Mobile Platforms
iOS & Android
Achieved
Decreased Overhead Costs
Reduced Time-On-Tasks
Created a Scalable Framework
Improved Forecasting Accuracy
Company
Kika Mobile Application
Role
UX Designer Intern
Outcome
Redesigned the app to turn confusion into clarity—boosting retention and keeping U.S. users engaged longer.
After discovering that 85% of users misinterpreted global icons and 97% preferred a search-first experience, I led a strategic redesign of Kika’s homepage and navigation. Insights from over 200 app reviews, competitive analysis, and usability testing revealed a critical gap between user expectations and how the app communicated its value. To address this, I introduced familiar iconography, a prominent keyword search, and a clearer information hierarchy:
Reduce user friction by an estimated 40%
Increase user engagement by approximately 30%
Improved retention rates by around 25%
Problem
Unfamiliar icons, no search, and unclear navigation threatened U.S. expansion — I validated these usability gaps with insights from 100+ survey responses.
U.S. users couldn’t easily find what Kika offered—navigation was unclear, icons were unfamiliar, there was no filter options or search function. This confusion led to missed opportunities for engagement, retention, and VIP subscriptions.
Our team created a survey collected 100+ responses In additon conducted usbaility test from students at a nearby college.
97%
of people preferred using a search feature while shopping. Currently, Kika does not have that feature.
87%
of users found the homepage icons unrecognizable or misleading. When asked during usability testing what they thought each icon meant and what would happen when they clicked it, most gave incorrect or uncertain answers.
Marissa ... exceeded our expectations at a critical time for our company...she delivered well-crafted design concepts that were both practical and convincing. In addition, her positive energy is a huge plus – making it a pleasure to have worked with her."
Mark Richardson/ Director of US Business Development & Strategic Partnerships - US General Manager at Kika Tech, Inc.
Role
I led UX strategy from insight to execution—uncovering friction through guerrilla testing and turning it into action.
I led UX strategy from insight to execution—listening closely to business goals from day one: re-engage U.S. users and increase VIP subscriptions. With little user data available, I initiated guerrilla usability testing and co-led a student survey to uncover what was blocking engagement.
I collaborated cross-functionally with product and marketing to align user insights with business needs, delivering weekly updates and design direction as the project evolved. Over six weeks, I translated findings into strategy—developing personas, mapping user flows, and designing wireframes and a simplified homepage experience. Every decision was made to reduce friction, reveal value faster, and directly support retention and monetization goals.
Some of the deliverables:
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Problem
Unfamiliar icons, no search, and unclear navigation threatened U.S. expansion — I validated these usability gaps with insights from 100+ survey responses.
Evaluated the app and formed initial assumptions based on UX principles and visual review.
Met with stakeholders to align on goals and key areas to explore.
Analyzed 200+ app store reviews to identify user pain points and opportunities.
Conducted a competitive analysis to compare navigation patterns and feature visibility.
Partnered with the marketing team to run a survey with 100+ U.S. college students, validating icon recognition and feature expectations.
Supported guerrilla usability testing to observe how users navigated the app and interpreted icons.
01
Met with stakeholders to align on goals and key areas to explore.
Custom Plans for Unique Needs
02
Analyzed 200+ app store reviews to identify user pain points and opportunities.
Practical Tools for Everyday Financial Health
03
Expense Tracking
Real-Time Insights on Your Spending
04
Debt Reduction Strategies
Manage and Reduce Your Debt Effectively
05
Savings and Investments
Build Your Financial Future
What We Do
Tailored Financial Solutions for Your Family
01
We Survyed 100 people
Deliverables: empathy map, pie chart, persona
02
Budget Management
Practical Tools for Everyday Financial Health
03
Expense Tracking
Real-Time Insights on Your Spending
04
Debt Reduction Strategies
Manage and Reduce Your Debt Effectively
05
Savings and Investments
Build Your Financial Future
Take Aways
Tight deadlines and minimal resources challenged me to be scrappy and strategic.
This wasn’t the typical UX project where the problem was clearly defined or handed to me. I was new to UX and working without the guidance of a senior UX designer. Instead of waiting for direction, I chose to take ownership. With my UX books in hand and a willingness to figure things out, I embraced the ambiguity and carved my own path forward.
I had six weeks to learn, test, and design—and I made the most of it. Time was on my side, and I used it to research the market, gather user insights through guerrilla testing and surveys, and analyze over 200 app reviews. I wasn’t afraid to ask questions, take initiative, and advocate for design decisions based on real user needs.
Looking back, this challenge became one of my greatest strengths: it showed me that I can lead through uncertainty, stay grounded in research, and take full ownership of the user experience—even as a newcomer.
Original
Design Proposed
Navigation unclear - blended VIP, themes, and core actions.
Homepage only highlighted keyboards—other products weren’t visible.
Unrecognizable icons
Top tabs- improved product visibility for quicker navigation.
Selected icons based on competitor review for familiarity and clarity.