Tag Archives: illustration

Toonie Alarm UI design

Case Study: Toonie Alarm. App UI Design.

Designing a product for everyday use, it is vital to ground it on the thorough market research, thought-out design presentation and deep analysis of the target audience. No wonder: the stuff like note-apps, alarms, to-do lists, calculators, calendars and the like surround users in their everyday life, help in common situations and sometimes add color to the routine. We have checked that well and now would like to present you the first case telling the design story of the brand new alarm app for iOS called Toonie Alarm which today is featured on Product Hunt and has reached top-5 in the category Tech in 4 hours after featuring.


Toonie Alarm UI design




Full-cycle UI/UX design for the simple and engaging alarm app for iPhones.




The design process for this case was different from typical ones in the studio as before it we had worked more on outsource projects which means that creating initial product concept and setting the task was done mainly by the client’s side. The process for Toonie Alarm took the other direction and gave us what it was set for: the feeling of full product creation process from the very first steps. We had to set the idea and test it competitive potential, establish its USP and marketing plan, branding and usability foundation and all the other stuff like this.


Initially the idea behind the app was to create a simple alarm clock with attractive design and consistent element of motivation and support for such a basic and often far-from-pleasant process as waking up. The basic brand image was set as fun, cute, bright and cheerful, and marketing research supported this concept with the analysis of competition and ideas on adding original features to the app.


User research and analysis enabled the team to form the USP for the product on the basis of the following set of key features:

  • All the features of the app free for everyone
  • Simple, clear and intuitive navigation
  • Bright and pretty interface
  • Huge set of beautiful stickers
  • Achievements and rewards for waking up
  • Eye-pleasing interactive animation
  • Animated time picker
  • Instant sharing achievement with friends.


Let’s look over the details of UI created by Tubik designers.


Cute Mascot


In one of our previous articles we have already mentioned the great role of mascots in branding and UI design. As for Toonie Alarm, the idea of applying the mascot was set almost instantly as mascot is not only a sort of communicator between interface and user, but also a great representative of the brand able to enhance its recognizability. Moreover, it has a great impact on easy establishing the voice and tone of the product, creating the feeling of natural communication and supporting the mood. That was the point when Toonie was born to be a funny cheerful bird, whose mission is to make the world  brighter and help users to interact with the alarm. It informs users about news, rewards, errors and just adds some fun and color to everyday life.


Toonie Alarm mascot design


toonie alarm mascot design


App Tutorial


App tutorial is an important part of the interface which helps users to get informed on the basic interactions. In Toonie Alarm it consists of three screens that tell the user about the functionality of the app. Small concise copy blocks are supported by smooth and pleasant animation of transitions to create the feeling of integrity and cheerful mascot featured as the consistent element and the center of the screen graphic composition.


Toonie Alarm Tutorial design


Home Screen


The home screen shows the alarms which user already set for particular time and days and the tab with funny stickers already collected for waking up. Active alarms toggles feature the animated sun. Left swipe opens active options for the particular alarm.


Toonie Alarm UI design


Stickers Screen


Various stickers become the reward for waking up at the particular period. Moreover, waking up several times at this time, users can level up their stickers and enrich their collection. All the stickers can be shared to social networks to mark users’ achievements.


toonie alarm stickers


Toonie alarm stickers screen


Time Picker


Another prominent feature of the app is the animated time picker. The app has simple navigation and nice motion makes it even more intuitive. Picking time for the alarm, users can enjoy animated march of night and day.


Toonie Alarm time picker screen


Animated Stickers


Animated stickers make interaction even more lively and enjoyable and also enhance user experience making the interface attractive and playful.


toonie alarm stickers


Logo Style


Logo design keeps style of lettering associated with fun and entertainment and creating harmonic link to the fonts typical for cute cartoons.


Toonie Alarm logo


Product Video


To catch more details and see the interactions with the app in real, welcome to review the video guide on Toonie Alarm.



You can also review the presentation of Toonie Alarm design on Behance or check full pack of the details via Toonie Press Kit

Welcome to see full presentation on Product Hunt

Welcome to download Toonie Alarm via App Store

Welcome to see the designs by Tubik Studio on Dribbble and Behance

ted talks graphic design typography books

TED-talks: Typography, Books, Graphic Design.

It’s not a secret how diverse and influential is graphic design nowadays. It covers multiple purposes and serves great deal of diverse spheres of human life and activity. Today it is enhanced and strengthened by broad opportunities of modern technologies, but new generations of the best designers keep following the roots and getting inspired from the experts.


One of the ways to inspiration we find productive and highly professional here in Tubik Studio is TED videos. Perhaps you remember the collections we have already suggested watching: 20 TED talks for designers about diverse design issues and 10 TED-talks for creatives from different spheres. Today we’re going to recommend you a new set of professional and informative TED and TEDx-talks that we find interesting, useful and helpful. 


Here is the collection of 10 TED-talks all with the descriptions given on the TED website or YouTube presentations. This time they are focused on the issues of graphic design. Most of them are already classic, sometimes even could be called legendary, and that makes them even more precious as they have been successfully checked with the time and practice. The ability to analyze take the best from the past usually broadens the creative horizons and becomes a solid foundation from innovative thinking. So, enjoy watching and feel the energy of great masters!


