Project Type



Pen & Paper, Figma, Invision,

Marvel, Adobe Illustrator

Product, UI/UX Designer


8 Weeks


Design Challenge
Outline & Constraints

is a native IOS app that presents a digital platform for a creative community that allows users' to balance income using their unique abilities during the pandemic 


The nature of the problem is rooted in the current global pandemic situation. It is impossible to ignore it and how it is touching every aspect of our life. According to Statistics Canada, businesses in the arts, entertainment and

recreation sector are the most severely impacted by the COVID-19 crisis

Problem space

According to the Canadian Survey on Business Conditions businesses in arts, entertainment and recreation around


negatively impacted by social distancing measures

highly impacted by lower demand for their products or services


report a decline in revenue greater than 20%


Project Goal

The ultimate project goal was to identify who is the most hurt target audience of the problem space and to create a solution for its benefit.

Exploration of my problem space

During my secondary research phase, I noticed that my problem space has a potential multiple target audience: institutional businesses that are related to the problem space, self-employ creative individuals and the general mass consumer audience of this industry. All of them have very different needs and interests.

I decided to focus on creatives individuals (small businesses) as the most hurt part of my problem space.


Now that I had my focus on the user audience that I was working with, so I could come up with assumptions for hypothesis creation. Here are examples from the set of assumptions that helps me validate my problem space and gave me a variety of directions for further exploration:



My target user audience needs

to continue to create

My target user audience is confused about the future of their industry


My target user audience needs a replaceable source of income


User Interviews and Insights

It was time to have deeper insights through exploratory interviews. I created a script and established my participant criteria. I conducted three video interviews and three online surveys, having in mind:


To understand the pain points, behaviours, motivations of creative individuals in the current situation.


To generate ideas about how creatives can still be economically active and profitable during the pandemic isolation period.


After organizing the interview data into common themes, I gathered the following insights:


6 of 6

All my creatives interviewees will continue to create, even if there is no audience to share with because it is an inner need for creative individuals. The priority will not be the same, though, because it won’t be revenue-related.

6 of 6

All participants in my interview are feeling uncertainty that has a tremendous influence on the industry. They have their creative approach to think broadly and adapt themselves and their craft to the existing reality.


4 of 6


Convinced that technology is existing and working for art and culture collaborations seems to have a beneficial effect on increasing those collaborations globally and convert it into one performance space.

6 of 6

All of them had their career in a physical space, and it was their prime income source that seems not to be relevant while distance restrictions are in place. So, individuals who are willing to continue to be active in their craft should be attentive and experimental with the solutions.


Competitive Analysis

Using the insights gained and best practices from the already existing products, I developed a set of vital segments and opportunities for intervention that would help to aggregate the solution for creatives to be economically active and profitable during the pandemic.


Key Research Insights

Based on insights from my interviews, I created a primary persona that was combined of needs, behaviours, motivations and pain points of the actual users from the interview phase and to be a reference to ensure my design decisions contribute to the future solution.

The whole depicted processes lead me to the design question that I addressed in this project, and it is:

How might we keep creative individuals in the art/cultural and entertainment sectors

relevant and create for them more opportunities to be economically active and profitable?

I started my initial exploration of potential concepts, ideas and layout variations.  My best ideation sketches I translated into wireframes.









Task Selection Process

Fascinating to find a possible solution for my users and let them to stay creative and to create. I wanted to eliminate this part where artists are forced by Covid-19 reality and prioritize to look for additional revenue and not be occupied by their creative craft. I have to cancel this big question mark above this sector because the existence of culture, art and entertainment sectors, in general, is immensely influencing creative individuals in particular.

Value Proposition

User Stories

I formed a list of 40 user stories with a focus on the goals and needs of one of my personas Alex Mark, with close attention to his pain points. Alex can perform different user roles in those stories, as a Musician, Creative individual and even an Audience, but still, stay my primary persona. The purpose of this scenario allowed me to discover more practical actions for the solution.

Core Epics

Among the four epics that I have noticed from the user stories: Professional, Collaboration, Exploration, Revenue Possibilities and Belonging. I chose to focus on Revenue Possibilities and Professional Collaboration, which:
1.      Are most related to my HWM question
2.      Allows me to address my user needs directly
          and create task flow accordingly.

