JustYap - The App

Communication Design · UI

OVERVIEW

With the same premise, a whole new approach was taken by Reach as they rebranded into JustYap – a refined & optimized calling app that set to appeal wider, younger audience.

Dominated by electrifying, refreshing orange tone, JustYap represents a new breakthrough of international calling app as well as introduce major increments within the app - functional features Reach (pre-rebranded JustYap) didn’t offer.

OBJECTIVES

JustYap is packed with number of new features, including Regional Packages selection, Live Rates, Active Subscriptions panel, hence this lead to cluttered interface on several screen.

My role is translate internal brand to various design scenarios - this includes art direction, graphic design, UI & production related tasks to certain extent.

MARKETING

JustYap wanted to reimagine affordable international calls for the masses and introduced regional packages that will appeal to global audience. The brand needs to retain its’ relevance as a budget calling app, while radiating a sense of cheerfulness to refresh the brand. More explicitly, JustYap wants to provide cheaper calling plans in comparison to Skype & Viber, and making the calling process more straightforward.

We decided to redirect JustYap’s vision & goals through robust design system that reflects human connection – from carefully selected color palette to flat, jovial brand illustrations in marketing announcements, newsletter emails, promotions and ads.

In terms of marketing localization - on festive seasons such as Deepavali & Christmas Eve, JustYap provided whole month of free calls & bonus plans to the countries celebrating the holidays. Copywriting was done by Ahmad, our brand strategist.

image text
image text
image text
image text

INTERFACE TWEAKING

It soon became important that people wanted to get used to the app & start calling as fast as possible, so JustYap reimagined an experience that allows users to instantly get into action. In this case, lengthy onboarding screen wasn’t deem necessary, based on validating the assumption that intended target audience already have prior experience with other calling apps such as Viber / Skype.

Interface wise, popular sans-serif ‘Oxygen’ was selected for its’ upright & familiar look across all screens. Given JustYap’s primary color as the main CTA color, overall greyish theme was implemented as background for enhancing contextual contrast.

image text
image text

SOLUTIONS

The objective of UI changes were mostly done to provide more context & more intuitive navigation for users to get to know the general information of JustYap calling plans.

image text
image text
image text

Previous iteration of the app didn't have enough sense of space throughout the composition, resulting very limited touchpoints & cluttered contents throughout the app. The site may still be under development as this piece is being written.

image text
image text
image text

The effectiveness of walkthrough onboarding may be a never-ending debate - whether user will just tap on the buttons for the sake of completing it without really engaged into the learning. Nevertheless, since the main target audience are price sensitive users who lives in low to mid-income countries such as India, Bangladesh & Pakistan, we wanted to present Justyap value proposition - including the very own LineShare feature right off the bat.

Total Downloads (Jul 17)
215,000
Talk Time Mins (Recorded throughout 2016)
93,000,000

Please support the app, check it out & download it here

← Previous Next →