we conducted a competitor analysis to examine the features of other face-swap or feed-style social media apps, including what they have and don't have. By evaluating the strengths and weaknesses of these competitors, we aimed to determine how iFace could differentiate itself and find its place in the market.

Define

Following an ideation session based on the findings from our previous analysis, we decided to develop several new features for iFace. One of these features is an Instagram-like video recording feature that automatically incorporates face-swapping, and can be shared both within and outside of the iFace app. We believe that this feature has potential for use in branding promotion. Another new feature we developed is a karaoke mode, which is an experimental feature that allows users to engage with creative templates and have fun with our technology and app. Finally, we have also introduced a feed feature that was requested by some of our users. This feature enables users to both share and view the content created by others, and serves as a source of inspiration for users to create their own unique face-swapped content.

In-app Video Recording and Face Swapping Feature

Show high level performance metrics of all channels
Show importants chart proggression for KEY KPIs

Karaoke Mode Face-swap Template Feature

Different campaigns need to be analyzed individually
Ability to compare different campaign performance will give better understanding

Content Feed Feature

A thorough analysis at the level of each individual dispatch to improve messaging and content optimization.

Develop

We continued by sketching out the user flow, which involves mapping out the various steps that a user would take when using the app. This helped us to understand how users would interact with the app and identify any potential pain points or areas for improvement.

This user flow outlines the steps that users take, from various entry points, through the app's features and functionalities, culminating in the creation of face-swapped videos. The user flow also includes the newly added features aimed at enhancing user experience and engagement. By following this user flow, users could generate face-swapped videos creatively with karaoke mode template, and easily share to social, thereby increasing their satisfaction and overall engagement with the app.

User Journey

Rough Wireframe Design

Deliver

Following the approval of the wireframes by the team, we proceeded to develop a high-fidelity (HIFI) design of the dashboard. We incorporated various visual cues and design elements that are popularly utilized in leading social media platforms, such as Instagram and TikTok. Our aim was to ensure that our current user demographic could quickly adapt to the new design and features, thereby facilitating ease of use and enhancing their overall experience.

High Fidelity Design

Outcome & Learnings

Over the course of four months, the implementation of the new design and features resulted

28% boost in video conversion rates.
Additionally, the App Store rating and reviews for the app increased from 3.6 to 4.2, indicating a significant improvement in user satisfaction and overall app experience

However, there were some limitations in the effectiveness of the new feed feature. We didn't see much conversion generated by the feed feature, since the less amount of videos that users shared resulted in less viral reach and less buzz generated around the app. This outcome highlighted the importance of not only introducing new features but also encouraging users to utilize them and generate content.

Overall, the early success of the project provides strong support for its continued development and eventual public launch.

Posted

March 6, 2023