Creating Kami the Chameleon
Branding | Illustration
Project Overview
Kamo, a cutting-edge privacy application designed to safeguard users from online trackers, sought to enhance its brand identity and deliver an unforgettable user experience. Responding to this need, we conceptualized Kami—a lively and amicable chameleon, drawing inspiration from Kamo's existing logo. This delightful mascot takes residence within the app, adding a touch of charm to captivate users and adeptly guide them through the various features that Kamo offers.
My Contributions
In collaboration with our design intern, we meticulously conducted competitor analysis, delved into user research, and explored various visual experiments. Our exploration, including usability hub tests and thematic analysis, unveiled the promising prospect of elevating user engagement through Kami. Subsequent to the thorough review and approval of our findings by the Kamo team, we seamlessly integrated Kami into marketing materials and web assets, seamlessly blending functionality with visual appeal.
Kami in Onboarding, mock up
Before & After, Cleaning
Before & After, Clearing tracking activity
Our Approach & Solution
After the initial briefing we began attending meetings with the Kamo team to learn more about the brand. Kamo's features and UI had been worked on extensively but they wanted visuals that set a friendly tone of voice within an app, a mascot that would comfort and guide users throughout the app.
Working collaboratively with our design intern, we researched competitors that had already taken this approach, applications such as Tunnel Bear and HMA. Users referred to Tunnelbear as 'approachable' and 'charming', and HMA as 'friendly' and 'personalised. Research indicated that a mascot keeps applications light-hearted and welcoming for users so we aimed for a similar approach. We sent out first-round Kami illustrations and got feedback from the team and wider organisation. Initial feedback was positive so we mock-up the UI designs and sent out Usability tests across six countries to collect user insights.
Working collaboratively with our design intern, we researched competitors that had already taken this approach, applications such as Tunnel Bear and HMA. Users referred to Tunnelbear as 'approachable' and 'charming', and HMA as 'friendly' and 'personalised. Research indicated that a mascot keeps applications light-hearted and welcoming for users so we aimed for a similar approach. We sent out first-round Kami illustrations and got feedback from the team and wider organisation. Initial feedback was positive so we mock-up the UI designs and sent out Usability tests across six countries to collect user insights.
Usability Hub testing
Upon summarizing the results using thematic analysis and delivering a comprehensive presentation of our research findings, we discerned lingering uncertainties and identified gaps in our workflow. In collaboration with the Product Designer, we orchestrated a dynamic creative workshop to delve into innovative ideas and chart the course for our next steps.
Through a meticulous refinement of Kami's role within Kamo, we elevated the quality of graphics across both marketing channels and the web. Our overarching objective was to playfully immerse users in the narrative of a chameleon thriving in its natural habitat. This narrative not only aimed to enhance user understanding but also foster a deeper connection with the brand, nurturing enduring brand loyalty.
Through a meticulous refinement of Kami's role within Kamo, we elevated the quality of graphics across both marketing channels and the web. Our overarching objective was to playfully immerse users in the narrative of a chameleon thriving in its natural habitat. This narrative not only aimed to enhance user understanding but also foster a deeper connection with the brand, nurturing enduring brand loyalty.
My Key takeways
This project served as a golden opportunity to autonomously apply the double-diamond process, offering firsthand encounters in navigating and surmounting obstacles. In a strategic move, we circled back to the first diamond when we recognized a need to refine our concept further. This adjustment didn't signal a misstep in our workflow; rather, it showcased the double-diamond process operating at its pinnacle. The journey was both gratifying and enlightening. As the integration of Kami into Kamo is an ongoing process, this project is poised for upcoming updates.
