Case study
← All wordsMoment Pro Camera II
Product Lead and Designer for the #1 paid Camera app on iOS. New interaction model, new codebase, one-handed game-feel.
October 13, 2025
- Year
- 2024-present
- Deliverables
- Product Leadership, UX + UI Design, Interaction Model
- Stack
- Figma, iOS, SwiftUI
- Sector
- iOS, Consumer Software
- Team
- Jamm Hostetler - EngineerAlec Ploof - Head of GrowthCarlie Penning - Marketing Design
I designed and led product on MPC II — a full rebuild: new interaction model, new codebase, same community love. Since launch we've held the #1 paid Camera app on the iOS App Store.
Action Plates
We zoned the camera into distinct areas - grouping the controls a user most frequently would fiddle with to dial-in a shot to one are. We cointed this zone The Action Plate, and with it came the idea that we could design and build more action plates either targeting an aesthetic or functionality.
Our Take
Moment Pro Camera II is a pro camera built for pros — those that appreciate the craft. Our belief is that curious creatives aspire to use what the pros use. They don't want a dumbed-down version, they want the real thing made approachable. So we built a camera that makes you a more confident shooter — fast, light, and out of the way until you need it. On the business side, we kept the core app as a one-time purchase but introduced ancillary revenue through things like camera skins and LUT packs — increasing lifetime value without putting pro features behind a subscription.
What I led
Definition, Scope, and cuts; UX, UI Design; sequencing with Jamm (engineering), Alec (growth), Carlie (marketing materials); managing priority and the road map.
Outcomes
- #1 paid Camera app on iOS, sustained.
- Featured in Apple's App Store Super Bowl spot
- Featured as app of the day in New Zealand and Australia app store
- Featured as "Apps We Love" in US app store
