( Case study )

ImpactAI — Everyday AI Assistant App, UX/UI & Branding

Domain: Consumer AI / Mobile app
Services: UX Research; Mobile App UX/UI; Brand Identity; Design System

OVERVIEW

Product Strategy

One assistant for everyday questions and confusing product labels, with answers that are quick to read and easy to trust.

Design & Branding

A bright green identity and calm layouts that make AI feel friendly instead of technical.

Iterating with Feedback

Flows were tested against real questions and real labels until every answer felt clear at a glance.

PROBLEM

Most AI still feels scattered and cold.

People have more AI tools than ever, but using them still takes effort: a blank chat box, long answers and settings to figure out. So for small everyday questions, most people just guess.

Product labels are the same story. Ingredients and allergens are printed in tiny type with names nobody recognises, and scanning a label still leaves you guessing.

Man in a lime beanie using the ImpactAI app on his phone

ImpactAI came to Mara to design an assistant that removes the guessing: ask a question or point the camera at a product, and get a clear answer.

OPPORTUNITY

Clarity is the feature.

Most AI products compete on features. We bet on the opposite: an assistant that does a few everyday things very well, with no setup and no digging through menus.

The challenge was trust. An answer about allergens or ingredients only helps if it's easy to read and easy to believe, so pacing and layout mattered as much as the AI behind them.

SOLUTION

Ask anything. Scan anything.

Mara designed the mobile app, the brand and the design system. ImpactAI is built around two simple entry points:

Ask Anything. A guided chat with popular categories and helpful questions, so people never face an empty screen.

ImpactAI product scanner screens breaking down a drink label, on moss

Product Scanner. Scan a product and ImpactAI breaks down what's inside: ingredients, allergens and the details worth knowing, in plain language.

ImpactAI Everyday AI splash screen on a phone

CORE FLOWS

ImpactAI home screen with categories, product scanner and Ask Anything

Home in one glance

Ask Anything, the product scanner and popular categories sit on one screen, so every task starts in a tap.

Profile and settings

A simple profile with only the settings people actually change.

RESEARCH

How people actually look for answers.

We studied how people search for everyday answers, what makes a result feel trustworthy instead of vague, where AI tools lose people, and why scanning a label still leaves you guessing.

Empty screens stall people. Suggested questions and categories got people started faster than a blank chat.

Short beats complete. A clear summary with details on demand felt more trustworthy than a long answer.

Labels need translation. People wanted to know what an ingredient means for them, not just its name.

ImpactAI moodboard: AI assistant apps, chatbot research and green UI references

VISUAL DIRECTION

Fresh, green and calm.

We paired electric lime with deep green and photographed the product among moss and stone. The result feels natural and fresh, a counterpoint to the cold blue look of most AI tools, and it fits a product that helps people understand what they eat and use.

STRATEGIC DIRECTIONS

No setup

Open the app and ask, or scan. No onboarding maze, no settings to configure first.

Answers you can trust

Short, structured answers with the important part first.

Everyday, not technical

Friendly language and familiar patterns, so AI feels like a helper rather than a tool to learn.

BRAND IDENTITY

Electric lime & deep green

Electric Lime for energy and actions, Deep Green for calm and trust, with Cool Slate and Cloud White as neutrals.

Avenir

A clean, friendly sans in four weights that keeps answers easy to read at any size.

The ImpactAI mark

A geometric mark of interlocking strokes that works as an app icon, a splash screen and an outline graphic.

DESIGN DECISIONS

Designing for quick, trustworthy answers.

How long should an answer be?

As short as possible, with the key fact first. Ingredient breakdowns and follow-up questions stay one tap away for people who want more.

Where should a new user start?

On a home screen with ready-made questions and categories. The first useful answer should come before the user has had to think about what to type.

WHERE WE LANDED

An everyday AI assistant without the clutter.

ImpactAI everyday AI assistant app: Get Started screen on a phone among moss-covered rocks

Mobile app

Ask Anything chat, popular categories, helpful questions, a product scanner with ingredient and allergen breakdowns, and a simple profile.

Brand

The ImpactAI mark, a lime and deep green palette, Avenir typography and a nature-led photography direction.

Design system

A Figma-native, handoff-ready component library, delivered in five weeks from discovery to handoff.

KEEPING IT SIMPLE

Fewer features, clearer answers.

We cut everything that didn't help people get an answer faster. Each screen does one job, and the assistant suggests the next step instead of asking the user to find it.

DETAILS