The Growth App is a digital platform dedicated to personal development and goal-tracking, providing users with the tools and psychological frameworks needed to achieve long-term progress. Operating as a startup in the wellness and productivity space, the platform empowers individuals to transform their habits through structured, data-driven insights.
Company
The Growth App
Timeline
2023
—
2025
Role
UI / UX Designer & Frontend Developer
Project overview
As the Lead UX/UI Designer, I spearheaded a comprehensive brand and product transformation. This end-to-end initiative involved a full visual identity redesign and a complete overhaul of the digital ecosystem, including the website and mobile app. My objective was to evolve the platform from a fragmented startup aesthetic into a cohesive, high-maturity product that balances motivational storytelling with functional, frictionless UX.
Challenges
The primary challenge was rebranding a live product without alienating the existing user base while simultaneously fixing deep-seated UX inconsistencies. Operating as the sole design owner, I had to bridge the gap between high-level brand strategy and hands-on delivery, ensuring that the new visual language scaled perfectly across a growing product roadmap. This required balancing aesthetic modernisation with the technical need for a simplified information architecture and more efficient user flows.
Results
Unified Brand & Product: Delivered a total identity and UX rebrand, creating a singular, cohesive system that spans the marketing website and the core mobile application.
Optimised User Journeys: Successfully reworked the platform's information architecture, leading to improved navigation clarity and a more intuitive onboarding experience for new users.
Scalable Design System: Established a comprehensive library of reusable components and design principles, providing the foundation for rapid feature expansion and future product iterations.
Product Maturity: Significantly strengthened the platform’s visual credibility, positioning The Growth App as a premium competitor in the wellness space and driving higher levels of user engagement and retention.
The Growth App is a digital platform dedicated to personal development and goal-tracking, providing users with the tools and psychological frameworks needed to achieve long-term progress. Operating as a startup in the wellness and productivity space, the platform empowers individuals to transform their habits through structured, data-driven insights.
Company
The Growth App
Timeline
2023
—
2025
Role
UI / UX Designer & Frontend Developer
Project overview
As the Lead UX/UI Designer, I spearheaded a comprehensive brand and product transformation. This end-to-end initiative involved a full visual identity redesign and a complete overhaul of the digital ecosystem, including the website and mobile app. My objective was to evolve the platform from a fragmented startup aesthetic into a cohesive, high-maturity product that balances motivational storytelling with functional, frictionless UX.
Challenges
The primary challenge was rebranding a live product without alienating the existing user base while simultaneously fixing deep-seated UX inconsistencies. Operating as the sole design owner, I had to bridge the gap between high-level brand strategy and hands-on delivery, ensuring that the new visual language scaled perfectly across a growing product roadmap. This required balancing aesthetic modernisation with the technical need for a simplified information architecture and more efficient user flows.
Results
Unified Brand & Product: Delivered a total identity and UX rebrand, creating a singular, cohesive system that spans the marketing website and the core mobile application.
Optimised User Journeys: Successfully reworked the platform's information architecture, leading to improved navigation clarity and a more intuitive onboarding experience for new users.
Scalable Design System: Established a comprehensive library of reusable components and design principles, providing the foundation for rapid feature expansion and future product iterations.
Product Maturity: Significantly strengthened the platform’s visual credibility, positioning The Growth App as a premium competitor in the wellness space and driving higher levels of user engagement and retention.