Vente
Today’s consumers are over-saturated with local events, meetups, and group activities. Despite the endless sea of happenings, people continue their struggle to find activities that meet their needs.
The goal was to design an intuitive and simple interface for the Millenials to easily discover the events and/or activities that best suits their interest.
Set preferences & follow friends
Choose your preferred category of events/activities to declutter the noise and also follow your friends around.
Book tickets of your favorite shows and save them for easy reference.
Book tickets
The Challenge
To create the visual design for a mobile responsive platform that reimagines how people can search and find activities that reflect their personal interests. The UX team shared a brief workflow of the design system and the target personas as given below.
Deliverables
Branding & Logo Design
High-Fidelity Mockups
Style Guide & UI Kit
Responsive Marketing Website
Tools
Duration
4 Weeks
Invision Studio
Sketch
The Approach
Research & Synthesis
I began working on by analyzing the work completed by the UX team for the project, examining the User Persona and the Wireframes provided.
Evaluating the space: Competitor Landscape
Domain research, synthesizing competitor's design patterns, and user flows and market trends identified key takeaways for us to move forward with our design and style direction.
A snapshot of competitors features and visual element analysis
Key Takeways from Domain Research and Competitor Analysis
- Usage of bold and vibrant colors for snatching attention
- Sans-serif fonts were dominant
- Design elements made use of more rounded edges and conveyed friendly vibe
- The overall design was modern friendly and very welcoming
Style Explorations
After researching and examining competitors, we started working individually exploring our own styles for the application.
I began to explore potential stylistic directions with Moodboards. They helped me define the visual language and color palettes of the app.
Based on the moodboard, I then created style tiles to translate the aesthetic feel to more tangible UI elements and to communicate the essence of the visual brand.
Moodboard - 1
Moodbaord - 2
Moodboard - 3
Logo Design
A key challenge in this process was to design a logo that is simple yet effective. I enjoyed the process of sketching out concepts and ideating upon them.
Once I got the basic sketches and different ideas on paper, I recreated them digitally and after multiple discussions and iterations, I came up with the following logos.
Styletiles
Further, based on the moodboard and logo created I then moved ahead and created 3 style tiles and conducted user research to identify the most connecting style with the given target audience.
Styletile - 1
Styletile - 2
I conducted user interviews in the selected age group and conducted visual tests using Microsoft Desirability Toolkit.
The final styletile was the one that received the most positive feedbacks and also was the one selected style for the final app design.
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Users responded positively to the dark theme and the usage of shades of red. Also interestingly both the genders had the same likeness towards this style.
Reviewing Assets and Improving User Experience
Next was examining the assets ‘the wireframes' provided by the UX Team. I reviewed the wireframes and found some areas that could be improved.
For example, the navigation icons used were quite confusing to identify especially without any labels, there was no option for social media logins to name a few.
The wireframe shared by the UX Team lacked certain key features like adding events to users' favorite list, missing key buttons and headings, lack of proper navigation. I later updated the design to make it more user friendly in collaboration with the UX and some user interviews
The End Result
The final screens were the culmination of four weeks of exhaustive testing and iteration. User interviews helped me decide to move ahead with the dark theme for the VENTE, it also received the most positive votes on both rounds on user testing.
High fidelity design key screens:
