Evernote

Project Scope

Sign-up experience
On-boarding experience
Evernote Premium
Evernote Business
Evernote Market

Evernote is a productivity app. It gives you everything you need to keep life organized—great note taking, project planning, and easy ways to find what you need, and when you need it.

My role

As a product designer at Evernote I worked towards finding solutions to multiple business challenges during the course of eight months. I shadowed designers during user research interviews, worked closely with product managers to distill research findings into actionable designs.

1. User acquisition

With more than 27 productivity apps, new product features and announcements, Evernote had a lot to talk about on their corporate website. But instead, we decided to focus on one goal—growth. We put call to action in the front and center, making it easy for new customers to register and create a free account.

2. New user retention

Evernote had over 100 million registered subscribers by year 2009. Legacy users knew how to use Evernote to its maximum potential. However, in 2013 despite its popularity, Evernote was dealing with high attrition rate from new subscribers.

Research revealed that most new subscribers were overwhelmed by the robust capabilities of the app and simply did not know where to start.

I created an on-boarding experience to educate and retain the new users of the app.

3. Upsell

Evernote Premium was an upsell business strategy with the goal to convert free account holders into paid users.

Business - not as usual

Evernote Business was introduced in August 2012. During the beta testing period research concluded that Evernote Business lacked a personality. To add flavor and fun to the buttoned-up business environment, we explored a few different designs. The alphabet avatar was one experiment that was shipped.

4. Monetization

Evernote Market was launched with the expectation that it would just break even. However in 2014 it was reported that they sold more than $12 million in product since launch, vastly beating expectations. Unfortunately, we know how it ended! It was fun while it lasted.

Team/Credits

Gabe C

Head of Product Design

Joshua T

Illustrator

Carlos R

Illustrator

James A

Product Designer

Samira K

Product Designer

Jeff Z

VP Brand Marketing

Office

Agency