Visual Design for UI

Going into the visual design, I created a system of colors and icons that communicate different important features of the app. The existing app uses a very plain purple that feels cheap and does not add to the overall experience. In addition, several of the icons are overcomplicated and outdated. The overall trend includes needing to fix many components of the UI theme by simplifying and reducing their presence on the experience. For example, many of the less important sections like reviews and updates can be hidden behind buttons which lets users access them without adding to the clutter. In addition, I focused significantly on making quality of life changes like using icon scales to help users filter the relevancy of the content on their feeds. The existing method of searching for venues based on their popularity or price would require users searching for keywords denoting their specified preferences. I improved on this by using a filtered search in a couple ways in which you can filter entire collection lists by venues or events and filter search results based on more specific tags and scales.

I made one significant change to the app that presented a simple solution to an existing problem by adding prominent call-to-actions in places that clearly communicate what the app is asking users to do. The purpose of the app is to help users buy table service, bottles, tickets, and premium access to clubs and yet the existing app makes this very difficult to do. By adding a bold call-to-action on the venues/events pages, it is far simpler for users to take action by reducing the perceived effort involved. The existing method of taking action on the app required users to message a promoter or representative which all takes place in the message tab. My improved method uses both the venue/event pages to provide specific “asks” like “buy a ticket” or “send a message”. By offering present options to users, they’re not being asked to think as hard and can easily request relevant information.

In regard to the UI theme style, I decided to use a simple system with one primary color because I want the focus to be on imagery and it’s only necessary to help certain features stand out. I added color last as Erik Kennedy suggests, saying “Add color last, and even then, only with purpose“. The color is a variation from the existing purple that uses a darker blue to help it feel more like the night. Rather than reinventing their brand colors, I think this system is reminiscent of the existing design but also communicates components of their product. One of my next steps is to redesign their existing logo to communicate a clean and refined experience. The existing logo uses a grey gradient which does nothing to help it stand out against competitors on the app store. The icon is a simplified table that could also be the letter “T” but doesn’t indicate anything about nightlife. I think the important qualities of their brand to communicate should include more references to their offerings and be aligned with their slogan: “A better night out”.