Scaling an early-stage startup into South Korea’s #1 restaurant review app
From funnel failure to #1
A sustainable future depends on homes that can not only produce but store their own energy. By storing solar, homes can power themselves through the night, eliminate gas appliances and even feed back to the grid at times of peak demand.
Lunar Energy was founded in 2020 to help move the world towards all-electric homes.
Daylight has been Lunar’s design partner from the beginning.
When we first met MangoPlate, they were an early-stage food startup struggling to convert downloads to registered users.
Through a UX audit and acquisition funnel analysis, we identified pain points in the MangoPlate experience. In a series of short and focused design sprints, we worked alongside MangoPlate's internal teams to grow the product into an invaluable service.
One year after launching the redesigned UX and rebranded identity, MangoPlate had a 5X increase in their mobile app downloads and a 30% increase in average app usage time. MangoPlate is now the single most popular restaurant recommendation and review app in South Korea.
A tastefully reenvisioned brand identity
MangoPlate wanted a logo strong enough to be a prominently-displayed, coveted seal of approval for restaurants that rated highly in their app. The mango-themed logo they had when they began working with us wasn’t clear or polished enough to do the job. Daylight worked with them in an intensive series of design sprints to craft a new branding approach. For the wordmark, we used a simple, bold typeface, and rotated the P beneath the M to create an easily recognizable symbol, suggestive of a little tongue ready for a great meal.
This subtly playful, yet refined wordmark is paired with a vibrant color palette and a distilled iconographic style. Together, these rebranding choices reflected what had always been great about MangoPlate, while elevating their brand aesthetic to match the level of success they aimed to achieve.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
Sprinting towards viability
As with the brand work, we used design sprints to help us work quickly to identify user needs, generate concepts, build prototypes, and test our ideas with real users. Our sprints with MangoPlate helped their team get to viable solutions faster.
Our initial sprint led to key design principles that drove our design. "Less than three clicks to wow" pushed us to remove unnecessary interactions, moments, and screens. "Provide contextual content based on location and personal history" nudged the team to always consider the user's context as they interacted with the app.
Sprinting leads to real results. Some of our solutions that went into the product pipeline were:
Redesigning the registration flow
Adding mechanisms to increase user engagement
Creating a new corporate brand identity
Completely renewing responsive desktop & mobile website designs
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
1200% better
In the year after our redesign, downloads went from 400,000 to 2.2 million, the number of monthly active users surpassed 1 million, and monthly page views increased by 1200%, from 1.65 million to 20 million.
MangoPlate successfully raised $6.1 million in their Series A round from top VCs, including SoftBank and Qualcomm Ventures, bringing their total value to $7.2 million. Subsequently, MangoPlate was bought by Yeogiuhtae, a well-known Korean travel services portal.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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