INDUSTRY:
SILVER ECONOMY
CLIENT:
RAY APP
EXPERIENCE:
UX/UI Product design
Senior App Social Activity
Lead Product Designer – From Brand Identity to Launch
Silver Economy
Mobile/ Desktop App
UX Focus Group
Senior UX
Low-Fi Testing
Branding
End-to-End Delivery
About.
I supported a client from the very first spark of an idea through to launch - building an application dedicated to senior activities in the Basque Country region, entirely from scratch.
The project covered the full product design lifecycle: starting with brand naming, visual identity, and art direction, then moving into format definition and feature scoping through hands-on UX workshops - using focus group methods, the MoSCoW prioritization framework, and brand identity workshops to align on a shared vision.
From there, I designed wireframes and low-fidelity prototypes for user testing, specifically crafted to assess digital comprehension and identify potential barriers to adoption among a senior audience. Insights from testing directly informed the final design decisions.
I then built a lightweight design system aligned with the approved art direction, and delivered full mobile and desktop mockups, store assets, and technical specifications - coordinating closely with the lead developer on timelines, technical feasibility, and budget adjustments throughout.
Beyond the product itself, I defined the full communication strategy: website, social media templates, and print materials for events. I stayed involved through launch, overseeing QA and delivering a structured quality feedback file post-development.
Senior App Social Activity
Lead Product Designer
From Brand Identity to Launch
Silver Economy
Mobile/ Desktop App
UX Focus Group
Senior UX
Low-Fi Testing
Branding
End-to-End Delivery
About.
I supported a client from the very first spark of an idea through to launch - building an application dedicated to senior activities in the Basque Country region, entirely from scratch.
The project covered the full product design lifecycle: starting with brand naming, visual identity, and art direction, then moving into format definition and feature scoping through hands-on UX workshops - using focus group methods, the MoSCoW prioritization framework, and brand identity workshops to align on a shared vision.
From there, I designed wireframes and low-fidelity prototypes for user testing, specifically crafted to assess digital comprehension and identify potential barriers to adoption among a senior audience. Insights from testing directly informed the final design decisions.
I then built a lightweight design system aligned with the approved art direction, and delivered full mobile and desktop mockups, store assets, and technical specifications - coordinating closely with the lead developer on timelines, technical feasibility, and budget adjustments throughout.
Beyond the product itself, I defined the full communication strategy: website, social media templates, and print materials for events. I stayed involved through launch, overseeing QA and delivering a structured quality feedback file post-development.
Senior App Social
Activity
Lead Product
Designer
From Brand Identity
to Launch
Silver Economy
Mobile/ Desktop App
UX Focus Group
Senior UX
Low-Fi Testing
Branding
End-to-End Delivery
About.
I supported a client from the very first spark of an idea through to launch - building an application dedicated to senior activities in the Basque Country region, entirely from scratch.
The project covered the full product design lifecycle: starting with brand naming, visual identity, and art direction, then moving into format definition and feature scoping through hands-on UX workshops - using focus group methods, the MoSCoW prioritization framework, and brand identity workshops to align on a shared vision.
From there, I designed wireframes and low-fidelity prototypes for user testing, specifically crafted to assess digital comprehension and identify potential barriers to adoption among a senior audience. Insights from testing directly informed the final design decisions.
I then built a lightweight design system aligned with the approved art direction, and delivered full mobile and desktop mockups, store assets, and technical specifications - coordinating closely with the lead developer on timelines, technical feasibility, and budget adjustments throughout.
Beyond the product itself, I defined the full communication strategy: website, social media templates, and print materials for events. I stayed involved through launch, overseeing QA and delivering a structured quality feedback file post-development.
Challenge.
Designing for a senior audience — Creating a digital experience that feels immediately intuitive and reassuring for users with little to no digital fluency, removing friction at every touchpoint without oversimplifying the product.
Full-scope ownership without a PM — Acting as the single point of coordination between the client, the tech lead, and all creative directions — managing priorities, timelines, and budget constraints simultaneously.
Validating assumptions early — Using low-fidelity prototypes and user testing before any visual design to ensure the product structure was truly understood by the target audience, and adjusting course based on real behavioral insights.
Bridging product and brand — Ensuring complete consistency between the digital product experience and the broader brand communication — from the app UI to social media templates and event print materials.
Budget-conscious design decisions — Continuously balancing design ambition with real budget constraints, making strategic trade-offs to deliver a polished and coherent product within scope.
End-to-end quality control — Maintaining design integrity through development by overseeing QA, documenting issues, and ensuring the final product matched the approved specifications before launch.
Result.User Comprehension
& Adoption Readiness20 senior users successfully completed key tasks during low-fidelity prototype testing - with friction points identified and resolved before visual design phase.
