Grom
/ Social App Overhaul
Reimagining a safe-to-use, mobile social media app for underage kids from the ground up.
Grom
/ Social App Overhaul
Reimagining a safe-to-use, mobile social media app for underage kids from the ground up.
Grom
/ Social App Overhaul
Reimagining a safe-to-use, mobile social media app for underage kids from the ground up.
Overview
Overview
Overview
Grom Social is a safe, fun, and adventure-driven social networking app designed for kids.
As the platform grew quickly and organically, the user experience became fragmented—leaving key areas underdeveloped and falling short of delivering the best possible experience for both kids and their parents.
// Early test users were overwhelmingly positive, validating the improvements and new features. To ensure a smooth transition, the Clearview team has been strategically rolling out changes gradually, addressing stakeholder concerns about potential disruption to existing users.
TIMELINE
10 months
ROLE
Sr. Product Designer
PLATFORM
Mobile app
responsibilities
UX/ UI Design (Mobile)
Product & Business Strategy
Design Systems & Documentation
Information Architecture
Feature Development
Art Direction & Visual Identity
Content Strategy & Process
User Journey
Wireframes & Prototyping
Storytelling
Team
3 Designers
1 Engineer
3 Stakeholders
1 Project Manager
1 Design Director
Tools
Figma
Adobe Suite
Miro
credits
All artwork is for FPO and belong to their respective owners.
Challenge
The Opportunties
An opportunity existed to audit, rethink and refine the Grom Social user experience in such a way that made the product easier and more enjoyable to use, increasing engagement, building confidence, and attracting new users.
KEY pain points
Overly complicated onboarding process
Confusing parental approval flow
Inconsistent UI components with no established design system
Low retention and engagement
Friction in creating and approving posts
Outdated visual branding was lacking cohesion
Absence of functional design practices within the company
Challenge
The Opportunties
An opportunity existed to audit, rethink and refine the Grom Social user experience in such a way that made the product easier and more enjoyable to use, increasing engagement, building confidence, and attracting new users.
KEY pain points
Overly complicated onboarding process
Confusing parental approval flow
Inconsistent UI components with no established design system
Low retention and engagement
Friction in creating and approving posts
Outdated visual branding was lacking cohesion
Absence of functional design practices within the company
Challenge
The Opportunties
An opportunity existed to audit, rethink and refine the Grom Social user experience in such a way that made the product easier and more enjoyable to use, increasing engagement, building confidence, and attracting new users.
KEY pain points
Overly complicated onboarding process
Confusing parental approval flow
Inconsistent UI components with no established design system
Low retention and engagement
Friction in creating and approving posts
Outdated visual branding was lacking cohesion
Absence of functional design practices within the company
Discovery
Usability audit
I conducted an in-depth audit of the existing experience, collaborating with key stakeholders to gain a deeper understanding of the user experience and where opportunities for improvement existed.
Following the audit, I facilitated a work session with key stakeholders aimed at reviewing our insights and recommendations to collaboratively prioritize where we should focus our efforts.
Discovery
Usability audit
I conducted an in-depth audit of the existing experience, collaborating with key stakeholders to gain a deeper understanding of the user experience and where opportunities for improvement existed.
Following the audit, I facilitated a work session with key stakeholders aimed at reviewing our insights and recommendations to collaboratively prioritize where we should focus our efforts.
Discovery
Usability audit
I conducted an in-depth audit of the existing experience, collaborating with key stakeholders to gain a deeper understanding of the user experience and where opportunities for improvement existed.
Following the audit, I facilitated a work session with key stakeholders aimed at reviewing our insights and recommendations to collaboratively prioritize where we should focus our efforts.
Strategy
business strategy
Grom was in danger of becoming too generic, not being able to compete with social media giants like TikTok but also not currently offering a distinctive enough experience. They needed to set themselves apart, and I helped them do just that.
I proposed a major shift in interactivity. Changing their problematic photo-based avatars into a character-driven, customizable avatar. We gamified the kid's user experiences, adding a store, collectibles, an achievement system, and future monetization strategies.
user experience overhaul
I overhauled the app's fundamental navigation system, key workflows, and layouts and reorganized their content hierarchy. We designed a parent log-in and portal where parents can verify accounts and follow their child's activity.
All of this was presented and eventually refined into an exhaustive account of all screens and user flows in high-fidelity comps.
Strategy
business strategy
Grom was in danger of becoming too generic, not being able to compete with social media giants like TikTok but also not currently offering a distinctive enough experience. They needed to set themselves apart, and I helped them do just that.
