GENIE
In a digital era where convenience is paramount, I designed Genie, a service procurement platform reimagined from the ground up. My role spanned branding, user research, UX strategy, and product design, ensuring the product addressed real market gaps while presenting a memorable identity.
Year
2019
Industry
Scope of work
Product Design / Branding
Timeline
9 weeks
Team
1 Product Designer, 2 Engineers
Genie positions itself as a trusted companion for users looking to book services with confidence and ease. Unlike traditional apps, it integrates reverse auctions, custom request flows, and on-platform scheduling, all wrapped in an approachable, magical brand identity.
Through competitive audits, surveys, and interviews, several market gaps surfaced:
Lack of transparency in monetization - users often unaware of hidden fees.
Cumbersome vendor selection - long, inefficient browsing processes.
One-size-fits-all approach - niche or specific service requests not supported.
Disconnected tools - scheduling, messaging, and performance tracking scattered across platforms.
Trust gap - no consolidated system for vendor ratings, verification, or quality assurance.
These pain points left users frustrated, vendors underserviced, and opportunities untapped.
Transparent (clear monetization + vendor credentials),
Efficient (reverse auction model + scheduling integration),
Personalized (custom requests + QA features),
…then Genie can become a category-defining app that improves user satisfaction and vendor efficiency simultaneously.
Balancing feature richness with usability was critical.
Reverse auctions introduced complexity in UI flows.
Custom request forms risked overwhelming users.
Rich branding (magic + whimsy) had to remain credible in a professional service context.
Through iterative testing, I simplified layouts, introduced progressive disclosure for forms, and anchored the magical branding in trust-driven design patterns.
Reverse Auction Flow: Clean bidding interface allowing vendors to submit transparent offers.
Custom Request Forms: Dynamic but structured input system for tailored needs.
Trust Features: Vendor cards with ratings, credentials, and QA badges.
Integrated Scheduling: On-platform calendar + reminders for seamless coordination.
Brand Identity: A friendly, magical logo and visual system that differentiated Genie in a crowded space.
(2016-25©)
