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Re-defined smartphone


Blloc is a startup aims to design the smartphone experience to be more minimal and to the point. Without any distractions the users should be able to use their smartphones in a non-toxic way.

My work for Blloc was to create new features and updates in order to reach that goal. I worked hand in hand with developers to push new software updates and forming their design language/systems and user experiences.

Blloc’s software has three main screens. Tiles: which is used by the user to organize all apps in a non-toxic, catchy or messy layout.
Tree: which is a conversation hub between all the contacts through all platforms. Root: which is a services hub.

I have designed and iterated on lots of projects regarding the three screens. I have built a new experience on the root screen as it was unorganized and inconsistent and doesn’t reflect the company’s values and business goals.
The root screen was aimed to help the smartphone users to quickly access services that are usually used by them. Like weather, calendar, news and more.


In general, Blloc’s main goal is to create a smooth experience with minimal UI components without excluding any key features that could make a service unusable. The first prototype for the root was designed at the early stages of the software, it needed a defined consistency between the services in order to reach minimal, simple and smooth experience.


The challenge here was to find a constant layout and a simple user flow for the users to navigate through services, without leaving the main root screen and without leaving any service key features behind.

Research and design process

To reach the goal, some research has been done in order to assign the layout and structure for the services needed to be there and the ability of adding new services by time.
I introduced cards layout in order to keep the services consistent and easy to use.
Main design values were scalable, minimal, clean and consistent.

In order to reach user’s needed actions I needed to find a  consistent user flow that can hold all actions needed between all the services.
I reached a design of maximum 3 views on each card/service.

A card can be reached by either search bar or service pills.
After the selection has been made the user can interact with the card through:

• First view
   Service’s basic information and actions

• Expanded view
   Expanded view for service’s basic information and actions.

• Third view
   Specific additional information or granularity and more actions

During the research phase I mainly focused on creating a consistent user flow, user research to know what’s the most popular services that could be embedded on the OS and what are the most important actions that could be needed.

After that, I needed to rapid prototype each service in order to reach the perfect layout for each individual card without loosing consistency on each service interaction.

The design final implementation was ready after releasing an MVP with two services that helped me to test, Iterate and finalize my design concept.