Launching and scaling the iconic Leica LUX app
Designing for the first time on Mobile devices the unique Leica photo capturing experience, awarded Apple's "App of the Day" in the the US and Korea.
Launching and scaling the iconic Leica LUX app
Designing for the first time on Mobile devices the unique Leica photo capturing experience, awarded Apple's "App of the Day" in the the US and Korea.
Launching and scaling the iconic Leica LUX app
Designing for the first time on Mobile devices the unique Leica photo capturing experience, awarded Apple's "App of the Day" in the the US and Korea.
Client
Leica Camera
Client
Leica Camera
Client
Leica Camera
Industry
Photography
Industry
Photography
Industry
Photography
Timeline
2024-2025
Timeline
2024-2025
Timeline
2024-2025
Role
Lead UI/UX Designer
Role
Lead UI/UX Designer
Role
Lead UI/UX Designer
My Contribution
I designed the main features of the app and its connectivity with external hardware like the Fjorden Grip and Leica Grip to add manual controls when paired to the app. I also coordinated the interaction with external agencies and stakeholders.
My Contribution
I designed the main features of the app and its connectivity with external hardware like the Fjorden Grip and Leica Grip to add manual controls when paired to the app. I also coordinated the interaction with external agencies and stakeholders.
My Contribution
I designed the main features of the app and its connectivity with external hardware like the Fjorden Grip and Leica Grip to add manual controls when paired to the app. I also coordinated the interaction with external agencies and stakeholders.
Outcomes
🏆 Apple's App of the Day in the US and Korean App Store in February 2025. 🏆 Featured in leading photography publications. 🏆 4,8 Stars rating on the App Store.
Outcomes
🏆 Apple's App of the Day in the US and Korean App Store in February 2025. 🏆 Featured in leading photography publications. 🏆 4,8 Stars rating on the App Store.
Outcomes
🏆 Apple's App of the Day in the US and Korean App Store in February 2025. 🏆 Featured in leading photography publications. 🏆 4,8 Stars rating on the App Store.
My approach
I always design multiple versions of the same UI and have internal discussions about them. For example, for this filter I defined how much information we should display, especially when it's not editable by the user. So if the strenght and grain of the filter can't be edited, should we show them anyways, and what will they look like? In this case, I chose to break the convention and to not display sliders when those parameters are not editable.
My approach
I always design multiple versions of the same UI and have internal discussions about them. For example, for this filter I defined how much information we should display, especially when it's not editable by the user. So if the strenght and grain of the filter can't be edited, should we show them anyways, and what will they look like? In this case, I chose to break the convention and to not display sliders when those parameters are not editable.
My approach
I always design multiple versions of the same UI and have internal discussions about them. For example, for this filter I defined how much information we should display, especially when it's not editable by the user. So if the strenght and grain of the filter can't be edited, should we show them anyways, and what will they look like? In this case, I chose to break the convention and to not display sliders when those parameters are not editable.
New Feature Adoption
❌ Only 42% of users took a photo within 7 days of downloading the app. ❌ The main features and the new ones need to be clear and noticeable.
New Feature Adoption
❌ Only 42% of users took a photo within 7 days of downloading the app. ❌ The main features and the new ones need to be clear and noticeable.
New Feature Adoption
❌ Only 42% of users took a photo within 7 days of downloading the app. ❌ The main features and the new ones need to be clear and noticeable.
Solutions
✅ Implemented an interactive animated onboarding to engage and train users. ✅ Implemented a “What’s new” screen to let users know about upcoming features. 🏆 +19% increase of photos taken within the first 7 days of downloading the app.
Solutions
✅ Implemented an interactive animated onboarding to engage and train users. ✅ Implemented a “What’s new” screen to let users know about upcoming features. 🏆 +19% increase of photos taken within the first 7 days of downloading the app.
Solutions
✅ Implemented an interactive animated onboarding to engage and train users. ✅ Implemented a “What’s new” screen to let users know about upcoming features. 🏆 +19% increase of photos taken within the first 7 days of downloading the app.
Give a taste of Pro features to Free users
Let Free users use Pro Features by applying a branded Frame to each photo taken with a Pro feature. Thi also resulted in Increased Brand Awareness and Marketing visibility.
Give a taste of Pro features to Free users
Let Free users use Pro Features by applying a branded Frame to each photo taken with a Pro feature. Thi also resulted in Increased Brand Awareness and Marketing visibility.
Give a taste of Pro features to Free users
Let Free users use Pro Features by applying a branded Frame to each photo taken with a Pro feature. Thi also resulted in Increased Brand Awareness and Marketing visibility.
