Sensitive Experience Design
Building Company Identity
FRAMER, UI/UX Design, Website
Care-First Designing
INTRODUCTION
The Joan and Bob project under Simitu focused on creating a thoughtful digital experience for individuals interacting with mental health and housing support services. The goal was to design a system that felt safe, approachable, and non-triggering while still providing clear access to essential information and tools. This required careful consideration of emotional impact, language, and visual hierarchy throughout the entire design process.
DESIGNING METHOD
The design approach was grounded in trauma-informed and care-first principles. This meant prioritizing emotional safety, predictability, and clarity in every interaction. Visual decisions were made to avoid overwhelming users, with emphasis on soft hierarchy, minimal cognitive load, and gentle transitions. I began with low-fidelity wireframes to map out user flows that reduced friction and uncertainty. From there, I developed high-fidelity wireframes that refined spacing, typography, and interface structure to support accessibility and ease of navigation.
Logo and identity work was designed to feel non-institutional and human-centered, avoiding harsh or clinical aesthetics. For the UX/UI design of the app, I focused on reducing potential triggers by limiting aggressive visuals, avoiding high-contrast alarm-like elements, and ensuring that language and interface cues felt calm and supportive.
FINAL PERFORMANCE
The final deliverables included a complete visual identity system, logo design, high-fidelity wireframes, and UX/UI screens for the Joan and Bob application. The interface emphasized clarity and emotional safety through soft visual hierarchy, simple navigation patterns, and intentional spacing. Every design decision supported a care-first experience, ensuring users could engage with the platform without unnecessary stress or cognitive overload. The result was a cohesive system that balanced functionality with sensitivity, creating a digital environment designed specifically for vulnerable users navigating complex and emotional situations.
