Drawing on my experience in behavioral health and SaaS industries, I’ve learned that designing apps is more than an exercise in balancing aesthetics and functionality, important as that is; it’s about creating solutions that address real-world problems and seamlessly scale to accommodate growth and change, especially in today’s fast-changing digital landscape.
Whether it’s an enterprise-level behavioral health application or a SaaS solution for streamlining organizational processes, the core of successful app design lies in understanding your users’ needs, solving their problems effectively, and planning for long-term adaptability.
Understanding the problem
The first step in designing any app is identifying and gaining a deep understanding of each of the problems it aims to solve. This begins with thorough research—conducting interviews, analyzing workflows, and gathering user feedback, and so on.
For example, in the behavioral health industry, I contributed to the design of an application aimed at simplifying the ride selection process for individuals with developmental disabilities. Creating an app that works is always a given. The challenge is ensuring that it addressed the a wide variety of users, accommodating their varying levels of cognitive and physical ability. By working closely with stakeholders, caregivers, and end-users, we identified pain points such as difficulty selecting the right transportation and scheduling conflicts.
Our research provided the necessary information to create an intuitive, user-centered app that made selecting and scheduling rides a straightforward process for all users, regardless of their abilities.
In my work with SaaS applications, I’ve tackled real-world problems like optimizing ad placement within live-streaming platforms. The challenge here was creating a system that leveraged AI to recommend ad placements while providing users with actionable analytics in real time. This required a deep understanding of both the technical capabilities of AI and the needs of advertisers looking for insights into user behavior.
Designing for usability
An app might have all the functionality in the world, but if users struggle to navigate it, the app has failed its primary purpose. Here are examples of projects and what factors related to usability I needed to consider.
Behavioral health example: Simplifying complexity
In the behavioral health app I helped design, we focused heavily on accessibility and usability. Key features included:
Streamlined User Flows: We designed the app to guide users step by step, simplifying ride selection by presenting options based on user preferences and abilities.
Visual Cues: Clear, accessible visual indicators, such as color-coded vehicle types and schedules, helped users easily identify the best choices.
Adaptive Interfaces: The app’s interface was tailored to users with developmental disabilities, featuring large, easy-to-read text and simplified navigation to prevent confusion.
These usability considerations not only solved the immediate problem but also built trust with the app’s audience, ensuring long-term user engagement.
SaaS example: Real-time data vizualization
For the live-streaming SaaS platform, usability meant providing users with actionable data without overwhelming them. We designed a live analytics dashboard that:
Simplified Data Presentation: By using clean, intuitive visualizations, users could quickly understand complex data like user views, clicks, and conversion rates.
Customizable Features: Users could adjust ad parameters in real-time using sliders and drop-down menus, making the process efficient and intuitive.
Proactive Design Adjustments: Based on user feedback, I optimized the layout to include an ad carousel, making it easier for advertisers to manage multiple campaigns simultaneously.
In both cases, usability was not just about making the app easy to use—it was about anticipating user needs and designing for seamless interaction.
As you consider any app design, remember that usability isn’t just about creating a seamless experience for the app’s end users. It’s equally important to design tools and features that make the app functional and efficient for the client—the organization or entity that hired you.
Scalability: Planning for the future
Solving immediate user problems is crucial, but designing for scalability ensures the app remains relevant and functional as user needs evolve and the user base grows.
Behavioral health example: Planning for growth
When designing the behavioral health app, scalability was a critical consideration. Though the initial scope focused on a specific geographic area in Canada, the app was designed to expand seamlessly to other regions. Key scalability features included:
Modular Architecture: The app was built with a flexible back-end architecture, allowing new regions, languages, and ride types to be added without disrupting existing functionality.
Interoperability: It was designed to integrate with other behavioral health systems and services, creating a seamless experience for users as the app expanded.
SaaS example: Leveraging AI for flexibility
In the SaaS ad placement platform, scalability was built into the system through AI and data-driven decision-making. As the app grew to support larger audiences and more advertisers, features such as:
AI Learning Models: The system became smarter over time, adapting to changing user behavior and advertiser needs.
Cloud-based Infrastructure: This ensured the app could handle spikes in user traffic during live events without performance issues.
By planning for scalability during the design phase, we avoided costly overhauls later on, ensuring the apps could grow alongside user needs and industry demands.
