Poshly
I partnered with Poshly, a beauty product recommendation, and data analysis company, to refresh their app after a logo redesign. This entailed updating their flow, UI, and revamping their rewards program.
Role: Product design, UI design
Process: Personas, competitive analysis, information architecture, user flow, low-fi & hi-fi prototyping, branding design
Tools: Figma, Adobe Illustrator
The problem
Poshly had a growing user base and enthusiastic followers but struggled to find its voice. They needed a new app design and rewards program to celebrate their members. Users could earn points for reviewing products with their rewards program but there was clear levels or celebration for hitting milestones.
Their web presence, like their social media was not consistent with branding.
The website and app showed numerous colors a confusing value proposition.
<span data-metadata=""><span data-buffer="">Personas
I started my journey by identifying who were Poshly’s clients. After working with the team (particularly the CEO, lead developer and marketer) to write an identity brief and reading through previously produced user surveys, I defined two user personas. One is based on the hard-to-match makeup lover and the other is a spend-thrift makeup lover. Both had their own goals and interests the app would have to fulfill.
Competitive analysis
I looked at some of the key competitors in the survey and makeup market to better understand how they attract users. Survey companies overall used simple setups while makeup companies used more complex layouts and designs. I was inspired by the rewards program and badge system of Brandefy and like the diversity of profiles featured on Sephora.
Information architecture
From the original map structure and knowledge of the future app goals, I created the information architecture to make sure the app was organized and structured in a logical manner for best usability. This final map went through several iterations where I worked with the team to cut pages and features and I proposed a new rewards/badging program.
Wireframes and flow chart
I laid out the wireframes and used the information architecture to see how my personas would accomplish their goals. Each iteration helped me identify the pitfalls and shortcomings of the app as a user works to level up and collect prizes. I added links to the level and prize page along the way as that was the most compelling part of the journey. I also added a member page for users to easily find their saved and recommended products.
Badges and rewards
Users were already collecting points from reviews but there were limited benefits to the points. A few extra prizes and a shout-out in a newsletter. I wanted the users to feel celebrated and have clear levels instead of just calling out “you reached 300 points”. Users could peek at the next upcoming level to build anticipation on the prizes page and collect badges for milestone levels.
User testing & revisions
First draft celebration screen
When users reached a milestone, I wanted them to have a celebratory moment in the app. While I liked showing all badges and current level on one page, user testing of the prototype showed people were confused about how to get to the top level and struggled to see which prizes they had access to. As one user put it “I understand but I most likely would not read the whole thing if you weren’t watching me.”
First draft menu bar
After laying out most the app, the team wanted to add more features in a flyout menu. Interviews showed users were confused and overwhelmed by the additions. They did not understand the difference between “Items to try” and “My wishlist”.
<span data-metadata=""><span data-buffer="">Finished designs
The final design not only fulfilled the motivations of the user personas in a concise manner but the motivations of the business stakeholders. It used gamification techniques to motivate users to complete surveys and reviews which would in-turn increase sponsor interest and profitability.
New celebration screen
I added a small animation to make users feel celebrated when they reached a new level. The large button also encourages users to see which prizes they now have access to and which prizes they can expect with their next level up. The button helped simplify the user flow for users to see prizes.
