All Work

HerLeaf

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Role: Product Designer

Services: Product design consultation on their personalization experience, Website Design, Style Guide Creation, Illustrative Branding

HerLeaf is a brand targeted towards women google searching CBD products for beauty, mental health, and pain relief. They are a personalized service, where the user takes a quiz and receives tailored CDB product recommendations, as well as an assigned customer service rep to talk to via text message.

The company had only existed for a few months using scrappy methods in order to form a strong proof of concept. After they found out that this was a business idea worth pursuing, they hired me to: 1) help tailor their personalization experience, 2) design their website, 3) design their logo, 4) create illustrations to give their brand a personal look and feel, and 5) create a style guide for their brand.

Role: Senior Product Designer

Services: Strategy, UX, UI, Illustrative Branding, Graphic Design

Shujinko is a company that created a disruptive product called AuditX, which helps companies get through audits in a more streamlined, easy way.

AuditX is a wholistic auditing software. It not only includes the idea of teamwork, task management, and different access roles on a company level, but it also has a partner portal where companies can invite their auditors to review and approve the evidence the companies provided. This means that you only need a single tool to get a company to successfully start and complete an audit.

Originally, AuditX was built to get startups through SOC2 audits. They added in more audit types, but the current architecture was limiting in many different ways. Over time, current users (startups) requested more audit types and wanted to work with different frameworks.

Shujinko was also pivoting to open up the software for enterprises. Not only did enterprises need access to more frameworks and audit types, but they also needed a more robust software to handle their needs as well as framework customization support.

With the current user needs + our business pivot, we needed to upgrade our backend architechture to be more robust as well as launch an overall product design shift. We called this new shift “Architecture 3”.

Not only was the entire product reimagined in functionality, but UI elements (icons, color palette, etc.) were updated to reflect a more modern interface. One of the biggest ways to demonstrate this dramatic change is to showcase the new architecture 3 navigation in comparison to the old version (AKA: “architeture 2”).

When I joined, I took on the task to help solve the problem of creating a product solution that could scale.

Role: Senior Product Designer

Services: Strategy, UX, UI, Illustrative Branding, Graphic Design
Accomplishments: Redesigned their app

Shujinko is a company that created a product called AuditX, which helps companies get through audits in a more streamlined, easy way.

AuditX is a wholistic auditing software. It not only includes the idea of teamwork, task management, and different access roles on a company level, but it also has a partner portal where companies can invite their auditors to review and approve the evidence the companies provided. This means that you only need a single tool to get a company to successfully start and pass an audit.

Originally, AuditX was built to get startups through SOC2 audits. Over time, current users (startups) requested more audit types and wanted to work with different frameworks.

At this time, Shujinko was also pivoting to open up the software for enterprises. Not only did enterprises need access to more frameworks and audit types, but they also needed a more robust software to handle their needs.

With the current user requests + their business pivot, they needed an overall product design shift. Internally, this new shift was called “Architecture 3”.

This is when Shujinko hired me. I took on the task to help solve the problem of creating a product solution that could scale. Not only was the entire product reimagined in functionality, but UI elements (icons, color palette, etc.) were updated to reflect a more modern interface.

Web Design & Evolution

The first website design was single page. Because the site was also connected to a Shopify store and the personalization flow was its own experience, there didn't seem to be much of a need for any more content than what could fit onto a single web page. I assisted in copywriting and editing, as well as content strategy on the site, Shopify store, and personalization experience.

In order to give more personality and whimsical feel, subtle animations were added to the illustrations as users scrolled.

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As time went on and more user interviews were conducted, it was clear that some users needed more information about the company itself in order to have confidence in who they were buying their CBD products from. The change in website structure, along with marketing additions helped HerLeaf gain almost twice as many customers as they had before.

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Illustrative Branding

Because not everyone who is seeking remedies is always comfortable with a cannabis-based approach, the main characteristic this brand needed to embody was approachability. Secondly, the brand needed to provide confidence for the end user. Not all CBD is created equal. HerLeaf was different in the sense that their data was substantiated by scientists. HerLeaf was a personalized service and every recommendation was data-driven.
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The imagery in the branding has a simple, handmade quality to it and is meant to be approachable. The illustrations also reflect effective ingredients that are common among the products that are recommended to HerLeaf consumers. The copy on the site and throughout the personalization quiz is approachable in tone, but instills confidents in the topics themselves.

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