Scalability: Planning for the future
The real challenge in designing apps for real-world problems lies in striking the right balance between usability and scalability. Too often, apps sacrifice one for the other—focusing so heavily on user experience that they fail to scale or prioritizing growth at the expense of usability. However, when these two elements are integrated thoughtfully, the result is an app that not only solves immediate user problems but also remains a valuable tool for years to come.
For example, the behavioral health app succeeded because it combined an intuitive user experience with a modular architecture that allowed it to scale. Similarly, the SaaS platform’s real-time analytics dashboard was both easy to use and capable of supporting more complex features as the user base expanded.
Key takeaways
Understand the Problem: Effective app design begins with understanding the real-world problems users face and gathering insights through research and feedback.
Prioritize Usability: Design intuitive interfaces that guide users seamlessly, anticipating their needs and removing friction from the user experience.
Plan for Scalability: Build apps that can grow and adapt, using flexible architectures and technologies that accommodate future needs.
Designing for usability and scalability is both an art and a science. By keeping these principles at the forefront of every project, I’ve been able to create apps that not only meet users’ needs today but are also equipped to grow and evolve alongside them. Whether in the behavioral health industry or the SaaS space, the goal remains the same: to build apps that solve real-world problems effectively and create lasting value for users.
TwelveStone Health began as a humble startup with an inconsistent brand identity, an outdated website, and little digital marketing presence. As the client was essentially a solo founder with a small team, they lacked even a company name when they approached us.
The Need
Our client required a complete transformation into a well-established company, starting with a new company name and a corporate identity that signified growth, regardless of their current size.
The Proposal
Our first step was brainstorming a suitable company name. Drawing inspiration from the founder’s Christian values, we identified a favorite biblical verse that led to the creation of “White Stone Health.” We then crafted the logo, designed essential print collateral, and developed a fully responsive website with compelling copy. Experience design played a crucial role in this process. Following this, we meticulously planned and implemented a multi-channel digital marketing strategy.
The Outcome
Throughout our partnership with TwelveStone, we consistently met and exceeded the client’s expectations. White Stone Health has continued to thrive, building upon the foundation we established at the outset. This strong foundation has demonstrated that strategic planning for future growth is a valuable and enduring investment.
Lessons Learned
Our upfront research and planning for TwelveStone Health proved to be invaluable. Regardless of the company’s rapid expansion into new territories, our corporate identity and design remained adaptable. One challenge we encountered was that the branding, while reflecting the gentle sentiment of the biblical verse it was inspired by, required adjustments in terms of color and saturation to accommodate various applications as the company grew.
With nearly 100 corporate identity projects under my belt, I’ve helped shape the branding of startups, established companies, enterprise-level organizations, and even game studios. From healthcare providers and SaaS platforms to creative agencies and video game developers, I have built brands that resonate with their audiences and stand the test of time. Whether creating a logo for a new company, evolving an outdated design, or scaling a corporate identity across digital, print, and interactive platforms, I bring years of experience and an eye for detail to ensure that your brand not only meets its goals but exceeds them.
Corporate identity is more than a logo. It’s your company’s personality. It’s the first impression you leave on clients, partners, investors, and users—a handshake that should inspire confidence and trust. My mission is to craft corporate identities that reflect your vision, resonate with your audience, and stand out in a crowded market.
What is corporate identity?
Your organization’s first impression
Corporate identity is the visual and emotional embodiment of your brand’s essence. It’s how you communicate your organization’s story and values at a glance. A strong corporate identity is cohesive, professional, and impactful—leaving a lasting impression on your audience. On the other hand, an outdated, inconsistent, or amateurish identity can undermine even the best products and services.
I work to ensure your branding reflects not just where your company is today but where you want it to be in five, ten, or fifteen years. Whether you’re a startup looking to punch above your weight or an established company seeking to refresh its image, your brand should communicate your message cleanly, clearly, and confidently.
My approach isn’t about imposing a personal design style; it’s about uncovering your company’s unique personality and expressing it in a way that resonates with your target audience. Whether the aim is to appear like a Fortune 500 company or a personable small business, I tailor every element of the design to fit your vision.
Corporate identity examples
Logo & Stationery
IP Secure
Logo & Website
Prime Bodywork & Massage
Mailer
Half Moon Power Yoga
Trade show booth, print collateral, infographics
updox
Your organization's lasting impression
Defending the brand
Once your corporate identity is created, consistency is key to maintaining its impact. Whether it’s a logo, business card, website, or digital ad, every application of your brand must adhere to the same standards to preserve its integrity.