My life in typefaces — Matthew Carter


Pick up a book, magazine or screen, and more than likely you’ll come across some typography designed by Matthew Carter. In this charming talk, the man behind typefaces such as Verdana, Georgia and Bell Centennial (designed just for phone books — remember them?), takes us on a spin through a career focused on the very last pixel of each letter of a font.



Intricate beauty by design — Marian Bantjes


In graphic design, Marian Bantjes says, throwing your individuality into a project is heresy. She explains how she built her career doing just that, bringing her signature delicate illustrations to storefronts, valentines and even genetic diagrams.



The art of first impressions — in design and life — Chip Kidd


Book designer Chip Kidd knows all too well how often we judge things by first appearances. In this hilarious, fast-paced talk, he explains the two techniques designers use to communicate instantly — clarity and mystery — and when, why and how they work. He celebrates beautiful, useful pieces of design, skewers less successful work, and shares the thinking behind some of his own iconic book covers.



Designing books is no laughing matter. OK, it is. — Chip Kidd


Chip Kidd doesn’t judge books by their cover, he creates covers that embody the book — and he does it with a wicked sense of humor. In one of the funniest talks from TED2012, he shows the art and deep thought of his cover designs. This talk is from The Design Studio session at TED2012, guest-curated by Chee Pearlman and David Rockwell.



Can design save newspapers? — Jacek Utko


Jacek Utko is an extraordinary Polish newspaper designer whose redesigns for papers in Eastern Europe not only win awards, but increase circulation by up to 100%. Can good design save the newspaper? It just might.



Why write? Penmanship for the 21st Century — Jake Weidmann


What is the future of writing in the digital age, and why does it matter? In this surprising talk, Master Penman Jake Weidmann explores the connections between the pen and how we learn, think, and carry our cultural heritage at a time when the very act of writing is being dropped from school curricula across the country.


Jake Weidmann became the youngest person to receive his Master Penman certificate in July 2011. He works across several mediums including drawing in pencil and charcoal; pen and ink; painting in acrylic, airbrush, oil and gouache; sculpting in wood, bone, antler and clay; and is versed in numerous forms of calligraphy. He is best known for the integration of flourishing and hand- lettering in his art. Jake also designs his own hand-made pens. He, like his pens, travels the globe, reintroducing this Old World art form and cultivating its relevance in the world of today, of tomorrow, and forevermore.



The beauty of data visualization — David McCandless


David McCandless turns complex data sets (like worldwide military spending, media buzz, Facebook status updates) into beautiful, simple diagrams that tease out unseen patterns and connections. Good design, he suggests, is the best way to navigate information glut — and it may just change the way we see the world.



Wake up & smell the fonts — Sarah Hyndman


Sarah shares with us a story of type and invites us to consider our emotional response to the printed word. Each font/typeface has a personality that influences our interpretation of the words we read by evoking our emotions and setting the scene. We all understand this instinctively but it happens on a subconscious level. Sarah shows us that conscious awareness of the emotional life of fonts can be entertaining and ultimately give us more control over the decisions we make.


Designer Sarah Hyndman explores typography as we experience it in our every day lives under the banner of Type Tasting. Since the launch in 2013 she’s curated an exhibition at the V&A for the London Design Festival, been interviewed on Radio 4’s Today, taken Type Tasting to South by Southwest in Austin, Texas and has been commissioned to write a book.


Sarah has been a graphic designer for over 15 years, working in agencies before setting up design company With Relish. After studying an MA in Typo/Graphics at the London College of Communication she was invited back as a guest tutor.



Typography — now you see it — Shelley Gruendler


Dr Shelley Gruendler is a typographer, designer, and educator who teaches, lectures, and publishes internationally on typography and design. When she is not traveling the world as the founding director of Type Camp International, she is proud to live in the Canadian Typographic Archipelago.



The art of kinetic typography — Dan Boyarski


Dan Boyarski is professor and former head of the School of Design at Carnegie Mellon University, where he has been for thirty-two years. His interests lie in visualizing complex information, interface and interaction design, and how word, image, sound, and movement may be combined for effective communication. In the spring of 1999, the Design Management Institute awarded Dan the Muriel Cooper Prize for «outstanding achievement in advancing design, technology, and communications in the digital environment.»



Check out the updates here, new collections of wise creative thoughts are already around the corner!

andre landscape tubik studio logo design

Case Study: Andre. Rebranding Logo.

Branding is never about just visual perception or verbal message. Branding is about the whole image people get hearing the name of a company or seeing its brand identity signs. So, designing the signs and symbols which make a brand recognizable and transferring the appropriate message is a job with great responsibility. Still, there is one more stage of the process when this sort of responsibility get another shade. It happens at the point of branding redesign.


