LOCALEYEZ
OVERVIEW
Mobile app that focuses on aggregating a list of activities specific to the user's preferences through a machine learning based UI.
Task
LocalEyez wants to move to mobile and has also taken this opportunity to update the visual design of the app. It was also expressed interest in changing up the profile page.
Problem Overview
The app's current branding is plane and does not feel like it is meant for its intended target audience of young adults.
Research
The research team provided me with personas and a mood board they would like for me to use for the app's visual design. I was also provided with the app's branding colors, fonts and logos at the time which would eventually be changed to better reflect the products nature and purpose.
Rebrand
Utilizing their personas and mood board I was l able to stick within their research parameters, save time, and come up with an entirely different branding style.
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With the new branding style I really put an emphasis on liveliness of going out, especially on a Saturday night with friends. Beyond that I was able to incorporate an eye character that played on the name of the app as well as adds a fun, mysterious nature to the brand. The colors play on the idea of neon lights at night that light up cities and is an indicator of nightlife and fun.
Wireframes
Sitemaps and desktop wireframes provided by team.
Wireframes 2.0
It is important that the mobile app stayed within the flow of the prior desktop wireframes as that is how users have come to expect the app to flow as well as to put more emphasis on visual design rather than a redesign of the whole architecture. With all this in mind, I came up with a similar wireframe that was more suited towards mobile. I included an onboarding process which helps introduce new users to the app and make the app more welcoming.
Visual Design
With the wireframes settled, it was time to start implementing the new branding. It was important to me that the app felt more lively with the new branding. Because it was a place for users to find and attend events it needed to be inviting in nature. Places like onboarding, provided opportunity to promote those philosophies as well as explain how the app operated. Use of icons for type of interests and events also help make the app feel much more lively and easier to distinguish for users rather than just text categories.
User Testing
Testing included navigational task that were recorded via how many clicks it took to accomplish a given task. Along the way users were encouraged to express any thoughts and opinions about the app. Upon completion of the testing, users were given a short questionnaire to sum up and final thoughts and feelings towards the prototype.
Results
Overall, over 90% of users were able to optimally navigate through the app and no one experienced any issues in regards to navigation. Users also expressed fondness towards the app's color scheme and iconography, especially when compared to the prior branding style.
FINAL THOUGHTS
Successes
An app that now has a brand and user interface that better reflects its intentions and goals.
Lessons Learned
Things as small as color choices can create big impacts in the visual appeal of the app and make it feel modern and unique while also highlighting key text to the user.
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User first. Visuals second. Keeping the user in mind is important and having all visual design elements serve a purpose makes its more valuable and justified to incorporate into the work.