In late 2022, [Nicolas](https://twitter.com/nicol3a) was really getting into his side-projects, [Type](http://usetype.app), a note-taking app for the busy mind. He reached out for some help, and designing an app icon was a fun and different challenge from my day-to-day work. It was something I hadn't done in a long time.

### Quick sketches

Starting with quick sketches helped us align on the different directions we liked and disliked. Without much doubt, the idea of a keyboard key made more sense than any other idea.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2Fe7f793ea-088e-4d4e-bb35-c172add60c05.png?alt=media&token=37582c07-34a3-4511-a28d-04a7a07c3cda","id":"e7f793ea-088e-4d4e-bb35-c172add60c05","width":1488,"height":1830,"filename":"dm-type-01.png","type":"image/png","caption":"","border":false}]}
```

### A keyboard key

The first few high-fidelity keys had a retro feel but were kind of bland. I tried a couple of alternatives with tints or combination of more than one key.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F289d8e4f-eaba-4e65-a750-4ded3ada158a.png?alt=media&token=fb32905d-5337-4c62-9f77-f4bad81a7e75","id":"289d8e4f-eaba-4e65-a750-4ded3ada158a","width":2800,"height":1600,"filename":"dm-type-02.png","type":"image/png","caption":"","border":true},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2Fd424d0b0-ab27-4106-b63b-fd38e25f1221.png?alt=media&token=8d7afe2c-f254-4760-809f-3c9ee564f12a","id":"d424d0b0-ab27-4106-b63b-fd38e25f1221","width":2800,"height":1600,"filename":"dm-type-03.png","type":"image/png","caption":"","border":true},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F91e4ea45-9cfd-45bb-8f8e-b0727349272b.png?alt=media&token=9f91100f-b222-402f-9d20-fd0c6e4a3639","id":"91e4ea45-9cfd-45bb-8f8e-b0727349272b","width":1920,"height":1920,"filename":"dm-type-05.png","type":"image/png","caption":"","border":true},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F5bab5375-191c-4791-9788-199026166068.png?alt=media&token=bb4565c3-a3f8-477e-9832-b533974c367f","id":"5bab5375-191c-4791-9788-199026166068","width":1920,"height":1920,"filename":"dm-type-06.png","type":"image/png","caption":"","border":true},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F8d0db07f-6a60-4ce2-98cb-e29f1637c607.png?alt=media&token=5151403c-8545-43ba-bed4-f49a841644de","id":"8d0db07f-6a60-4ce2-98cb-e29f1637c607","width":2800,"height":1600,"filename":"dm-type-07.png","type":"image/png","caption":"","border":true}]}
```

### More substance

A key by itself wasn't strong enough but surrounding the main key with other keys made it feel more "realistic", keeping the focus on the main key "T" was our final decision.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F9c433125-ceeb-409f-a8ee-4cce9d6165c5.png?alt=media&token=d54b0ddf-2fba-47e3-bd6a-22350de39436","id":"9c433125-ceeb-409f-a8ee-4cce9d6165c5","width":1920,"height":1920,"filename":"dm-type-08.png","type":"image/png","caption":"","border":true},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F202b98d0-4c27-4698-8340-9f5834dad399.png?alt=media&token=4a0195c2-ec0f-49d2-9991-9da22e42f256","id":"202b98d0-4c27-4698-8340-9f5834dad399","width":1920,"height":1920,"filename":"dm-type-09.png","type":"image/png","caption":"","border":true},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F15bc8c4e-2b1e-430a-9a7e-7cf307d593bd.png?alt=media&token=e988c227-9459-425f-8180-95c667f8762e","id":"15bc8c4e-2b1e-430a-9a7e-7cf307d593bd","width":4448,"height":3792,"filename":"dm-type-011.png","type":"image/png","caption":"","border":true}]}
```

### From dull to glow

We felt like the style of the keys was missing something, so while we were brainstorming, Nicolas shared a picture of his keyboard lights. The different colored glows added a unique touch that we loved.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F9aefd2d6-bd6f-4b80-9680-989843690d70.png?alt=media&token=727b4a0c-3105-4114-bdae-9ad0216e2110","id":"9aefd2d6-bd6f-4b80-9680-989843690d70","width":3952,"height":2260,"filename":"dm-type-010.png","type":"image/png","caption":"","border":true}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2F4211ef3f-47e3-4bc8-998a-1178543552c2.png?alt=media&token=0cce76fb-71df-4557-9832-812401aabecd","id":"4211ef3f-47e3-4bc8-998a-1178543552c2","width":4448,"height":3792,"filename":"dm-type-011.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FdrAUEHWCtnDhCa0mcRgR%2Fbdc1748f-39fb-4ace-96ae-1e570b1b09de.png?alt=media&token=25f782df-8019-45f3-8427-f16579a85904","id":"bdc1748f-39fb-4ace-96ae-1e570b1b09de","width":2400,"height":1763,"filename":"dm-type-012 2.png","type":"image/png","caption":"","border":false}]}
```