In-app customisation
✅ Apply a Frame and choose its style/color. ✅ Customise the info displayed on the Frame. ✅ Share your framed artwork.
In-app customisation
✅ Apply a Frame and choose its style/color. ✅ Customise the info displayed on the Frame. ✅ Share your framed artwork.
In-app customisation
✅ Apply a Frame and choose its style/color. ✅ Customise the info displayed on the Frame. ✅ Share your framed artwork.
Leica Looks and Community features
✅ Select from a wide library of "Leica Looks". ✅ Adjust its strenght/contrast/grain. ✅ Access a wide library of growing Looks.
Leica Looks and Community features
✅ Select from a wide library of "Leica Looks". ✅ Adjust its strenght/contrast/grain. ✅ Access a wide library of growing Looks.
Leica Looks and Community features
✅ Select from a wide library of "Leica Looks". ✅ Adjust its strenght/contrast/grain. ✅ Access a wide library of growing Looks.
Hardware integration experience
✅ Compatibility features of the Leica LUX App with physical Grips: The Fjorden Grip and Leica LUX Grip. ✅ The full journey of connecting a Grip takes less than 15 seconds. ✅ Tech feasibility with firmwares, Operative System updates and Bluetooth connection.
Hardware integration experience
✅ Compatibility features of the Leica LUX App with physical Grips: The Fjorden Grip and Leica LUX Grip. ✅ The full journey of connecting a Grip takes less than 15 seconds. ✅ Tech feasibility with firmwares, Operative System updates and Bluetooth connection.
Hardware integration experience
✅ Compatibility features of the Leica LUX App with physical Grips: The Fjorden Grip and Leica LUX Grip. ✅ The full journey of connecting a Grip takes less than 15 seconds. ✅ Tech feasibility with firmwares, Operative System updates and Bluetooth connection.
In-app motion design
Designed and animated micro-interactions, using After Effects and LottieFiles. Areas: onboarding, Grip Pairing, Unpair & Forget Grip, Account Login.
In-app motion design
Designed and animated micro-interactions, using After Effects and LottieFiles. Areas: onboarding, Grip Pairing, Unpair & Forget Grip, Account Login.
In-app motion design
Designed and animated micro-interactions, using After Effects and LottieFiles. Areas: onboarding, Grip Pairing, Unpair & Forget Grip, Account Login.
Conclusions
My Key Takeaways
Conclusions
My Key Takeaways
Conclusions
My Key Takeaways
Challenges
❌ Increasing user engagement by encouraging photo-taking within the first 7 days of app download. ❌ Boosting conversion rates by making the value of Pro features clear to free users. ❌ Ensuring seamless integration between the app and physical hardware grips, maintaining a smooth user experience.
Solutions
✅ Introduced an interactive, animated onboarding flow to guide users through app features and inspire first-time use. ✅ Implemented tailored paywalls and A/B testing to optimize conversion strategies, testing placement, copy, and timing. ✅ Enabled free users to experience Pro features with branded frames, offering a taste of premium tools while reinforcing brand visibility.
Challenges
❌ Increasing user engagement by encouraging photo-taking within the first 7 days of app download. ❌ Boosting conversion rates by making the value of Pro features clear to free users. ❌ Ensuring seamless integration between the app and physical hardware grips, maintaining a smooth user experience.
Solutions
✅ Introduced an interactive, animated onboarding flow to guide users through app features and inspire first-time use. ✅ Implemented tailored paywalls and A/B testing to optimize conversion strategies, testing placement, copy, and timing. ✅ Enabled free users to experience Pro features with branded frames, offering a taste of premium tools while reinforcing brand visibility.
Challenges
❌ Increasing user engagement by encouraging photo-taking within the first 7 days of app download. ❌ Boosting conversion rates by making the value of Pro features clear to free users. ❌ Ensuring seamless integration between the app and physical hardware grips, maintaining a smooth user experience.
Solutions
✅ Introduced an interactive, animated onboarding flow to guide users through app features and inspire first-time use. ✅ Implemented tailored paywalls and A/B testing to optimize conversion strategies, testing placement, copy, and timing. ✅ Enabled free users to experience Pro features with branded frames, offering a taste of premium tools while reinforcing brand visibility.
Sofia Berselli © 2025
Made with ❤️ from Italy
Sofia Berselli © 2025
Made with ❤️ from Italy
Sofia Berselli © 2025
Made with ❤️ from Italy
