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Project Overview

Client: & the table

Product: Mobile app for themed conversation card decks

Stage: Pre-launch refinement

Goal: Align the app experience with the brand identity and improve clarity across key user flows

My Role: Product & UX Designer

Scope: Visual system alignment, flow simplification, usability improvements

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Context

& the table is a brand focused on helping women build deeper friendships through curated, intimate conversation card decks. The website successfully captured the brand’s warmth and intentionality.

The next step was the app, a natural extension of the concept, where users can preview conversation decks and purchase the full version to continue the experience.

However, the product experience did not reflect the strength of the brand. The emotional tone and the functional experience felt disconnected.

The Problem

The original app felt generic and visually detached from the brand.

More importantly:

• The visual language didn’t reinforce brand trust.
• Key actions (previewing, navigating, purchasing) lacked clarity.
• The user flow felt clunky, increasing cognitive friction.
• The warmth present in the website experience was missing inside the app.

This created a gap between brand promise and product execution.

Constraints

This was not a full structural overhaul.

• The MVP architecture was already defined.
• Backend logic and purchase system remained unchanged.
• Timeline required focused, high-impact improvements rather than a rebuild.

The challenge was to create meaningful improvement without adding complexity.

Design Strategy

My approach wasn’t about redesigning everything. I wanted to make the product feel cohesive and intuitive. I focused on three pillars:

1. Brand Continuity

Translate the emotional and visual language of the website into the app.

2. Flow Simplification

Reduce friction across preview, navigation, and purchase moments.

3. Emotional Reinforcement

Ensure key interaction points felt intentional and aligned with the brand’s tone.

The Solution

System-Level Improvements

• Introduced the brand’s color palette and organic shapes for consistency.
• Unified typography and spacing for stronger hierarchy.
• Used soft, film-like imagery to reinforce warmth and authenticity.
• Refined contrast and readability for accessibility.

The goal was coherence, not decoration.

UX & Flow Improvements

• Streamlined preview → purchase progression.
• Clarified primary and secondary CTAs to reduce decision fatigue.