Branding/Identity    -    Strategy    -    UX/UI Design   -  Interaction Design    -   Illustration

Toolkit: Adobe XD, Photoshop, Illustrator, Figma, Procreate

My Role: I collaborated with my team on the concept and research.
I created all the branding, illustrations, UI design, and animations for the video. 

Huddle by Penguin is a platform designed to connect readers around the world.

THE QUICK PITCH

We wanted to create a product for Penguin Books that enhances the relationship young readers have with reading. So, we came up with Huddle, an online platform and subscription service that allows readers to interact with a community of book-lovers, share opinions and stay accountable over the course of a book.

JUMP AHEAD

 

THE OPPORTUNITY

How can Penguin take the pressure off young readers?

THE PROBLEM

The experience of  reading as a hobby has become a source of stress for many young readers.

THE SOLUTION

Harness the emotional benefits of reading by connecting readers around the world with one other.

Huddle pairs readers from around the world, so they can interact, share opinions and stay accountable over the course of a book.

HOW IT WORKS

 1 

LEARN ABOUT HUDDLE

 2 

TAKE

THE QUIZ

 3 

PICK

A BOOK

 4 

JOIN THE HUDDLE

 5 

MEET

YOUR PAL

 6 

READ

AND REPEAT

 

THE DIGITAL PLATFORM

ONBOARDING, QUIZ, AND DASHBOARD

STEP 1

Learn About Huddle

The user arrives at Huddle's home page through Penguin's home page and proceeds to click to learn more.

Upon arriving on Huddle's home page, the user learns about the service and decides to try it out. They start by taking a quiz.

CLICK SCREEN TO VIEW AND PAUSE PROTOTYPE

 

STEP 2

Take The Quiz

The user takes a short quiz about their unique reading habits, resulting in one of four reader types. The quiz helps them get matched with the perfect Penguin Pal.

CLICK SCREEN TO VIEW AND PAUSE PROTOTYPE

STEP 3

Pick A Book

Once the user is informed of their reader type, they are prompted to select a book. They browse through our curated list of books for the month and can look at previews and reviews to guide their selection.

CLICK SCREEN TO VIEW AND PAUSE PROTOTYPE

STEP 4

Join The Huddle

Once the user chooses their book, they are prompted to create their Huddle account and chooses their subscription preferences. From there, they can access their personalized Huddle dashboard.

CLICK SCREEN TO VIEW AND PAUSE PROTOTYPE

STEP 5

Meet Your Pal

New orders will ship on the 1st of every month. Soon, the user will receive their book, as well as instructions for connecting with their Penguin Pal in the Huddle dashboard. As the user reads their book, they can share their thoughts and opinions with their Pal on the Dashboard.

CLICK SCREEN TO VIEW AND PAUSE PROTOTYPE

STEP 6

Read & Repeat

Once the duration comes to an end, users can choose to swap contact information to stay in touch, select a new book and prepare for their next Penguin Pal.

By giving readers a different Penguin Pal with each new book, Huddle builds a close knit community of readers around the world.

WHY IT WORKS

Huddle solves for the three stress factors we discovered about readers during our research process.

ACCOUNTABILITY

By being matched with a Penguin Pal who has similar reading habits, members of the Huddle are held accountable to finish their book in their chosen amount of time to continue conversing with their Pal of the month.

CHOICE OVERLOAD

Members of Huddle are given a select list of five books to choose from every month, making their decision of what book to read much simpler, and far less overwhelming.

SOCIAL PRESSURE

Huddle offers our readers an outlet for sharing their love of reading in a fun, low pressure way, at a pace that the user feels comfortable with.

 
 

CHECK OUT THE CASE STUDY VIDEO!

 

Style Guide

We wanted Huddle's brand to be inviting, cheerful, and energetic, while also tying in with Penguin's existing brand. We chose to use Penguin's burnt orange (print) and bright orange (digital) and balanced it out with muted blues and teals.

The logo depicts two penguins huddling together, with their silhouettes mimicking the form of the typeface we chose: Rubik. The penguins are contained in a rounded rectangle that represents a book.

The rounded edges of all the UI elements and icons tie back to the inviting, cheerful, and energetic brand principles.

TEAM

Anna Boutchard - Strategy

Emily Rhodes - Copywriting

Doug West - Interaction Design