Branding, UX/UI


Creative Direction, UX/UI Design Nicola Napoli


SmileBack is a customer satisfaction app designed to enhance communication between companies and their customers. I was tasked with revamping the company’s previous corporate identity, creating a new marketing website, developing fresh marketing materials, and implementing the UX/UI for the product.

The new branding

To facilitate a seamless transition from the previous branding to the new one, the client and I made the decision to retain certain elements from the existing design, such as the two primary colors and the original typography. We enhanced the colour palette by introducing gradients and incorporating new shades of purple and grey. Additionally, we introduced a variety of illustrations to the new website to create a more inviting and approachable user experience.

The new marketing website

Users are guided through the new responsive website to discover the product with clearness and simplicity. Many illustrations were used over the website sections to balance the strictly technical language used to describe the product features.

Product implementation

In addition to my involvement in developing the new branding and creating the updated marketing website, I made significant contributions to improving the company’s product by incorporating new features. These enhancements included the creation of a new campaign, a new customer response section, and the analysis of key metrics based on the use of filters.