Joel Paynel Grove Powered by DivX

DivX mobile app was a concept, a proxy name, and a market research document. I came on board to help the product owner with the user experience and the overall design of the app. It included information architecture, user flows, wireframing; creating a brand, a user interface, and visual language while supporting a 9-engineer dev team. 15 months later, Grove is a brand and a fully fleshed mobile app (beta version), with a website and online assets to support the product launch. Along the way, I created a design system made of component libraries, a customized set of icons consistent with the brand, and animations in the UI of the app providing visual feedback to the user experience.

View Full Portfolio: Product Design & User Experience | Mobile App | Design System

“His skill, attention to detail, creativity, and thorough process is beyond impressive. Joël fully understands what it is to look at a project from a wholistic approach. He looks at every angle to create amazing solutions to UI/UX and design problems. He tunes into the user, the situation, the flow, and more in order to ensure an elegant solution…”

• Jim Styn, Director of Marketing at DivX

Tools: Sketch, Abstract, Miro, Illustrator, Photoshop, After Effects (+ Lotties), Zeplin

Editing video assets using DivX capabilities and sharing them were at the core concepts of the mobile app. A few additional features made the project unique. Geo-location, privacy, and user permissions added some complexity to the user experience with several types of users. Another challenge was to start feeding the development for the MVP as soon as possible when the final name and branding were in progress. While the marketing director was leading the naming efforts, together we guided the team throughout the process to define the product brand and the visual language.

Tuning up the user experience, we started the development of the app skeleton with the usual account creation, sign-in, and onboarding screens… After the app became Grove, the branding, the color-theming, and the nascent visual language were retrofitted in the app using Sketch libraries capabilities. We could then tackle the richer sections of the app designing the editing features leveraging DivX expertise and video capabilities. As progress was made, I invited a developer I worked with ( David Manson ) to join the team helping with the websites. DivX website got updated and a simple one-page site was created for Grove.