Mårten Sparrman
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Haaartland – Redesigning a Community Platform

Client Haaartland
Platforms iOS, Android, web
Date March 2020 - 

Haaartland is a Nordic startup on a mission to bring people closer together. Their SaaS platform enables the creation of safe, simple, and beautifully designed communities—powered by AI, built with Scandinavian aesthetics, and focused on user integrity.




Role & Responsibilities


  • Lead Product Designer (UX/UI)
  • Design system creation
  • Brand identity refresh
  • Marketing and communication design

The Challenge


The existing platform was complex and lacked a cohesive user experience. With features similar to Facebook — like feeds, messaging and notifications — it needed a comprehensive redesign to be intuitive, scalable, and visually consistent across platforms.



Approach


1. Starting from scratch
I conducted a full audit of the current product, then discarded the legacy design in favor of building a brand-new design system. This allowed for consistency and flexibility as the product evolved.

2. Building a design system
Created foundational components including:

Buttons, inputs, modals, navigation patterns
Color, typography, and spacing tokens
Scalable Figma components and variants

3. Unified across platforms
Designed for web, iOS, and Android with platform-specific adaptations—ensuring a seamless experience for users on any device.

4. Efficient workflow
Using Figma for both design and prototyping allowed for faster iterations and smoother collaboration with developers.






Brand Evolution


To support the product redesign, I refreshed the brand identity:

  • Updated the logo and symbol
  • Designed a custom icon set
  • Switched to the Inter typeface for better readability
  • Created pitch decks, a new marketing site, and other collateral




Outcome


The new design brought clarity, consistency, and a modern feel to the product and brand—positioning Haaartland as a serious player in the community platform space.

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