UX|UI Case Study

SIMPLI•FI

Simpli•Fi is a planner app designed to make organization fun and productive. Dump out all of the tasks and sort them using the game-like process, or do it manually with eye-catching interfaces.
My Role
•‍ Interaction Designer
• Information Architecture
•‍ Content Designer
•‍ Product Designer
•‍ Graphic Designer
•‍ User Experience Designer
•‍ User Interface Designer
•‍ Design Strategist
• Branding

Defining the Problem

Current apps are often expensive, rigid, and frustrating to use. Users struggle with limited customisation - such as inflexible event time increments, poorly handled reoccuring events, and clunky interfaces that require excessive screen-switching just to make a simple edit.

Problem Solution

Create an app utilising the requests of competitor users and create a fun way for users to organize their lives. Our team is building a solution that makes scheduling intuitive, affordable, and even fun, using a game-like approach to turn planning into a motivating, interactive experience.

Branding & Design

To create a planner that truly stands out, I conducted research on competitor apps to identify overused design patterns and overlooked user needs. Many apps looked like clones, with a check-mark logo and the same interface of soft pastels.This branding is based on time, and forward-motion elements.

Font & Color Scheme

The color scheme is more futuristic than the soft pastels of the competition. Since the world is moving toward a tech wonderland, the calming teal and forward-thinking purple, these cool colors were chosen. For font, I kept it clean and simple with Poppins.

Research

I focused on what users wanted in the competitor’s product reviews: weekly views, seamless app syncing, flexible recurring task scheduling (like specific weekdays or short-term repeats), and intuitive features like drag-to-reorder functionality.I also studied what users loved—customization, task-only sections without time constraints, color-coded events, daily views as the homepage, and accessible widgets. These insights are shaping a unique, user-first experience that’s both practical and visually distinct.
Molly
Age: 20
Education: High school graduate
Race: Caucasian
Location: Chicago, Illinois
Marital Status: unmarried

Feels: Molly really wants to have an app that isn’t so overwhelming.  A lot of apps are dry and lifeless, and it can feel overwhelming to have a blank page staring at her. She has a very busy schedule, and she works full-time while also being a new mom.
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Needs: Molly needs an app that can allow her to add items to her schedule. She works a lot, so she needs an app to help her balance her personal and business life. 
Calendar syncing would be helpful, as well, so she can share her plans with her partner.

Jamie
Age: 33
Education: Masters Degree in
Education
Race: Hispanic
Location: New York, New York
Marital Status: Married

Feels: Jean’ette is frustrated with a lot of apps, since you have to spend tons of time mapping out every single day. She doesn’t want to have to input her regular hours every day, only the stuff that might move around.Also, although she loves the feel of a physical planner, it is easy to forget about. A digital planner would be helpful.
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Needs: Jean’ette needs an app that will allow her to set up solid tasks that never change, and easily add things that are new.  Although some of her hours vary, being a nurse, she has a regular schedule. Also, widgets for her lock screen would be amazing! Then she can be reminded when she is on the go, and doesn’t have time to open the app.

Monica
Age: 35
Education: Bachelors of
Natural Medicine
Race: African American
Location: Portland, OR
Marital Status: Married

Feels: Monica is tired of having to pay for every small thing in an app! She doesn’t mind a fee, however it can get spendy if she has add-on after add-on. Some apps even charge just to have an event repeat! She understands that an app needs to have income to be maintained, but sometimes it just feels like a rip-off.
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Needs: Monica needs an app that allows her to make a single subscription fee to unlock what she wants to use. She enjoys a lot of cute icons and designs, but doesn’t want to endlessly pay for every small thing.

James
Age: 45
Education: Doctorate in Business
Race: Asian
Location: Seattle, WA
Marital Status: Unmarried

Feels: Look, James doesn’t want anything flashy. He just wants to put in his information and have his schedule tracked for him.  So many apps are so girly.  Those that aren’t girly, like the ones that come generically with his phone, are so inefficient. Why does Apple’s calendar come with only a dot for an event?
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Needs: James needs something simple and effective. He doesn’t enjoy all of the bits and bobbles, but a lot of the more basic scheduling apps are too basic. He would like an option of having something clean and modern-looking.

Wireframing

In Colour

Brain Dump Game