mp3 Converter

Problem: The App Store is highly competitive, especially in the utility category, and launching a small product without marketing budget carries a high risk of being invisible. The main challenge was to identify a niche with real search demand, define a feature set that could compete with existing solutions, and communicate value clearly within the limited space of an App Store page. Building too many features would slow development, while a weak App Store presence would prevent organic growth. Approach: We started not with design, but with research. I analyzed App Store search behavior, studied competitors’ positioning, reviews, pricing models, and feature sets, and looked for recurring user complaints that could be turned into opportunities. This analysis guided both product and UX decisions, helping us decide which features were essential and which ones should be deliberately excluded. Based on these insights, I designed a focused MVP centered around speed, simplicity, and reliability. In parallel, I treated the App Store page as a core part of the product experience and continuously iterated on screenshots, copy, and visual hierarchy to improve clarity and conversion. Constraints: The project was developed by a very small team with limited development capacity and no budget for paid acquisition. All growth depended on organic discovery through the App Store and on our ability to react quickly to feedback and performance changes. These constraints required strict prioritization, fast iterations, and careful use of time and resources. Solution: The final solution was a minimal and straightforward macOS app that allows users to convert video files into audio in just a few steps, without unnecessary settings or complexity. I designed a clear conversion flow and ensured that the interface remained intuitive even for non-technical users. On the growth side, I designed multiple App Store screenshot variations, experimented with different app icons, and adapted visuals and messaging for different markets and languages. Localization was approached visually as well as linguistically, with layouts adjusted to preserve clarity and emphasis across regions. All changes were informed by ASO research, competitor behavior, and user feedback. UX Deliverables: The work included defining the product flow, designing the core UI screens, creating and iterating on App Store screenshots, designing multiple icon variants, and preparing localized visuals for different markets. Results: The app reached more than 500 organic installs per month and received consistently positive reviews, with users frequently highlighting that the app works reliably and does exactly what it promises. The product continues to grow without paid advertising, validating both the market selection and the ASO-first approach. Conclusion: This project showed how a small, focused product can successfully compete in a crowded App Store category through research-driven decisions and continuous experimentation. It strengthened my experience in building products from zero, using ASO as a growth lever, and treating the App Store presence as an extension of the product itself. These learnings continue to shape how I approach product and growth-oriented UX design.