Lately, I’ve been reflecting on the kind of projects that truly resonate with me—the ones that feel meaningful, creative, and connected to something real. This project came to mind, so I thought I’d share the story behind it.
& the table is all about helping women build deeper friendships, real connections that go beyond small talk and the usual networking buzz. The idea is simple: users sign up on the website and join "tables," which are intimate dinners centered around specific topics. The goal? Meaningful conversations, shared stories, and authentic bonds in a cozy, relaxed setting.
The next step for the brand was an app—a natural extension of this concept—focused on selling themed conversation card decks. Each deck, whether it's "friends night" or "mother and daughter," is designed to spark real dialogue. Users can preview a few cards for free and then purchase the full deck to keep the conversation flowing.
The issue was clear: the original app didn’t feel like it belonged to the brand. The UI was generic, the colors and shapes felt out of place, and the warmth—the soul—of the brand was missing entirely. The user flow was clunky, and the overall experience felt disconnected.
It lacked the cozy, nostalgic vibe the website captured so well—that soft '90s film photo feel that makes you want to stay a little longer.
My role was to bridge the gap between brand and product. To bring the visual language of & the table into the app while making the user experience clearer, more intuitive, and most importantly, aligned with what the brand stands for.
I started by immersing myself in the existing website—absorbing the colors, the textures, the photography. I pulled visual cues: soft shapes, muted color palettes, organic imagery. It wasn’t about reinventing the wheel. It was about making the app feel like it belonged to the same world.
Alongside this, I mapped the user flow to identify where users were getting lost or disengaged. The MVP didn’t need a full structural overhaul, but small, intentional changes could make the experience smoother and more engaging.
The original app felt disconnected, like a stranger to the brand. The new design brought it home. It felt natural, warm, and most importantly, it made sense.
Sam, the founder behind & the table, told me the new design "finally felt like what she had in mind." The old app didn’t represent her vision. The new one? It felt just right.