Design Strategy for Launch
MetaverseME is a European startup based in Malta, with collaborators in the UK, focused on immersive digital self-expression experiences. Their core product, the Avatar ME! App, transforms selfies into realistic 3D avatars using AI. When I joined, the company was preparing for its first public launch. Development was already advanced, but there was no design team or design direction. I was brought in for a focused and short-term collaboration to define the visual strategy, refine the layouts, and create the foundational design system that could evolve alongside the product roadmap.
MetaverseME! • Digital Identity
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Industry
AI / Digital Identity / Entertainment / Metaverse
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Duration
2025 - 2 months
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Tools
Figma, Miro, Illustrator, Photoshop, GPT, Layer.ai, ClickUp
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Team
Direct collaboration with the CEO, leadership, and developers (no formal product team)
My Role
Senior Product Designer (Art direction, UX/UI, layout redesign, design system, documentation).
Problem
The app was functional but suffered from poor visual design and an inconsistent user experience.
Improvements needed to be made without changing existing flows or backend logic, especially because the
avatar would be reused across different products.
Outcome
I established a clear visual identity and improved the user experience through layout refinement and
scalable design standards, keeping all functionalities intact and creating a foundation for future
avatar-based products.
Design Process
I reviewed existing layouts, technical constraints, and development dependencies to identify improvement opportunities that wouldn't disrupt functionality.
I developed a flexible visual direction inspired by contemporary digital culture, emphasizing clarity and scalability across multiple products.
I improved crucial screens such as onboarding and avatar creation without altering backend constraints, enhancing usability and visual cohesion.
I created a token-based design system tailored for Unity, documenting components, spacing, typography, and color harmonization for scalable usage.
I validated decisions through continuous feedback loops with developers and leadership, ensuring smooth implementation and planning a Phase 2 with user data insights.
Challenges
Existing development with limited flexibility
Need to improve design without changing functionality
No prior documentation or visual standards
Strategic decision to avoid changes to UX flows pre-launch in two-month deadline
Solo design work, in direct collaboration with the CEO
Key Insights
In early-stage startups, it is more effective to lay strong foundations than to attempt a full experience redesign under time pressure
Responsible use of AI (Layer.ai) can accelerate visual creation, but always requires human direction and ethical oversight
A well-articulated art direction serves as a navigational tool for future design efforts
Clear documentation is critical when design is not yet institutionalised, and a modular visual system is essential for products sharing a single avatar identity
Results and Reflections
My work established the first visual and structural foundation for the Avatar ME! App and for future MetaverseME products. The updated layouts improved clarity and consistency, and the design system created a scalable base for products that reuse the same avatar.
This positioned the company to extend experiences consistently from the Avatar ME! App to other products such as Kickoff Evolution, strengthening visual continuity and collaboration between teams in Malta and the UK. AI tools accelerated exploration and documentation, while design direction ensured alignment and quality.
Ultimately, this project reinforced that design impact goes beyond screens. It comes from creating foundations that support product growth, consistency, and cross-platform experiences over time.