Client: Startup, Switzerland
Year: 2021
Role: UI, UX, Graphic Designer
The project is meant to reimagine the way bikers cooperate. It targets athletes and bike enthusiasts alike and aims to improve the experience of owning a bike by helping them exchange their parts and fix their bikes.
Color and style research
I conducted thorough research on the styles that best communicate the product, basing it on solid scientific foundations. One of the main areas of focus was color.
Color psychology research led me to a conclusion: More saturated colors demand more attention but cause an impression of lower quality. Another fascinating insight is that saturation and brightness matter more than hue.
Wilms L, Oberfeld D. Color and emotion: effects of hue, saturation, and brightness. Psychol Res. 2018 Sep;82(5):896-914. doi: 10.1007/s00426-017-0880-8. Epub 2017 Jun 13. PMID: 28612080.
The color scheme
After conducting fundamental research, I was ready to create the product’s color scheme. My two main ideas were:
Blue – Technology and trust.
Green – Nature and growth.
Talks with the client led me to the green and black colors.
The color scheme may be unique, but it’s a perfect fit for our needs. Green symbolizes nature and growth, aligning with our app’s mission to help bike enthusiasts repair their bikes. Black adds a professional touch, perfect for our target audience. And let’s not forget, bikes themselves are often black.
Complex brand story told trough simplicity
The project was wide enough to require the design of both the UI/UX and the brand design.
The logo uses two symbols to tell the brand story. The first symbol is the circle, which is meant to resemble the wheel of a bike, along with the precisely placed check icon acting as an attachment component of the wheel. The circle symbol is also commonly used in the cultures of the world as a means to represent the circle of life, which helps us even more in telling the story of the bike circle of life when it breaks and requires a fix. The second symbol is the check icon itself. Conveying the meaning of a fixed problem, a well-done task, which our product is meant to accomplish for bike problems.
The UI design stage
The screens design synthesized all the research and thought put into it during the research stage.
I built the user flows with the app’s main features to better understand the user. These flows were also used for testing and client presentations.
