It was an individual project I went through alone while testing divergent directions with users that guided me towards a solution.
Based on provided low-fidelity wireframes I developed a direction that would stand out from the competitors and create a feeling of personalised experience that the users were looking for.
I also created branding guidelines to create a cohesive experience regardless of the platform.
Sketch, InVision, Illustrator, Photoshop
Users need a way to stay up-to-date with the local scene but have difficulty finding personalised events that keep their interest.
People are overwhelmed by the number of choices they have. There are so many options that it’s really hard to find the right one.
I was provided with 2 personas, city-based professionals that lead a healthy, active lifestyle and don’t have time to waste hunting for events.
“There is so much going on in the city, where do I start?
I need something that will show me all local happenings in an organized and accessible way.”
Analysing the competition helped me develop the following set of goals to help the new app stand out:
Explore a minimalistic, subtle dark style
Use distinct typography that will stand out from the geometric ones
Create colour overlays but in a more subtle way than the competitors
Develop a visual logo
I developed 3 design directions that would fit to Nate’s persona and were as divergent as possible. The feedback from user testing helped me develop a final direction.
Users liked the energy coming from the colour palette, however, the sharp edges made them feel like the design is out of date.
The soft corners appeared very modern, but the colour palette looked too generic to the users.
The dark design seemed to suggest a certain type of events, such as concerts. I dropped pursuing this direction since Vente provides events of different types.
I was provided with annotated wireframes from the UX team. I evaluated and optimised them before coming up with the final design.
Testing helped me develop the brand feel. User feedback helped me with not only the application but also the brand identity and small details such as logo itself.
"Perfect is the enemy of good." In order to finish this personal project in a short time, I learned to stop myself from iterating perpetually, even though there is still a lot to improve.