Product designer | 2025 | Mobile app | Discovery concept design | Research & product strategy
This project focused on the discovery, concept design, and brand identity for a new product in a crowded market.
Through research and analytics, I challenged initial assumptions and supported the product’s repositioning process. I also turned the insights into core UX concepts and a cohesive brand identity package.
The result was a clarified product positioning, validated concepts, and a cohesive brand identity, helping the stakeholders make informed decisions and avoid misdirected investments."
Some details, visuals, and branding elements have been intentionally abstracted or modified to respect client confidentiality and NDA.
This project began with a familiar idea in a highly saturated product space.
At first glance, the direction seemed clear, but early signals suggested a risk of investing in a solution that would struggle to stand out or deliver meaningful value.
Before moving into execution, the team needed to step back, validate the opportunity, and determine whether the original direction was worth pursuing, or if the problem itself needed to be reframed.
*48 competitor and comparable products were analysed to identify potential opportunities. (Details have been intentionally blurred to respect confidentiality)
*Selective competitors analysis. (Details have been intentionally modified to respect confidentiality)
I worked across research, concept design, and brand identity design, helping the team move from assumptions to a clearer and more intentional direction.
Conducted competitive research and benchmarking across similar products
Synthesised findings to support discussion of challenging the initial product idea and a strategic pivot of positioning
Designed core user flows and interaction concepts to express the new direction through UI
Used stylescapes to explore visual tone and align on a brand direction. Further formed the brand system, including logo, colour palette, and typography
Applied the brand across landing page design and build in Webflow to clearly communicate the vision
*sketch of the UX design
*One stylescape example (modified)
The research helped reduce risk by preventing early investment in a crowded, low-impact direction.
A clearer and more differentiated product positioning emerged through reframing.
Concept designs and branding helped make the new vision tangible.
The project concluded with a strong discovery package, supported by a technical proof of concept from the engineering team to inform next steps.
*Home screen UI design (modifed)