Phototreats was a mobile photo app created by Stepcase Limited to convert users of their photo processing app to their photo sharing app Steply. The app aimed to simplify photo editing with preset filters and a simple one-view interface. Marketing plans focused on using existing social media channels and partnerships to drive downloads, with goals of 200,000 downloads in 9 days and reaching top app store rankings. Tips were provided around designing for a simple concept, usability testing, and prioritizing early momentum through marketing.

1. Phototreats
A case study to get 200,000
downloads in 9 days
Leon Ho, Founder, Stepcase Limited

2. Our Apps
Darkroom
1M+ users worldwide.
Actioncam
250k+ users worldwide.
Steply
Our flagship product.

3. The Trend of Mobile Photo App
Camera Mobile

4. The Trend of Mobile Photo App
• Picplz, a mobile photo community, has raised
USD$5M series A
• Instagram, another mobile photo community, has
raised USD$500k seed funding
• Steply, has raised a round of seed funding and
looking for series A as well

5. Why we are doing Phototreats?
• The trend is still early, people are used to
individual app than photo sharing.
• We are trying to bridge how they process their
photos and how they share their photos.
• In the process, we are trying to convert as many
users to use Steply as possible.

6. Concept of Phototreats
• Complicated.
• Rely on artistic
sense.
Problems Solutions
• Simple interface.
• Preset filters.

7. Design
• One view design.
• Accessing anything easily.
• Two main interactions.

8. Design - First Mockup

9. Development
• Early discussion about technical feasibility.
• First, View and Interactions.
• Last, Logic, Filter implementation and
optimization.

10. Marketing Plans
• Objective: Use our existing channels to kickstart a
viral campaign
• Twitter campaign
• Cross promotion
• Our blogs
• Other media and blogs

11. Metrics
• Twitter Campaign: 2,015 people to the page;
1300+ Tweets
• News notification: 23,000+ views
• Blog + Media: 450+ comments

13. App Store Ranking

14. Tips
Concept
• The concept of an iPhone app should be simple.
• Do one thing and one thing well.
Design
• Figure out a few top use cases.
• Try to reuse the known interactions and gesture.
• Donʼt try to over-complicate ANYTHING.
Development
• Should involve developers before finalizing the mockup on feasibility.
• Do not add anything new during development.
Marketing
• First, enough momentum to push to the top ranking - <top 10
• Understand how it can spread virally.

15. Partnership?
Investment Opportunity?
Integrate Steply to your App?
Promote your products & services?
Contact me!
leon@stepcase.com
Facebook (leonlokho)
Twitter (leonho)
http://www.steply.com