Laila Grainawi
Multidisciplinary design leader• Product
• Brand
• Creative
• Leadership
12M total downloads
1M active subscribers
$30M annual revenue
Security-focused consumer mobile application supporting digital protection. The app was originally a utility app (set and forget), and I aimed to evolve the product and its marketing beyond “spam is annoying” to “scam is a real threat”. This required improving our supporting product-experience to deliver on more than just spam suppression, in addition to evolving creative. From redesigned paywalls, structured tiered plans and new feature releases to future-proof our brand, we optimized for growth.
For Robokiller’s Brand and Creative evolution case study- click here.
Team:
Mark Lavoritano - Chief Product Officer
Laila Grainawi- VP, Design
Sasha Nichipor - Director, Product Design
Mel Dyson - Director, UX Writing
My role:
Product design leader
Brand identity design
Growth strategy
Clime is a leading weather app in the Apple App Store (#1 in revenue in paid applications in the category), looking to expand their long term ownership of the vertical by expanded into a social-supported weather app (think Waze for weather). I helped the C-Suite and stakeholders visualize how the brand identity needed to evolve to support their goals, and what implications that had for the overall product experience and marketing creative.
For Clime’s Brand and Creative evolution case study- click here.
Team:
Mark Lavoritano - Chief Product Officer
Laila Grainawi- VP, Design
Carlos Oliveria- Sr. Director, PM
Julian Bossiere - UX Design Lead
Mel Dyson - Director, UX Writing
My role:
Product design leader
Brand identity design
Growth strategy
Textkiller, sister product to Robokiller, was having a similar identity crisis. Its brand also needed to evolve past it’s lightweight utility app status. Through user research and competitor analysis, I identified areas of opportunity to bring the brand into a differentiated modern design that could support the ambitious goals of the organization.
For Textkiller’s Brand and Creative evolution case study- click here to view.
Team:
Mark Lavoritano - Chief Product Officer
Laila Grainawi- VP, Design
Sasha Nichipor - Director, Product Design
Mel Dyson - Director, UX Writing
My role:
Product design leader
Brand identity design
Growth strategy
A call recording app that needed to continue to capture growth as technology improved and new competitors entered the market. Firstly, I set out to improve the core user experience to ensure it was seamless and easy-to-use, as the process of enabling the call recording required training and teaching of new mental models. While the experience improved, I worked to design a new brand experience to support the approachable personality we wanted to create.
For TapeACall’s Brand and Creative evolution case study- click here.
Team:
Mark Lavoritano - Chief Product Officer
Laila Grainawi- VP, Design
Sasha Nichipor - Director, Product Design
Mel Dyson - Director, UX Writing
My role:
Product design leader
Brand identity design
Growth strategy