brand_ nimi
project_ mobile app + web experience design
my role_ feature ideation, UX/UI design, design system development, spec documentation
Business Context
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Fragmented Landscape
Business Challenge
In the world of group travel apps, travelers juggle clunky group chats, scattered receipts, and selective social media posts during and after their trip—their digital experience is more chaotic than communal.Design Opportunity
How can we create a seamless, all-in-one digital travel companion? -
Startup Growth
Business Challenge
As a startup, nimi’s immediate business challenge is growth and user adoption. The product design is the core of the brand experience, our main lever to drive emotional connection.Design Opportunity
How can we create a personalized, intimate, elevated visual experience that keeps users coming back as their trips grow? -
Emotional Payoff
Business Challenge
Traveling with friends creates priceless memories, but the user effort to reward ratio to compile them is often too high. There’s no easily compiled, complete story.Design Opportunity
How can we lower user effort to create the perfect digital souvenir that rewards users for their engagement?
Strategic Approach
Methods:
Competitive benchmarking
User surveys
User interviews
Persona development
Journey mapping
Concept testing
Prototype feedback & testing
Card Sorting
Task Analysis
Accessibility evaluation
Usability testing
Contextual inquiry
Think-aloud protocol
Event tracking
Analytics review
process_user personas
process_app architecture
feature_shareable web gallery
credits_ completed at Paper Crane Factory in collaboration with nimi product team, Fexle (app dev), & Ryan James (web dev)