My Role
As the Lead Product Designer, I guided all phases of the design process over nine months. I collaborated closely with the client, Product Manager, and Tech Lead to bring the concept to life. My responsibilities included running client workshops, mapping user flows, designing wireframes, and creating high-fidelity prototypes. I also built a scalable design system, tested designs with stakeholders, and coordinated the handover process with developers.
Challenge
The client came to us with an idea, a logo, and the preference for blue as a brand colour. Beyond that, the vision was undefined. Our challenge was to create a fully functional MVP from this minimal starting point. We needed to: Address the unique needs of three distinct user groups. Balance professionalism with a social, community-driven experience. Build a scalable product within the constraints of a startup budget.
Target Audience
The app caters to professionals in the maritime and aviation industries, including job seekers, recruiters, and industry influencers. Job seekers use the app to find tailored opportunities, manage certifications, and network with peers, while recruiters streamline hiring through tools for posting jobs, filtering applicants, and in-app messaging. Industry influencers, or ambassadors, leverage their networks to promote the app and share insights, earning rewards for engagement. Together, these users create a dynamic ecosystem for career advancement, collaboration, and industry connections, enhanced by premium features like the Crew Lounge and ad-free subscriptions.
Process
The design process was highly collaborative and iterative, working closely with the client at every stage. We began with workshops to define the app's core functions and features, aligning on priorities and goals. Together, we created mood boards to establish the visual direction, balancing professionalism with a social, community-driven feel. During ideation, I sketched user flows and wireframes, refining them through regular feedback sessions. I then developed a scalable design system that incorporated the agreed-upon aesthetics and functionality, ensuring consistency across the product.
Solution
We prioritised intuitive navigation, clear hierarchies, and modular UI components, balancing professionalism with a community-driven feel. Prototyping and internal client testing refined key features like posting content and applying for roles, resulting in a polished, scalable foundation ready for future growth.
Design System
I developed a scalable design system and component library focusing on consistency, usability, and scalability. Leveraging Figma, I utilised auto-layout for the majority of components and implemented variables, along with primitive and component tokens. This approach enabled seamless updates to colours and styles, automatically applying changes across all relevant components. The result was a cohesive, efficient, and streamlined design process.
Roadblock
The MVP was successfully designed and documented, but unforeseen circumstances caused the client to pause the project before development began. This highlighted a common challenge when working with startups: resource limitations can disrupt progress. Nonetheless, the app was positioned as a validated proof of concept, ready to attract future investment.
Learnings
This project reinforced the importance of proactive risk management when collaborating with early-stage startups. Clear communication and contingency planning are essential to mitigate uncertainties. I also learned that well-documented designs ensure paused projects can resume seamlessly when circumstances improve. Working on U-Crew showcased the need for flexibility and adaptability, delivering value even when projects face challenges.
If you would like to learn more about this project, please get in touch. I'm always open to chat.
