The Challenge
Microsoft Edge Mobile needed to stand out in crowded app stores where first impressions determine success. The existing presence felt generic and failed to communicate Edge's unique AI-powered capabilities, resulting in missed discovery opportunities and lower-than-expected download rates.
Strategic Approach
Led comprehensive app store rebrand across iOS and Android, optimizing every touchpoint for platform-native discovery while maintaining brand consistency. The strategy focused on translating Edge's AI capabilities into compelling visual language that resonated with mobile-first users.
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Platform-Native OptimizationTailored visual identity and messaging for iOS App Store and Google Play Store algorithms, maximizing organic discoverability while respecting each platform's unique design language
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Visual Identity RefreshDeveloped refreshed icon system, app screenshots, and preview videos that clearly communicated AI-powered browsing benefits in under 3 seconds of user attention
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Cross-Platform ConsistencyEnsured brand cohesion across iOS and Android while optimizing for each platform's specific requirements and user expectations
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Data-Driven IterationImplemented A/B testing framework for app store assets, continuously refining based on conversion data and user feedback
Impact & Results
The rebrand delivered immediate and sustained impact across both platforms. Download rates increased 185% in the first quarter post-launch, while app store search rankings improved significantly for key AI-related terms. User acquisition costs decreased as organic discovery improved, and app store ratings climbed as the new presentation better set expectations for the user experience.
Key Learnings
This rebrand reinforced that app store presence is about precision and clarity - users make snap decisions based on visual first impressions. Success required balancing Microsoft's premium brand standards with platform-specific optimization, proving that strategic adaptation doesn't mean compromising brand integrity.