Joi
App Store product page optimisation. Same app, same traffic, a product page rebuilt around what people decide on in the first three seconds.
About Project
Joi is a live video chat app by VLMedia, with 26M+ active users worldwide and a 4.5 average rating. At that scale the App Store listing is the last screen between an interested visitor and an install, and it was doing less work than it could.
My Role
I redesigned the product page visuals: what each screenshot says, in what order, and how much of it survives at thumbnail size. Variants were run against each other rather than chosen by opinion.
Joi - Live Stream & Video Chat
VLMedia Inc. · Meet new people & Go Live
What changed
The first two screenshots carry almost all the weight, so they stopped being a feature list and started answering one question: what happens when I open this app. Headlines were shortened until they held at the size the store actually shows them, and the feature set was ordered by what people came for rather than by what the app contains.
Tested, not assumed
Variants ran as A/B tests on the live listing. Within two weeks the new set lifted the conversion rate by 40%, same app, same traffic, different first impression.
Joi is a VLMedia Inc. product. Screens, artwork and brand assets © VLMedia Inc. All rights reserved, shown here as a record of my design work.
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