Overview
The Edge App provides people with the means to improve their own situation/performance/outcome. The goal of the platform was to bring together the most tried and tested methods of enhancing mental performance and personal growth and put them into a structure that’s as intuitive and impactful for users as possible. Their target audience was wide ranging, from performers, athletes, military personnel, business professionals, musicians, surgeons to students.
To achieve their goals on the app, users firstly setup their values, goals and visual motivation. From this they would have morning and evening check-ins where they would complete a self-evaluation, gratitude journal, meditate, choose their priorities and intentions for the next part of the day.
Challenge
Branding and User Interface Design.
Solution
From a previously established color palette I built out the brand look. We landed on the stylized fist direction, which reflected the driven personalities of the users and their strive for success. The icon itself incorporates a lowercase ‘e’ and the angled edges were carried over to the wordmark to give the logo a uniform feel.
With the app itself being quite complex, I wanted to make the interface design clean and easily scannable for users. By dividing most screens visually with the dark blue area at the top to house informational elements, tabs and screen headings, this allowed the remainder of the screen in white to be more clearly defined as where the user should interact with the app. The rounded organic shape dividing these two areas helped soften the otherwise hard-edged look of the platform. I created illustrations and iconography to assist users and carried brand colors through to the meditation imagery to round out the brand experience.
Results
The iOS app was developed and launched on the Apple Store, garnering a respectable number of downloads. Initial feedback from users and press indicated interest and enthusiasm. However, upon conducting user tests, it became apparent that although users expressed excitement about the concept, their engagement felt somewhat superficial. Observations revealed a lack of sustained interaction with the app over extended periods. Despite its polished appearance, the app failed to capture the elusive element necessary to drive consistent daily usage among its audience.