Genesis space website renewal
Flowdi is a time reflection app that visualizes how your time flows.
Project Overview
A redesign of the Genesis Space digital experience, transforming static catalogue-style pages into an immersive, brand-driven journey. The project focused on re-architecting the information structure, elevating visual storytelling, and shaping a cohesive experience across devices.
Type
Team project
Duration
2024.08 – 2024.12
(5 months)
Role
Product Designer (End-to-End: Research · UX/UI · Branding · Motion)
Tool
Figma, After Effects, Photoshop, Framer
Deliverables
UX Flow, Interactive Prototype, Brand Identity, Marketing Visuals
What it is
A responsive web experience designed to express the identity of each Genesis Space location, combining brand philosophy, spatial storytelling, and functional visitor information into one visually coherent platform.
Why it exists
The previous pages relied heavily on raw information, with limited narrative, weak visual hierarchy, and little connection to the brand’s spatial identity.
To address this, the redesign aimed to:
bring clarity and meaning to the content
create emotional engagement through imagery and layout
• improve usability across both mobile and desktop
Insight
Analysis of user behaviour data revealed three key insights that shaped the redesign:
Search-dominant traffic
Over 75% of users arrived from Google and Naver, indicating the need for stronger SEO optimisation and clearer landing-page structures.
Balanced device usage
Mobile and desktop traffic were almost evenly split, highlighting the importance of consistent responsive design and device-specific layout considerations.
Fragmented user journeys
Specific pages such as “Genesis Suji” attracted significantly higher views, suggesting inconsistent navigation patterns and uneven content engagement.
These data points served as the foundation for defining the redesign priorities and product environment.
Challenge 01 – Re-framing an Information-Heavy Catalogue
Situation
The existing Genesis Space pages were built like a catalogue, overloaded with text and lacking narrative or hierarchy. This resulted in low engagement and weak brand expression.
Task
Restructure the content so that users can understand each space intuitively while reinforcing Genesis’s premium identity.
Action
I reorganised the content into a storytelling-driven layout, introduced contextual photography as the main visual anchor, and built a clear hierarchy with asymmetrical magazine-style structures. I removed redundant data and grouped information into meaningful sections.
Result
The new structure shifted the experience from passive reading to guided exploration, enabling users to understand the brand’s spatial identity more naturally. The redesign established a more premium and immersive perception of each location.
Challenge 02 – Translating Physical Atmosphere into Digital
Situation
Each Genesis Space had a distinct architectural identity, but the old website failed to capture texture, materiality, or emotional tone.
Task
Create a digital experience that conveys the same atmospheric qualities as the physical space.
Action
I led the art direction by planning shot composition, defining lighting tone, selecting textures to highlight, and designing image sequences that express scale and ambience. I also provided a structured photography guide to ensure consistency across locations.
Result
The new imagery delivered a stronger sense of place and elevated the brand narrative. Stakeholders responded positively to the clearer alignment between physical and digital identity.
Challenge 03 – Ensuring Consistency Across Devices
Situation
Analytics revealed an almost equal split between desktop and mobile visitors, yet the previous design catered mainly to desktop layouts.
Task
Design a responsive experience that maintains clarity, quality, and visual consistency on all devices.Action
Built a Stats page that layers circular visualizations and expandable details.
Action
I analysed user flow differences between mobile and desktop, then built device-specific layout rules based on spacing, image ratios, and typography scaling. I established a grid system that supports both immersive imagery and usability standards
Result
The refined responsive system ensured that users on mobile experienced the same level of visual sophistication as desktop users. The interface became more consistent, easier to navigate, and better aligned with Genesis’s premium tone.
Reflection
Working on Flowdi has been a defining experience in my growth as a designer who can own a product end-to-end.
From research and UX strategy to interaction design, microcopy, visual systems, and prototyping, I took responsibility for every layer of the product and developed a much broader perspective on design.
Testing real builds through TestFlight revealed nuances—drag boundaries, animation pacing, graph readability—that helped refine the experience.
Questions like “When does logging feel burdensome for users?” and “How can a simple tap become a moment of meaning?” guided me beyond functionality and toward designing for emotion and clarity.
This project has strengthened both the product and my ability to think holistically, make independent decisions, and design with greater depth.