Ashley Silvamercado

Exotica was designed to transform the ethical adoption of exotic pets into a premium, discovery-led experience. I demonstrated how complex, niche data can be organized into a scalable, accessible design system. By applying a ‘biological lens’ to information architecture, the project utilizes a taxonomic, editorial framework that allows the interface to expand seamlessly as new species and educational modules are added.

1. I defined a brand that bridges the gap between rugged nature and modern luxury. The goal was to move toward a sophisticated, education-first identity that establishes immediate credibility.

2. I structured the app’s information hierarchy using scientific classification. This ensured that complex data—such as habitat specs and care tiers—remained organized and scalable, regardless of how many animal categories are added.

3. By prioritizing high-contrast typography and expansive photography, I created an immersive ‘discovery’ experience that feels more like a premium digital magazine than a standard utility app.

4. I mapped a five-screen user journey. Each transition was designed to be functionally invisible. The process culminated in a high-fidelity prototype using 'smart animate for micro-interactions.

SteadyFit was built to be a multi-platform fitness ecosystem. I designed the app to eliminate cognitive overload for athletes by prioritizing a frictionless interface. The app acts as a seamless extension of the workout, allowing users to maintain their physical flow without digital distraction.

1. UX Research: My objective was to identify the specific digital frictions, such as shaking muscles and bad gym lighting, that can affect device usability. I conducted user interviews, competitive research, and research-backed data analysis

2. User Personas & Journey Mapping Goals: I created the Sasha Kuznet persona to ground every design decision in a data-driven human profile rather than general assumptions. My goal was to map their emotional and physical transitions during a session and identify where the UI needs to be most supportive.

3. User Flows & Information Architecture Goals: I imagined an efficient navigation system that allows users to start a workout and log data in two taps or fewer. I aimed to strip away discovery features to minimize cognitive load.

4. UI Fundamentals & Branding Goals: I set out to establish a high-contrast visual layout that is legible at a distance and under bright overhead gym lights. My focus was on a scalable design system with large touch targets to ensure accessibility for users under high-intensity training.