→ User Testing sessions: task completion rate and qualitative insights from 1 hour focus groups sessions before any development investment.Full-scope
Delivery & TimelineEnd-to-end product delivered across several phases: from brand naming to app store launch -within budget and agreed timeline, covering mobile, desktop, brand identity and communication assets
Post-Launch Quality & Design Integrity
QA issues identified and resolved post-development, ensuring the final product matched approved design specifications across all screens and components
→ QA file / Tech team: ratio of design-to-dev discrepancies flagged and corrected before public launch, reflecting the quality of technical specs and dev collaboration.
Challenge.
Designing for a senior audience — Creating a digital experience that feels immediately intuitive and reassuring for users with little to no digital fluency, removing friction at every touchpoint without oversimplifying the product.
Full-scope ownership without a PM — Acting as the single point of coordination between the client, the tech lead, and all creative directions — managing priorities, timelines, and budget constraints simultaneously.
Validating assumptions early — Using low-fidelity prototypes and user testing before any visual design to ensure the product structure was truly understood by the target audience, and adjusting course based on real behavioral insights.
Bridging product and brand — Ensuring complete consistency between the digital product experience and the broader brand communication — from the app UI to social media templates and event print materials.
Budget-conscious design decisions — Continuously balancing design ambition with real budget constraints, making strategic trade-offs to deliver a polished and coherent product within scope.
End-to-end quality control — Maintaining design integrity through development by overseeing QA, documenting issues, and ensuring the final product matched the approved specifications before launch.
Result.User Comprehension & Adoption Readiness
20 senior users successfully completed key tasks during low-fidelity prototype testing - with friction points identified and resolved before visual design phase.
→ User Testing sessions: task completion rate and qualitative insights from focus groups before any development investment.Full-scope Delivery & Timeline
End-to-end product delivered across several phases: from brand naming to app store launch -within budget and agreed timeline, covering mobile, desktop, brand identity and communication assets
Post-Launch Quality & Design Integrity
QA issues identified and resolved post-development, ensuring the final product matched approved design specifications across all screens and components
→ QA file / Tech team: ratio of design-to-dev discrepancies flagged and corrected before public launch, reflecting the quality of technical specs and dev collaboration.
Challenge.
Designing for a senior audience — Creating a digital experience that feels immediately intuitive and reassuring for users with little to no digital fluency, removing friction at every touchpoint without oversimplifying the product.
Full-scope ownership without a PM — Acting as the single point of coordination between the client, the tech lead, and all creative directions — managing priorities, timelines, and budget constraints simultaneously.
Validating assumptions early — Using low-fidelity prototypes and user testing before any visual design to ensure the product structure was truly understood by the target audience, and adjusting course based on real behavioral insights.
Bridging product and brand — Ensuring complete consistency between the digital product experience and the broader brand communication — from the app UI to social media templates and event print materials.
Budget-conscious design decisions — Continuously balancing design ambition with real budget constraints, making strategic trade-offs to deliver a polished and coherent product within scope.
End-to-end quality control — Maintaining design integrity through development by overseeing QA, documenting issues, and ensuring the final product matched the approved specifications before launch.
Result.User Comprehension
& Adoption Readiness20 senior users successfully completed key tasks during low-fidelity prototype testing - with friction points identified and resolved before visual design phase.
→ User Testing sessions: task completion rate and qualitative insights from 1 hour focus groups sessions before any development investment.Full-scope
Delivery & TimelineEnd-to-end product delivered across several phases: from brand naming to app store launch -within budget and agreed timeline, covering mobile, desktop, brand identity and communication assets
Post-Launch Quality & Design Integrity
QA issues identified and resolved post-development, ensuring the final product matched approved design specifications across all screens and components
→ QA file / Tech team: ratio of design-to-dev discrepancies flagged and corrected before public launch, reflecting the quality of technical specs and dev collaboration.
"J'ai fait appel à Murielle pour concevoir l'identité visuelle complète de Ray : logo, charte graphique, UX/UI design de la plateforme web et mobile, supports de communication. Le résultat a dépassé mes attentes, et surtout, il est arrivé du premier coup.
Ce qui distingue Murielle, c'est sa capacité d'écoute avant tout. Elle prend le temps de vraiment comprendre le projet, pose les bonnes questions, et cette rigueur en amont se ressent dans la qualité de la proposition finale. Très peu d'allers-retours, une lecture précise de ma vision, une exécution soignée dans les moindres détails.
À cela s'ajoute une réactivité sans faille, une vraie ouverture à la critique, et une fiabilité sur laquelle on peut compter à chaque étape.
Au-delà du travail en lui-même, la collaboration est humainement au top. Murielle est solaire, fiable, et professionnelle. Une personne avec qui on envisage de travailler sur le long terme.
L'identité de Ray a reçu des retours très positifs : utilisateurs, partenaires, presse. Je recommande Murielle sans hésitation."
Alexia Lesage
RAY Founder
RAY Founder
