The philosophy I followed while defining the UI was to craft a meaningful and emotive experience that felt grounded, useful and elegant to use. I wanted to create a UI that was beautiful yet functional at heart - that celebrated the Benefit brand & identity and delivered on future scaleability, longevity and user loyalty.

Using the wireframes as a blueprint, I designed the UI from the ground up striving to establish a unified design approach. I wanted the UI to feel super intuitive – whereby after only a few initial interactions the user knew how to use the whole app. The minimal repeated use of certain rules and elements made this possible, installing an instant sense of familiarity – preventing the risk of any unwanted friction or blockers.

Additionally, the UI was created with the interaction design and development process both heavily considered throughout the whole process. Consulting closely with the development team, I wanted to ensure any proposed UI & Interaction design elements could be achieved. 

The key to the UI lied in its simplicity – every element however small was important - with the intention that if calibrated correctly during the development phase, the result would be an engaging and emotive user experience.