We have already published case studies with the stories of creating logos and brand identity concepts at the early stages of their business path. However, this time the story will have another flavor as we are presenting you the case of logo redesign for a company that is already recognized and actively operating on the market. The task was to create new brand identity not breaking already gained links and associations. The designer assigned for this task was Arthur Avakyan whom you probably remember from cases of Ribbet, Passfold, Tubik, Saily and SwiftyBeaver logos.


andre logo design by tubik



Redesign of a logo for a commercial and holistic landscape firm Andre operating in landscape maintenance, tree care and design.



Pencil sketching, Wacom Intuous pen tablet, Adobe Illustrator, Adobe Photoshop




First of all it was important for the designer to study the conditions and philosophy of existing logo functionality, details about company activities and business goals and customer’s wishes about the redesign process. It should be mentioned that redesign for existing companies and products can have different levels of breakaway from the existing versions: some companies decide upon fully new design which has nothing in common with the current branding, while others keep the track of changes carefully and gradually, with minor alterations eliminating the risk of losing recognizability on the market.


The second approach was taken as a basis in this particular story, because Andre is a company that has already won its audience on the market. That means any design change should be done with respect to the company’s history and philosophy as well as brand image grown through the years. Therefore, new design had to take its roots from the existing branding, but offer some refreshment and add some trend.


andre logo design case study


Certainly, to find the sign representing the brand, the designer needs to know as much as possible about the brand, its business goals and statement. Andre is a medium-size company based in the USA and providing all sorts of services linked to landscape care and design of any complexity. The company is family-owned so its name origins from the last name of the family. The customers wanted a new logo to be quite classic, memorable, enduring and setting the strong association with land care.  So, it was important initially to provide the visual sign that will instantly inform observers about the nature of the business and create positive vibes via harmonic combination of shapes and colors.


After the market research and getting deep into the requirements and background of the company, the designer worked over the first series of sketches and offered the first version for redesign. It was based on the round shape and featured green leaves as the central element of composition. The designer also selected the corresponding version for the name lettering so that it looked readable and harmonic in combination with the image, supporting it but not overloading general visual presentation. Combination of several shades of green with light blue set the image connected to key concepts of business activities: nature, landscape, plants, trees, sky. The designer applied smooth and rounded lines of different stroke weight and provided the variants filled with color as well as glyph one.


andre logo design Tubik


Another concept offered more linear and geometric variant also featuring the leaf motif and using a shape inside reflecting the form of capital A letter.


Andre logo design Tubik


Although the offered style was appropriate, the customers insisted on applying the mascot in the logo image. The choice was made in favor of a bird and the designer offered the graphic option featuring the bird as a logo image. It also was applying the form of the leaf in the image used separately, but in combination with lettering the leaf was placed closer to the letters.


Andre logo design Tubik


One variant of a logo featuring the bird mascot used the image with the shorter beak and an eye featuring the mimic expression of smile.


andre logo design Tubik


The idea of “smiling” positive expression was also tried in the variant in which the bird was inscribed into the circle. The beak directed upwards moved out of the circle setting the feeling of progressive flight, while the wing featured the form and visual marks of the leaf.


Andre logo design Tubik


The general concept of applying the bird in the logo was set and agreed upon, but the customer and the designer decided on trying another iteration experimenting on simplification of the bird’s silhouette to make the logo not only attractive and meaningful, but also clearly visible and legible in any size. This stage of creative search resulted in a new shape combining the visual concept of a bird and of a leaf in one image.


Andre logo birds Tubik studio


The final choice was made in this direction, which efficiently presented the mascot in clear simple forms, preserved color combination associated with the nature of the offered services and vibes of green and natural background.


Andre logo design final by Tubik
This case of logo design has proved once again that user research, market research, thorough attention to the customer’s requirements and inspired creative search together make a great basis for efficient, informative and attractive branding. Don’t miss the next case which will show the application of the described branding solutions on diverse set of branded items.


Andre logo design final Tubik

Welcome to see other works by Arthur Avakyan on Dribbble and Behance

Welcome to see designs by Tubik Studio on Dribbble and Behance

tubikstudio animation ui

Food for Thought. 10 Tasty UI Concepts for Eating and Cooking.

Many decades ago famous writer George Bernard Shaw, known for his sharp tongue and sparkling sence of humor, said: “There is no love sincerer than the love of food.” With the course of time nothing actually has changed: food is still among the most important, discussed and loved aspects of everyday life. The sphere of design features it in diverse faces and directions combining traditional visualization with new techniques and approaches.


UI design is no exception. The basic idea behind UI/UX design is to create interfaces solving problems and satisfying users’ wishes. As eating is one of basic human needs, no wonder we can find numerous applications and websites devoted to this theme. We also take active part bringing new ideas and polishing existing solutions in design projects and concepts for websites and mobile apps. As well as with real meals presentation, visual design for digital products of this sort is a real food for thought.


Like with nicely performed meal, well-done attractive UI is able to increase the level of users’ expectations and catch their attention and senses immediately. However, even the most creative delivery of a meal is not able to save the situation if the food itself is low-quality and vapid. The same happens with UI. If designer doesn’t think much about the product itself, its logic, convenience, effective layout, being focused only on beautiful presentation, the risk of creating dead product is incredibly high.