*Credits:* [Nicolas Bichon](https://twitter.com/nicol3a)

Type – Anatomy of an icon

While working with the growth team, I was asked to take on the design lead for a couple of teams working on the marketplace and fintech of Hotels. These teams were in the early stages of development. Together with my brilliant teammates, we iterated on key pain points to improve the marketplace's performance. At the same time, I led the effort to implement the first price-lock (or freeze) and refundable flows for booking hotels, strongly advocating for customer experience excellence.

### Marketplace perfomance

We worked to improve the searching experience and marketplace for Hopper Hotels. We identified the key pain points in the user journey and iterated on them to improve the marketplace's performance. We added better filters and sorting options, and made the information display clearer.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fa7bb496c-c5b8-4f69-a2e4-033ded1e24c2.png?alt=media&token=8646c72e-2be7-4db2-aaf6-c21dba450345","id":"a7bb496c-c5b8-4f69-a2e4-033ded1e24c2","width":1326,"height":2200,"filename":"dm-hopper-marketplace-03.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2F8f019a98-5693-4bf5-b1d1-ed8db4b65c95.png?alt=media&token=11619c43-73fd-466d-b9d0-4ecf1520955f","id":"8f019a98-5693-4bf5-b1d1-ed8db4b65c95","width":1326,"height":2200,"filename":"dm-hopper-marketplace-06.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2F1a779aef-b9ed-4abc-9e80-12baa353b996.png?alt=media&token=acd589a1-3af0-4e13-825e-e96643ff7c7e","id":"1a779aef-b9ed-4abc-9e80-12baa353b996","width":1326,"height":2200,"filename":"dm-hopper-marketplace-02.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2F59515ab9-f72f-4778-a8d2-58b37ca9105f.png?alt=media&token=612d8b4b-5455-41fb-8896-ba71269f3250","id":"59515ab9-f72f-4778-a8d2-58b37ca9105f","width":1326,"height":2200,"filename":"dm-hopper-marketplace-05.png","type":"image/png","caption":"","border":false}]}
```

### Adapting to behaviour changes

During the pandemic, Hopper Hotels created a last-minute booking experience for travelers who wanted to get away quickly and make spontaneous decisions. We improved the user experience by streamlining the booking process and offering attractive deals.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2F57f5729b-15d4-4b8a-a30a-20bf6514aada.png?alt=media&token=c686f7f8-3ecb-49ed-82f5-a4361223b3ab","id":"57f5729b-15d4-4b8a-a30a-20bf6514aada","width":1326,"height":2200,"filename":"dm-hopper-marketplace-01.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2F09916ba7-9e5f-4cdb-b872-8248be6879e0.png?alt=media&token=45bd4d38-b340-4115-b6d5-8ebc27c83e00","id":"09916ba7-9e5f-4cdb-b872-8248be6879e0","width":1326,"height":2200,"filename":"dm-hopper-marketplace-04.png","type":"image/png","caption":"","border":false}]}
```

