Flowcharts and customer journeys were a good way to get me thinking about the actual design of the app. A process of sketching and paper wireframing led me to my first interactive prototype created in Figma.

Was the new design better than the old one? I conducted a think-aloud-test of my prototype, comparing it to the original Daily dozen app, with a total of 6 users. (Not very scientific as I compared an interactive Figma-prototype to a live product, but it was a great way to get an idea of how they compared). I used the learnings to do another design-iteration on the prototype.

To move on from the well working but not very sleek-looking new app design, I began the branding process by reading some books and watching a series on the branding process.

I developed two brand-personas based on the following of Dr. Greger and the readership of his book. They became the foundation throughout the branding process and I defined the brand attributes that would appeal to them.

I wanted to explore different brand directions and did so through the development of three stylescapes. I considered how appealing each stylescape would be to the personas, as well as how they would position the brand on the market. I settled on the stylescape that I called “Urban minimalism”.

The ambition was to create a UI that would keep the usability and simplicity of the earlier UX-prototypes while being true to the modern and minimalist stylescape and brand. This required a fair amount of exploration in Figma and design critiques from other designers who could see the UI from a fresh perspective.

The final app has a typography-heavy minimalist yet fun design. Images and illustrations have been replaced with color fields that add to the funky aesthetic whilst also carrying meaning and intuitively separating categories. My UI-design explorations also brought with them a few extra features that add an additional layer of zest to the app, such as fun descriptions of each category that change every day.