Genies Digital Visual Design
Project at a Glance
Timeline
Jun 2023 - Apr 2024
Tool
Figma, Spline
My Role
User Research
Hi-fi Design
Design System
Design QA
Team
Marketing Specialist
Concept Artist
Product Manager
Software Engineer
Genies is a tech startup focused on building a digital platform where Gen Z users can express themselves, share opinions, and shape their online identity
At Genies, I worked closely with cross-functional design teams to shape the digital visual experience across key products. My contributions focused on two major applications: Silver Studio, Genies Workshop, where I delivered visual design solutions that enhanced user engagement and brand consistency.
The overall brand presence was shaped across various touchpoints, with a visually engaging experience designed for Gen Z users.
Silver Studio visual design
Context
Silver Studio is a mobile digital fashion platform that empowers Gen Z users to express their fashion identities through digital outfitting. To address declining engagement, I led the design of a new gamified community feature, “Rating & Ranking,” aimed at increasing user interaction and strengthening community participation
Process
Inspired by game mechanics like daily rewards and victory bonuses, the feature allows users to rate outfits across the community and unlock exclusive items. A dynamic leaderboard motivates users to create and share more outfits to earn higher ratings and claim leaderboard rewards. Through the collaboration with Art and Marketing team, a fashion tagging system were created with 7 the most trendy styles in the platform. A custom iconography system was also developed to visually support each style and enhance overall usability.
Interaction Design
The rating interaction encouraged users to express appreciation and engage with other community members, establish a strong connection and participation.
Static Page Design
Exclusive daily rewards were unlocked once users reached their daily rating times, motivating consistent interaction and returning visits.
Splash Screen Design
A series of splash screens was launched as an onboarding tutorial for the Rating & Ranking feature, designed to ease users into the gamified experience and prevent overwhelm.
Outcome
A new onboarding experience featuring 4 splash screens was introduced to effectively introduce users to Rating & Ranking and drive early engagement.
New feature was launched with a custom iconography system and 10+ visual assets to empower the Silver Studio’s user engagement with playful and expressive interfaces.
The Monthly Active Users increased from 12k to 25.75k within the first month of release.
Workshop Landing Page Design
Genies Workshop is a web community that encourages artists to submit monthly UGC with design prompts. I led a cross-functional team to redesign the Workshop Landing Page experience to increase the engagement and encourage the content creation from artists.
Through the Design Auditing, poor information hierarchy and inconsistent UI patterns resulted in unclear prompt experiences and reduced user motivation. More pain points were identified through user journey mapping and validated by artists. Based on those insights, an upgraded Workshop Landing Page was prioritized as a key solution.
Final Deliverables
UI Tile (aka Prompt) Design
Prompts were broken into several steps, with curated visual hints to spark inspiration and clear technical requirements to guide the creation process.
The prompt was templated alongside an asset library to improve design consistency and efficiency for product team, enabling monthly Workshop updates without extra design effort.
Content Design
Infographics were introduced to onboard artists to the Workshop, reducing the risk of overwhelming them with complex information.
A 3D toolkits section was introduced to provide resources that ease the anxiety of starting from scratch and empower artists to focus on their creative process.
Outcome
Asset submission rate was increased from 3% to 26% and 5 new external UGC collaborations were established within the first month of release.
The average asset approval time was reduced by 35% within the asset portal.
A workshop design system was introduced with 20+ design components to empower the workshop community with a vibrant visual identity.