Reimagined the Dropbox product experience by exploring a retooled design language that instills the brand’s personality into the product design.
Bridging the gap
In 2022, Dropbox looked at ways to improve the overall customer experience, and one of its goals was to uplevel the design craftsmanship across the board, especially in its products. The file-hosting company aimed to situate itself as a premium brand but saw the core products needed to catch up to its rebranding & marketing efforts. The rebranding effort had vibrancy and human touches as the foundational groundwork, but that voice failed to crossover into the customer experience.
The earlier redesign efforts shared a similar design vocabulary to the modern UX design aesthetics that were popularized by the tech leaders: rounded corners, cards, drop shadow, tone elevations, and iconography. While the effort took steps towards modernization, the proof of concepts lacked any distinctive Dropbox brand personality. I took a deep dive into the rebrand’s toolkit to see what we can glean and reintroduce these brand expressions into the product, enhancing the overall delight of the product experience.
Bringing it all together
I made five Figma prototypes to prove these design approaches, each pushing a direction across a spectrum between branded and core. Some prototypes I’ve built evolved the design system of ongoing redesign efforts with more branded effort, and some prototypes were a complete rethink of the interactions for Dropbox’s core (file, store, sync) desktop product.
The captured interaction of the prototype (below) is intentionally blurred for confidentiality but still displays some design principles related to colors and motion.