Client: Startup, Switzerland
Year: 2021
Role: UI, UX, Graphic Designer
The project is meant to reimagine the way bikers cooperate with each other. Targeting the athletes and bike enthusiasts, making the experience of having a bike much better. Helping them exchange their parts and fix their bikes.
Color and style research
I conducted thorough research on the styles that will communicate the product best, basing everything on 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 interesting insight is that the saturation and brightness matters 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 sheme
After conducting fundamental research I moved onto creating the color scheme of the product. 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.
It was a unique color scheme, but met our need perfectly. Green resembles nature and growth, which fit well with an app that is meant to help bike passionates repair their bikes. The black color was also well suited since it gives add a more professional vibe, perfect for our professional target. Bikes themselves are also often black.
Telling a complex brand story trough simplicity
The project was wide enough to require not only the UI and UX design, but also the brand design.
The logo uses two symbols in order to tell the brand story. The first symbol is the circle which is meant to resemble the wheel of a bike, along withe 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 convey the circle of life, which helps us even more in telling the story of bike circle of life when it breaks and requires a fix. The second symbol is the check icon itself. Telling the story of a fixed problem, a well done task, which our product is meant to accomplish for bike problems.
The UI design stage
Design of the screens was the synthesis of all the research and thought put into it during the research stage.
To understand the user more clearly, I turned the screens into user flows with the main features of the app. These flows were used for testing and client presentations as well.
