Since Promonaut is a product that has evolved and branched out of another product, it already came with some design assets. Our first job was to work on the new branding and its visual identity.
Considering the deadlines we were faced with — and the client's attachment to their logo at the time — we quickly dismissed the idea of exploring new possible directions, and in true Silicon Valley fashion and velocity, we concentrated our efforts on refreshing the existing logo and assets.
During the design process we came up with the idea of a gradient as the carrier of the identity, a main differentiator. We could then apply it to anything and “Promonautize” it. This way we could quickly “brand” whatever we needed to, and move on.
In a true Silicon Valley fashion, we worked hard and fast with not a moment to spare. Aiming for good enough instead of perfect in such a crucial moment in the company’s lifecycle kept us moving at an incredible speed.
Move fast and build things. Cover as much ground as possible before a hard deadline so that the three main product’s platforms can be field tested with actual users.
Promonaut was an entirely new way of advertising that neither people nor brands were familiar with. This meant we needed to be extra clear with the message, and positioning. We simply couldn’t afford for people to not get what’s it about. This is why we adopted a very illustrative, infographic-like approach to their main source of information about the service, the marketing website of course.
Friend classification flow
There was one particularly challenging thing we needed to solve, something we internally called “friend classification”. Basically it’s a process that is not required, but we wanted to encourage people to complete it because it was very important to the company from the business perspective.
Essentially, once the users would advertise a product to their friends, and the friends completed the goal (e.g. visit an advertiser’s page, etc.), Promonaut wanted the user to describe their relationship with said friend. By the way, this is all happening on mobile, and the target audience is 18-30, so let’s say we weren’t working with the widest attention spans in the world.
First of all, we created an incentive through an additional payment for completing the process. But even then — the process being somewhat labor-intensive, where they had to navigate through several categories, and pick options — we were afraid of high abandonment rates, so we decided it’s best to make it as interactive, and as “fun” as possible.
On the other side, our’s and Promonaut’s dev teams were facing some technological challenges in the form of needing to support both major phone platforms (iOS and Android), and having two separate apps: the flagship consumer-facing app, and Rocket the business-facing app.
Again, due to time constraints we agreed that the best approach would be to develop all apps as web apps, and package the consumer-facing app in a native wrapper which will contain some native code needed for certain functionalities such as the camera and photo editing.
From the design perspective it didn’t make much difference for the consumer-facing app as it was to be used on phones exclusively, but Rocket, the business-facing web app needed to work on both small screens such as phones, large desktop screens, and everything in between.
This posed a significant challenge for our design team, but we were able to create a suitable layout paradigm that transfrerred well onto mobile, and didn’t diminish the user experience.