TL;DR
I redesigned a B2B iOS application and web application, as well as created branding and marketing materials.
Previous UX/UI
The previous app had most of the functionality desired by users, but fell short in several areas. It was visually rather flat, with an inconsistent visual hierarchy. Elements of the app were too small for touch screen interactions, resulting users having to go back or cancel out of options they didn't want to select. Additionally, it lacked a true sense of the AdHawk branding. Finally, the components created for the app were not very modular, which made designing and implementing additional features especially challenging.
I began the iOS app re-design where the users begin their experience - the signup/login screen. The goal was to have these screens be as welcoming and informative as possible, while also setting the tone for the AdHawk brand with which users would interact during their time in the app. We ensured that contrast ratios were accessible and that touch targets were large enough to prevent accidental taps. I contextualized the login progress by turning the "Log In" button to "Logging In", along with a loading animation to inform users.
Onboarding
After users sign up and/or log in for the first time, they need to complete additional steps to get the most out of their experience. As such, the initial view provides a visual empty state that informs them they should connect their ad accounts. I guided users' decisions by offering only two items in the tab bar during initial setup. This way, they can see settings, along with the home screen, but cannot take additional actions as the app only functions when at least one ad account has been connected.
Features
The core goal of the AdHawk iOS app is to empower users to easily manage their ad accounts, easily viewing insights into how they can improve their ad campaigns. By re-designing the components themselves to be modular, I was able to accomplish this goal in a way that is scalable. The re-designed application features a component library that can be added to in future versions, without comprising AdHawk's mission statement: "Simplifying digital advertising".
Settings
An often neglected section of application design, the settings/preferences area is an important one to cover, as it can be a last resort for users seeking to adjust specific app elements. If a user is getting into this section of the application, it can be presumed that they wish to customize the app experience in some regard, and so it's critical to lay out the sub-categories in an intuitive way.
Launch & Reception
After working with the iOS developers through numerous rounds of design reviews and app testing, the redesigned app launched in the Apple App Store. While AdHawk's user base is not huge, the reception has certainly been positive. Since the re-designed app was launched, it maintained a 4.7 Star rating from users.
Several years after I departed the company, AdHawk pivoted its business and the iOS app is no longer available in Apple's App Store.
You can, however, still view some of the App Store listing details through the Internet Archive's Wayback Machine.
Further Exploration
Following the launch of the redesign, I continued exploring refining the UI/UX in preparation for other future versions of the app. While ultimately not implemented, with the pivot of the company into FlooringStores.com, it was still an interesting exploration into how an information-dense interface can be presented simply.
Web Application
Introduction
Following the redesign of the iOS mobile application, I was tasked with improving the web application. There were several areas of the web application, but the first project was to design a new feature: Campaign Creation.
Previously, AdHawk's web application worked like this: users would need to create ad campagins in Google Ads and/or Facebook Ads account(s), and then track these campaigns using AdHawk: which would give users tips to help them optimize these campaigns. Now AdHawk would have the ability to create Google Ads campaigns directly within the AdHawk application.
Branding Design
Overview
When I began working for AdHawk, the branding was nascent. There was a logo and wordmark, along with a few defined brand colors, but there was no branding guide, instruction for expansion of brand materials, or cohesive typography details.
