Client: Sertifier
Scope: Product Design + Illustration + Storefront & Marketing Assets
Timeline: 2020–2023 - in house
My role: Designer for all userflows, dev-ready screens, the illustration set, storefront images, and launch materials
A micro-learning app that filtered hundreds of sources — Medium, Forbes, YouTube and the rest — into one personalized feed.
The Problem
Further's value was curation — taking an internet's worth of written and audiovisual content and making it feel like one product. The design had to hold that variety inside a coherent reading experience, and the business had a classic subscription problem: users who cancel quietly and never come back.
Constraints
Content in multiple formats (articles, video, audio) sharing one feed and one reading surface.
Two storefronts plus localization for the Indian market.
Marketing moments (a Product Hunt launch) on fixed dates that didn't care about the design backlog.
The Approach
Decision 1: put a retention offer inside the cancellation flow, before the exit. The alternative was the industry classic — making the cancel button hard to find. Rejected, because hidden exits convert frustration into chargebacks and one-star reviews. Instead the flow stayed honest: subscription details → cancellation info → a special discount offer → cancel if you still want to. The user keeps control; the business gets one fair chance.
Decision 2: an in-house illustration set instead of stock. Stock illustration would have been faster. Rejected, because the same visuals had to work in app screens and marketing materials, and stock never survives that trip with its identity intact. One set, drawn once, used everywhere.
Decision 3: design the content-reading screen as views, not a screen. One layout couldn't serve an article, a video, and audio equally. The reading surface was designed as a set of views over one structure, so format switching didn't feel like changing apps.
The Range Moment
Product flows, the illustration set, storefront images, and the Product Hunt materials came from the same person. When the launch date arrived, nothing was queued behind a second vendor's timeline — the app and its announcement were visually one thing because they were literally one hand.
The Outcome
The flows and illustration system served the product across its 2020–2023 run. The app is in maintenance mode, but still has 4.6 rating on App Store.
