How to design and test icons, screenshots, captions, preview videos, and feature graphics, with prioritization and localization workflows that keep quality high.
10 guides
Run clean icon experiments with strong hypotheses, sensible variants, adequate traffic, and decisions that account for brand and long-term effects.
Write short, scannable screenshot captions that state benefits, match search intent, stay legible, and localize well.
Build a template system that lets you translate and adapt screenshots across markets quickly while keeping quality and brand consistency.
Plan the first three screenshots, which most visitors see, to deliver promise, proof, and product clarity in a deliberate order.
Structure app preview videos so the opening shows the core value quickly, works without sound, and complies with store specifications.
Design a Google Play feature graphic that communicates the value clearly, respects safe areas, and works with the rest of the listing.
Decide whether to show dark mode, light mode, or both in store assets, and how to test the choice by audience and category.
Prepare tablet and foldable screenshots, check platform requirements, and decide when large-screen creative is worth the effort.
Add credible proof such as ratings, awards, press, and user counts to creatives while following policy and keeping claims current.
Turn creative ideas into a ranked testing backlog using impact, confidence, effort, and learning value, and avoid random testing.