Kaodim, founded in 2014, was one of the pioneers in the service provider marketplace space in Malaysia. I was hired to join their small design team in 2018 to help with their product design processes in general. I took this opportunity to establish a new design direction for their products.
Design debts
On the surface, the existing design directions doesn't look very polished, a little busy and lack emotion. There's too many inconsistencies in terms of typography scale across different screens. Plus, some interface elements are not very mobile-centric, making it feel a bit clunky to use.
New direction
For the new direction, after spending some time doing design audit on existing product, I decided to focus on improving the following areas:
Content hierarchy: improving highlights on more important content and actionable tasks
Layout structure: improving content visibility and scannability making sure elements are not too crowded
Visual design: improving overall typography, introducing cohesive iconograpy and illustration into the design
I designed a collection of custom service icons to be used across the mobile app and the website. A custom icon set brings out the brand's personality and the consistency across each of the icon helps to bring a more cohesive look across the product
I also incorporated custom illustrations into the product design with the help from my talented design peer, Prasil Lakshmanan, who hand-drawn highly relatable, diverse and vibrant set of illustrations to be used on some of the product screens. This helps to bring the product to life and make it feel less sterile or utilitarian, but feels more humane.
Utilising this new direction on the mobile app, I've also took the opportunity to redesign the main website and landing pages. I work very closely with the engineering team to ensure the right implementation of the final design.
