Gem Space:
Brand & Product Redesign
Gem Space:
Brand & Product
Redesign
Redesigned the product and brand ecosystem by unifying design, restructuring processes, and creating a scalable foundation for growth.
Gem Space is an international Superapp that combines messenger, blogging platform, B2B communication platform and marketplace with 40M+ installs in more than 176 countries.
Product type
Super App
Messanger
SaaS
Web & Mobile
Marketplace
B2C/B2B
AI-powered
Role
Head of Design
Date
Q2-Q4 / 2024
Problem & Goal
The first step was to work on the general issues of Product and Brand designs and their processes:
âž” Disparate visual language, lack of ecosystem brand architecture;
âž” Difficult to scale the creation of guidelines and materials for new products and services;
âž” Lack of unified logic in various channels and outdated materials;
âž” Strong differences in the design and development of the all company's websites;
01
01
01
Create a complete
brand architecture;
Create a complete
brand architecture;
02
02
Unify the design
across all channels;
02
Unify the design
across all channels;
03
Simplify key
product scenarios;
04
Reorganize the team
and processes;
05
Optimize product
and brand design costs;
06
Prepare materials
and processes for scaling;
03
03
Simplify key
product scenarios;
04
04
Reorganize the team
and processes;
05
05
Optimize product
and brand design costs;
06
06
Prepare materials
and processes for scaling;
Team & Processes Setup
Before moving on to materials and products, I focused on the main foundation: the team and processes.
This became the basis for further scaling.
Leadership
Team was reorganized, added new hires, and set Brand/Product leaders;
Mentorship
We have launched mentorship and educational programs
for designers;
Strategy
Increased the role
of design in product
and brand strategy;
Collaboration
Cross-functional interactions have
been fixed (+product / marketing / development);
Reviews
Regular design reviews, demos, and guidelines for collecting and working with materials;
Research
Various research and hypothesis testing processes are integrated (tests, interviews, surveys, CJM);
Resources
A common space
has been created
for managing workloads and flexibly allocating designers' resources;
Libraries
A shared library of templates and kits has been created, and some components have been translated into code;
Design materials
& processes overview
At the start of the project, I analyzed all the processes, design materials, and work areas.
This helped me identify the problems of the brand's visual elements, identify weak parts in the processes, and note what needs to be updated to create a unified and scalable system.
Team
âž” Team structure and roles;
âž” Internal / external processes;
âž” Work planning;
âž” Economics and development;
Brand
âž” Main Brandbook;
âž” Ecosystem identity;
âž” Graphic materials;
âž” Guidelines;
Marketing
âž” Ecosystem websites;
âž” Social networks;
âž” Events;
âž” Marketing materials (advertising, promotions, presentations, videos, ASO);
Product Design
âž” Design system
(Web, iOS, Android)+(light/dark);
âž” Product mockups;
âž” Prototypes and concepts;
âž” Research and analytics;
Design materials
& processes overview
At the start of the project, I analyzed all the processes, design materials, and work areas.
This helped me identify the problems of the brand's visual elements, identify weak parts in the processes, and note what needs to be updated to create a unified and scalable system.
Team
Team
âž” Team structure and roles;
âž” Internal / external processes;
âž” Work planning;
âž” Economics and development;
Brand
Brand
âž” Main Brandbook;
âž” Ecosystem identity;
âž” Graphic materials;
âž” Guidelines;
Marketing
Marketing
âž” Ecosystem websites;
âž” Social networks;
âž” Events;
âž” Marketing materials (advertising, promotions, presentations, videos, ASO);
Product Design
Product Design
âž” Design system
(Web, iOS, Android)+(light/dark);
âž” Product mockups;
âž” Prototypes and concepts;
âž” Research and analytics;
Request Full Case Study
🔒 More details about the research process, design phases and results are available upon request due to NDA.
🔒 More details about the research
process, design phases and results are available upon request due to NDA.
Contact me on LinkedIn or by anatolybern@gmail.com to learn more
about the work process, challenges, and results achieved.
Contact me on LinkedIn or by anatolybern@gmail.com to learn more about the work process, challenges, and results achieved.
Team & Processes Setup
Before moving on to materials and products, I focused on the foundation: the team and processes.
This became the basis for further scaling.
