tinkl

Tinkl, founded by Essie Schlotterbeck (they/them), is a bathroom-finder app for trans, non-binary, and gender non-conforming individuals to locate safe, accessible restrooms. Essie aimed to create a more intuitive admin interface to streamline app management.

Role: Role: Brand Strategist & Information Architect

  • Led visual identity synthesis through mood boards and desirability testing.

  • Conducted user interviews and visual preference surveys.

  • Synthesized insights from 23 survey participants to inform visual direction.

  • Collaborated on wireframes and style guide development.

  • Developed app-wide information architecture for clear, intuitive navigation.

Techniques

Brand Strategy | User Interviews | User Surveys | Desirability Testing | Information Architecture | Wireframing

Tools

Googe Surveys | Figma | Canva

challenge

DMAFB needed a warm, inclusive visual identity and clear information architecture to support its mission: helping users practice kindness toward themselves and others. As the app's concept evolved, our goal was to create a digital experience that reflects DMFAB’s values through both look and feel, while ensuring intuitive usability.

Through user research, I discovered three primary challenges:

  1. Content Moderation: Admins need tools to minimize harmful content uploaded to the platform.

  2. Efficient Data Management: Admins must efficiently validate user access data, comments, and the restroom directory.

  3. Future Scalability: The admin dock must support seamless workflows as tinkl grows.

These insights highlighted the need for an intuitive, scalable admin dock that empowers the team to maintain a safe, inclusive platform while allowing users to "pee in peace."

An early iteration of the admin tool that established essential workflows for moderation and directory management, setting the stage for future enhancements as tinkl’s platform evolved.

Key Areas of Focus:

  • User-Centered Efficiency: Simplified navigation for tasks like user validation, content moderation, and restroom listing management.

  • Brand Alignment: Integrated Tinkl’s signature colors, transparency, and modern aesthetics for a cohesive look and feel.

  • Scalability: Built a flexible system to support future features and content expansion.

User Personas:

  • Asha, a new admin, needs quick access to key moderation tools.

  • Yara, a deactivated member, reflects on the importance of moderation to protect community safety.

By prioritizing speed, clarity, and visual cohesion, the new Admin Dock supports Tinkl’s mission: helping users “pee in peace.”The project aimed to balance functionality and a refined visual language, creating a seamless user experience for the internal team while strengthening Tinkl’s brand identity throughout its platform. tinkl, being in an early stage of development, is expanding rapidly, and its features are still being refined across many areas.

Showcasing the workflow of Asha (she/they) reactivating Yara’s account, emphasizing the user list interface and reactivation prompt for efficient account management and streamlined support processes.

“The admin dashboards were especially helpful for fleshing out how the admin could navigate through and complete key tasks in a user-friendly way."
-Essie, Tinkl founder

solution highlights

  • Emotionally Resonant Visual Language:
    Nature-inspired graphics and bold, vibrant colors were chosen based on user feedback, striking a balance between groundedness and optimism. “Plants make me happy,” one user shared, reinforcing growth as a central visual metaphor.

  • Cohesive & Clear Interface:
    Participants emphasized simplicity and consistency. Typography, iconography, and layout were refined to reduce friction and support emotional ease throughout the app experience.

  • Desirability Testing as Brand Validation:
    We used a curated list of emotion-driven words (desirability testing) to understand how users felt about early concepts. Responses helped us refine the visual direction, ensuring alignment with feelings of kindness, warmth, and approachability.

  • Thoughtful Information Architecture:
    Designed a clutter-free IA that prioritizes core functions while reducing cognitive load. Navigation was mapped to be intuitive even for first-time users, fostering trust and repeat engagement.

I thoroughly enjoyed working on tinkl’s admin dock and enhancing their brand identity. This project reinforced my passion for creating and refining brand identities, which has always been a strong interest of mine.

Initially, I faced challenges in defining the project’s scope due to the multiple directions it could take. After exploring various approaches, I focused on the scope to stay within time constraints.

This experience made the project more enjoyable and helped me improve my ability to maintain quality while prioritizing tasks effectively under tight deadlines.

key takeaways