Icon
connecting people to value-aligned companies
In 2017, a Minneapolis-based entrepreneur approached me after being impressed with my design work I posted on social media, asking if I could do app design. Embracing my curiosity about digital design, I accepted the opportunity and found my true passion in UX/UI design with this three month project.
Platform
iOS
Team
UX Designer (Myself)
1x Product Owner
1x iOS Developer
Figma
Protopie
Adobe CS
Tools
Skills
Prototyping
User Journey Maps
Market Research
User Research
Usability Testing
Visual Design
When I first met the client team to scope out the work and see if we were a mutual fit, I asked, "Why does this product need to exist, what problems does it solve, and how does it differ from existing solutions?"
They later revealed it was this honest approach that convinced them to choose me.
Leveraging research of global companies added credibility to the idea.
“They’re looking beyond tangible products and actually trying to understand what is it that makes the company tick. What’s its mission? What’s its purpose? And what is it actually trying to build for us as a society?
“Gen Z consumers appreciate innovation, but only if it can remove friction and empower them to engage with the brand on their terms.”
“Generation Z will spend money on luxury items. Instead of seeking nameplate brands that show off their social status like Millennials, Generation Z consumers are more likely to pay a premium for items that are unique and tailored to their interests.”
Shopping behaviors and motivations validated & refined initial intuitions.
Online
Widest Selection
Least amount of effort
Easy price comparisons
Can’t test out products
Void of any experience
Delivery time
Mom-and-Pop
Support for small business
More than shopping, an experience
Unique, niche selection
Often times more expensive
Not dependable as only method
Unpredictable selection
Retail
No delivery times
Dependable and predictable
Able to get a feel for products
Imperfect product discovery
Experience can be frustrating
Price varies with reailers/sales
Functional Inspiration
I took inspiration from community boards featuring local businesses, events, and items for sale advertised through posters and business cards.
Wireframes were used to develop page layouts, information hierarchy, & interactions.
Icon is an innovative platform connecting people with value-aligned businesses. Using machine learning, users discover personalized events, companies, and products, while businesses showcase their stories. Icon refines recommendations based on user interactions for a seamless experience.
ICON is more than a shopping platform; it connects you with the people, values, and local businesses behind the products you love.
The home section gives you visual recommendations based on your favorite businesses, items, and interests.
Archive is a digital file cabinet for all transactions, messages, products, and interests.
Explore products, businesses, and events that align with your interests.
I was then asked to design the logo.
The branding was inspired by a study reflecting Generation Z aesthetics informed by cultural trends & examination of existing online service branding.
Generation Z Aesthetics
Online Services Branding
The original idea for the logo was motifs of "iconic" buildings amongst skylines.
These weren't clicking.
Refined Inspiration
After visiting numerous businesses, the logo took inspiration from the diverse silhouettes of buildings, ranging from small mom-and-pop shops to large corporations.
