Picsello
All-in-one SaaS CRM platform for photographers
My role: Head of Product Strategy
Accomplishments: Led design team, launched beta and full product release, integrated 3rd party vendor systems
Skills utilized: product design, user research, wireframing, project management, data driven design, analytics
Tools: Jira, Figma, Hotjar, ahrefs, Heap, Google Analytics
Photographers engage with many different pieces of software to do their job, whether editing photos, or keeping track of shoot appointments. Picsello sought to consolidate the necessities into a single CRM platform under a subscription model to help photographers spend more time doing what they love.
I helped build it from the ground up, from account creation to the full suite of tools available within the software.
I Implemented client booking, lead management, job management, in-app marketing, client e-commerce and orders.
I worked with with 3rd party providers like Stripe and WHCC to provide secure payment and convenient print/ship options for customers, while providing a seamless photographer-owned experience on the front end.
Picsello also has to worry about the end consumer, effectively making it B2B2C. A mouthful, but our client’s client is also our client. If their experience with the software is poor, that reflects directly on Picsello. I took great care to make sure both the photographer and their client had an amazing user experience. I wanted the photographers to not have to worry about the software so they can focus on making amazing memories with their clients. Additionally I wanted their clients to have an intuitive and exciting experience when interacting with their memories in Picsello.
Ultimately Picsello has found its niche in the photography software world and continues to gain subscriber momentum.
Client booking feature shown above. Similar to Calendly, HoneyBook, Acuity Scheduling…built entirely into Picsello!
Photographers are able to leverage trusted print provider WHCC to upsell photos to premium products like albums and framed prints.
In app marketing allowed photographers to directly message to their existing clients—whether or not they’ve booked. Smart lists allowed them to selectively cater messaging to remind their client base of an upcoming holiday shoot, or reach out to leads that still haven’t booked with them.
Product Gallery
Above showcases mobile first design, as well as some up close shots of the dashboard, leads page, and more.
In addition to the product work, I also helped the team identify and plan for various points of our photographer’s journey with Picsello.
Each segment had its own strategies to contribute to success, helped by user research, business strategy, and analytics tools (Heap, GA, ahrefs). I helped the team prioritize, plan, and execute on these segments to boost user acquisition and increase subscriber retention.
CEO and business strategy: Jane Goodrich
Design Team: Kyle Bacon, Allison Raffel