DESIGNING AT SERIES C, GROWTH STARTUP
Brand partnerships at Super.com
Part 2. I was a Product design intern at Super in 2023. I lead the interface design of Super.com's first monetization initiatives. I closely collaborated with 1 Product manager, 2 Software developers, and 1 content marketer.
OUTCOME
Garnering the interest of 1000 users, I boosted in-app engagement by 60+%.
In phases, I led the creation of mobile design assets for their gas rewards program (in partnership with Shell). It garnered the interest of 1,000 users, building the early foundation of Super's monetization portfolio.
ARCHITECTING UX
The original CX journey map oversimplified the mobile user experience. I sliced original flow to account for 3 different target user types.
The original design accounted for only 1 experience. However, I advocated for 3 variants, empowering all user types with right information that could uniquely drew their interest.
FIRST ITERATION
Emphasis on a premium subscription (associated with a new credit card product) was a design requirement.
I balanced UX and product priorities. The premium offer, tied to Super’s new credit card offering (SuperCash), was a promotional priority. Increasing awareness and the conversion of users from this pipeline was a key quarter KPI.
Internal feedback.
SECOND ITERATION
The final design facilitates a stronger visual distinction between the two offers.
To not cognitively overwhelm the user, written information was shortened. Instead of the predominant use of text to relay information, the revised visual design accentuated the difference between the two offers.
REFLECTION
Making sense of the noise.
Alignment on design assets was harder than I thought. I learned to balance feedback from managers, D-suites, and my personal voice and style as a designer.
Creative freedom enabled experimentation.
The design team valued choices and variety. Design reviews were an opportunity to showcase different approaches and to experiment. The design system was not set in stone and I had the opportunity work around Super's growing design system, Atlas.