U.topia

Role & Skills: UX / UI + Brand Designer

Project Type: End-to-end entity build with brand development

Skills: Brand Design • Design Research • Service Design • UX/UI Design

Duration: 4 months (+1 week redesign process)

I was tasked with creating a branded entity that provides a service. The resulting project is called U.topia, a user-testing platform with a modern twist, similar to social media. It allows anyone to download the app and discover new services while being rewarded for the time spent reviewing and rating products.

Users and creators can easily communicate and give/receive feedback on products. The app aims to democratize user-testing by encouraging everyday users to try new software, rather creators relying solely on trained testers or insolated reviews on different platforms. This approach ensures more genuine feedback for clients seeking to improve their products.

There are two types of users: Normal Users who enjoy gift card rewards, and Super Users who can receive additional benefits by participating in official user-testing events/pop-ups that connect them with Creators and the rest of the user-testing community.

In 2024, I challenged myself to redesign the main mobile entity to incorporate more modern industry trends and user needs that I’ve observed in my community and beyond.

Challenge

How can I efficiently engage product creators and their target users in enhancing digital products using one unique, streamlined entity?

Personas

Product Developer A

  • Often recives non-genuine user feedback / scam feedback

  • In need of user feedback from target demographics in a digital format

  • Desires a simple and comprehensive platform where they can get feedback in one place

  • Wants to improve their product or service in a unique way + increase their social media presence in the market

Everyday Product Reviewer B

  • Leaves website and product reviews often

  • Chooses products/services based on how good their website or app looks

  • Often switches brands/products when the digital experience is frustrating (even when the product or service is good)

  • Likes to discover new products and services that are popular

Research

I spent time interviewing classmates and my community on how to make user-testing more accessible to the public. Some questions I had were:

What incentivizes you to user-test a product? What products and services would you like to improve? What drives you to use specific software, websites, or applications?

  • People are incentivized by money or benefits of some kind, but are wary of the “fine print” where there could be other barriers to entry to receiving those benefits.

  • People are also encouraged by being apart of a larger community or discussion; similar products they use would be Instagram, Facebook, or Reddit.

  • People often write reviews for things that are overwhelmingly positive experiences or drastically negative. There seemed to be less incentive to review things that are mediocre.

  • Providing a sense of fun and entertainment is important to most users when building trust or interest in a brand.

  • Many people enjoy having platforms or applications that allow them to explore outside what it was mainly downloaded for. For example, people join Facebook for connecting with friends, but other features like Facebook Marketplace and Events has allowed them a more unique experience.

What I found was the following:

Objectives

Through the research findings, I determined the following objectives were the most important for the entity:

Brand Identity

I redesigned the main interface to mimic the best functionalities of a social media app, but with hypothetical clientele that would most utilize user feedback in a gamified and creative way.

3 main screens I wanted to highlight were:

  • The main feed: where users are able to discover and follow different projects and products easily, with options to follow or save products that they’re interested in reviewing. This would be algorithm generated suggestions or creator content that they choose to follow based on the products/service type they say they’re interested in when they first use U.topia. By showing people content they’re interested in already with a mix of suggested products, it facilitates less of the “in-between” reviews and allows for more of a variety in feedback that isn’t as biased (with people interested only reviewing vs people who aren’t as “interested”).

  • The explore feed: where users can explore new content that the algorithm doesn’t recommend them normally. This is where creators can reach new audiences and users can discover new products.

  • The leaderboard: where users can see their friends’ activity and view their statistics (how many reviews they’ve written, how many upvotes/downvotes they received). This feature encourages users to interact with the rest of the community and have creative discussions about what works and what doesn’t.

Process Snapshots: Unedited

A few key lo-fi sketches that helped me get to my final designs.

Outcomes & Takeaways

  • Design entities are multi-facted and require extensive research. This project was memorable because it was one of the first projects I realized how every component influences how a product/service is perceived.

  • I built an entire brand identity based on feedback and industry trends. Even if it was not highlighted, I had a lot of fun creating this brand. I wanted to make something unique that not many technology-oriented companies have seen before. You can see more about the brand identity here in the brandbook.

  • This entity could revolutionize the way that people get reviews and user feedback. I created this entity with modularity in mind. It could scale to be a physical space with pop-up events and community, or simply just be another app where people can be rewarded and interact virtually. This platform could bridge the gap and make product design much more personal and fun with this entity.

Deliverables & Previous Iterations

  • Website Design

    The website would be able to introduce anyone to the application and future events. Users would be able to log in and view their membership as well.

  • App Design

    The main entity for U.topia, the app was designed to be entertaining, familiar, and usable, of course. With a feed, leaderboard, and ability to view your stats, the app is equipped with the same core functions. This portion got a redesign.

  • Brand Marketing / Physical Pop-Ups

    U.topia is centered on its community. To encourage users and creators to meet, I explored the idea of making pop-up signage to be seen in public places to intrigue the everyday passerby.

  • Stationary + Membership Card Design

    U.topia membership has its perks. I designed stationary for when users sign up to receive membership cards. With a fun and approachable vibe, the stationary adds a pop of fun to user testing (something that sounds technical and overwhelming).