Role: Primary UX/UI for the iOS app, contributor for brand framework
Core Team: Visual Designer, Product Manager, Copywriter, Branding Agency
Key Performance Indicator: ‘Do no harm’ to existing traffic/conversion metrics
Testing: A/B testing on the web, app specific usability testing
“RealSelf is the world's most trusted online destination for improving your body, face and smile. We empower you to make smart decisions that lead to great experiences.”
While at RealSelf, I was a key contributor to the platform’s rebrand. The goal of the rebrand was to target a younger audience and make low-risk upgrades to the user experience. Our new messaging was about breaking down the social stigma of cosmetic treatments with the central tenet of living life ‘out loud’. We utilized deliverables from a branding agency including logo, palette options, and display font.
Our first step was to incorporate the new brand into our platform. Having tried incremental rebrands in the past, we chose to ‘rip the band-aid off’ and make changes across our site and app all at once.
We embraced ‘living out loud’ with bold style choices to include: bright colors, heavy typography, curated photography, and fun illustrated textures.
After working collaboratively to create a framework for the platform, it was time to tackle the app. I oversaw both UX and UI updates to the app. When considering UI updates, the goal was simplicity. This was our chance to take cues from apps like Instagram, AirBnB, Apple Music, and Medium to be unapologetic with our use of white space and HUGE typography.
Beyond applying new styles to the app, the UX team had a major opportunity to resolve accumulated UX debt. We started with the home feed.
Research & Observations:
Photos are central to users’ decision making process
RealSelf is not a social media site–shift focus away from user profiles
Over the next month, I delivered a comprehensive UI/UX overhaul for the app. I then worked closely with our engineering team to tweak, simplify, and QA for a speedy rollout.
