Upgrading a Classic without Breaking It

With some luck and clever marketing, Doodle Buddy became the most popular drawing app on iOS. In August of 2009, it reached the #3 spot overall in the App Store — unheard of for a drawing app. Doodle Buddy appealed to everyone from beginners to amazing artists. Six years after its last update, I licensed the rights to Doodle Buddy with a goal of breathing new life into this App Store jewel.

What Makes Doodle Buddy Magic?

While Doodle Buddy hadn’t been updated for ages, it has continued to be downloaded millions of times a year. It wouldn’t be a mainstay in the App Store if it didn’t adhere to a central premise — make it fun and easy for anyone to draw something they can be proud of. Most drawing apps are not optimized for beginner or amateur artists, but rather tout power and flexibility for advanced designers and graphics professionals.

Great, “make it fun and easy” is a good start, but exactly which features or functions kept these beginners and artists coming back? I have to admit while super excited for the opportunity to bring Doodle Buddy into 2018, messing with such an established property was also a scary proposition. Would I inadvertently break something by “modernizing” it? Would I miss out on any critical features?

To figure out Doodle Buddy’s magic, I did what any product designer should do — learn from users. There were three tracks for the investigation:

Selected Doodle Buddy Art

The last tactic, which simply involved searching for posts with #doodlebuddy, may have been the most enlightening. While posted content is likely to be created by more advanced users, these pictures were worth more than a thousand words to me because they showed what features people used and how they used them.

So what are the magic features that make Doodle Buddy so popular for amateurs and artists alike? My research indicates four pillars:

Doodle Buddy’s Visual Design Shows Its Age

While Doodle Buddy’s delightful features documented above enable a wonderful drawing experience, visually it was built in a different time. Steve Jobs himself drove Apple to create now scoffed at “skeuomorphic” designs — interfaces that visually emulate the aesthetics of physical objects. Like a middle schooler trying to fit in, the 2009 Doodle Buddy app icon sports a dismembered finger, and inside the app you’ll find an insanely complex 3D toolbar holding puffed up, hard to decipher skeuomorphic icons (see below).

Doodle Buddy 2.0

With all this research in mind, I designed Doodle Buddy 2.0 in hopes that it includes everything that makes it magic but in fresh, clean, modern package. In the comparison below of the iPad version, you can see the bones of the original Doodle Buddy are still there. But several significant changes bring the product into the modern era including:

Doodle Buddy 2.0 Above, Doodle Buddy 1.7 Below
Original Combined Brush & Color Menu on Left → Broken Out for Doodle Buddy 2.0
Doodle Buddy 1.7 | Doodle Buddy 2.0

The same two-finger manipulation works with the Text tool. No need to select font sizes, just size your text with your fingers until it fits. Nice!

Even More Improvements

Doodle Buddy 2.0 includes countless additional improvements I didn’t have time to address in this already TLDR post. A few notable enhancements include:


Doodle Buddy 2.0 only recently shipped, and therefore I haven’t gotten a ton of user feedback. So while I think I figured out what the magic is, there’s a decent chance 2.0 breaks a few things. Good news — it’s software, and we’ll fix it!

Would love to hear your thoughts on this exercise and the new Doodle Buddy 2.0 design. Thanks for getting this far.

A product-focused startup founder who loves to lead small teams building wonderful, consumer-facing products.