Showcasing AI

iStock

*sensitive information has been altered for confidentiality reasons

 
 

Company Overview

iStock is a stock media platform offering a wide range of high-quality photos, videos, illustrations, and music for creative professionals. In addition to its traditional content, iStock offers a relatively new AI subscription that provides access to AI-generated images and design assets, enabling users to create custom content through an AI generator console.

 

The Problem

iStock’s AI subscription has shown moderate success, but there’s untapped potential for greater conversion. With the Asset Detail Page (ADP) being the most visited page, we see an opportunity to better merchandise the AI product there, aiming to boost customer adoption and subscription rates.

 

Project Goals

Improve AI merchandising

  • Redesign the merchandising of the AI product on the iStock Asset Detail Page (ADP)

  • Make it more appealing to customers

  • Make it feasible to build with reasonable effort

Drive customer adoption of the AI subscription

  • Align with business objectives

 

Metrics

 

500k-1M

Daily traffic to Asset Detail Page

 

2-4%

Interaction with AI buttons

 

3-5%

Current conversion rate

 

Current Experience

Opportunities:

  • organize button in logical way

  • sunset outdated editing tools

  • showcase more AI features

Team Process

The Team

  • The design team consisted of 2 product designers (including myself) and 1 content designer

Our Approach

  • Showcase the actual AI tools on the ADP to allow users to see what they would be able to do with an AI subscription

  • Include tooltips that describe each AI feature and include a visual to entice users to try out AI

  • Sunset some of the current editing features in the process, as data showed they were not impactful

 

Explorations

Pros

  • AI button is more visually apparent


Cons

  • Button covers image

  • AI features are hidden behind click

Pros

  • Overall UI improvements & less cognitive load

Cons

  • AI features are hidden behind click

 

Final Designs

 

Impact


6-10%

projected new interaction rate of this redesign

7-12%

projected conversion rate of users who interact with new AI buttons

8-12%

potential total monthly revenue increase

 

Future Considerations

While this functionality wasn’t included in the initial release do to limitations in scope, we plan to enhance the ADP buttons in the future by showing a live preview on the photo of each unique AI feature’s effect — giving users a clearer sense of what they can do before directing them to the subscription page

 

Summary

iStock’s AI subscription has shown moderate success, but there is untapped potential for greater conversion. The goal was to redesign the AI merchandising on the high-traffic Asset Detail Page (ADP) to drive higher customer adoption. The redesign involved better showcasing the AI tools to entice users to interact and learn about what the subscription offers. These changes could potentially lead to a total monthly revenue boost of 8-12%.