Recolor - Coloring Book for Adults

adult coloring book app design Campaign Design coloring book coloring book app Coloring Pages product design recolor

Scope of Work
App Design, Art Direction, ASO, Branding, Illustrations, Graphic Design, Product Management, UI/UX Design

Tools used

Adobe Illustrator, Adobe Photoshop, Confluence, Google Slides, Jira, Procreate, internal tools

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In Recolor my responsibilities included product design and management, creative direction of the campaigns and marketing materials, improvement and upkeep of the internal tools, personnel training, conversion optimization, UI and UX design and content production.

Recolor is among the App Store's top leading coloring book apps with one of the biggest coloring picture libraries and online communities.

Home Page Redesign

My goal was to redefine the hierarchy of the elements, give more value for the in-app events, educate users about the upcoming pictures and add a support for Dark Mode.

1. Giving significantly more space for the in-app campaigns made them look less like ads and highlight better the user generated content. Also added carousel-indicators for better readibility.

2. According to the user data, the Search function wasn't much used so it made sense to give it less value and move it as a part of the content navigation.

3. I rebranded upcoming pictures as Dailies and added a timer to inform when the next Daily is coming out. Also tapping the timer opens a dialogue to get notified when the next Daily is out.

4. Changed the Free icon to Play icon to better inform the user that opening a picture requires watching a video ad first.

5. Added a notification badge to inform users about new activity.

Art direction: Jussi Karro

Graphic design: Jussi Karro
UI & UX design: Jussi Karro, Esa Kankaanpää

In-App Events

Graphics for Recolor's in-app events. My work was to design the visual style and templates for the marketing team and come up with ways to utilise user generated content in them.

Art direction: Jussi Karro
Colorings: Recolor Community
Graphic design: Jussi Karro, Iva Kojadinovic, Miia Kajaani
Illustrations: Jussi Karro, Ira Luhtanen, Iva Kojadinovic, Maria Riihelä, Miia Kajaani, Ruska Berghäll

Finalize Page Redesign

After the user enters the Finalize page from the coloring editor, the goal was to increase both the awareness of the Premium effects, the Free Trial conversion and the user retention.

1. According to the data, Shadow was the most used effect in the colorings so it led to believe that the users rarely scrolled further from the default view. People needed a simple and fun way to test out different effects so I came up with Shuffle Styles button. After introducing the new feature, it increased usage of all the effects, filters and outlines notably.

2. For the free users we gave the possibility to see a preview of the Premium effect with a call to action to start the Free Trial.

3. After the user had finalized the picture, we introduced a possibility to continue coloring similar themed pictures based on the tags of the initial picture.

Art direction: Jussi Karro
UI & UX design: Jussi Karro, Esa Kankaanpää

App Store Presence

Visual design for product pages, featurings and in-app events. My work was to oversee and direct the product's visual presence on both App Store and Google Play platforms.

Art direction: Jussi Karro
Graphic design: Jussi Karro, Miia Kajaani
Illustrations: Ira Luhtanen, Maria Riihelä, Miia Kajaani