Post Planner is a social marketing app for content curation and automated posting. They began life as a Facebook-only app. The problem was, they looked like a Facebook-only app. I joined as Brand/UI designer during their shift to an all-platform social media tool. My challenge was to bring clarity and make the brand reflect their new scope.

The Post Planner app provides a way to automate posting to social media based on a publishing schedule. This is the baseline for any social marketing app. Buffer, Sprout Social, Zoho. But what sets Post Planner apart is the ability to discover, search, organize and save re-postable content to a library without leaving the app. I designed the app screens as a minimal canvas, with a muted palette of gray and accent green to highlight the colorful feeds, streams and cards of content.

I designed a Netflix-influenced interface of horizontal-scrolling carousels to present recommended content, organized into custom categories. Streaming social media content! The earlier version of the app relied on a nested folder structure in a sidebar with the content hidden. The new app remains spare and minimal to allow the content to stand out, but subtly carries the color palette of the preceding app into the brand. Features were refined through beta-user group testing and my prototypes were fleshed out in two-week sprints with the development team in Bulgaria. A native mobile app is still in development, but following the Lean Agile spirit, a limited MVP is available in the Apple app store now.