Calkira
A study UX/UI project focused on building a calm and accessible mobile interface for plant care — using structure, consistency, and early design system logic to reduce friction and cognitive overload.
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#context —
Since we couldn't compete on "beautiful interface" yet, we had to compete on "deep understanding." During the discovery phase with the CTO, I analyzed four competitor solutions and identified three universal pain points that every accountant experiences:
The Fear of Error: Manual data entry always leads to mistakes, which leads to compliance issues.
Process Fatigue: Processing invoices isn't hard, but doing it 50 times a day is exhausting.
Implementation Fear: Most existing tools are perceived as "overloaded" and hard to learn.
The Strategy
I decided to build the entire narrative around relief. The landing page wouldn't just say "We have these features"; it would say "We know exactly where your workflow hurts, and we stop the pain."
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Information Architecture
Designing for Linear Logic
I avoided complex navigation. Accountants prefer linear, predictable flows. I structured the IA as a strict "Problem → Solution" narrative:
The Hook: A direct statement of the problem and the immediate solution.
The "Aha!" Moment: Three clear benefits directly addressing the research insights (Errors, Time, Complexity).
The "Black Box" Solution: A 1-2-3 step guide explaining how it works (Upload → Process → Export) without showing the UI.
Trust Markers: Pricing transparency (crucial for this audience) and FAQs to answer objections before they are even asked.
Impact
This structure became more than just a website map; the CTO used this logic to align the internal team and stakeholders on product positioning.
Visual Solution: "Utilitarian Clarity"
Solving the "No Screenshots" Constraint
This was the hardest part of the project. How do you visualize a software product without the software?
I developed a concept I call "Utilitarian Clarity."
Visual Rhythm: I used soft, abstract shapes to create a flow down the page, guiding the eye without distracting from the text.
The "Status Card" System: Instead of fake dashboard screenshots (which look deceptive), I designed abstract "status cards." These were miniature UI elements showing documents with tags like "To Check" or "Sent to ERP".
Why this worked: It visualized the mechanics (a document moving through stages) without committing to a specific interface. It proved we had the logic worked out.Trust Palette: The color system was intentionally calm, relying on plenty of whitespace and a professional blue—a signal of stability in the financial world.
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Final Deliverables
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I realized that without actual UI screenshots, the page risked looking too static. It needed a spark of life. Although I had no prior experience with motion design, I decided to learn Lottie animation from scratch during the project.
The Result: I successfully implemented a custom animation for one of the key sections.
The Impact: This added the necessary "liveliness" and visual rhythm to the page, proving that I’m willing to upskill on the fly to get the right result for the product.
Reflection & Key Takeaways
Design is a Survival Tool
Working on an early-stage MVP taught me that design isn't just about pixels—it's about reducing uncertainty.
Adaptability is key
In startups, the product changes daily. My design provided a stable "container" for the value proposition, even as the backend features fluctuated.
Selling without seeing
I learned that if you understand the user's pain deeply enough, you don't need a flashy UI to get their attention. You just need to speak their language.
The most valuable thing I delivered wasn't the final PNGs, but the logic and structure that allowed the team to move forward.
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