Project Overview
I led the design vision for a tech startup aiming to launch a mobile app that serves as a labor solution for builders and contractors in the residential construction sector. ToolBelt sought to revolutionize the way contractors and builders connect, communicate, and collaborate. As the lead designer, I developed a comprehensive brand identity and user experience strategy that strikes a balance between functionality and a strong professional presence. The project included everything from initial brand development to high-fidelity mobile app prototypes, ensuring a cohesive experience across all customer touchpoints.
Role
Branding and UX/UI Specialist
- Leveraged customer insights to create the brand identity.
- Developed messaging that addressed users' pain points while highlighting the product's value.
- Created a style guide to maintain branding consistency across all marketing channels.
- Developed a React component for the mobile app to track user channel data.
- Performed SQL queries and created data visualizations to showcase user base growth and trends.
- Mentored designers on print fundamentals of layout and production.
- Collaborated on the redesign and UX/UI of the mobile app.
Project Scope
This comprehensive project involved creating a complete brand ecosystem and mobile application experience:
Brand Development & Marketing
- Conceptualized, developed, and produced bilingual branding for in-store and out-of-home merchandising, establishing a strong professional presence for the tech startup.
- Created a memorable logo that encapsulated the brand's mission and values.
- Designed business cards, promotional materials, and billboard advertisements that reinforced brand identity.
- Created marketing collateral that effectively communicated the platform's value proposition to contractors and builders.
- Developed brand guidelines to ensure consistency across all customer touchpoints.
User Experience & Interface Design
- Collaborated on high-fidelity user interface mockup designs for the mobile app, aligning them with the new branding guidelines.
- Conducted user research to understand the pain points and workflow requirements of contractors and builders.
- Created intuitive navigation structures to simplify complex task management.
- Designed responsive interfaces optimized for on-site use in various lighting conditions.
- Developed component libraries and design systems for scalability and consistency.
Technical Implementation & Analytics
- Built React components for user tracking and analytics integration.
- Utilized SQL queries to analyze user behavior patterns and app engagement metrics.
- Created data visualizations using Tableau to communicate user growth trends to stakeholders.
- Collaborated with the development team to ensure design feasibility and optimal performance.
Results
- Secured over $1 million in funding in 2019, validating the product vision and brand positioning.
- Achieved 9% adoption rate among all residential contractors in Portland, demonstrating strong product-market fit.
- Successfully began expanding operations into Seattle market, leveraging the scalable brand system and design components.
- Established strategic partnerships that expanded platform capabilities and market reach.
- Created a cohesive bilingual brand identity that resonated with both English and Spanish-speaking contractors.
- Established ToolBelt as a recognizable and trusted platform in the residential construction industry.
Tools Used
- Adobe Photoshop
- Adobe Illustrator
- Figma
- React
- Tableau
- InVision
- Slack
