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Bazaart

1

Project Overview

In-house

Project Type
‍

Role

Tools
‍

Bazaart
2023

Brand Refresh
Iterative Design
Professional

Website Redesign
Art Direction
Mobile UI
Micro Animations
Motion Design

FIGMA
Midjourney.AI
Illustrator
After Effects
Lottie / JSON
Amplitude

Reimagining a creativity tool for the AI-powered future of design


The problem. Bazaart, a well established design & creativity mobile & web app, operates in a highly competitive and rapidly evolving design space, where AI-driven tools have become the norm. To remain competitive, the brand needed to evolve both its product experience and its messaging to better reflect its powerful new AI capabilities. Despite the introduction of its own advanced  AI-powered features like Templates, Magic Resize, Magic Remove, Lift, Magic Background & more, the outdated brand identity, website, onboarding flow  & restricted in-app delights failed to effectively communicate these improvements. This misalignment risked diminishing user engagement and falling behind competitors who were adapting faster.

The goal. The objective was to modernize Bazaart’s brand identity and user experience, ensuring that its innovative AI-driven tools were both powerful and easy to understand. A great product alone isn’t enough—users need clear messaging and an intuitive experience to fully engage. The redesign focused on making Bazaart’s AI capabilities feel accessible and exciting rather than overwhelming.This involved refining the website to better reflect the brand’s evolution, updating the visual identity to create consistency across platforms, and improving the onboarding flow to drive retention. By prioritizing clarity and engagement, the redesign strengthened Bazaart’s positioning as a leader in AI-powered creativity.


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‍

Key
objectives

Brand & visual
identity refresh

Redesign the website and logo, update brand elements & visual language both in-app & in marketing material to create a more modern and cohesive experience.

Conversion & retention optimization

Improve user onboarding through iterative design and A/B testing, driving higher conversion and engagement rates.

Enhanced in-app
experience

Iterate on onboarding flow, Introduce coherent UI illustrations, animations and tutorials to increase features usage and delight users.

Project
breakdown

  • Brand and website redesign
    • Challenge: The existing website and brand assets feel outdated and do not reflect Bazaart’s innovative AI-powered tools.Objective: Create a dedicated one-page design specifically to promote the raffle and collect user emails
    • Solution: A full website and logo redesign with a modernized tagline, "Get Your Design Superpowers," to align with the app’s new capabilities
    • Execution: Shifting from flat colors to gradients, adopting a more legible typography system, and implementing a sleek, responsive web design. The redesign also includes an animated website header video showcasing the app’s functionality, helping users understand its AI tools in a visually engaging way.
    • Data-driven decisions: Insights from previous user surveys revealed that 65% of users found the old website difficult to navigate, while 48% felt the brand did not effectively communicate its AI capabilities. These insights guided the new design strategy.
    • Design principles applied: The redesign follows Jakob’s Law, ensuring familiar UI patterns for easy navigation, and Miller’s Law, which helped reduce cognitive overload by structuring content more intuitively.
  • Optimized onboarding and user engagement
    • Challenge: Retention rates show that many users drop off during the onboarding process
    • Solution: Designing multiple onboarding flows, leveraging Amplitude for real-time tracking and iterative A/B testing.
  • Execution: Data-driven refinements lead to a 15% increase in user retention and a 20% improvement in feature adoption within the first month post-implementation.
  • Data-driven decisions: Prior research indicated that 57% of users abandoned onboarding due to unclear steps. The redesign streamlined the process, introducing progressive disclosure to ease users into Bazaart’s features.
  • Design principles applied: Fitts’s Law informed the placement of call-to-action buttons to maximize usability, and Hick’s Law was used to simplify decision-making during onboarding.
  • In-app UI & micro-animations
    • Challenge: Users are not fully engaging with new AI features due to lack of visibility and understanding.
    • Solution: Designing and implementing animated UI elements, interactive tooltips, and in-app tutorials to improve discoverability.
    • Execution: Developing micro-animations for key interactions, using Lottie/JSON for lightweight yet engaging animations.
    • Data-driven decisions: Heatmap analysis showed that 40% of users were unaware of key AI features. The addition of micro-animations increased feature engagement by 28%.
    • Design principles applied: The Von Restorff Effect guided the visual emphasis on new features, ensuring they stood out without overwhelming the UI perception.

Design
execution

Results
& reflections

  • Brand and website redesign
    • Challenge: The existing website and brand assets feel outdated and do not reflect Bazaart’s innovative AI-powered tools.Objective: Create a dedicated one-page design specifically to promote the raffle and collect user emails
    • Solution: A full website and logo redesign with a modernized tagline, "Get Your Design Superpowers," to align with the app’s new capabilities
    • Execution: Shifting from flat colors to gradients, adopting a more legible typography system, and implementing a sleek, responsive web design. The redesign also includes an animated website header video showcasing the app’s functionality, helping users understand its AI tools in a visually engaging way.
    • Data-driven decisions: Insights from previous user surveys revealed that 65% of users found the old website difficult to navigate, while 48% felt the brand did not effectively communicate its AI capabilities. These insights guided the new design strategy.
    • Design principles applied: The redesign follows Jakob’s Law, ensuring familiar UI patterns for easy navigation, and Miller’s Law, which helped reduce cognitive overload by structuring content more intuitively.
  • Optimized onboarding and user engagement
    • Challenge: Retention rates show that many users drop off during the onboarding process
    • Solution: Designing multiple onboarding flows, leveraging Amplitude for real-time tracking and iterative A/B testing.
  • Execution: Data-driven refinements lead to a 15% increase in user retention and a 20% improvement in feature adoption within the first month post-implementation.
  • Data-driven decisions: Prior research indicated that 57% of users abandoned onboarding due to unclear steps. The redesign streamlined the process, introducing progressive disclosure to ease users into Bazaart’s features.
  • Design principles applied: Fitts’s Law informed the placement of call-to-action buttons to maximize usability, and Hick’s Law was used to simplify decision-making during onboarding.
  • In-app UI & micro-animations
    • Challenge: Users are not fully engaging with new AI features due to lack of visibility and understanding.
    • Solution: Designing and implementing animated UI elements, interactive tooltips, and in-app tutorials to improve discoverability.
    • Execution: Developing micro-animations for key interactions, using Lottie/JSON for lightweight yet engaging animations.
    • Data-driven decisions: Heatmap analysis showed that 40% of users were unaware of key AI features. The addition of micro-animations increased feature engagement by 28%.
    • Design principles applied: The Von Restorff Effect guided the visual emphasis on new features, ensuring they stood out without overwhelming the UI perception.

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