Partiful
Client
Partiful
Role
Designer — UX, UI, IxD, Web Design, Branding, Product Strategy
Duration
2023 – 2024
Design Team
Jen Huang, Roman Zayats, Nila Arumugam, Grace Zhang, Amy Zhang
Development Team
Alex Chou, Ramya Durvasula, Lexi Stein, Ryan Duffin
Overview
Over the summer of 2023, one of my main projects at AITHER was the rebranding of Partiful. My primary responsibilities involved a comprehensive redesign of the platform. With a focus on user experience and user interface design, I worked to enhance its usability, drive user engagement, and increase user growth.
impact
41K 5-star reviews
Partiful’s journey has been marked by notable milestones, including raising a Series A, earning the title of Google Play’s Best App of 2024, and becoming a finalist in the App Store. Media accolades from The New York Times, The Wall Street Journal, and The Atlantic have strengthened its reputation as both a functional and culturally impactful leader in event planning.
User growth of 2M+, event creation increased by over 800% each year
2024 Finalist
#18 in Lifestyle
Editor's Choice in App Store
Best App of 2024
3.25K 5-Star Reviews
100K+ Downloads in Google Play
Problem
Partiful's existing platform had several usability issues that were inhibiting its growth and user retention:
Visual language requires improvement as the branding does not reflect the playful nature of the company. Creating an event may seem too complex, requiring too many steps. There is a lack of intuitiveness across the platform, users found it difficult to navigate the platform and often struggled to find the features they needed.
The unoptimized mobile experience is a result of an initial focus on the web-based version and users need more encouragement to use social media integration features.
How can Partiful become as memorable as the parties hosted through the platform?
Discovery
Competitive analysis
We analyzed competing event planning products to identify areas where Partiful could differentiate itself: such as moving away from the overused "sparkle" motifs associated with other event and AI platforms.
Logic Reconstruction
We restructured the information architecture to create clearer hierarchy and simplify navigation.
Then, developing a comprehensive site map:
User research
Partiful's existing platform had several usability issues that were inhibiting its growth and user retention which is why we aimed to gain more insights into user preferences: understanding user behaviors, expectations, and challenges.
Branding
Our comprehensive overhaul included updates to the logo, color palette, typography, aesthetic, and overall visual identity. The brand strategy behind Partiful was rooted in understanding the ever-changing nature of parties and social experiences. It needed to reflect this evolving dynamic while maintaining a strong, consistent foundation. This approach ensured that Partiful’s identity remained flexible, adaptable, and timeless.
research Synthesis
Our Insights
Here are some key insights we gathered from user surveys and interviews.
First, establishing our north star…
Simplicity
Clear, informative, and straight-forward
Identity
Unified and recognizable branding
Accessibility
Inclusive and usable by a diverse range of users
Scalability
Adapt to increasing user base and functionalities
Applying Material Design's guidelines, but with a twist
Grid
Keyline
square
circle
vertical rectangle
Horizontal rectangle
logic
application
Implementing a design system:
Figuring out the logic of colors that adjusts based on background theme
Design Decisions
Distinguished and unique branding
Parties are timeless, yet because the way people celebrate and socialize constantly evolves, Partiful’s brand needed to be equally dynamic, transitional, and influenced by cultural and regional shifts.
We evolved the brand’s aesthetic to reflect bold, hi-fi maximalist principles. Drawing from wabi-sabi, surrealism, and vivid textures, the new design celebrates vibrancy and depth while maintaining nostalgic undertones.
Initial rebrand
Final rebrand
New logo
Balancing abstraction and precision, it conveys optimism and progress with a design that stands out on complex backgrounds. The heaviest curves in the top-right and bottom-right quadrants create a sense of upward energy, while its asymmetry is visually balanced to ensure adaptability across formats. This interplay of opposing forces introduces diagonal motion within vertical stillness, evoking fluidity and liveliness.
Simplified user flows
The existing flows were convoluted, leading to drop-offs. Users found it difficult to navigate through each event planning feature, resulting in poor retention rates and more incompleted events.
We restructured the information architecture to prioritize and organize essential actions. After reducing friction, complex processes were broken down into simpler, sequential steps to make it easier for users to complete tasks.
Final designs
An effortless experience that you just click through. For the most part, the event planning process from start to end should take a user no longer than 10 minutes.
Event information is displayed intuitively that guests would only need seconds to make their decision and provide a response for the hosts.
Reflections
Brand identity and fine-tuning features requires attention to detail
Developing a comprehensive event planning platform involves addressing various use cases and designing for diverse user needs. It's crucial to consider the individuals who form the product's foundation, ensuring its lasting impact.
Don't be afraid to iterate
As the design process unfolds, the landscape may change, and solutions that once seemed perfect might need adjustment. In such cases, it's imperative to prioritize adaptability and continual improvement.