In our previous article devoted to role of icons in UI we mentioned: the best chefs always say that everything put on the plate should be edible. According to the latest trends, we support the same idea when it comes to icons as well as the other elements of layout: everything that is put on the screen should be functional. Therefore, any icon used in the interface should have its meaning and function. Without it, an icon is just a kind of empty stub, making the layout of the screen or web page dirty with the unnecessary elements. This philosophy works well with other interface elements like copy, illustrations, photos, animation, color combinations, typography choices etc.


Here we have collected 10 different UI design concepts accomplished by studio designers. They represent different aspects reflecting topic of food: some of them are devoted to cooking theme, some present the direction of eating out, the others are connected to selling food. The nature of functionality platforms are also different: the concepts feature interfaces of  mobile applications, websites and landing pages. If you are interested to see more details, just follow the links. Let’s review them all. Bon appetit!


Dribbble shot by Sergey Valiukh

GIF for Restaurant Menu by Sergey Valiukh


The first of presented concepts is a mobile application for restaurant visitors. It features animated interaction with the screen presenting basic view of restaurant menu.  The names of categories are presented via effective combination of highly readable copy and clear meaningful icons for quick visual perception. Simple design with animated accents which immitate interaction with physical objects is a good way to bring positive user experience.


App screens by Tubik Studio

GIF for the Resto App  by Sergey Valiukh


Another piece of interaction for the same app shows one more block of its functionality. It’s a simple restaurant app for checking in and receiving feedback from clients and visitors of different restaurants. The main idea was to provide a simple and easy-to-use interface based on animation and color accents. Restaurant profile shows how many visitors were there and how many of them liked it. The whole app enables to vote for several different features of each restaurant such as «cuisine», «drinks», «comfort», «service» etc. Visual support with high-quality photo content featuring food and drinks enhances stylish looks and feeling the theme.


recipe website design Tubik Studio

Cooking Website by Ludmila Shevchenko


Here is the concept of a cooking website where users can find interesting recipes, add their ones and read useful articles devoted to food topic. The piece of interface is iPad version of layout. The designer chooses light background adding air to the screens and providing environment for efficient readability for different blocks of copy. Color markers are used to define the categories of content.


ipad interactions animation

iPad App Interactions by Sergey Valiukh


This one is an iPad application for booking tables in restaurants. To show its functionality and strengthen it with gorgeous food images, the designer chose an experimental bar profile page. It’s a venue where users can order fruit and seafood, and the profile page which contains everything to go with booking a table, sharing and saving this venue. Animation shows the interactions of user flow showing what happens once the «Book» button is tapped.



Vinny’s Bakery by Ernest Asanov


This one a the design concept of a website for a small bakery selling homemade bread. Here you can see the home page presenting the service, providing the links giving more information about the company and the items it offers as well as links to social accounts. The designer was keen to activate different techniques of visual perception via headline, images, background and copy block so that users could get the basic information immediately and got the warm feeling of freshly baked bread. He followed the philosophy of minimalism which is user-friendly, attractive and informative. On the basis of the design solutions it is easy to assume that this is the service positioning itself as a producer of upmarket products which are exclusively hand-made and presumably because of that reason cost higher than average bread in the supermarket. Harmony is the style provided by the webpage: dark background, branding element as a central element of a header, strong and clear headline establishing positive emotional message, visual elements enabling immediate perception of the theme and setting strong visual association with tasty pastry, short text block describing basic benefits of the product and clear visible call to action.


Landing Page Animation Tubik Studio

Landing Page Animation by Sergey Valiukh


The aim of the landing page above is to promote a shop of organic food. It is composed in several blocks presenting the name of the shop, products, highlighting some important aspects of service, call to actions and testimonials. The designer sets the purpose to make it informative but not overloaded, appealing but not aggressive. To make the experience more attractive and engaging, the process of scrolling the page was livened up with animation and the visual elements were selected to support the general theme and provide immediate visual perception of basic idea.


tubikstudio ui design

Tubik Studio | BuonApp by Ernest Asanov


Here is the interface of a social network for those who like cooking and want to communicate and get updated about this topic in fast and easy way. The app enables using all the scope of social functions: sharing recipes, making discussions, chatting, following, uploading images, collecting favorites and so on. Nice and smooth animations supports general stylistic concept and shows interactions within app functionality. As we usually do here in Tubik Studio, the designer followed the idea of keeping the balance of usability and attractive looks of the interface.


ui animation cafe app tubikstudio

Cafe Coupon App by Dima Panchenko


No doubt, good food is the great way to feel the world more positive and that is the key message behind the presented animated interface design. This is the concept of a mobile application for a chain of cafes providing the functionality for saving coupons and discounts and then using them buying tasty stuff. Interface animation is added to make the screen and interactions more lively and engaging and enable easy microinteractions. Icons and illustrations look bright and add positive vibes, even small layout elements like the icon for notifications are reflecting the basic theme and support consistency of general stylistic concept.


tubik studio healthy food animation

Healthy Food App by Ernest Asanov


Here you can see the screens of the mobile app organized around the idea of healthy lifestyle and providing recipes and tips on healthy food. Engaging graphic elements and correspondent color solutions are used to set the theme as well as enable fast visual perception of information which is supported with unobtrusive motion design accents. Animation is also used to show various interactions with a product. Together all those features support user-friendly, attractive and informative interface design.


tubik studio application recipes and cooking

GIF Animation for Recipes and Cooking by Sergey Valiukh


This is a design concept for the recipe application. With it, users can add recipes to their collections or find the ones online, categorize and organize their recipe books and categories, form menus and shopping plans. So, here you can see some interactions livened with motion design. They feature the process when the user is choosing the item from the list of categories and then from the list of particular recipes in one category. The implementation of the concept will be soon available free at GitHub.


