Context Inc. is a start-up Canadian Company developing a mobile app that aims to connect and reward air travellers. The company wanted to optimise their existing app for better user experience. I have interned in their London office for 3 months as a UI / UX designer.

My main duties:

  • UI / UX optimisation
  • Marketing materials preparation
  • Market research & analysis
  • Contribution to high-level strategic decisions

Tools & skills learned: Sketch, Zeplin, Illustrator, Invision, PowerPoint & Keynote, MailChimp and Google Analytics.

Original interface

Main screen


Flight information






I was assigned the task to design a tutorial for using the app but I found that the key problem was the confusing user interface. I suggested some changes to information structure and user flow, then offered some options to the CEO.

Some problems

Little space for feeds (comparing to other social apps)


Confusing buttons and wording


Frustrating user flow


Quick solutions

Re-organised the main screen + changed the language and icons


Combined contacts and chats


Changed the information structure + Added colour-coded system for flight status


Changed and unified the styles


Challenges and self-reflection

I was the only designer in the team and there was only one full-time developer worked for the company. On the one hand, I learned a lot about the business, got to see the big picture, and had the opportunity to contribute to strategic decisions, on the other hand, I could not get feedback or learn from a senior designer, and the resource for conducting market research and user testing was very limited.

I also met difficulties caused by the lack of documentation, from which I learned the importance of keeping key information organised.

Updated in June 2018:

The UI has been changed again since I left. The current version in AppStore is not my original design.