Middle → Lead Product Designer • 2023 • Startup

Super app for gig workers

Stoovo is a California based startup that focuses on improving the delivery industry in the US. With this task we had an issue with the analytics page — the place where gig workers can track their earnings. The analytics page only works when a user connects their work account through a 3rd-party partner. People were confused about the way it worked.

Impact

Context

I joined Stoovo as a product designer at the time of a full rebranding. Stoovo was changing their market positioning and almost all of their features and website accordingly.

I was the only designer on the project. My job was to rethink what was there, create new features from scratch, develop a new architecture for the mobile app and the new website, and then design them.

My area of involvement in the project was not limited to interface design. I was conducting usability tests on created wireframes to validate design hypotheses with an in-house research specialist. I was actively involved with the stakeholders on the client side (CEO, DO, Mobile lead).

Website redesign

Carrying the new branding across every touchpoint, I redesigned the marketing website to match the refreshed product. The new site tells a clearer story of what Stoovo offers gig workers, with a stronger visual identity, updated messaging, and a layout built to convert visitors into users.

Mobile app overhaul

First and the biggest stage of repositioning was revamping the mobile app, aligning the UI with the new branding direction. And I can't forget that work doesn't stop on redesign — multiple new features and mechanics like internal currency and a warning system were created by me.

Conversion improvements

Some key functionality of Stoovo depends on whether a user connected their work account through Argyle or not. After launch of the My Performance feature that helps users track their income, active time, most profitable platforms, etc. on gig platforms, we saw messages from our users saying that it's hard for them to find the place where they can connect gig platforms.

Together with the CEO we quickly formed hypotheses, I made a design and submitted it for development. In a few days the changes were already in production and the result was a 50% increase in conversion for account connection.

Icons optimization

During a rebranding effort at Stoovo, a graphic designer and I were tasked with creating 150 new icons for the Stoovo app. We created a total of 160 icons in three different sizes (16, 20, and 24), which are the most commonly used throughout the app. To decrease the time it would take to implement the icons, I consulted with the Lead Mobile Developer, Iuliia, to explore ways to streamline the process and not waste valuable engineering time.

We decided to use fonticon service Icomoon and handoff icons as a piece of code. I added all the icons to design systems first and then transferred, renamed icons to fit developers' needs, added all the needed sizes. As a result — happy developers, icons were implemented in 2 hours instead of 3 days, and beautiful icons in the apps and website.

My role

I owned end-to-end product design: discovery synthesis, UX copy, UI, interaction specs, developer hand-off, QA sign-off, and post-launch metric tracking.