Auditing Toby’s Estate
App
A UX teardown to reduce friction and improve flow
Client
Crackwits
Timeline
12 Months
role
Senior UX/UI Designer
project
Toby’s Estate App
TL;DR
I led a UX audit for Toby’s Estate mobile app, identifying pain points and applying behavioral design principles to improve onboarding, performance, and structure—resulting in 30+ actionable recommendations.
Summary
I led a full UX/UI audit of the Toby’s Estate mobile app. The goal was to evaluate the user experience across onboarding, checkout, and navigation. We delivered a comprehensive set of recommendations rooted in cognitive psychology and mobile UX best practices.
Problem Framing
Toby’s Estate app had strong fundamentals but suffered from unclear flows, visual inconsistencies, and onboarding friction.
- Overwhelming navigation and unclear copy
- Inconsistent UI elements (icons, spacing, input fields)
- Slow performance and guest access limitations
Role & Team
As the Senior UX/UI Designer at Crackwits, I:
- Conducted the full audit and UX walkthrough
- Compiled heuristic evaluations and applied behavior design principles
- Presented the findings with actionable recommendations
Approach
- Assessed every screen across onboarding, guest mode, sign-in, and checkout
- Applied frameworks like Hick’s Law, Fitts’s Law, and Regret Aversion Bias
- Evaluated flows with the Squint Test, tone-of-voice analysis, and UX writing standards
- Graded UI decisions using a color-coded impact scale (good, warning, alert, ambiguous)
Challenges
- Guest flow was underdeveloped, reducing first-time conversion potential
- Slow Google Sign-In created frustration before even entering the app
- Visual inconsistencies in CTA sizes, icons, and padding created an unpolished feel
Solution
- Simplified language ("Get Started" instead of "Continue to Sign In") to improve clarity
- Reduced homepage distractions by minimizing navigation items
- Suggested feature prioritization: Top Up > Customize > Scan & Pay
- Proposed car model dropdown revamp (logos, sentence case, alphabetical, searchable)
- Provided UX writing and UI alignment tips across screens
Results & Impact
- The audit was used to brief dev and brand teams on needed changes
- Created internal benchmarks for future mobile audits
- Delivered over 30 actionable UX improvements in under a week
What I’d Do Differently
I’d involve developers in the audit from day one to understand constraints early and ensure design insights turn into quick wins—not wishlists.
Want the full
Audit?
Here’s a deck to walk you through the audit
Toby’s Estate Full Audit
Phone number
+961 3 139 572
© 2025 Johnny Bou Malhab. All Rights Reserved
Auditing Toby’s Estate
App
A UX teardown to reduce friction and improve flow
Client
Crackwits
Timeline
12 Months
role
Senior UX/UI Designer
project
Toby’s Estate App
TL;DR
I led a UX audit for Toby’s Estate mobile app, identifying pain points and applying behavioral design principles to improve onboarding, performance, and structure—resulting in 30+ actionable recommendations.
Summary
I led a full UX/UI audit of the Toby’s Estate mobile app. The goal was to evaluate the user experience across onboarding, checkout, and navigation. We delivered a comprehensive set of recommendations rooted in cognitive psychology and mobile UX best practices.
Problem Framing
Toby’s Estate app had strong fundamentals but suffered from unclear flows, visual inconsistencies, and onboarding friction.
- Overwhelming navigation and unclear copy
- Inconsistent UI elements (icons, spacing, input fields)
- Slow performance and guest access limitations
Role & Team
As the Senior UX/UI Designer at Crackwits, I:
- Conducted the full audit and UX walkthrough
- Compiled heuristic evaluations and applied behavior design principles
- Presented the findings with actionable recommendations
Approach
- Assessed every screen across onboarding, guest mode, sign-in, and checkout
- Applied frameworks like Hick’s Law, Fitts’s Law, and Regret Aversion Bias
- Evaluated flows with the Squint Test, tone-of-voice analysis, and UX writing standards
- Graded UI decisions using a color-coded impact scale (good, warning, alert, ambiguous)
Challenges
- Guest flow was underdeveloped, reducing first-time conversion potential
- Slow Google Sign-In created frustration before even entering the app
- Visual inconsistencies in CTA sizes, icons, and padding created an unpolished feel
Solution
- Simplified language ("Get Started" instead of "Continue to Sign In") to improve clarity
- Reduced homepage distractions by minimizing navigation items
- Suggested feature prioritization: Top Up > Customize > Scan & Pay
- Proposed car model dropdown revamp (logos, sentence case, alphabetical, searchable)
- Provided UX writing and UI alignment tips across screens
Results & Impact
- The audit was used to brief dev and brand teams on needed changes
- Created internal benchmarks for future mobile audits
- Delivered over 30 actionable UX improvements in under a week
What I’d Do Differently
I’d involve developers in the audit from day one to understand constraints early and ensure design insights turn into quick wins—not wishlists.
Want the full
Audit?
Here’s a deck to walk you through the audit
Toby’s Estate Full Audit
Phone number
+961 3 139 572
© 2025 Johnny Bou Malhab. All Rights Reserved
Auditing Toby’s Estate
App
A UX teardown to reduce friction and improve flow
Client
Crackwits
Timeline
1 week
role
Senior UX/UI Designer
project
Toby’s Estate App
TL;DR
I led a UX audit for Toby’s Estate mobile app, identifying pain points and applying behavioral design principles to improve onboarding, performance, and structure—resulting in 30+ actionable recommendations.
Summary
I led a full UX/UI audit of the Toby’s Estate mobile app. The goal was to evaluate the user experience across onboarding, checkout, and navigation. We delivered a comprehensive set of recommendations rooted in cognitive psychology and mobile UX best practices.
Problem Framing
Toby’s Estate app had strong fundamentals but suffered from unclear flows, visual inconsistencies, and onboarding friction.
- Overwhelming navigation and unclear copy
- Inconsistent UI elements (icons, spacing, input fields)
- Slow performance and guest access limitations
Role & Team
As the Senior UX/UI Designer at Crackwits, I:
- Conducted the full audit and UX walkthrough
- Compiled heuristic evaluations and applied behavior design principles
- Presented the findings with actionable recommendations
Approach
- Assessed every screen across onboarding, guest mode, sign-in, and checkout
- Applied frameworks like Hick’s Law, Fitts’s Law, and Regret Aversion Bias
- Evaluated flows with the Squint Test, tone-of-voice analysis, and UX writing standards
- Graded UI decisions using a color-coded impact scale (good, warning, alert, ambiguous)
Challenges
- Guest flow was underdeveloped, reducing first-time conversion potential
- Slow Google Sign-In created frustration before even entering the app
- Visual inconsistencies in CTA sizes, icons, and padding created an unpolished feel
Solution
- Simplified language ("Get Started" instead of "Continue to Sign In") to improve clarity
- Reduced homepage distractions by minimizing navigation items
- Suggested feature prioritization: Top Up > Customize > Scan & Pay
- Proposed car model dropdown revamp (logos, sentence case, alphabetical, searchable)
- Provided UX writing and UI alignment tips across screens
Results & Impact
- The audit was used to brief dev and brand teams on needed changes
- Created internal benchmarks for future mobile audits
- Delivered over 30 actionable UX improvements in under a week
What I’d Do Differently
I’d involve developers in the audit from day one to understand constraints early and ensure design insights turn into quick wins—not wishlists.
Want the full
Audit?
Here’s a deck to walk you through the audit
Toby’s Estate Full Audit
johnny@monochrome.digital
Phone number
+961 3 139 572
© 2025 Johnny Bou Malhab. All Rights Reserved