Unlocking Creativity,
One Skill at a Time
In a world where screens often dominate our attention, At Simply, we had this idea that screen time doesn't always have to be a waste of time. We wanted to create something different - apps that actually help people learn and grow creatively. We call it "Uptime" - you know, the opposite of mindless scrolling.
Teaching creative skills across 180 countries, Simply is helping millions find their rhythm on a piano, strum their first chord on a guitar, discover their unique voice, or bring imagination to life through drawing.
The Challenge
As Simply we wanted to offer more creative skills beyond music while maintaining the engaging, user-friendly experience that made JoyTunes successful. This expansion required a delicate balance - preserving our core strengths in moving fast and working quick while creating strong brand foundations for global, intuitive interfaces and visual assets and scale.
My Role
and Contribution
As a key designer in this journey, I helped craft digital experiences that transform everyday moments into opportunities for artistic growth and joy. My responsibilities included:
User experience: Crafting intuitive and engaging experiences as part in various Simply pods: making complex learning processes feel effortless and enjoyable.
Cross-team brand implementation: Evolving our brand identity as we transitioned from JoyTunes to Simply: creating a solid visual language that could represent our expanded range of creative offerings while maintaining a consistent brand.
Cross-functional collaboration: Working closely with product managers, engineers, and designers to create a comprehensive design system that ensured consistency across all products: scalable enough for the future while providing a unified user experience today.
User-centeric thinking: Conducted and analyzed multiple user researches working for various pods: including interviews, surveys, and usability tests, to ensure our designs truly resonated with our learners' needs.
Key
Achievements
Helped spread our brand across a billion-dollar company, keeping things consistent even though we all worked in different teams.
Designed features that got learners more engaged with our apps. We saw improvements in how long people stuck around and even in our bottom line across different learning paths.
Led the design transition from JoyTunes to Simply. This wasn't just a name change – we expanded our whole look to cover more creative hobbies beyond music.
Built a flexible design system that let us develop new components quickly while keeping everything looking and feeling consistent. This came in handy as we branched out into new creative areas.
Made sure our brand looked united everywhere – from how our office felt to how our apps looked. It was about creating a cohesive experience, no matter where you encountered Simply.
Impact
and Learnings
Learned a ton about adapting on the fly while keeping a brand strong but flexible. In a fast-moving company, this is crucial!
Navigated complex team dynamics to drive design initiatives forward, balancing influence and collaboration across various departments without direct reporting lines.
Working closely with our design guild, mentoring designers and helping other teams understand how to apply the brand effectively in their work.
Learned to balance consistency with flexibility. We needed to create a platform that resonated with all kinds of creative learners, which meant being adaptable while still feeling like "us".
Improved my curation skills, taking all these different pieces and turning them into a cohesive system with a solid vision.
As Simply continues to grow and inspire creativity, I'm proud to have played a part in unlocking the creative potential of millions.
The projects and visuals showcased here are the result of collaborative efforts with an incredible team of talented individuals: Michael Mizrahi, Oren Agami, Adam Blufarb, Cynthia Mazouz, Nadia Hitman. Thank you for a fun collaboration. I'll treasure our experiences together.