Background

The idea to test a new set of images came up after a new set of brand guidelines were developed for Sweatcoin in the spring of 2019. The main metric was increased conversions of the page, which was meant to be done by increasing comprehension of the images via cleared delivery of value proposition. Another constraint was a more playful style of the images to communicate a more fun experience, even though the product itself did not necessarily deliver on such experience.

Fig. 1: Original set of images that we were testing against.

First Approach

The new set was meant to really expose the main function of the app — the words and choice of graphics and UI to use in the images was carefully selected to work towards this exact aim.

Fig. 2

Fig. 3: Close up of the first and main frame

Final Set

A slightly more polished version was selected. The idea was to create a feeling of a united space, and so graphics was more or less continuous throughout the canvas (apart from background gradient, which filled a single frame throughout).

Fig. 4. Resulting set merged as a single frame

Before vs After

Fig. 5: Default set.

Fig. 6: Set designed for the test. Each frame looked like a window through which one can see the composition.