I proposed a major shift in interactivity. Changing their problematic photo-based avatars into a character-driven, customizable avatar. We gamified the kid's user experiences, adding a store, collectibles, an achievement system, and future monetization strategies.
user experience overhaul
I overhauled the app's fundamental navigation system, key workflows, and layouts and reorganized their content hierarchy. We designed a parent log-in and portal where parents can verify accounts and follow their child's activity.
All of this was presented and eventually refined into an exhaustive account of all screens and user flows in high-fidelity comps.
Strategy
business strategy
Grom was in danger of becoming too generic, not being able to compete with social media giants like TikTok but also not currently offering a distinctive enough experience. They needed to set themselves apart, and I helped them do just that.
I proposed a major shift in interactivity. Changing their problematic photo-based avatars into a character-driven, customizable avatar. We gamified the kid's user experiences, adding a store, collectibles, an achievement system, and future monetization strategies.
user experience overhaul
I overhauled the app's fundamental navigation system, key workflows, and layouts and reorganized their content hierarchy. We designed a parent log-in and portal where parents can verify accounts and follow their child's activity.
All of this was presented and eventually refined into an exhaustive account of all screens and user flows in high-fidelity comps.
Design
Art direction
In addition to the UX overhaul, I also spearheaded a new art direction that complemented the new interactive model. In addition to a new color palette, logo, and standardized UI, I directed the brand look and voice into a more modern, youthful, and edgy space. We shifted from photography to 2D design to eventually 3D, allowing for face tracking, AR, and animation capabilities.
new logo and mascot
Because Grom Social is designed for kids, we introduced a mascot character to serve as the friendly voice behind in-app rules, tips, and tutorials. (Duolingo’s green owl was used as a placeholder.) I created the character and integrated it into a refreshed brand identity—culminating in a new logo design that brought personality, guidance, and consistency to the overall experience.
Design
Art direction
In addition to the UX overhaul, I also spearheaded a new art direction that complemented the new interactive model. In addition to a new color palette, logo, and standardized UI, I directed the brand look and voice into a more modern, youthful, and edgy space. We shifted from photography to 2D design to eventually 3D, allowing for face tracking, AR, and animation capabilities.
new logo and mascot
Because Grom Social is designed for kids, we introduced a mascot character to serve as the friendly voice behind in-app rules, tips, and tutorials. (Duolingo’s green owl was used as a placeholder.) I created the character and integrated it into a refreshed brand identity—culminating in a new logo design that brought personality, guidance, and consistency to the overall experience.
Design
Art direction
In addition to the UX overhaul, I also spearheaded a new art direction that complemented the new interactive model. In addition to a new color palette, logo, and standardized UI, I directed the brand look and voice into a more modern, youthful, and edgy space. We shifted from photography to 2D design to eventually 3D, allowing for face tracking, AR, and animation capabilities.
new logo and mascot
Because Grom Social is designed for kids, we introduced a mascot character to serve as the friendly voice behind in-app rules, tips, and tutorials. (Duolingo’s green owl was used as a placeholder.) I created the character and integrated it into a refreshed brand identity—culminating in a new logo design that brought personality, guidance, and consistency to the overall experience.
Design
A New Design System
By the end of the extensive program, we had built an entirely new design system from the ground up. Educating their team on the merits of Figma we shaped their old, unorganized design process into a shared, centralized knowledge base for the whole design team.
New Brand Guidelines
My final task was to consolidate all key elements of the redesign—design system, site map, writing style, user flows, animations, and responsive layouts—into a comprehensive set of brand guidelines. This documentation provided a single source of truth for the team, ensuring clarity, consistency, and scalability as Grom Social continued to grow.
Design
A New Design System
By the end of the extensive program, we had built an entirely new design system from the ground up. Educating their team on the merits of Figma we shaped their old, unorganized design process into a shared, centralized knowledge base for the whole design team.
New Brand Guidelines
My final task was to consolidate all key elements of the redesign—design system, site map, writing style, user flows, animations, and responsive layouts—into a comprehensive set of brand guidelines. This documentation provided a single source of truth for the team, ensuring clarity, consistency, and scalability as Grom Social continued to grow.
Design
A New Design System
By the end of the extensive program, we had built an entirely new design system from the ground up. Educating their team on the merits of Figma we shaped their old, unorganized design process into a shared, centralized knowledge base for the whole design team.
