Cub - Self Care Pet

Cub is a mental health care app that helps people take care of themselves as they take care of their virtual pet, and its mission is to make self care fun and accessible.

As the only designer on the team, I created in-app assets such as screen designs, illustrations, character designs, ads, and proposed new onboarding flows.

Overview

Visual Designer, UX/UI Designer, Illustrator

Role

Tools

Figma, Adobe CC

Timeline

June 2024 - Oct 2024

Screen Designs and Illustrations

The founders wanted to focus on user interactivity and a playful design that resonated with the target audience. I designed all of Cub’s core screens from scratch, and we shipped an update within a few weeks. With the new designs and added gamification elements, we saw an increase in downloads and daily active users.

Some of the new flows included:

  1. A joyful cub welcoming users back to the app.

  2. Allowing users to celebrate level-ups by completing daily goals.

  3. Keeping logs of users' moods.

  4. Providing a clear visual of streak status.

Onboarding Flow

I pitched and designed a new onboarding flow where users can select a unique cub personality based on their interests and enjoy a personalized experience. This encourages better retention, with users returning to take care of their virtual cub while improving their task management and organizational habits.

Character Designs

I designed several character outfits for users to customize and equip, as well as created companions that the Cubs can discover during their journeys.

Journey Illustrations

I also illustrated journey screens for when a Cub goes on an adventure to find a special item for the user after they complete their daily tasks.

Reflection

I joined Interlock Studios, creators of the Cub app, during its early stages while they were testing the concept of a mental health app for managing stress and ADHD. As the sole designer on the team, I led brainstorming and design thinking sessions with the founders, which helped finalize several key features and ideas for future development.

My efforts drove over 30,000 new downloads within a few months with positive user reviews. I also established the branding system and conducted knowledge transfer sessions to ensure consistent design language as the app evolved.