### Helpful fintech

I spent some time with the fintech team. We worked together to figure out which feature would be the most useful to add to the Hopper Hotels platform. After looking at user data and feedback, we decided that adding the first price-lock and refundable rooms would make a big difference in the customer experience. I then made sure these features were added well and helped make sure customers had a great experience while they used them.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fc4af73ce-e4ce-4a69-93a5-a66646d80b6c.png?alt=media&token=7dde6926-3e09-4592-8589-f50205d582a6","id":"c4af73ce-e4ce-4a69-93a5-a66646d80b6c","width":1326,"height":2200,"filename":"dm-hopper-fintech-01.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2F6f3e01bb-d116-4712-b335-dadc09026964.png?alt=media&token=d4dfae1b-8ebc-4a09-91d6-b5747d42fd54","id":"6f3e01bb-d116-4712-b335-dadc09026964","width":1326,"height":2200,"filename":"dm-hopper-fintech-02.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fdbe73371-a1cb-4354-9cad-4e09b12fe878.png?alt=media&token=8af65358-7797-4f28-9fd6-c41c458ef4c1","id":"dbe73371-a1cb-4354-9cad-4e09b12fe878","width":1326,"height":2200,"filename":"dm-hopper-fintech-03.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fc16a0919-d055-4306-8a9e-de0bb0a3918d.png?alt=media&token=09bfca27-bd06-4a6f-a3e8-2171b2e1b1a2","id":"c16a0919-d055-4306-8a9e-de0bb0a3918d","width":1326,"height":2200,"filename":"dm-hopper-fintech-04.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fb575a8ba-e7fb-460c-8b3f-fc51aec1278c.png?alt=media&token=c91b94b2-70af-43c7-88d6-a5e7f8adeda9","id":"b575a8ba-e7fb-460c-8b3f-fc51aec1278c","width":1326,"height":2200,"filename":"dm-hopper-fintech-05.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fce7b3428-483d-471f-ac0d-29f327cc3899.png?alt=media&token=93d9c79e-434e-48f2-b217-d369a6e3ab68","id":"ce7b3428-483d-471f-ac0d-29f327cc3899","width":1326,"height":2200,"filename":"dm-hopper-fintech-06.png","type":"image/png","caption":"","border":false}]}
```

### Post-check-in Support Experience

We made it easier for customers to help themselves by creating tools like an FAQ section, a knowledge base with articles on common questions, and a chatbot. These tools helped reduce support requests and made it better for our customers to get help.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fd0d609ef-2994-4ac9-a220-d64a79a7a9a2.png?alt=media&token=2de417d3-612d-4b32-88e6-8f421e66a8ef","id":"d0d609ef-2994-4ac9-a220-d64a79a7a9a2","width":1326,"height":2200,"filename":"dm-hopper-support-01.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fdfbbf49f-d564-49a9-b3bf-937728732e2b.png?alt=media&token=d95b488c-452d-4379-b5a1-8665ee1d0fd0","id":"dfbbf49f-d564-49a9-b3bf-937728732e2b","width":1326,"height":2200,"filename":"dm-hopper-support-02.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fdce609e9-2850-45da-819d-935bb17e0739.png?alt=media&token=4566ba64-8b3d-4c0a-a7c3-a05df03bbedc","id":"dce609e9-2850-45da-819d-935bb17e0739","width":1326,"height":2200,"filename":"dm-hopper-support-03.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2Ffn0MY63zmnhHynBE03QI%2Fa2120430-f924-4922-ba9f-21d3b045c524.png?alt=media&token=25f8df26-60e6-4a28-ba01-a2cb55df0baf","id":"a2120430-f924-4922-ba9f-21d3b045c524","width":1326,"height":2200,"filename":"dm-hopper-support-04.png","type":"image/png","caption":"","border":false}]}
```

*Special thanks:*

[Anwesha Bhattacharjee](https://www.linkedin.com/in/anweshabhattacharjee/), [Lexi Caron](https://www.linkedin.com/in/lexi-caron/), [Lionel Ferrandon](https://www.linkedin.com/in/lferrandon/). And all the Hotels engineering, product, support teams.

