Kiwish is a romantic contacts app that was already live, but whose experience was being perceived by users as unreliable and close to spam. The project involved a full product redesign, rethinking both the experience and the aesthetics to completely change its perception, purpose, and direction.
Product Designer. Responsible for the full redesign of the experience and interface, including UX, UI, copy, emotional product structure, and the creation of a new visual system. The work spanned from a critical analysis of the existing product to the definition and implementation of a new design direction, published on the App Store and Google Play.
Although the product was live, the experience generated distrust. The app was perceived as spam, with poor aesthetics, confusing flows, and an emotional narrative misaligned with user expectations.
The lack of coherence between messages, interaction, and visual design weakened the emotional connection and negatively affected retention and recurring use of the product.
"The goal was not just to improve the interface, but to change how the product felt."
Based on the initial diagnosis, the goals were:
The process began with a critical analysis of the existing product, identifying friction, inconsistencies, and breaking points in the emotional experience.
From there, the redesign was approached as a change of direction, not an incremental improvement. Flows, hierarchies, tone, and interaction patterns were redefined, prioritising clarity, closeness, and emotional control.
Gamification mechanics were incorporated to reinforce motivation and the bond with the product, avoiding invasive or artificial dynamics.
Gamification was integrated as part of the emotional structure of the product, supporting the rhythm of use, progression, and the sense of reward without breaking trust.
The redesign included the creation of a new visual system, more refined, coherent, and aligned with the type of relationship the product wanted to promote.
The copy work was key to accompanying the change in tone and reinforcing a more honest, close, and emotionally consistent communication.
The redesign is live on the App Store and Google Play. The new experience completely changes the product's perception: from an app perceived as spam to a visually refined, emotionally coherent proposal with naturally integrated gamification mechanics.