Stroll app ✦ 2021

building stroll's full mobile app UI & brand identity

Multiple smartphones displaying a navigation app called 'Stroll,' featuring a map, options for sharing, profile, saved locations, and interest categories, with a light background and minimalist design.

ROLE
Freelance Product Designer

RESPONSIBILITIES
UI/UX Design • Logo Design • Brand Identity • Prototyping

TIMELINE
Ongoing, ca. approx. 3-4 months for initial launch phase

Context

Stroll is a mobile app that helps people rediscover their surroundings through spontaneous exploration. Inspired by the German Spaziergang (aimless stroll), it generates personalized walking routes based on time, interests, and location, encouraging users to break out of their routines and see familiar places with fresh eyes.

I collaborated closely with the founder from concept to launch, developing the brand identity, logo, and complete mobile UI. We iterated in real-time as the app was built.

Problem

Stroll was created to rethink how we engage with our surroundings and make everyday exploration more meaningful. We identified four key user pain points:

Routine fatigue: People stick to familiar routes and miss new experiences nearby

  1. Destination dependency: Traditional apps require a known endpoint

  2. Lack of depth: You see what’s around, but not why it’s interesting

  3. No reason to wander: Without structure, many don’t feel motivated to explore aimlessly

Goals

Encourage urban exploration through randomized, interest-based routes

  1. Make it effortless to discover local stories, landmarks, and hidden gems

  2. Provide rich, contextual information to create a more meaningful stroll experience

  3. Build a flexible visual identity that reflects the app’s playful yet thoughtful nature

Screenshots of a mobile app interface for a city walk or mural app, showing splash screen, main menu with options like Stroll and Map, and a map with markers and info about street art in Berlin.

Mock ups of starting screen, home screen, and free map screen

UI Design & Prototypes

As the app was being developed, I designed and delivered a full mobile interface in close collaboration with the developer. Deliverables included:

  • High-fidelity mockups of all core screens (onboarding, map view, results, saved routes)

  • A modular component system in Figma for scalable UI

  • Prototypes for testing interactions and transitions

  • Responsive layouts for both Android and iOS consideration

Design principles focused on calm exploration, geographical legibility, and a lightweight visual footprint to let real-world content shine.

Color palette with swatches labeled with color names and hex codes, including mint, dark cyan, pale green, pale orange, pale blue, light gray orange, and grayish red. Icons at the bottom represent links, location, sharing, grid, star, user, map, arrow, home, briefcase, clock, checkmark, infinity, and refresh.

Brand Identity & Logo

We began by crafting the visual foundation: a clean, flexible logo inspired by the concept of movement and exploration. I developed a full identity system including:

  • A wordmark and icon suitable for both app stores and marketing

  • Font and color systems balancing approachability with clarity

  • A minimalist, curiosity-driven tone of voice: inviting, never overwhelming

We also developed supporting visual assets and templates the client could use across social media and promotions.

Key Features Designed

Point of Interest Details
Clickable map pins open cards with historical background, food tips, or stories scraped from trusted sources like Wikipedia, Atlas Obscura, and VisitBerlin.

Personalization
Toggle filters (art, food, history, etc.) and allow the app to track what you’ve seen so you never stroll the same way twice.

Smart Route Generator
Input your current location, time, and interests → get a randomized, curated route with hidden gems along the way.

Notes & Journaling
Save locations, take personal notes, and revisit past strolls.

Social & Gamified Layer
Share your routes with friends, collect badges for exploration milestones, and compete gently for discovery points.

Outcomes

The app successfully launched in beta with a polished, cohesive UI and identity

  1. The randomized route system functions smoothly thanks to the clear UX flow and API integration groundwork

  2. Initial feedback from users emphasized the delight of discovering places they’d never noticed, even in familiar neighborhoods

Stroll allowed me to collaborate deeply across branding, UX, and product design. I helped translate a narrative-driven idea into a functional, delightful mobile experience from early brainstorming to launch.

It was a joy to create something that encourages slowing down and seeing the world differently. In future iterations, I’d love to conduct structured user testing and expand accessibility features (e.g., audio navigation or tactile prompts).

Reflection