PhotoBooker Marketplace Product Launch

Our team at Zenfolio began developing a new marketplace product called PhotoBooker in 2018 after conducting comprehensive market research and user testing to finalize its name. The objective of PhotoBooker is to assist individuals in capturing their precious moments. This is accomplished by facilitating a smooth process from the initial discovery to photo delivery by ‘matching’ local photographers and their clients. In essence, PhotoBooker aids photographers in being discovered and booked by local clients, while also enabling clients to find the ideal local photographer within their style and budget for their specific occasion.

DATE

October 2018 - June 2020

MY ROLE

Visual design lead

TEAM

Exec team
Product team
Marketing team
Engineers
Design agency

DELIVERABLES

Web-based marketplace application, Brand guidelines, Website, Landing pages, Social channels, Ads

Meet the users

PhotoBooker was created to connect two types of users: photographers and clients. Photographers use the marketplace to showcase their portfolio, get discovered, get booked, and get paid by potential clients. Clients use the marketplace to search for photographers who meet their needs, view their portfolios and pricing, and ultimately hire the right photographer for their project. The users of the marketplace may come from different backgrounds and have different preferences, but the marketplace aims to connect them in a convenient and efficient way.

 

As part of the Zenfolio team, I collaborated with our agency to build and develop PhotoBooker.

My responsibilities included working with the marketing and product teams to create the UI, brainstorm logo concepts and establish the voice and tone for the new marketplace product. Subsequently, I created PhotoBooker brand guidelines for internal use and directed the consistency of the brand across various marketing channels (web, email, social media, blog, tradeshows…).

I also contributed to the ideation process and designed all graphic assets for A/B testing and ads, and supported the alpha, beta, and US-wide launch of PhotoBooker.

 

1. Search for photographers based on shoots style, schedule and location –– 2. Browse/Filter/Sort the results –– 3.Choose the photographer that suits your needs and visit their detail page –– 4. Book and pay

PhotoBooker Homepage

Photographer detail page

 

MARKETING CAMPAIGNS

 

Acquiring users at the start is a significant challenge when starting a marketplace product. We had the advantage of an existing user base of over 100,000 photographers using our flagship product - Zenfolio. Our strategies focused on converting as many Zenfolio photographers as possible into PhotoBooker photographers while also implementing different methods to reach new photographers and their clients.

  • Here are some solutions that were implemented, incorporating my ideas and designs:

    • Added different CTA/Links on Zenfolio Homepage to PhotoBooker Landing Page with different options for testings 

    • Created a real estate ad section on the photographers' login landing page and blog landing page

    • Sent recurring emails

    • Integrated a pop-up within the flagship product platform with an incentive promo for photographers

    • Implemented monthly campaigns for photo contests targeted towards Zenfolio photographers, which included promotions for PhotoBooker.

    • Ran social media and display ad sets, targeting both photographers and consumers; Conducted landing page tests for these ads.

…..

Initially, we conducted experiments in a few markets and subsequently expanded to other markets in subsequent phases. As a result, all tests were conducted with geographic considerations in mind.

The examples of the creative I created for the campaigns can be seen below:

 

EXAMPLES OF LANDING PAGES, EMAILS, AND ADS TO MARKET PHOTOBOOKER

Early testing stage - Alpha launch

Email sent out to photographers to announce the launch of PhotoBooker in their cities

An email banner sent out to photographers in Sacramento, CA

Early testing stage - Alpha launch

An ad targetted photographers in San Jose, CA

Beta launch with Official name - PhotoBooker

An ad targetted clients who potentially book photographers for the holiday seasons

 

BookMe - New Flagship product feature

At the same time with launching the new product ‘PhotoBooker’, we also launched a new Booking feature for our flagship product called ‘Book Me’. I worked with the marketing team to promote this feature on different channels including dedicated landing page, social posts and ads, promoted sections on different pages on our website with testings (Homepage, Login page, Feature page, Blog page, Navigation bar, Sticky bar…etc.), and in-product promos (pop up, sticky bar, right-sided bar).

 
 
 

I also created a Video to show how the BookMe feature is used by simplifying the UI and the process.