Kiwish is a dating 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 experience and aesthetics to completely shift the product's direction, meaning, and perception.
Product Designer. Responsible for the complete redesign of the experience and interface, including UX, UI, copy, emotional product structure, and the creation of a new visual system. The work covered everything from analyzing the existing product to defining a new design direction.
Although the product was live, the experience generated distrust. The app was perceived as spam-like, with a weak visual identity, confusing flows, and an emotional narrative misaligned with user expectations.
The lack of coherence between messaging, interaction, and visual design weakened emotional connection and negatively impacted retention and recurring use.
"The goal was not just to improve the interface, but to change how the product feels."
Based on the initial diagnosis, the project goals were:
The process started with a critical analysis of the existing product, identifying friction points, inconsistencies, and emotional breakdowns.
From there, the redesign was approached as a change in direction, not an incremental improvement. Flows, hierarchy, tone, and interaction patterns were redefined, prioritizing clarity, warmth, and emotional control.
Gamification mechanics were introduced to reinforce motivation and engagement, avoiding invasive or artificial dynamics.
Gamification was integrated as part of the product's emotional structure, supporting usage rhythm, progression, and a sense of reward without compromising trust.
The redesign included the creation of a new visual system, more refined and aligned with the type of relationship the product aimed to foster.
Product copy played a key role in supporting the tone shift and reinforcing a more honest, approachable, and emotionally consistent communication.
The app is live, although the redesign has not yet been released. The work establishes a new product foundation designed to shift perception, improve retention, and build an emotionally solid experience.