So, practice shows the diversity of techniques and methods to make an app or website tasty and attractive. Nevertheless, to retain users, trendy and pleasantly-looking design should just cover effective functionality and user-friendly solutions. Otherwise, beautiful design will work like a cover without a sweet inside and that is the fastest way to lose the users. Put usability and functionality first, think over the logic, transitions and intuitive navigation — and visual design will become a great icing on the cake!


Today’s list is over but studio practice is full of many other interesting examples of design concepts for different purposes and needs of modern users. Don’t miss new presentations in our future posts.

Welcome to see the designs by Tubik Studio on Dribbble and Behance

tubik studio design for business

Short but Vital. Key Abbreviations in Design for Business.

Design is the job whose aim is to achieve the goal and usually it is done by multiple means, techniques and tricks. Anyway, design is a professional activity that has to solve a problem. In design perspective even purely artistic elements have to perform some task and play their role in achieving the goal. In the vast majority of cases we design not for ourselves or our clients: we design for users who have pains, needs and wishes and our task is to set the goals and find effective solutions. It’s like math: you get the problem — you find the formula and way to solve it — you work over the solution — you get the result. To get the result you need to set the goal at the very first step of design process.


Plenty of websites and mobile applications are created with a sort of business idea or scheme behind. That makes them goal-oriented and customer-oriented. For designers it can be both help and challenge: they get a clear goal, which means they know what result is expected, but with the goal they also get a set of limitations and restrictions to consider. Designing for business, it is necessary to understand not only user experience and behavior, psychology behind interaction and decision making, but also business goals and processes which influence general result. It is important to understand business language to have a quick contact with customers, who sometimes don’t know much in design, but definitely know what are their business goals and expectations.


In our previous post devoted to basic business terms we have already started building the bridge between business and design process. There you can read about business and design relations in ecommerce, get the definitions of conversion, sales funnel, sales channel, niche market, 4P theory etc.


tubik blog article


Today’s post continues the topic with vital abbreviations which are now an integral part of business communication. Making orders for design and development services, customers can mention those abbreviations in scope of work and philosophy of product, they should be included in business and content strategy. Understanding them and knowing design aspects of their realization results in goal-oriented and user-centered design which is able to solve problems and bring profit.


So, let’s get started!



=Unique Selling Point / Unique Selling Proposition


Definition. Unique Selling Point (Unique Selling Proposition) is the element of marketing and promotion strategy which presents the most important benefit (or set of benefits) that people can get with the product or service. This is actually a feature which makes the offer unique and different from the others on the market. This is what marks the offer out of the competition.


The article published by Kissmetrics Blog and giving several practical examples mentions: «Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific, and it becomes what you’re known for.» That is a good explanation of how USP is beneficial for business itself and why it should be also considered at design stage. For most cases of business practice, the attempt to offer everything for everyone is the utopy which goes nowhere. Specific offers to definite target audience give much more, especially at the start of the way.


Design aspect. USP is an important thing to define at the first stage of ideation and development of business strategy and design solutions that correspond to it. Outlining the USP is one of the hardest tasks as it actually influences on all the design process as well as ways to present and promote the product. However, starting work without understanding what is going to be the USP is mostly like starting traveling without any particular place or destination in mind: it can be a sort of exciting experience, but nobody knows what it will bring in the end. Business trips are never planned like this and business goals are hardly achieved that way.


If USP is defined at pre-design stage that means that all design solutions can be made to support it. That is a good foundation for efficient branding supported by recognizable and consistent interface design which enhances better interaction and memorability. USP directly influences on:


— design of a logo and brand identity

— understanding the mission of the offered product, its tone and voice which directly influence visual and graphic design presentation

— application of identity in the elements of interaction (website, mobile application, interactive displays, presentation in social networks etc.)

— building up principles of interaction and user experience in terms of efficient presentation and providing benefits of USP

— creating user interface that clearly reflects USP and provides fast and easy way to getting it

— creating and selecting content which will support general design concept and show users the advantages of the product

— design of a landing page that will have the structure and content directly presenting USP to target audience

— applying design tactics that increase conversion of the webpages or app screens

— strategy of SEO and copywriting which will support design solution and consistency of the offered benefits etc.


