Case Study: FiftyThree, Inc. achieves a photo-first iPhone redesign and multimillion-user growth with AYTM

FiftyThree, Inc. - Customer Case Study

FiftyThree, Inc., the creator of the Paper app and Pencil stylus, faced a design challenge when bringing Paper to the iPhone: rather than simply shrink the iPad app, they needed to understand how notetaking behavior differs on smartphones and gather timely usage data. To do this, FiftyThree partnered with AYTM to run online market research studies that would quickly reveal how people actually use phones for notes.

Using AYTM’s research, FiftyThree uncovered a critical insight — photos and screenshots are a growing part of smartphone notetaking — and rebuilt Paper’s UI around visual note capture, annotation, and organization. The AYTM-informed redesign earned rave reviews from Fast Company and Wired and helped drive Paper’s growth to a multimillion-strong, engaged user base.

FiftyThree, Inc.

Georg Petschnigg

CEO and cofounder