Muzz (formerly "Muzmatch") is the world's largest Muslim marriage app; with over 10 million users & 500,000+ success stories. Having made its name as the ultimate Muslim matchmaker, Muzmatch was ready for the next big step: to move beyond happily-ever-afters & help even more Muslims connect. Their vision was to build a vibrant social platform, where Muslims from all corners of the globe could connect, find friendship &celebrate their faith.
But before they said "Salaam" to a new audience, Muzmatch needed a makeover. A brand identity that spoke to not just singles, but to the wonderful diversity of the global Muslim community. Together, we created a brand new name, a vibrant visual style &a fresh app that could seamlessly blend matchmaking with social connection.
→ Platform Audit
→ Stakeholder Interviews
→ Literature Review
→ NNG Guidelines
→ Legacy UI Evaluation
→ Brainstorm
→ Sketching (x2)
→ Wireframes
→ UI Design
→ Interactive Prototypes
→ UX & IxD Specifications
→ Design Critique
→ Visual QA
→ Team Workshop
→ CompetitorAnalysis
→ User Survey
→ Brand Definition Workshop
→ Brand Framework
→ User Requirements
→ Moodboarding
→ Wireframes
→ Visual identity Design
→ UI Design
→ Design System Creation
→ Functional Specifications
→ Brand Guidelines
→ Think AloudTesting
→ Visual QA
→ Kick-off Workshop
→ Metadata Analysis
→ PWA Technology Research
→ Use Case Definition
→ Functional Requirements
→ Team Brainstorm
→ Wireframes
→ UI Design
→ Interactive Prototypes
→ Cognitive Walkthrough
→ Click Testing
→ User Questionnaire
→ PWA Build
→ Visual QA
→ Competitor Analysis
→ Social Media Analysis
→ Content Requirements
→ Functional Requirements
→ Moodboarding
→ Sketching
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Design Critique
→ Design Revisions
→ User Interviews
→ Literature Review
→ CompetitorAnalysis
→ Persona Creation
→ User Requirements
→ Product Scoping
→ Brainstorm
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Think Aloud Testing
→ User Interviews
→ Literature Review
→ CompetitorAnalysis
→ Persona Creation
→ User Requirements
→ Product Scoping
→ Brainstorm
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Think Aloud Testing
→ Competitor Analysis
→ Literature Research (PET)
→ Brainstorm
→ Functional Specification
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Moderated User Testing
→ Client Review
→ Visual QA
→ Analytics Monitoring
Muzz had experienced explosive growth over the past eight years. This success, however, revealed a critical gap: a lack of defined brand identity. To ensure the rebrand truly captured Muzz's essence, we embarked on a collaborative journey. Workshops brought together key stakeholders – company officers, marketers, and designers alike – to brainstorm & define Muzz's core mission & values. Respect, inclusivity, and of course, Halal living, became the guiding principles, forming the foundation for a brand identity that authentically reflected Muzz.
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With the brand identity established, we turned our creative focus to the visual language. Working hand-in-hand with the creative team, I developed a vibrant new aesthetic for the brand. Every detail, from the logo design to the meticulously chosen colours & typography, was carefully crafted to convey a sense of both modernity & sophistication. This distinction was particularly important as we wanted the 'new' Muzz to stand out from the casual image of many dating apps & solidify its position as a serious matchmaking platform.
Once the visual makeover was in full swing, we shifted gears to reimagining Muzz's mobile app, across both iOS & Android. The complete UI overhaul presented a golden opportunity to elevate the design of our profiles. Recognising this, we conducted extensive user research with over 200 participants. Their in-depth feedback provided invaluable insights that directly informed how we redesigned the profiles to create a more effective and engaging matchmaking experience. Armed with this user knowledge, I took the lead in building an atomic design system – a flexible toolkit that ensured the new visual identity seamlessly flowed across all touchpoints.
The rebranding of Muzz, formerly Muzmatch, successfully expanded its reach beyond single Muslims to encompass the entire Muslim community. The concise new name "Muzz" itself conveyed a more inclusive feel, while the visual identity overhaul echoed this message. A pared-back colour palette replaced the vibrant rainbow gradients that dominated Muzmatch's collaterals. Instead, a sophisticated trio of black, white, and bright pink took center stage. Feature-specific colours were also introduced, strengthening recognition & improving user experience within the app.
To add a touch of personality, a contemporary serif font with friendly ligatures replaced the previous serif style, making the brand feel more welcoming. Crucially, a new illustration style was introduced, showcasing a diverse range of Muslims in various religious attire and abilities. This ensured inclusivity & resonated with Muzz's global audience, as the monochromatic illustrations prevented any unintentional alienation.
Muzz's redesigned app prioritised user experience with a focus on effortless navigation. This was achieved through a sleek & minimalist design approach, allowing users to concentrate on the core functionalities of the app. The interface mirrored the brand's colour palette, featuring a predominantly monochromatic theme with strategic pops of colour to highlight key actions & features.
Full-bleed imagery was incorporated throughout the app, particularly on profiles, to enhance user immersion & bring profiles to life. Addressing key pain points identified through user surveys, the app also prioritised religious information, making it easier to access. Bios were consolidated into a single block for improved readability, & profile interests were introduced to spark conversation & connection. These improvements not only streamlined user experience but also demonstrably increased the perceived value of the premium Gold subscriptions.
"She masterminded an entire refresh of our app & brand setting a foundation for design here at Muzz. Always focussed on finding the right balance between user & business needs.
I could always trust Laura to find the right solution for a particular design or user experience problem & one of the strongest designers I've worked with."
"Laura is quite simply amazing. Hugely talented and creative. Her take and revamp of our website UX is fantastic and she helped us to understand the logic and theory behind her suggestions. Highly recommended."
"Laura's contribution to the design aspect of my mobile game was nothing short of remarkable.
Working alongside Laura has been an absolute pleasure. Her contributions have been instrumental in elevating the game's design to a new level."
"She nailed the website looks exactly to my expectations. On top of that, she's also super fast & efficient... & thinks about other aspects of the web design. le. how people would convert, what attracts their attention etc.
Definitely give her a chance, and you'll be glad you got such a pro working with you."
"Love working with Laura! The attention and care to details makes me feel fully held with clear guidance and fully supported on our projects.
Look forward to future projects as well. Much gratitude!"
"Laura has a unique quality through her skills & professionalism in drawing out from the client exactly what they are looking to achieve. Then visualising this back to them with different options, so they have a choice.
I would recommend Laura anytime and every-time to anyone that is in need of such expertise, or design services."