It’s also important to realize that USP is not a business statement or business goal itself. It is the benefit that the provider shows and outlines as essential and beneficial for users. Business goal is the result which company wants to obtain, business mission statement is a sort of 3D presentation (the directions of business development and its results for company’s clients, employees and owners), while USP is what company shows to clients and users as good and worthy for them.


tubikstudio ui animation website design

Tubik Studio | Björn by Ernest Asanov


For practical example, let’s imagine a company launching a website selling books. Suppose, the business goal is to sell 5000 books via the service for the first year. To do it, the company needs to attract visitors with a feature that will differ it from the others on the market. Say, the website will provide the ability for live communication support in choosing books provided 24/7. A user will be able to ask any question about the range of presented books any moment when it’s desired and get the immediate feedback, which is very convenient for customers. That is what the service chooses as its USP and declares to users as the feature differing it from the competition. Buyers do not need to know the business goal as how many sales are expected to be done or how much profit the company wants to earn. Buyers need to know what is especially good and comfortable for them so much that they should come to this company and not to the other. When it is defined at the first steps of creating the product, design becomes the powerful tool to inform users about the benefits, strengthen their power, make them look as attractive as possible for this particular target audience.


Moreover, knowing the USP with which the product is or going to be positioned on the market, UX designer is able to find the best ways and techniques to provide users with the ability to get what they want quickly and easily. Navigations, usability solutions, layout and transitions — everything will make user experience more positive and efficient while business goal more achievable.  This is how thoughtful design works for business.


Therefore, at the earliest stages of design process, project documentation should definitely include the data about USP. If design and marketing are done within one company, it is highly advisable that management, marketologists and designers get together and discuss the general strategy of work to avoid misunderstandings. If design is outsorced and provided by the other side it is recommended for designers and project managers to get as much information about the USP as possible. This will save money and effort for both sides as this way reduces issues of redesign that can come up when the task is very general and blurred as well as will provide the result which is more customer-oriented and adjusted to business goals of the company.


As a practical example, we can remember the story of creating new branding and UI design for Saily App. This is a local service of user-to-user e-commerce. The customers defined its USP from the very start: it is a local community app allowing neighbors to buy and sell their used stuff, so it provides people with the ability to sell their own things or quickly search for the needed ones sold in their location. This idea became the solid basis for all the design solutions around branding and user interface of the app, setting bright experience and friendly communication. If you are interested to read the details and see visual design process, welcome to read case studies on logo design and UI design for the app.


tubik studio UI design




=Minimum Viable Product


Definition. MVP is a product with the set of minimal functions and features which are logically completed and sustainable providing the most important and basic functions for the core target audience. This means that the basic version of the product, able to fulfill key operations which are solving target audience’s problems, is created as live and starts real functioning as soon as possible. The approach is opposite to the stategy of creating full design and comprehensive functionality for all the product features for broader target audience and only afterwards launching it on the market.


Design aspect. MVP approach has several benefits:

— as it starts from the simple and basic version of the product, it doesn’t take long time to provide design and development and makes possible to start playing on the market faster. It’s especially actual for diverse technological ideas and concepts as they are always at risk to outmode by the time all the design, development and testing cycle is finished;

— it enables desiners, testers, analysts, managers and marketologists to collect data of real users’ interaction with a product, reveal the bugs, understand their wishes and pains deeper and use all that information in design and presentation of further, more complex versions of the product. Although testing should be done at the stage of development, it is impossible to predict all the potential problems of interaction with a product before real users start this interaction. MVP enables to do it faster and make next versions more efficient;

— if thoughtfully made and carefully presented, MVP can play the role of bait attracting target customers and allowing its creators to see if target audience was defined properly and analyzed deeply enough;

— next versions of MVP usually present quite massive functional additions so depending on the target it may work as the way of positive and dynamic user experience, different from slight changes in the products whose functionality was fully developed before the launch.


Therefore, in terms of design MVP is the strategy of step-by-step movement on the market, when every next step is based on the analysis of the previous one from the actual data collected from real users. That means that designer should also apply the strategy of gradual design,  carefully applying only core features which are really vital for the MVP as the start of the journey. It greatly influences the number of screens and content on them, necessary transitions and notifications which users really need at this stage of using the product, level of complexity and sophistication of graphic materials and animation etc. UX designers should remember that MVP always has a definite core target audience and the solutions around interactions, experience, visual perception etc. Knowing these core users makes the design task more particular and the result will be more customer oriented thus efficient. Next versions of the product will provide broader functionality and in this way will broaden the circle of users, but it will work in case when core target audience is caught by MVP.


Successful MVP is directly connected to the USP of the product. Here USP plays even bigger role as it enables to make the product user-centered and in this case the chances of making it efficient and attractive to users get much higher. Presenting the product solving particular problems of a particular group of people in many cases proved itself as efficient strategy with perspective of further growth of both functionality and audience. This strategy works especially well for various startups which start with limited budget used wisely for practical presentation of the vital features of the product: if MVP is thought out properly, at this first stage they already start monetization of the product, attract users and at the same time apply practical data analysis in further stages of design. It’s easy to see that the role of UI/UX design here gets even higher as MVP is actually the chance of making a good first impression. Spoiling it with bad design can have crucially bad result for product’s promotion as well as good design can build up solid foundation for product growth.


sport app motion ui tubik studio

GIF for Sport App by Sergey Valiukh






Definition. B2B is the term used in business, marketing and economy to mark the relations of the sides in the business process like «business-to-business». B2B means that one company provides products or services aimed at the other companies’ business activities. The target audience of the offer is not individual customers but businesses. Nature of relations has a direct impact on business process, strategy, promotion and therefore any design stages involved in this scope. Actually, if we are talking about outsorce design and development services, they are a direct example of B2B.


