Problem

Howl had an established desktop app for its users that was mobile responsive, but after multiple user interviews, it became apparent that the responsive mobile view of the app was not meeting the standards of usability and functionality that the users were craving.

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User flows and wire frames

The process started out with creating user flows for existing and new users. As well as establishing a phased approached to the launch the mobile app. It was determined which features would be key to the flow and be released in phase 1 and which features and pages could be added in phase 2. After user flows, low fidelity wireframes were created for key pages in establishing the content and hierarchy on the pages.

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Ideation & Exploration

Once the user flow and wireframes were confirmed, we advanced to establishing the style and visual language of the app. We questioned if the app should have its own visual language separate from the desktop app or be more of a cohesive styling. To explore different options, I created 3 different moodboards that show inspiration, color palette, how the visuals evoke brand values, and initial design explorations. With cross collaboration of product managers and key stakeholders, we determined that the app would have a similar design language to the desktop app to keep consistency.

Prototype

The prototype above shows the user flow of an existing user creating an affiliate link from in the app and then posting it on instagram.