Before moving on to materials and products, I focused on the main foundation: the team and processes.
This became the basis for further scaling.
Leadership
Leadership
Team was reorganized, added new hires,
and set Brand/Product leaders;
Team was reorganized, added new hires, and set Brand/Product leaders;
Team was reorganized, added new hires, and set Brand/Product leaders;
Collaboration
Collaboration
Cross-functional interactions have been fixed (+product / marketing / development);
Resources
Resources
A common space has been created for managing workloads and flexibly allocating designers' resources;
Mentorship
Mentorship
We have launched mentorship and educational programs for designers;
Reviews
Reviews
Regular design reviews, demos, and guidelines for collecting and working with materials;
Tools
Tools
We introduced tools for speeding up work (Midjourney, language localization plugins, and CMS for websites);
Strategy
Strategy
Increased the role of design
in product and brand strategy;
Research
Research
Various research and hypothesis testing processes are integrated (tests, interviews, surveys, CJM);
Libraries
Libraries
A shared library of templates and kits has been created, and some components have been translated into code;
Ecosystem
Brands Redesign
We have updated the main brandbook, which was the starting point for all our work. The new brandbook has become the basis for all our product and marketing materials.
After redesigning the main brand, we built a new ecosystem architecture.
We have updated the main brandbook, which was the starting point for all our work. The new brandbook has become the basis for all our product and marketing materials.
After redesigning the main brand, we built a new ecosystem architecture.
Design System
The existing design system has been redesigned: we have updated the visual libraries, rebuilt the localization logic, and introduced the Core UI Kit, which speed up development and supports a unified visual language across the entire ecosystem.
This foundation has become the basis for scalable product and website design.
Scaling solutions
The updated design system and guidelines allowed us to quickly adapt the visual language and patterns to the new B2B product, saving the integrity of the ecosystem and significantly speed up its product and marketing aspects.
Web Redesign
The company has many separate websites with different logic and visuals. The main goals of the website redesign were:
âž” Increase the conversion of visits to registrations;
âž” Prepare the structure for scaling;
âž” Create a set of reusable guides and templates;
âž” Develop and translate the UI-kit into code;
âž” Update the visual language after rebranding;
Web Redesign
The company has many separate websites with different logic and visuals. The main goals of the website redesign were:
âž” Increase the conversion of visits to registrations;
âž” Prepare the structure for scaling;
âž” Create a set of reusable guides and templates;
âž” Develop and translate the UI-kit into code;
âž” Update the visual language after rebranding;
Design System
The existing design system has been redesigned: we have updated the visual libraries, rebuilt the localization logic, and introduced the Core UI Kit, which speed up development and supports a unified visual language across the entire ecosystem.
This foundation has become the basis for scalable product and website design.
Website redesign:
Research & Analysis
We reviewed all websites and design materials, collected data and metrics, made research of the market and competitors, and noted feedback from stakeholders.
Existing Solution
Review
Existing Solution
Review
Market & Competitor
Analysis
Market & Competitor Analysis
Stakeholder Interviews
& Brief Analysis
Stakeholder Interviews
& Brief Analysis
Data & Metrics
Collection
Data & Metrics Collection
Request Full Case Study
🔒 More details about the research process, design phases and results are available upon request due to NDA.
Contact me on LinkedIn or by anatolybern@gmail.com to learn more
about the work process, challenges, and results achieved.
Request Full Case Study
🔒 More details about the research process, design phases and results are available upon request due to NDA.
Contact me on LinkedIn or by anatolybern@gmail.com to learn more
about the work process, challenges, and results achieved.
Wireframes:
Low & Mid fidelity
The main website of the company was the starting point: together with marketing, we built the page structure at the wireframe level, coordinated it with the rest of the teams, and it’s how formed the architecture that became the basis for the entire web ecosystem.
Then we scaled this approach to the other websites.
Request Full Case Study
🔒 More details about the research
process, design phases and results are available upon request due to NDA.
Contact me on LinkedIn or by anatolybern@gmail.com to learn more about the work process, challenges, and results achieved.
Wireframes:
Low & Mid fidelity
The main website of the company was the starting point: together with marketing, we built the page structure at the wireframe level, coordinated it with the rest of the teams, and it’s how formed the architecture that became the basis for the entire web ecosystem.
