Process

Stakeholders on the Loeb.NYC biz dev/investment side acknowledged that Fetch would need an application UI refresh to continue to thrive in their series B and series C fundraising rounds.

Bandwidth and resources were allocated to my design team to update the existing UI, UX, and patterns.

In preparation for an on-site meeting with the founder and CMO of Fetch, our team held a one-week design sprint to create a future-cast version of the Fetch app, brand, and website.

I flew to Wisconsin with two other Loeb.nyc stakeholders to present our teams work and gain buy-in to move forward with the application UI overhaul.

After a long day of meetings, it became more apparent that one of the most useful artifacts that our design team could create for Fetch was a standardized UI guideline and pattern library. Fetch often had marketing experiments that they would add to the app, but the design implementation often fell on an overburdened design team member or was left to the Dev to figure out how the UI should look.

We began a campaign to create a robust pattern library for Fetch. We held weekly check-ins with the CMO and included lead Devs to assist in the conversation. Around two months into the campaign, Fetch hired a full-time Product Lead.

It was decided that certain elements like an updated navigation pattern required a development lift that was not feasible given Fetch’s resources. The scope of the UI refresh was narrowed to include only the re-skinned UI elements.

This was drawn and organized into a robust UI library that was handed off to the Fetch development team through Zeplin. We continued a trailing engagement with Fetch for two months to ensure they had access to design if they had any questions about design implementation.