Background \

The Butler is a startup in Beijing, China, that built a mobile application for consumer transportation and logistics market. Start by offering local moving service in tier-one cities, the company's vision eventually expands into household services and commercial logistics for businesses. The product is planned to launch for both iOS and Android platforms by the end of 2015. The scope was to design a visual identity system and the mobile app to reinforce the brand and articulate the vision to its target users. 

 

UX Vision \

The team initially focused on creating the brand identity that aims to capture the core value of the business and align with its strategic direction. Meanwhile, we started designing the user experience from studying users and task journeys. After numerous design experimentations and testings, the team successfully developed an optimal flow that worked efficiently for the end users, meanwhile, meets the business goals. In the end, the branding naturally provides the direction to define the product's visual language.