Simply

Unlocking Creativity, One Skill at a Time

Role

Senior Product Designer

Industry

Creative Learning

Duration

3.5 years

The Challenge

In a world where screen time often means mindless scrolling, Simply wanted to create something different - "Uptime" instead of downtime. As we evolved from JoyTunes to Simply, we needed to expand beyond music into drawing and other creative skills while maintaining the engaging experience that made us successful across 180 countries.

The challenge wasn't just adding new features - it was creating a unified brand and design system that could scale globally while keeping the magic that helped millions find their creative voice.

Brand Evolution & Strategy

  • Led the design transition from JoyTunes to Simply, expanding our visual identity beyond music to embrace all creative hobbies.

  • Collaborated with cross-functional teams to define a design language that could work across piano, guitar, singing, and drawing apps.

  • Established brand guidelines that maintained consistency while allowing each creative skill to have its own personality.

    User Experience Design

  • Designed intuitive learning flows that made complex creative processes feel effortless and enjoyable

  • Created personalized onboarding experiences that adapted to each learner's skill level and goals

  • Developed AI-powered features that provided real-time feedback while maintaining the human touch in creative learning

Design System Architecture

  • Built a flexible design system that enabled rapid development across multiple creative domains.

  • Created scalable component libraries that maintained visual consistency while supporting diverse learning experiences.

  • Established design processes that allowed autonomous teams to innovate while staying true to the Simply brand.

The Challenge

In a world where screen time often means mindless scrolling, Simply wanted to create something different - "Uptime" instead of downtime. As we evolved from JoyTunes to Simply, we needed to expand beyond music into drawing and other creative skills while maintaining the engaging experience that made us successful across 180 countries.

The challenge wasn't just adding new features - it was creating a unified brand and design system that could scale globally while keeping the magic that helped millions find their creative voice.

Brand Evolution & Strategy

  • Led the design transition from JoyTunes to Simply, expanding our visual identity beyond music to embrace all creative hobbies.

  • Collaborated with cross-functional teams to define a design language that could work across piano, guitar, singing, and drawing apps.

  • Established brand guidelines that maintained consistency while allowing each creative skill to have its own personality.

    User Experience Design

  • Designed intuitive learning flows that made complex creative processes feel effortless and enjoyable

  • Created personalized onboarding experiences that adapted to each learner's skill level and goals

  • Developed AI-powered features that provided real-time feedback while maintaining the human touch in creative learning

Design System Architecture

  • Built a flexible design system that enabled rapid development across multiple creative domains.

  • Created scalable component libraries that maintained visual consistency while supporting diverse learning experiences.

  • Established design processes that allowed autonomous teams to innovate while staying true to the Simply brand.

a cellphone leaning against a wall
a cellphone leaning against a wall
a cellphone leaning against a wall
a cell phone on a rock
a cell phone on a rock
a cell phone on a rock

User Research & Iteration

  • Conducted user research across different creative learning paths to understand diverse learner needs.

  • Analyzed engagement patterns and learning outcomes to optimize the creative discovery journey.

  • Implemented data-driven design improvements that increased user retention and satisfaction.

Key Achievements

  • Global Brand Consistency: Successfully scaled Simply's brand across a billion-dollar company, maintaining coherence across autonomous teams and diverse creative offerings.

  • Engagement & Retention: Designed features that significantly improved user engagement and learning completion rates across multiple creative skills.

  • Design System Impact: Created a flexible design system that accelerated product development while ensuring consistent user experiences across all Simply apps.

  • Cross-functional Leadership: Mentored designers and guided brand implementation across various teams without direct reporting lines, building design culture through influence and collaboration.

a cell phone on a ledge
a cell phone on a ledge
a cell phone on a ledge
a cell phone on a table
a cell phone on a table
a cell phone on a table
a cell phone on a bench
a cell phone on a bench
a cell phone on a bench

Reflections

This project taught me the art of balancing consistency with flexibility in a fast-moving, creative environment. Working at Simply meant constantly adapting while keeping our core mission strong - helping people discover their creative potential.

The experience of transitioning from a music-focused brand to a comprehensive creative platform showed me how design systems can be both structured and flexible, enabling teams to innovate while maintaining a unified vision that resonates with millions of learners worldwide.

The projects and visuals showcased here are the result of collaborative efforts with an incredible team of talented individuals: Michael Mizrahi, Oren Agami, Adam Blufarb, Cynthia Mazouz, Nadia Hitman. Thank you for a fun collaboration. I'll treasure our experiences together.

Reflections

This project taught me the art of balancing consistency with flexibility in a fast-moving, creative environment. Working at Simply meant constantly adapting while keeping our core mission strong - helping people discover their creative potential.

The experience of transitioning from a music-focused brand to a comprehensive creative platform showed me how design systems can be both structured and flexible, enabling teams to innovate while maintaining a unified vision that resonates with millions of learners worldwide.

The projects and visuals showcased here are the result of collaborative efforts with an incredible team of talented individuals: Michael Mizrahi, Oren Agami, Adam Blufarb, Cynthia Mazouz, Nadia Hitman. Thank you for a fun collaboration. I'll treasure our experiences together.

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Copyright @2025 · Marina Sokolov