Friends With Benefits
Market platform for employee discounts
Role
Product Designer
Branding Designer
Teammate
Product manager
Engineer
Client
Friends with Benefits
Tools
Figma
Procreate
Illustrator
An app that would help keep all volunteers in the Dominican Republic on the same page. This means knowing what's going on in neighboring villages, which organizations are active where, and what activities they're conducting.
Just to give you an idea of what I was working off of and what changes I wanted to focus on
Product
Analysis
We are starting off strong with "Booty Call for Bargains" and corporate memphis illustrations with hearts. For a buying and selling platform, the visual and written language is too romantic.
"Swipe right on savings, left for full price," a reference to tinder functions, we are not tinder. This doesn't do anything to clarify what these savings are for, where they're coming from, and how exactly they benefit our user.
Again, too much dating language, illustrations of people, and the page overall feels too busy. I don't understand what's going on, so will our users. We need to change that.
Identity Issues
Outdated Aesthetics
User Privacy
The Issues
How do we create an identity that doesn't give the wrong idea?
We are certainly not in the market for booty calls or for wingmen. How can we create a strong brand identity that's still playful with our name but not confuse our users on our platform purpose?
How to we clarify business purpose to our customers?
Home pages aren't scavenger hunts, and our users shouldn't have to be constantly searching for hints and clues to understand what our business is trying to do. How do we make it blantently obvious that our platform buying and selling employee discounts?
How to we clarify business purpose to our customers?
Generated an entirely new brand identity to better fit the attitude of the company. I clarified the companys purpose by adding instructions and some deals that the user could benefit in.
Brand Identity
"Benefriends" not friends with benefits
When creating the new brand identity, I decided to focus on the discount side of things rather than the friends. I incorporated the percent into the logo to indicate discounts and create a silly non-gendered person for the illustrations.
Hero Section
Marketplace
Discount Creation
Sign Up And Onboarding
Admin and Settings
Product Solutions
I revamped the home page with less people and more desirable items just to give the user a hint that FWB is a markeplace.
I included a step-by-step demonstration of how the sight works with quirky visuals to further clarify what FWB is for.
A sneak peak at what the platform has to offer in terms of discount to lure our users in.
"Bene-pal" instead of wingman or bootycall, our copy strays away from any unwanted misunderstandings
Originally, there were multiple small ads here for revenue. While efficient, the screen felt too crowded so I replaced it with a carousel. That way we could have multiple ads going, but still allow the user to focus on one thing at a time.
Previous discount displays would simply state a percentage and list the number of "discounts" available.
The previous menu bar didn't have a button that directly led to the creation of a new group or discount. I thought this was confusing, so I swapped it out for a plus button
Generated an entirely new brand identity to better fit the attitude of the company. I clarified the companys purpose by adding instructions and some deals that the user could benefit in.
Generated an entirely new brand identity to better fit the attitude of the company. I clarified the companys purpose by adding instructions and some deals that the user could benefit in.
Challenges
Issues I encountered and what I learned.
Simplify. Simplify. Simplify.
I think as designers, we sometimes end up designing for what we envision in the future. When I was designing I envisioned FWB as a market that was already populated with desirable discounts. When I brought these designs to my project manager, he kind of reminded me “Hey, this company is actually an early start-up.” This meant that I would have to simplify a lot of my designs, which I did, because start-ups sometimes have little to no content. All of the designs I did make for when FWB pops off were archived for future reference :^)
The before
The After
“So if your name is Friends With Benefits and you’re not a dating app, then what exactly are you?”
Updating brand identities and clarifying our business purpose
Endorsements