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Beefull
Led the mobile app redesign for Beefull, Inavitas' EV and energy service brand, rebuilding usability, visual consistency, and brand identity from a misaligned MVP into a cohesive, trustworthy nationwide app.
Company
Beefull (Inavitas)
Timeline
2022
Type
Mobile App
Goal
Fix a misaligned MVP by rebuilding the app around real user research and Beefull's brand identity, creating an accessible, visually consistent experience for a mainstream audience.
UNDERSTANDING THE USERS
Beefull reaches a wide, mainstream audience, from students and yoga instructors to young professionals, most encountering EV charging and energy services for the first time. What they share isn't technical knowledge, it's everyday needs: reliable charging, sustainability they can feel good about, and an app that just works without a learning curve.
Overview
A redesign of Beefull's mobile app, rebuilding it from a misaligned MVP into a cohesive, accessible experience for a nationwide EV and energy service.
personas
After defining the user groups, I created three personas to represent different characteristics
Jessica Brown
Main Statement
‘My phone is my everything, I do not know what I do without it’
Age
19
Profession
University Student
About
Jessica is a student who has been living in Ankara. She is addicted to rock music and joins all the online groups in the social media. She uses her phone for more than 12 hours a day.
Goals
Attending her online meetings without having any errors.
Never miss any of the rock-news
Going to a good college also enables her to travel the world.
Frustrations & Painpoints
Her battery sometimes dies when she is outside with her friends, and she always asks for someone to put her phone on charge.
It is hard to move with a charging cable.
Chad Wilson
Main Statement
‘Bro! Electric cars are definitely the new trends!’
Age
27
Profession
Product Manager
About
Chad is a young product manager in one of the most known design companies in the world. He perceives himself as a trendsetter in his environment. After his promotion, he bought an electric car and now travels around the country with it.
Goals
Impress people as much as possible.
Make more money.
Have a stress-free journey in your stressful life.
Promote sustainability as he believes it is the current trend.
Frustrations & Painpoints
Not enough EV charging stations.
Having frustration.
Learn something long and tedious.
Ashley Adams
Main Statement
‘We have only one world to live in; we need to take care of it!’
Age
23
Profession
Yoga Instructor
About
Ashley is a yoga instructor who promotes sustainability as much as possible. She joins yoga clubs, planting activities, and social responsibility events in her free time. She bikes everywhere. She shares a house with two roommates and two dogs.
Goals
Spread peace all over the world.
Get a healthy life and a healthy future for herself and the environment.
Learn new things every day.
Frustrations & Painpoints
Lots of cars and environmental pollution.
Not enough events to promote sustainability.
Not being able to listen to my podcast on my way.
USER JOURNEY MAPPING
DEFINING THE POTENTIAL USER FLOW
DESIGN DECISIONS
Guided by research and brand strategy, I designed a new UI from the ground up, weighing color, layout, and the logo's dynamic use on every single screen.
Introduction of the dark theme
User feedback and brand strategy pointed to the same answer: orange and black, bold, energetic, and unmistakably Beefull.
Defining main colors and font choices
I kept the UI minimal, with small interactions to add just enough energy. SF Pro Display carries the core identity, while 'Morebi Rounded' steps in for playful accents, together giving the app personality without losing clarity
Bringing the 'bee' back
The bee in Beefull's logo was too good a storytelling device to leave on the shelf. I brought it front and center in the onboarding flow, using it to give the app's first impression real personality.