Let’s mention the same company which sells books. They need a website which will provide quite broad functionality for big amount of users. They monitored the market of webservices and found out that hiring an outsorce company for design and development is cheaper for them than creating an in-company department of such specialists. This is the start of B2B relations as design studio provides their services for another business — a bookshop.


tubik studio design UI

Photo Retouching Service by Alla Kudin




= Business-to-Consumer


Definition. One more way of business relations in which business provides products or services directly to individual buyers or end consumers.


Remembering the case with a bookshop selling online, its business is built along the B2C scheme. It presents and sells books to individual buyers and its aim is to involve as many customers as possible. It needs to strengthen its presence online communicating directly to potential buyers so for this aim it can use online e-commerce spot, blog, forums, social networks etc. The graphic material, ways and style of communication, visual presentation and brand identity will work differently than for B2B and will need other approach because psychologycal background of the interaction is different.


gym landing page concept by Tubik

Gym Landing Page by Dima Panchenko



= Consumer-to-Consumer


Definition. It’s definitely clear that presented term features one more type of business relationship when operations are done directly from consumer to consumer. This term has grown its presence significantly with the boost of ecommerce because nowadays the internet provides broad opportunities for such sort of business. The best known way of C2C relationship is platforms for online auctions, sales etc. Creating such platforms, designers have to consider peculiarities of interaction in terms of this business scheme. Design in this case is usually done for the third party which creates this platfrom allowing users to operate on it selling and buying their stuff.


saily UI screens tubik studio

Saily App by Tamara


Design aspect. People involved in design process for products and services have to consider the types of relations chosen for the particular project. Actually, the type of business scheme initially defines target audience and nature of interactions which are key factors for efficient and user-friendly design solutions. Designing for business should supposedly involve methods of visual and content presentation which are different from the one presented directly to end users. It’s easy to see by examples of numerous landing pages: the ones aimed at companies use content, language, visual and graphic elements, placement of data blocks different from those which are targeted at individual buyers or users.


Neglecting the aspect of business relations increases risk of creating design which will not provide high conversion rate even being sophisticated, stylish and attractive visually. Psychological background behind design solutions has to support a particular business schemes or strategy. Here in Tubik Studio we have had broad experience of design for all the mentioned schemes so below you will find some ideas we would like to share on the basis of that practice.


Designing for B2B, it’s important to remember that:

— design solutions shoud consistently strengthen branding and company policy which is important for other business side. If website or landing page represents, let’s say, a service as accomplished by well-prepared and professional team of specialists with their policy and statement, it is appreciated and trustworthy so builds better bridge for collaboration;

— implementation of design elements in social network marketing of B2B company, using the same style, voice, corporate colors and graphics, specially designed branded items etc. is one more way to strengthen brand awareness by means of design;

— consistent and thought-out content strategy combining visual and textual material with careful selection of visuals and copy is able to fulfill all the stages of sales funnel and bring better conversion of the website, landing page or application of B2B company;

— concise and minimalistic solutions in design and copywriting work efficiently in most cases because they save time and effort of busy stakeholders and entrepreneurs. Good variant of scenario is when they are given concise core information at the first stage of interaction but always have the chance to read more if they are interested (as well as avoid reading huge copy blocks if they don’t want). Surely, this solution should be based on thorough user research, but anyway it has high potential to make user experience more positive and effective;

— business is done differently in different countries. It should be always considered together with the nature of business relations as the factor making considerable impact on the level of trust and wish to collaborate. Selection of graphic content and layout of the elements on the screen or page should go under analysis in this perspective as some graphic elements, photos, gestures, word combinations, color choices which are efficient and clear for one region or culture can be totally inacceptable or even offensive for the others. Creation of several landing pages targeted locally can be an effective solution;

— the aim of a website or other piece of design presenting B2B company is not to grow a huge flow of traffic but to engage and direct leads which belong to target audience and are potentially open and able to take part in business collaboration or partnership good for both sides. It’s important to keep in mind that retaining customers in this case plays not less role than involving them into the game.


Designing for B2C it important to consider that:

— the target audience can be more diverse so design solutions which will effectively transer the necessary message to the user can require more universality;

— visual presentation should be catchy and original as in this sphere competition is very high;

— in many cases website or platfrom for B2C provides full way up to the process of buying and delivery. Terms of data protection and security need high attention here. Neglecting this aspect will get the company name associated with bad service so will make a big hole in its reputation;

— the website has to be technically ready to support a really big number of users simultaneously as frequently more offers are available than in B2B so the flow of users potentially interested in buying it can get higher quantities;

— strong and consistent presentation of the brand in social netwroks featuring the same design solutions is certain must-have. Not only does this strategy offer more marketing opportunities, but also supports better direct communication with consumers and shows the company’s opennes to discussion as one more reason to trust. The same visual design should be used consistently cross all the platforms to increase brand awareness and create strong associations;

— the aspect of virality works effectively in this type of business relations and can be used via design features like interesting animations, engaging illustrations and characters, brand mascots, Easter eggs, funny or encouraging videos etc.


