I have created the UI design for Cream App, a prototype that was used for customer testing and validation of a product under development by Dangerous Ltd. The design should speak for itself with no additional imagery, highlighting the bold serif type.
Cream is a personalised coupon app that helps young generations save money and connect with the brands they love. Cream partners with leading brands with a focus on the Millennial and Gen Z segments, creating deals that appeal to members and provide them with discounts on brands and products they aspire to, but might not be able to regularly afford.
Cream is a membership.
It's something you belong to.
Members enjoy the sense of connection Cream fosters between them and their friends. They appreciate that when someone sends them money in the app, they get something in return. They love that Cream offers discounts on desirable new brands and beautifully design items that are hard to find on the high street.
Once the brand design was created, wireframes were handed to me and I entered in the project as a user interface designer, having handed it off to development later on via Zeplin.
The starting point was the brand’s background, claim and visual references from which I created my first sketches. With regular weekly check-ups we’d manage both client’s expectations, and the visual proposals I’d create. Although I’ve worked with pre-existent wireframes, I also contributed with some ideas.
I was most excited designing the aesthetic elements and most frustrated when thinking about app’s architecture, as it was to be expected, since this was my first real project designing the interface for an app. There’s a lot to define, between font sizes, margins, colours, the usage of elements, as this was supposed to be an unconventional app. Like the client said, “These days apps all look the same. I want Cream to have the feel of a magazine or a book”.
02 Dark screens — Menu, Number Pad & Write Message
03 Card Balance, Transactions & Give Money
04 Cream Offers
Retrospective & Lessons Learned
The project was very exciting, the relationship with client was respectful, easy and open. I would definitely organize layers by names and groups if I had the chance to re-do the project (beginner’s mistakes). But overall I’ve learned that less is more, graphic design principles were very helpful while designing for a digital product and I’ve learned how to put myself on the user’s side.