HomeJetter
Assignment
UX & Brand Case Study: Building HomeJetter from the Ground Up
Overview
HomeJetter is a startup offering on-demand, at-home services—ranging from haircuts and pedicures to auto detailing and meal prep. As the lead designer, I helped bring the brand to life from scratch: developing the identity, defining the voice, crafting the product experience, and building a scalable design system to support rapid growth.
Challenge
As a new player in a competitive market, HomeJetter needed to:
- Stand out with a clear, trustworthy brand
- Guide first-time users through unfamiliar service flows
- Build instant credibility with both customers and professionals
- Create a cohesive, scalable design system across web and mobile platforms
Approach
Brand & Identity Design
Established the visual and verbal foundation:
- Designed a modern, approachable logo and visual identity
- Defined the brand voice: helpful, reliable, and casually confident
- Created different color palette and typography systems specific to web and app users to signal ease, trust, and flexibility
User Research
Interviewed early adopters and beta users to understand:
- What builds trust in a new service
- Friction points in booking in-home help
- Motivators for choosing one platform over another
Findings shaped everything from content tone to onboarding flow.
UX & UI Design
Designed end-to-end product experiences:
- Homepage & app onboarding: focused on clarity and trust (service previews, reviews, transparent pricing)
- Booking flows: simplified to 3 intuitive steps
- Service detail pages: emphasized consistency, professionalism, and ease of use
- Designed for mobile-first, knowing most users would book on-the-go
Design System
Built a reusable, scalable design system including:
- UI components and patterns
- Icons and imagery
- Tone/voice guidelines for UX writing
Enabled consistent handoff to developers and easy future scaling.
Testing & Iteration
Launched a clickable prototype and conducted moderated usability tests with users across different demographics. Iterated based on confusion points, with particular focus on trust signals, navigation clarity, and information hierarchy
Impact
- Established a strong, consistent brand presence across platforms
- Designed and built a polished investor-ready prototype for live demonstration
- Design system reduced dev handoff errors and sped up feature rollouts
Takeaway
Launching HomeJetter was a rare opportunity to shape both brand and product from zero to one. By tightly integrating UX, UI, voice, and system design, we built not just a usable MVP—but a new trusted service experience ready to scale.
