Food by Alice

The project client was the food stylist Food by Stylist
A screenshot of the final website



Food by Alice is an award winning food stylist and influencer with 11,000 followers.


For this project I was tasked with three things

Developing the visual identity

Sources of inspiration




This project formed part of the assessment for my Professional Certificate in UI Design at the UX Design Institute. The fictional client created by the institute was a new challenger bank.


The task was to develop a responsive design system and visual identity for this new challenger bank, incorporating the client's three brand values of trustworthiness, clarity and playfulness. In addition to creating a visual identity I had to create three screens of a banking app/website.

It's all in a name

For this project I had the luxury of coming up with a brand name. After a lot of brainstorming I chose Koti, which is the Finnish word for home. The idea was that this challenger bank was going to be the home of the user's money, their financial home.


For this project I have created a short video explaining some of my design thinking.

Developing the Visual Identity


I created multiple digital moodboards, some mood boards were based on the client's brand values, ; playful, trustworthy and clear. I drew a lot of inspiration from the Nectar reward points app that had been developed by British supermarket Sainsbury's. A traditional company had developed a modern and playful app for managing reward points.

Sources making use of playfulness
Inspiration for conveying trust to a user
Apps being clear to users
An example of a UI Elements Moodboard
Typography and colour system inspiration


This new challenger bank would be competing against traditional high street banks like NatWest and Barclays but also existing challenger banks like Tide and Revolut.

Natwest Mobile App
Tide Mobile Banking App
Halifax App and Visual Identity

After examining the design systems of several competitors I made several key observations.

Colour Palette

For the colour palette I drew inspiration from the increased use of pastel colours in interior and product design. The accent colours are a mid and light pale green. Green is a colour associated with money, but the shades I selected also have a home-earthy feel.

Pastelle Product Design - Water bottles
Pastelle Air Pods Max by Apple

I used a blend of light and dark greys to create a clean aesthetic with a strong sense of hierarchy. A colour system that is also sensitive to the needs of colour blind people.

Colour Palette Koti

Developing different screens


Wireframes were supplied both desktop and mobile. These were to be the starting point of the app & responsive website.

Final Design

XD Prototype LInk

LInk to Adobe XD Prototype


Altitude App Main Screen



This project was created as part of my UXDI course. The client was a start-up airline looking to create a mobile app that provides a fast, easy and intuitive experience. One that’s based on a deep understanding of their target users.


Create a mobile app, specifically focusing on the flight booking process; how users search and select flights online.



Survey, Competitive Benchmarking, User Testing, User Interviews


Research Objectives

• Find out how people prefer to access airline prices
• Find out paint paints and negative experiences with existing apps
• Find out the improvements people want to see in travel apps


52 people took part in the survey, hosted on Google Docs. Friends and people from different Facebook groups were invited to take part.

UX Survey using Google Forms

User Testing Sessions

User testing sessions were carried out looking at existing flight and travel apps. At the beginning of the sessions an interview was also carried out. I then played back the recordings of the sessions, documenting highlights from the interview and making detailed notes as each user undertook the set tasks.

Carrying out a UX user testing session


Affinity Diagram


Stage 1 - Research was reviewed and each observation was recorded on a sticky note.

Research was reviewed and each observation was recorded on a sticky note.

Stage 2 - Sticky notes were then organized into relevant groups

Stage 3 - Names were found for each of the groups and these were then placed into chronological order.

Naming each group of sticky notes as part of affinity diagram process
Placing the groups in chronological order

Stage 4 - The final completed affinity diagram.

Customer Journey Map


Flow diagram

Interaction Design


High Fidelity Prototype

Adobe XD Link

LInk to Adobe XD Prototype


Altitude App Main Screen
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