Leica has a "Red Dot" problem: it is perceived as elitist and analog in a world of instant, AI-driven photography. Our data showed that the mobile audience felt disconnected from the manual process.
There was also an adoption barrier: only 42% of users took a photo within the first 7 days of downloading the app. Users were intimidated by the manual learning curve and unaware of the app's full feature set.
The UX Debt: High cognitive load in manual mode.
The Business Leak: Users downloaded for the brand but left because they couldn't replicate the "Leica Look" instantly.
I steered the product away from being a "utility" and toward being an "instructor" to bridge the gap between Leica's legacy and mobile convenience.
Interactive Onboarding: We implemented an interactive, animated onboarding flow designed to engage and train users immediately upon entry.
The "What's New" Narrative: To maintain engagement, I introduced a "What's New" feature to educate users on evolving features like the Leica LUX Grip.
A true Leica experience is physical. I led the design integration for the Leica LUX and Fjorden Grips.
This required intense cross-functional collaboration on technical feasibility regarding firmware, OS updates, and Bluetooth stability.
The Physics of a Click: We optimized the "Select a Grip" journey to ensure the full connection process takes less than 15 seconds.
Ergonomic Mapping: We ensured the digital interface mirrored the physical ergonomics of Leica’s hardware legacy.
We faced a classic business conflict: How do we drive subscriptions without degrading the premium brand experience with "Upgrade Now" pop-ups?
The Solution: The Leica Frame. We allowed free users to access the legendary Leitz Lenses (Summilux, Noctilux) but applied a "Branded Frame" to their exports.
The Result: Users didn't see the watermark as a restriction; they saw it as a badge of honor. They shared their "Leica" photos on social media, increasing brand awareness while decreasing abandonment by 10.9%.
Modern photo apps are a graveyard of sliders. For Leica LUX, I made a "unconventional" design call: No disabled states. > “A Leica user doesn't want to see what they can't do. They want to focus on the frame.
The "Reset" Intent: I strategically placed the "Reset Adjustments" button to encourage experimentation without cluttering the frame.
Smart Parameter Logic: We implemented "Show/not Sliders" logic. If a specific Leica Look doesn't allow for grain adjustment, we don't show a disabled slider. We show nothing.
I identified a critical Brand Gap: early content for advertising the LUX App felt generic and lacked the distinctive "Leica Look". To address this, I collaborated with external photographers and agencies, overseeing every aspect from model selection to colour profiles.
Goal: Produce high-fidelity imagery that felt like an aspirational luxury, triggering that "Red Dot" desire, while ensuring the app’s "Photo Essential" mode made achieving that result feel attainable for an amateur.
Click & drag to reveal: Before and after Art Direction
Engagement: +19% increase in photos taken within the first 7 days.
Growth: Free trial conversion rates rose by 1.18% in three months through strategic A/B testing of paywalls.
Recognition: Named Apple's App of the Day 2025 and reached a 4.8-star rating.
My takeaways: Scaling an icon like Leica LUX taught me that "Luxury" in digital design isn't about flashy UI. It’s about intentionality. A Lead Designer’s job is to make the user feel like every pixel was placed there for a reason.
My parents still use the default camera app, but you can't win them all.