Figment

The Project

For over a decade, Lumosity has been a leader in digital brain training, translating the latest neuroscience into engaging experiences loved by over 100 million people. Recently, the company started expanding its portfolio of brain training products and in 2020 launched Figment — a native iOS app designed to help people think more creatively.

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The Challenge

There was already a beta version of the app — named Creativity — and some existing customer data behind how it was performing that we could learn from, but the beta lacked cohesion with the parent Lumosity brand. In order to make it feel more like part of the Lumosity family we needed to update the brand name and identity, the marketing strategy and then create an entirely new expressive user interface to support that new look.

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The Process

Collaborating with designers, writers, illustrators and animators on the Brand Team, I helped research, explore and develop a new brand identity and visual design language that would communicate the app's new vision, mission and position to our core audience and also fit into Lumosity's existing suite of products.

With this new product identity and visual language established, I moved over to work directly with product designers and Unity game engineers on the Figment team. We improved the UX, redesigned the user interface to express the new brand and successfully launched the app to a wider audience.

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My Role