New Brand Guidelines
My final task was to consolidate all key elements of the redesign—design system, site map, writing style, user flows, animations, and responsive layouts—into a comprehensive set of brand guidelines. This documentation provided a single source of truth for the team, ensuring clarity, consistency, and scalability as Grom Social continued to grow.
Results
What we left them with
Identified and prioritized a comprehensive list of user experience improvements, organized into a clear roadmap for phased MVP implementation.
Delivered an updated brand identity, voice, visual style, and art direction that created a cohesive look and feel across all new initiatives.
Established a design system that unified the user experience and significantly reduced time-to-execution across teams, enabling faster delivery of high-fidelity designs to developers, quicker bug fixes, and more timely user insights.
early testing
Users expressed their excitement for an app that utilized expected UX patterns with a fresh take and experience they have not seen in other apps.
Test groups found usability and retention to be greatly improved from the old experience.
Users expressed excitement for repeated and extended use due to the introduction of customizable avatars, achievements, and rewards.
Results
What we left them with
Identified and prioritized a comprehensive list of user experience improvements, organized into a clear roadmap for phased MVP implementation.
Delivered an updated brand identity, voice, visual style, and art direction that created a cohesive look and feel across all new initiatives.
Established a design system that unified the user experience and significantly reduced time-to-execution across teams, enabling faster delivery of high-fidelity designs to developers, quicker bug fixes, and more timely user insights.
early testing
Users expressed their excitement for an app that utilized expected UX patterns with a fresh take and experience they have not seen in other apps.
Test groups found usability and retention to be greatly improved from the old experience.
Users expressed excitement for repeated and extended use due to the introduction of customizable avatars, achievements, and rewards.
Results
What we left them with
Identified and prioritized a comprehensive list of user experience improvements, organized into a clear roadmap for phased MVP implementation.
Delivered an updated brand identity, voice, visual style, and art direction that created a cohesive look and feel across all new initiatives.
Established a design system that unified the user experience and significantly reduced time-to-execution across teams, enabling faster delivery of high-fidelity designs to developers, quicker bug fixes, and more timely user insights.
early testing
Users expressed their excitement for an app that utilized expected UX patterns with a fresh take and experience they have not seen in other apps.
Test groups found usability and retention to be greatly improved from the old experience.
Users expressed excitement for repeated and extended use due to the introduction of customizable avatars, achievements, and rewards.
What the team said
“I have been incredibly impressed with Amanda’s achievements on Grom. Both the work and how she communicates has been fantastic, and it is reflected in the amount of trust the client has in her. In particular, I’m loving the structure and creative/critical thinking she is bringing to bear on her work.”
Matthew Baranauskas
Executive Director of Design Strategy, Team Lead
“The Grom Social project was unique in that we developed a really effective collaborative workflow between the two of us — one that I had never experienced before. We were both flexible, willing, and able to continuously refine the collaboration efforts until it evolved into a really nice system. This would not have been possible without Amanda's willingness to not only focus on the success of the design itself, but also the success of the internal workflow.”
Owen Rendel
UX Designer, teammate
What the team said
“I have been incredibly impressed with Amanda’s achievements on Grom. Both the work and how she communicates has been fantastic, and it is reflected in the amount of trust the client has in her. In particular, I’m loving the structure and creative/critical thinking she is bringing to bear on her work.”
Matthew Baranauskas
Executive Director of Design Strategy, Team Lead
“The Grom Social project was unique in that we developed a really effective collaborative workflow between the two of us — one that I had never experienced before. We were both flexible, willing, and able to continuously refine the collaboration efforts until it evolved into a really nice system. This would not have been possible without Amanda's willingness to not only focus on the success of the design itself, but also the success of the internal workflow.”
Owen Rendel
UX Designer, teammate
What the team said
“I have been incredibly impressed with Amanda’s achievements on Grom. Both the work and how she communicates has been fantastic, and it is reflected in the amount of trust the client has in her. In particular, I’m loving the structure and creative/critical thinking she is bringing to bear on her work.”
Matthew Baranauskas
Executive Director of Design Strategy, Team Lead
“The Grom Social project was unique in that we developed a really effective collaborative workflow between the two of us — one that I had never experienced before. We were both flexible, willing, and able to continuously refine the collaboration efforts until it evolved into a really nice system. This would not have been possible without Amanda's willingness to not only focus on the success of the design itself, but also the success of the internal workflow.”
Owen Rendel
UX Designer, teammate
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