UX Writing
Groovy Coloring
Content design for an adult coloring app.
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Groovy Coloring wanted to update their upgrade flow and highlight the benefits of coloring.
Upgrade Flow
Context
My client wanted to update her adult coloring app's upgrade flow. The goal? Highlight the perks of a Premium subscription—e.g., new monthly coloring pages, an ad-free experience, and a full toolbox of brushes—while also emphasizing the app's less obvious benefit: coloring's power to help people relax and unwind. The client also mentioned she would like a visual refresh to boost the upgrade message.
The Challenge
Striking a balance. I needed to highlight the main benefits of the Premium subscription plus add the mental health benefits of coloring without overwhelming users with too much text.
The Fix
Revise the upgrade flow to blend persuasive copy with Groovy Coloring’s laidback and quirky personality - short, sweet, and sprinkled with the magical mindfulness of coloring.
Key Improvements:
Dynamic carousel: Introduced a visually engaging carousel to highlight key benefits, capturing user attention and making content more digestible.
Focused benefits: Turned feature-focused copy into benefit-driven messaging that emphasized an emotional value.
Relaxation emphasis: Incorporated subtle references to relaxation and mindfulness throughout the copy, reinforcing the app's core value proposition and the client’s primary goal.
Strategic free offer: Introduced a "Color of the Day" option to boost engagement and potentially increase the appeal of the Premium subscription.
Balanced upgrade nudges: Strategically placed upgrade prompts to encourage conversion without being intrusive or annoying.
Empty State Clarity
Context
This deliverable focused on updating the empty state message shown to users when they first launch “My Gallery” in the app. The goal was to create a more engaging and informative experience to encourage users to start coloring.
The Challenge
The original empty state in "My Gallery" (shown below), while functional, presented a usability challenge in terms of clarity and user engagement. Specifically, the limited visual hierarchy meant users may not be as primed to engage or interact with the app.
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Original
Improve text placement, CTA
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1st Iteration
Clear, concise copy with CTA
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2nd Iteration
Added personality, content hierarchy
Initial Audit
Visual Engagement: The original’s near-white screen, even with the playful soft background pattern, lacked visual interest and could better reflect the app's creative spirit.
Call-to-Action (CTA): While the CTA was present in the copy, it could have been more prominent and action-oriented.
The Fix
Create a visually appealing and informative empty state that motivates users to start coloring. The second iteration focused on making the copy more playful and creative, which was more in line with the app’s personality.
Visual Hierarchy: Improved text placement and font size enhance readability and draw attention to key actions.
Background Design: Adding a gradient layer over the brand background reduces visual clutter, making the interface copy cleaner and more focused.
Clear CTA Button: Introducing a prominent CTA button encourages users to take immediate action, enhances engagement, and helps to guide user behavior effectively.
Before
IA Organization &
Menu Redesign
Context
The original settings menu featured a minimalistic design with essential options (Privacy Policy, Terms & Conditions, and Manage Subscriptions). While functional, the design lacked visual engagement and did not fully utilize UX principles to enhance user interaction.
The Challenge
Users said the menu was missing some items like “Support” or “Contact” the initial settings menu uninspiring challenge in this project was striking a balance. I needed to highlight the main benefits of the Premium subscription plus add the mental health benefits of coloring without overwhelming users with text on a mobile screen.
The Fix
A revised settings menu with visually distinct cards makes it easier for users to identify their desired option and helps reduce visual clutter, keeping the focus on the content.
Key Improvements
Enhanced Organization with Clearer Labeling: Options were grouped into distinct cards, such as "Quick Guide," "Interactive Tutorial," "About Us," and “Feedback,” improving menu navigation.
Visual Hierarchy: The use of headings, dividers, and consistent spacing created a visually appealing and easy-to-scan menu.
Upgrade Banner: In line with the client’s goal of increasing subscriptions, I added a CTA option to get user’s attention and encourage them to subscribe or upgrade their service.
Improved Accessibility: Larger font sizes and increased contrast enhanced readability.
After
How I helped
Researched 4 top-performing adult coloring book apps and the benefits of coloring
Performed a content audit with detailed notes
Collaborated with the product owner to align key messaging
Drafted copy and iterated
Confirm copy clarity and persuasiveness in user research sessions
Created mockups with ideas to present to the client for a visual refresh
Results
All updates received positive feedback during user testing, with users describing the app as "more informative and inviting." Based on this qualitative success, the client implemented the proposed changes.
The app launched on August 1, 2024, and has achieved:
50+ downloads
16 paid subscriptions
