Humpday Club Interface Redesign
Redesigned a mobile dating app to elevate its look and feel ensuring brand consistency while enticing users to subscribe in a new freemium model. Project duration was 4 weeks.
UI designer roles
Elevated UI, retained brand identity & user flow familiarity,
aligned design direction with business goals & user needs,
adapted the freemium looks across all touchpoints
Tools
Figma
Google Workspace
Photoshop
Background
Humpday App is a mobile dating app with a mission to make offline dating the new online dating. Unlike competitors, it hosts weekly in-person events for users to meet their matches in real life. Making dating fun again. Its core audience is millennials aged 25–33. The brand tone is fun, playful & celebratory of being single. With plans to expand from Melbourne to Sydney, the company is shifting to a freemium model, where existing free features become paid under a new Humpday Club membership to drive growth.
As a designer with strong foundations in visual identity, my expertise was needed to guide this transition. I was tasked to elevate the brand’s existing design system to feel more premium while preserving its recognisability. This approach ensured the redesign balanced familiarity for current users with a distinctive new look that reflects the brand’s playful tone and supports its shift toward paid memberships.
Challenges
The app’s UX architecture, design system & brand guidelines were already fully established, leaving little room for structural changes. Innovation and creativity had to operate within this existing framework. So it is crucial to respect what users already knew while introducing a premium look. The elevated look needed to balance between familiarity and distinctiveness to avoid alienating current users while enticing prospective paying subscribers.
Another challenge was preserving the brand’s playful tone while elevating its visual appeal. The updated interface needed to feel more polished without losing its fun energy, which meant still using the existing bright orange palette and system fonts (SF Pro Display or Inter for iOs and Android respectfully).
Foundations
I began by thoroughly reviewing the multiple core elements (like colour palettes, brand tone, typography & guidelines) to understand the existing design language. This involved identifying the primary, secondary, and accent colours already in use and considering how they shaped the app’s playful and celebratory tone. I assessed how far I could push the visual design while staying within these constraints to maintain brand recognisability.
From the existing palettes, I explored deeper & richer hues that could bring a sense of sophistication and luxury. The brand’s accent colour, a deep orange, stood out as the closest to a gold-like tone. Once this premium colour direction was defined, other design decisions followed naturally.
Integrations
After weaving the premium colour into the existing design system, I applied it to key screens. Such as pre-registration, registration, application, payment, match & chat screens. This allowed me to define how the new colour hierarchy would function in context. Which helped to determine which existing colours would serve as secondary & accent tones across the interface.
Once the colour usage felt balanced, I integrated these screens into the complete user flow to build an interactive prototype. I grouped the prototype into separate flows for faster testing & iterations by jumping directly to problematic screens without restarting from the beginning.
Takeaways
Working within an existing design system taught me how to create meaningful visual impact under constraints. It reinforced the importance of balancing familiarity with freshness through refining colour, hierarchy and styling without disrupting the product’s recognisability. This experience strengthened my ability to design within brand systems while still pushing for elevated outcomes.
If I could approach the project again, I would involve users to validate visual concepts before applying them across key screens. Gathering real feedback on how users perceive premium could guide design decisions and ensure the new look supports the shift to a freemium model.
