Project Overview
The goal of this project was to improve the branding and usability of the Seed To Spoon mobile gardening app. As the lead designer, I worked closely with the product team to reimagine the app's visual identity and user experience, making it more intuitive and engaging for home gardeners. The project encompassed logo redesign, information architecture refinement, and the development of a cohesive visual system that brings the joy of gardening to life through thoughtful design.
Role
Branding and UX/UI Specialist
- Identified product pain points to discover potential solutions for the revised launcher screen of the app.
- Conducted user research to make recommendations for a revised content structure.
- Created high-fidelity mock-ups for key user flows and interface screens.
- Developed a modern, simplified logo that works effectively as an app icon.
- Designed a new color palette and established visual guidelines for imagery throughout the app.
- Collaborated with developers to ensure design feasibility and optimal implementation.
Project Scope
This comprehensive redesign project aimed to create a more accessible and visually appealing gardening experience:
Brand Identity Refresh
- Revamped the logo for a modern, simplified look with a stronger visual presence to serve as an app icon.
- Created a logo that visually communicates the app's purpose at first glance.
- >Established a cohesive brand identity that reflects the organic, growth-focused essence of gardening.
- Developed brand guidelines to ensure consistency across all app touchpoints.
- Designed iconography that aligns with the refreshed brand aesthetic.
Information Architecture & Content Strategy
- Revised main categories and structure to better align with users' needs and gardening workflows.
- Conducted user research to understand how gardeners organize and access plant information.
- Streamlined navigation to reduce cognitive load and improve the discoverability of key features.
- Reorganized the content hierarchy to prioritize the most frequently used gardening tools and resources.
- Created user flow diagrams to optimize the pathway from planting to harvest tracking.
Visual Design System
- Developed a new color palette that evokes freshness, growth, and natural elements.
- Established an image style guide to ensure visual consistency throughout the app.
- Created high-fidelity mockups showcasing the redesigned interface across key screens.
- Designed reusable component patterns for cards, buttons, and interactive elements.
- Optimized the visual design for readability under various lighting conditions, including outdoor use.
Tools Used
- Adobe Illustrator
- Adobe Photoshop
- Figma
