ILLA is a mobile app designed to help women and gender-expansive people explore the outdoors with more confidence and support. Whether you're hiking, backpacking, or trail running, ILLA helps you find, plan, and track your adventures while prioritizing safety, inclusivity, and community. Unlike traditional outdoor apps, ILLA was built specifically to create a space where underrepresented voices feel seen, supported, and empowered in nature.
Improving the onboarding experience for ILLA not only reduces the time to first action but also improves overall user experience. With different options to keep users engaged, as well as reducing the users wait time, users remain more engaged and interwoven.
I performed audits, interviews and key modes of research in order to justify changes made to colors, wording, and key aspects of the under review process.
Throughout the process of this redesign, small tweaks could pleasantly shift the user experience in unexpected ways. Not only executing the users goals but adding moments of delight.
I acted as art director, leading the design of the visual assets including buttons, and color.
When creating this portion of the site the main goal was to create an interaction that not only felt engaging but also nostalgic and dynamic, I loved little games such as those seen formerly on AmericanGirl.com and I wanted to emulate that similar aesthetic for the woman focused brand.
Though the project was very fun we did have to get down to business after evaluating the data presented through our user research. Changes to the site were then reviewed by the client and compared to previous versions to make sure all variables were covered, the design was then accepted by the client.
The outcomes of this project is an updated application with reduced onboarding time, fun interactions, and the freedom for users to deeply connect with the brand while waiting for account approval.
The new insights that we collected were key in the changes made in the application. Looking at trends and the user groups already displayed by the client were also helpful to narrow into the final user group and truly make an application that felt welcoming to everyone.
The outcomes of this project is an updated application with reduced onboarding time, fun interactions, and the freedom for users to deeply connect with the brand while waiting for account approval.
Throughout this process I discovered my love for games again and was also able to solve the user issue and reduce the time to first action. In this final prototype, you can see the final version of the desktop onboarding application.
My Role :
Head of Desktop UX
Art Director
What I did:
Redesigned current desktop onboarding UX
Made all final calls on colors graphics and materials in the final deck
Collaborated with teammates to narrow down options