U f l o
UX Design Lead/Researcher/CoFounder at the ground level of EdTech Start-Up - April 2020-Present
Ed-Tech Start-Up Higher Education Reinvented. Created by UCSD students.
Team: UX Researcher/Designer: Aman Singh, Karam Singh, UI Designer Taranjot Singh Samra
The Landing Page of Uflo, an Educational Technology start up designed to enhance the learning experience of students and enhance the interaction between students and Professors for an immersive learning experience.
‘An image is worth a 1,000 words. Our visualizations are worth 1,000 images.’
Uflo is an educational technology startup which provides a seamless educational experience. Aside from the everyday responsibilities of the day to day running of a budding startup I led a design team that was responsible for redesigning and rethinking the branding of the company at its inception.
Out with the Old in with the New
Although the old logo was simple and to the point it failed to appropriately capture and convey the mission statement and brand that Uflo was trying to communicate. These ideas centered around efficacy and transparency between the content and learners.
The Objective
How do we design a logo that effectively communicates how fluid and easy it is for students to be able learn from the concepts being taught? Uflo’s technology is based on dynamic visualizations that unfold as one scrolls. The mission statement of the company is as follows:
‘To provide top-notch quality education across the world by standardizing the knowledge base and tools educators use to teach and students use to learn.’
and in this light the design teams main objective was to create a logo that that communicated the essence of this mode of learning. My design team (consisting of Amandeep Singh Sarna-UX Designer/Researcher, Taranjot Singh Samra UI Designer) had discussions with the CEO of the startup Sina Azizi to brainstorm and initiate the process of ideation.
Wireframing
Pictured above are the first few ideas my team and I came up with
At this stage we did some basic brainstorming, playing with shape, images, form as well as different colors that truly captured Uflo’s mission.
At this stage of the design we began to flesh out our ideas more clearly; playing with the different combinations of shape and form that we felt most elegantly captured the central mission that Uflo.
Third Stage Iterations
Design #1
Design #2
These two particular logos had an underlying theme of flow and water. The second wave was designed by me, based on the famous Japanese painting, ‘The Great Wave Off Kanagawa', this was one of my attempts at trying to combine the different forms and images that most concisely symbolized the ‘flow state’ that Uflo was helping its users attain. However, after speaking with the CEO, he requested that the design be stripped down and streamlined so that it combined the form from the first three iterations.
In this light I requested that the design team focus on a form that most beautifully captured this idea of ‘flow’.
Flo With the Go
The designs at this stage began to focus more on creating a sense of ‘flow’
Arriving at the Final Design
Once again referring to the CEO to see if we were aligning the logo design with that of the central mission of Uflo, we soon began to solidify a final design idea
Using a radial gradient with a blue and green color pallette with streaks of neon we arrived at the base for our final design
After extensive discussion with the Uflo board as well as CEO, the design team and the client unanimously agreed to use this logo in combination with the existing color palette of the homepage and dashboard of Uflo which is black and neon green:
Currently this is the logo design being used by Uflo as can be seen on their homepage.
The Landing Page
Skills Show Cased:
Sketching ,Visual Designing
My Role At Uflo:
Aside from creating visually appealing designs for Uflo, as Head UX Researcher my responsibilities also included applying extensive ethnographic research methods to understand our user base as well as as onboarding of developers.