I not only create corporate identities but also ensure they are applied correctly across all touchpoints. This includes developing corporate identity guidelines that define logo usage, color schemes, typography, and more. These guidelines act as a playbook for internal and external collaborators, ensuring your brand looks cohesive and professional no matter where it appears.
From ensuring your logo appears correctly in a magazine ad to overseeing the production of promotional materials, I act as an advocate for your brand, protecting it from inconsistencies and ensuring it always shines.
Your organization's evolving brand
While consistency is essential, your brand must also grow with your organization. Over time, markets shift, audiences evolve, and companies expand into new industries. A skilled designer understands how to adapt a corporate identity to reflect these changes without losing the core essence of the brand.
Whether it’s refreshing an aging logo, adding new design elements for digital platforms, or scaling the brand for a broader audience, I approach every update with care. Gradual, strategic adjustments ensure your brand evolves seamlessly, maintaining its professionalism and impact.
Tailoring corporate identity to your needs
Branding packages
Corporate identity encompasses a diverse range of products and services, making it challenging for many clients to clearly define and communicate their branding needs to a designer—whether they require a single element or a comprehensive suite of solutions. I’ve found that these are the common groupings.
Logo OnlyFor startups or individuals on a tight budget, a logo can serve as the foundation of their brand. While simple, it’s a powerful first step.
Basic Includes a logo, business cards, letterhead, and other essentials. Often, additional elements like presentation templates or notepads are added based on the client’s needs.
Marketing Package A comprehensive set of materials that includes marketing-focused assets like sales sheets, white papers, ads, and infographics. These are designed to reflect the brand’s identity across both print and digital platforms.
Special Projects From trade show displays to vehicle wraps, these one-off projects require seamless integration with the existing brand.
Branding stages
Many clients find it beneficial to start with a basic corporate identity and add new elements as their needs evolve. This approach ensures that each piece is created with purpose, avoiding wasted effort on assets that may never be used. It also allows the brand to grow naturally, adapting to new opportunities and challenges.
Let's build your brand!
Your corporate identity is the cornerstone of your organization’s success. Whether you’re starting from scratch, refreshing an outdated brand, or scaling an existing identity, I bring the expertise, creativity, and dedication to make your vision a reality.
Simply put, white space is an empty area surrounding a design element. And don’t be mislead by “white” and “empty” because the design element isn’t always surrounded by a field of pristine white, but possibly a texture like grass or sky or some other regular background. But the effect is that in relation to the featured design element, the area around it is empty. “White space” is simply a convenient term.
Why Is White Space a “Beautiful Thing”?
Now you know WHAT it is, WHY is it? And what makes it a “beautiful thing”? To understand why designers have relied on white space since the beginning of Design, one must understand its effect on a viewer.
Because we’re basically animals, when any of us with normal, healthy vision looks at a designed piece, they generally see elements in a predictable order:
Faces
Color
Symbols
Edges
Text
You can imaging how difficult things could get for a designer if this order were set in stone. Fortunately, we have work-arounds and among the most powerful of them is white space.
There’s one thing I left off the list above because it’s not really a thing, but the phenomenon of comparison. You see, more than any specific type of element, humans pick on differences more strongly than about anything else. Our eye shoots right to the piece of spinach between the boss’s teeth. We can’t NOT see the one out-of-step solider. We notice the child among adults at the business meeting. And it seems there is no turning off command of our focus.
And that’s where the magic of white space finally comes into play. If you need the text to be seen before or more prominently than, say, the model who is speaking, leverage white space in two directions:
Framing. By placing the element of focus—the text, in this case—in a semi-central location in the design and by giving it a lot of room on all sides, we see it as special or important.
Diminishing. Conversely, by removing white space from around a design elements that might otherwise steal attention, we communicate to a viewer that the element is less consequential.
Of course there are better and worse ways to utilize the concept of white space but at its root, it really is that simple.
A blunt but successful example of using white space is how we always see “Got Milk” campaign or the Nike swoosh presented, by themselves and with ample space around them. But an experienced designer will consider white space in every aspect of design. The spacing between headlines and paragraphs, the tightness of lines in the title of a book, or how much space there is between elements of a business card are all examples of how white space is a conscious decision a seasoned professional makes at every point of design.
It is often the single most notable difference between design work that a viewer will subconsciously categorize as “pro” versus “amateur”.
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