Then we scaled this approach to the other websites.
Web Redesign
Web Redesign
Ecosystems websites
Ecosystems websites
Product redesign
This section presents the product redesign, where we focused on improving usability, consistency, and overall user experience.
Product redesign
This section presents the product redesign, where we focused on improving usability, consistency, and overall user experience.
General Impact
Due to redesign, new process, the creation of guidelines, and the implementation of systematic approaches, the team's efficiency has increased, the design of materials has been speed up, and key product metrics have improved.
🔒 More details about the results are available upon request.
Higher Team
Efficiency
The efficiency of the design team improved through better processes and tools.
Faster Content
Creation
Visual materials and templates allowed us to create and adapt assets more quickly.
Stronger
Collaboration
Cross-functional teamwork between design, product, and development became smoother.
Scalable
Processes
Improved scalability of design practices
across the entire ecosystem.
Improved scalability of design practices across
the entire ecosystem.
Higher Team
Efficiency
The efficiency of the design team improved through better processes and tools.
Faster Content
Creation
Visual materials and templates allowed us to create and adapt assets more quickly.
Stronger Collaboration
Cross-functional teamwork between design, product, and development became smoother.
Scalable
Processes
Improved scalability of design practices across the entire ecosystem.
Product Results
The restructuring of design processes and the update of the ecosystem have had a direct impact on product metrics.
Higher
Retention
More users continued using the app after the first month of onboarding.
More Active
Users
The number of people using the product regularly grew significantly.
Faster
Registration
The registration flow became shorter, clearer, and easier to complete.
Increased
Activation
More new users started performing key actions within the first 24 hours.
Faster Launch
of New Pages
The speed of creating and releasing new websites and pages increased.
Improved
Conversion
More visitors successfully moved
from the website to registration.
Longer Session
Time
Users spent more
time engaging with
the product.
Better App Performance
Loading speed and responsiveness improved through technical optimization.
Product Results
The restructuring of design processes and the update of the ecosystem have had a direct impact on product metrics.
Higher
Retention
Higher
Retention
More users continued using the app
after the first month of onboarding.
More users continued using the app after
the first month of onboarding.
More Active
Users
More Active
Users
The number of people using the product regularly grew significantly.
Faster Registration
Faster
Registration
The registration flow became shorter, clearer, and easier to complete.
The registration
flow became shorter, clearer, and easier
to complete.
Increased Activation
Increased Activation
More new users started performing
key actions within the first 24 hours.
More new users started performing key actions within the first 24 hours.
Faster Launch
of New Pages
Faster Launch
of New Pages
The speed of creating and releasing
new websites and pages increased.
The speed of creating and releasing new websites and pages increased.
Improved Conversion
Improved Conversion
More visitors successfully moved from
the website to registration.
More visitors successfully moved from the website
to registration.
Longer Session Time
Longer Session Time
Users spent more time engaging
with the product.
Users spent more time engaging with the product.
Better App Performance
Better App Performance
Loading speed and responsiveness improved through technical optimization.
Loading speed
and responsiveness improved through technical optimization.
Learnings & Next steps
Learnings
& Next steps
Through this project, we combined a full-scale redesign with team restructuring and the creation of reusable libraries, laying the foundation for consistent growth and scalable product development.
Through this project, we identified what works
best for scaling the product and keeping users engaged.
Conclusion & Learnings
Conclusion & Learnings
âž” The unified brand architecture simplified the ecosystem's scaling;
âž” Systematization of guides and templates speed up design processes;
âž” Coded UI-kit unified development; cross-team work accelerated delivery;
âž” Cross-team work improved quality and speed of launches.
âž” Systematization and unification of the component library speeds up the creation, testing, and development of layouts;
âž” Translating the Core part of the library into code speed up the integration and scaling;
âž” The configuration of the cross-functional team's workflow speeds up all stages of development;
âž” The optimization of key scenarios greatly reduces the load on support;
âž” Systematization and unification of the component library speeds up the creation, testing and development;
âž” Translating the Core part of the library into code speed up the integration and scaling;
âž” The configuration of the cross-functional team's workflow speeds up all stages of development;
âž” The optimization of key scenarios greatly reduces the load on support;
