ABOUT
Young users spend considerable time personalizing their digital spaces, yet often struggle to find high-quality wallpapers that match their evolving aesthetic tastes. Most existing wallpaper apps fail by offering cluttered interfaces, intrusive ads, and generic content. Aesthetic Wallpaper was designed to solve these issues, providing a clean, curated experience tailored especially for women from diverse backgrounds worldwide.

THE CHALLENGE
Design an interface for a content-focused app that allows users to browse without distractions. The business objective was to maximize engagement, session duration, and retention, as these metrics directly supported the ads-based monetization model.

KEY RESULTS ACHIEVED
- 276,101 MAU
- 5.8% 7-day retention
- 3-minute average session

WHAT WORKED
Content-first approach resonated strongly with target demographic.
Minimal interface reduced cognitive load and increased engagement.
Organic growth validated product-market fit.

WHAT I'D IMPROVE
On reflection, I realized that placing the secondary "download" and "share" options directly beside the primary "Set Wallpaper" CTA created unnecessary decision friction for the user. I would improve the design by moving these secondary actions to the top navigation bar, which would leave the main call-to-action clear and singularly focused, streamlining the core user journey.