→ challenge

Its onboarding and core flows felt generic — closely resembling other service marketplaces and offering little of Dufi's own personality. The brand identity existed, but it hadn't been translated into a real product experience.

→ Opportunity

I redesigned Dufi's onboarding and core UI, transforming an already-established brand identity into a cohesive, functional system. I rebuilt onboarding as a guided experience rather than a passive entry point, designing the sign-up and log-in flow to match Dufi's existing design system while elevating it from a UI standpoint. Visual details were refined across onboarding, navigation, and core interactions, bringing Dufi's brand palette and tone to life — warm, modern, and human — in one consistent system throughout the app.

→ outcome

The redesign gave Dufi a cohesive design identity that now lives consistently across the app, with onboarding defining a more intentional, brand-aligned first impression. The solution has since launched, delivering a clearer, more distinctive experience from a user's very first interaction.