Hotels Marketplace & Fintech

When I joined Hopper, I was a bit unsure of what my role would entail. But I really liked their approach to product testing and had a hunch that the growth team was working on something really significant. For the next 18 months, I had the pleasure of collaborating with a team of incredibly talented individuals to lay the groundwork for what is now the cornerstone of every transaction on Hopper: the Wallet, Carrot Credits, and Cash Back.

### First things first

We knew that customers care a lot about the cost of hotel stays, so we started by giving a $10 discount. We created a Wallet for users to see and use their offer, and built a lot of systems to help us move fast without getting stuck later.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FtsYJQV0JUv5zy3Hx0XiJ%2F72f99707-97ba-471e-b344-d7b2981c6654.png?alt=media&token=e9a05baf-1069-4fd4-9b0d-ba69dac8e55a","id":"72f99707-97ba-471e-b344-d7b2981c6654","width":1326,"height":2200,"filename":"dm-hopper-growth-1.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FtsYJQV0JUv5zy3Hx0XiJ%2Fd42dbcf4-ef72-4390-aa3d-0bcb14151232.png?alt=media&token=3ce2f6a8-bec1-42cd-93e1-0e1889562547","id":"d42dbcf4-ef72-4390-aa3d-0bcb14151232","width":1326,"height":2200,"filename":"dm-hopper-growth-2.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FtsYJQV0JUv5zy3Hx0XiJ%2F21c49b0e-d64b-4960-8b89-dbd3dde6cba2.png?alt=media&token=bc615bb9-ecb4-4d85-a4e0-a81e779c4cf9","id":"21c49b0e-d64b-4960-8b89-dbd3dde6cba2","width":1326,"height":2200,"filename":"dm-hopper-growth-3.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FHolOqVVyPzY3yzQKkIQJz2xcpjH2%2FtsYJQV0JUv5zy3Hx0XiJ%2Fd672662c-2674-42b7-ace4-efdcf0809b1a.png?alt=media&token=8972ab91-cfc1-4f8a-9a39-8eddef662cd3","id":"d672662c-2674-42b7-ace4-efdcf0809b1a","width":1326,"height":2200,"filename":"dm-hopper-growth-4.png","type":"image/png","caption":"","border":false}]}
```

### Building a growth flywheel

Adding cash back rewards for future purchases helped us keep customers and get more transactions. We used these rewards at important times during the purchase journey, and made sure everything related to transactions looked consistent and easy to understand.

```cv
gallery
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```

### Trials and Errors

The team I worked with grew a lot even though we faced many challenges due to the pandemic. We tried many experiments and it was quite overwhelming at times. As the design lead, I had to make sense of all the experiments and create a clear user experience.

```cv
gallery
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```

### Paving the Way

Before leaving Hopper for Practice, with Sarah and Derek's help, I came up with ideas based on data to make the Wallet the center of Hopper. I also wrote down a system to make sure customers have the best experience possible.

```cv
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```

*Special thanks:*

[Sarah Sheu](https://www.linkedin.com/in/sarahsheu/), [Dakota Smith](https://www.linkedin.com/in/dakota-smith-567a9a42/), [Derek Salvucci](https://www.linkedin.com/in/dtsal/). And all the growth engineering, product, support team.

Wallet & Fintech

Designer of all things

Peakpal

I keep few open hours for brand and design projects. Sometimes friend join to help out.

Brand & Identity Design

Weekly and daily todos app – Simple, Bare bone, Back to basics.

Design & Code

a16z backed CRM built for solopreneurs and teams

Denis Moulin

Contact

Projects

Work Experience