Designing branding and interfaces for C2C, it’s advisable to consider that:

— the platform should be intuitively navigated and clear to use for people with different level of tech abilities and on various devices;

— engaging and original UI desing solutions are a good way to set the first contact and involve users into active interaction;

— thought-out placement of layout elements and visual hierarchy can increase conversions and that will be the strong reason of user retention;

— UX of user-to-user communication (chats, discussions, comments, sharing etc.) should provide diverse features and broad possibilities;

— user interface visual design should provide good universal background and environment for presentation of various products and services;

— the platform will need an efficient and quick system of user support.


tubikstudio designers


Recommended reading


Here are some more articles we could recommend for those who would like to get deeper into the topic:


What a Unique Selling Proposition Really Means & Why Your Business MUST Have One

6 Incredible Examples of B2B Web Design

10 MUST DO’s Before You Start Designing Your B2B Website

Design is Marketing

The Importance of Design in All Marketing Campaigns

The Role of Design in Business

Refining Design for Business

Welcome to see the designs by Tubik Studio on Dribbble and Behance

tubikstudio website design ui

Tubik Monthly Review. May.

The summer has come full of bright colors and moments of life. Traditionally, we start it reviewing and analysing what happened during the last month. So, let’s look together what May has brought to studio life.


The month brought out new shots published on Dribbble by studio designers: there were presented diverse design concepts of websites and landing pages, mobile applications, interface animation and character animation, lettering, logo and branding design. Follow the links if you are interested to see all the details full-size.


tubik studio landing page toys

Henderson — Handmade Toys by Vladyslav Taran


contact list design concept tubik studio

Contact List Concept by Eugene Cameel


tubik studio ui design dark

Dark Side of UI Design by Marina Yalanska


online magazine design tubik studio

Daily Bugle Online Magazine by Dima Panchenko


tubik studio ice ui website

Tubik Studio | Ice by Ernest Asanov



SwiftyBeaver. UI Design for Mac App by Marina Yalanska


landing page animation Tubik studio

magic.co landing page concept by Ludmila Shevchenko


tubik studio logo design case study

Case Study: SwiftyBeaver Logo by Marina Yalanska


lettering tubik studio design

Rapture Lettering by Denys Boldyriev


tubik studio application recipes and cooking

GIF Animation for Recipes and Cooking by Sergey Valiukh


monster intro animation tubik studio

Epic Monster Intro Animation by Kirill


Contact List Concept Scrolls Tubik

Contact List Concept Scrolls by Eugene Cameel


We have published some new articles about general and specific design issues as well as practical case studies here in Tubik Blog. In case you missed any of them, here’s the list of topics considered in May:


  • Dark Side of UI. Benefits of Dark Background. The article continues the topic of effective color choices in user interface design. This time it is devoted to the benefits and pitfalls of dark background in UI design solutions for websites and mobile applications.
  • SwiftyBeaver. UX & UI Design for a Mac Application. Fresh case study on UX and UI design process. Detailed description of creating user interface for SwiftyBeaver, a Mac application presenting the first integrated logging platform for Apple’s Swift programming language.
  • Case Study: SwiftyBeaver. Designing Logo. New case study on logo design continuing the story of comprehensive design process for SwiftyBeaver, the integrated logging platform for Apple’s Swift programming language. Packed with graphics demonstrating various creative stages.
  • Landing Page. Direct Flight to High Conversion. The article is devoted to the basics of landing pages design. Considers the issues of conversion, CTA, USP, copy, visuals and other elements of efficient landing. Packed with examples by studio designers and recommended reading.


swiftybeaver article tubik studio


This month we also actively shared our ideas and experience answering questions about design issues on Quora. Here are the most popular ones which got most readers’ attention in May and some of them got featured in Quora Digest:


Why are illustrations important for UX design?

— Why hasn’t Facebook updated their UI to a more modern design?

What is the difference between UI and wireframe?

— In website design, what are the pros and cons of dark text over light background vs light text over dark background, and is one better than the other?


Tubik studio on Quora

May was full of unforgettable moments of brainstorming, collaboration, creativity and friendship which we, as usual, actively shared with our followers in studio Instagram page.


tubik studio designers instagram


Tubik studio design team


Getting closer to global design community and all those who have keen  interest in this field, we shared our ideas and experience via Medium and kept everyone updated with studio news via Twitter, Tumblr and Flipboard.


So, welcome to join us wherever it’s convenient for you. Bright and positive summer to everyone, we are ready for a new month, new projects, ideas and meetings, fresh design concepts and wise tips from experts. Stay tuned!

Welcome to see the designs by Tubik Studio on Dribbble and Behance