client: FrienTap
role: UX/UI
project: mobile app
tools: Figma
Sometimes you just have to say yes—even when the budget is nonexistent and the product is in trouble. Think LinkedIn meets Amazon: a bold concept struggling to find its footing.
Brought in to redesign a faltering app, I led a complete product rethink—from strategy to execution. Through extensive market research and competitor analysis, I helped the team clarify the app’s purpose and reposition it for a new audience. I developed detailed user personas to ground the team’s decisions in real user needs, then restructured the app’s architecture through wireframes and user flows that prioritized clarity, usability, and retention.
From there, I crafted a cohesive visual identity and a refined user interface that delivered both aesthetic appeal and functional performance. My work helped reposition the app for market re-entry with a clearer value proposition, a sharper brand, and a significantly improved user experience.
Some reviews may look suspicious, and some may look real, but it can often be nearly impossible to tell for sure and we wanted to change that.
Displayed below shows my design process. I tend to jump quickly into high-fidelity designs. I’m a visual designer first and can iterate faster than wireframes.
I’ve so often started with wires only to revamp everything when it goes to high fidelity. This to me is quicker and more efficient; I’m working out user flows and look and feel at the same time. These are the moments when I wake in the middle of the night with solutions.