Task Flow

I generated value proposition by closing gaps between user needs and creating opportunities for them to balance their income by collaborating, skills sharing, inspire and be inspired on a platform for creatives and creators.

Chosen epics Revenue Possibilities and Professional Collaboration with user stories I assembled into task flow: To create a revenue-oriented educational project by the existing user (my persona)on a new collaboration platform to share creative skills and balance his income.


Visualizations & Prototyping


Visual Identity Story

To define the brand story, I assembled my mood board using

the list of adjectives that related to the art/culture, entertainment sphere. The elements and objects that I collected into this list always have a physical connection to those sectors in problem space. I reflected nostalgic and retro aspects from the user's feelings to the typography style and gave it a respectful and leading role in the visual design identity of the product.














Typography and colours

The colour palette that I injected from the visuals is bold, artistic and complex and reflects the brand adjectives description. Here presented the primary brand colours.



Roboto Slab


Brand Name

In the early stages of the project, I randomly named it "collaborate" as one of the cores of this digital product. However, with project progression, I started to look deeper into its temporary name.

1. col·
gave me an association with the collection, collective
as the main idea for a social platform, a collective is a core of it


the part that caught my eye because it's giving a physical aspect to the practice, which is so missing and precious to my problem space




Taking it apart and putting together again gave me an idea of the collective lab, which embodies the digital solution idea of the app. Though very long to be catching name, so using chosen Anton typeface and brand colours, I created a watermark and logo

collaborate -
coll. (as short for the collective) + lab = Colllab


Wordmark and Logo


Final Prototype

Here is the final prototype that includes a flow of screens from the chosen task.

The interface changed noticeably during two rounds of user testing and visual identity decisions. As for final changes of implementation, I decided to add an Intro screen to welcome and intrigue users.

During injecting colours into UI interface of the prototype were tested for contrast requirements of WCAG and stands in AAA contrast standard.


Marketing site

The marketing site that I built with the desktop and mobile in mind, inspired by the original and artistic nature of my users. The site reflects this idea in a unique approach for horizontal navigation and not a traditional vertical for both platforms.


Multi-Platform Integration

colllab is a social media app, as well as a learning and professional platform. It was designed for multifunctional consumption and interaction between creative people.

Because of the variety of user activities, while using the app is broad, the product can be efficient on many other platforms as well. Said that I decided to pick an Apple Watch and Web site as options. I wrote a couple of user stories referring back to my persona.

Apple Watch: Notifications options
Example: Notifications on educational space about student's enrollment for the owner of the project.



Design Impact

& Future Thinking

My product has a big idea and an extreme amount of space to grow and expand. The time frame was a constraint for this project, though I'm proud of myself for what I accomplished within eight weeks. I'm fascinated to continue and ideate about it.
So, saying that the next steps for colllab will be to EXPLORE further the unrevealing potential rest of the spaces within the app and how they can assist users with value. It means back to discover, define, ideate, test and repeat again process.

Tarot Card of Tech


Who or what disappears if your product is successful?

Who loses their job?
What other products or services are replaced?

What industries, institutions or policies would be affected?

I have asked my friends, peers and interviewees all those questions because they were the core of my problem space.
So, my product was born because something disappeared, and this something is the physical connection that influenced the whole art/culture and entertainment industry.

It had fundamental changes before the pandemic, though the current reality made it happened much faster.
Theatres, cinemas, museums and galleries closed, shows, concerts and sports events cancelled. A lot of people lost their jobs. The purpose of my product is to solve the problem for part of those audiences.

Though, I honestly hope that it won't be such successful to replace our previous reality and habits to go out and consume art/culture and entertainment services in physical space. And personally have an opportunity to feel and penetrate it with all our senses.

Key Learnings



It is a very natural feeling to jump into an assumption, try to predict what is the best solution or possible answer to the question. Though, there is not a slight chance that the desired solution will appear from that. Just follow the process I understood that is the only way that can take me closer to the successful one.



During all the projects that I was part of, I saw the power of iteration and revision of the previous stapes. It is crucial to adjust pieces after the completion of each phase on the way to the solution. It is vital to control the alignment of the actions and conclusions, and necessary to be flexible, to pivot and change the focus if needed.

Let’s collaborate !

© 2020 Nina Paramonov