“Read, Write, Love.”

Whether you're here to read, write, or admire poetry, Pencrumbs is the place for you. With a constantly expanding library of poems past and present, there is something for everyone's inner poet to love! Writers can also harness the power of words through built-in suggestive and poetic structure tools to realize future masterpieces.

Pencrumbs on devices
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Feb 2020 - Mar 2020


Research & Discovery,
Info Architecture & Ideation,
Interactive Design & Testing,
Visual Design


Google Forms, Figma, UsabilityHub


Poetry aficionados do not have a comprehensive and dedicated resource that helps them satisfy their cravings while guiding their writing process. Upon researching and discovering this issue, I implemented a rigorous ideation and information architecture process that involved competitive analysis, ideation, iterative testing coupled with visual design principles to develop a novel service to meet poets' wants and needs.


Pencrumbs was designed primarily for desktop devices with a mobile counterpart to provide poetic logophiles a platform for them to share their own poems while reading others' works. By blending complementary shades of purple and green with complementary serif and sans-serif typefaces, Pencrumbs invites users to feel the royalty, wisdom, and mystique of the poetic arts.

User Insights

What to Read, What to Write

Based on a survey of 27 participants, 15 have used digital tools to help with their writing process. Of those 15, 80% write on their PCs while 20% use their phones. Folks use these tools for the following reasons:

  • Save and access work across devices (100%)

  • Able to work offline (80%)

  • Editing capabilities (grammar, spellcheck, thesaurus, rhymes) (80%)

  • Easy to share with others (66.7%)

  • Adding media (photos, audio, video) (33.3%)

Users expressed frustration in terms of getting distracted (100%), lack of robust editing features (40%), and sync and accessibility issues (26.7% each). They followed up stating they want a product with comprehensive editing tools and a mobile-friendly layout. Upon looking closely at what people enjoy reading and writing, a majority like blogs and stories, while other types weren't as popular. I saw an opportunity to zoom in on a specific literary type rather than directly compete with Medium.

What type(s) of literature do you enjoy reading? Select all that apply.
writing preferences graph
What type(s) of literature do you write about? Select all that apply.
writing preferences graph

Upon post-survey qualitative analysis via user interviews, I discovered that there is a desire for a poetry-focused app. One person even said, "I wish poetry was more present in my life. I used to write poetry, read it a lot." This app could also stand out in that it would include more robust editing features including a thesaurus, rhyme scheming, and rhyme words to select.

Competitive Analysis

Different Blogging and Writing Styles


Medium allows anyone to read, interact, write, and publish whatever they choose. It provides curated content and is displayed cleanly. Users can highlight passages and control how to view their content (text size, dark mode, etc). However, the login process is inconvenient; after logging in with an email address, an email is sent with a link that must be clicked to complete the login process.


Tumblr is one of the oldest social networks and thus has a very wide audience and recognizable brand. Users can customize their feed's look, share and interact with content and users, post whatever they wish, and the onboarding process was quick. However, dashboard customization isn't as robust (dark mode appears to be the only option).


Facebook is the most dominant social media platform, and has become a registration option for many services. Users can create and follow groups and pages based on their interests. However, it can feel very bloated with all its available features (such as Market and Dating in recent months), while Messenger is the only standalone app.


Poetreat helps users write poetry with rhyme schemes and keeps a line-by-line word count. Users can set rhyme schemes for the app to provide rhyming words based on the scheme, and can share or export their work. The design is minimalistic so users can focus on writing. However, typos aren't recognized, projects don't always save, and under the free version only 3 projects can be saved.


Meet the Readers and Writers

In order to keep the end user in mind it's important to humanize the research compiled thus far. Three distinct user personas were created to reflect that data as broadly and accurately as possible. This would allow us to see how broad we can go with this new service without losing sight of our target audience.

Andy Chao

Andy Chao

Business Analyst
Age 26 | Trenton, NJ


Andy likes to read and occasionally write about trends in business and tech and plays friends in a few rounds of FIFA. In his downtime, he does a lot of writing and revising. He feels he could get work done more efficiently if there was a tool with strong editing capabilities, a way to organize his thoughts, and cross-platform synchronization.

  • Difficulty reading or working during commutes
  • Lackluster mobile writing and editing abilities
  • Sub-optimal sync processes

I take pride in helping businesses reach their desired goals.

  • #tech
  • #blogging
  • #business
  • #professional
  • #sports
  • #goaloriented
Sylvia Bradley

Sylvia Bradley

Product Designer
Age 24 | New York, NY


Sylvia hopes to publish a poetry book and fulfill a childhood dream. To do this, she needs to stay sharp and motivated to improve her writing skills. Sylvia gains inspiration from places like Twitter and Medium but wants to expand. She wants a centralized writing experience as opposed to googling writing exercises and using RhymeZone.

  • Sometimes difficult to plan out pieces
  • Current apps feel lacking in editing tools
  • Current platforms don't provide much inspiration

Through art we discover ourselves and uplift others!

  • #design
  • #art
  • #creative
  • #writing
  • #poetry
  • #foodie
Imani Henderson

Imani Henderson

Age 32 | New York, NY


Imani wants a service that can recognize her voice and translate it into text. On the flipside, if she has to do work or focus her attention elsewhere, she would like to have her favorite articles and pieces read to her. Imani is confident in her writing but is happy to challenge herself and grow. She isn't too into poetry but is willing to explore it.

  • Trouble maintaining focus while reading
  • Recording voice notes then transcribing is time-consuming
  • Apps like Medium don’t have audio options for every post

Knowledge is power, and literature helps us achieve that power.

  • #knowledge
  • #lighhearted
  • #books
  • #talker
  • #bookworm
  • #production
User Stories and Flows

How Should the Piece Flow?

It is now time to establish what the minimum viable product can or should do, and how those tasks get done. User stories lay out the what, and user flows map out the how. I created a list of twenty user stories, then prioritized the most essential ones that address the problem and users' needs (e.g. start a new draft or resume an existing one, view featured pieces, establish rhyme schemes, bookmark pieces, etc.). My flows integrated as many of my user stories as possible to test general functionality, while other stories would be included in future iterations.

user flow sketches
Wireframes and Testing

Pen to Paper, Write and Revise

Knowing what this service should do and how, what should it look like? Before fleshing anything out, having a skeleton to work with is essential. I took pen to paper to brainstorm my vision for this app, then digitized it on Figma and tested its functionality. Since 80% of survey participants indicated they write on their PCs, I tested my desktop wireframes and made any applicable changes to the mobile version. I noted the following points of feedback from user testing:


A Bold and Unique Voice

While crafting user stories, I thought of possible brand names and settled on Pencrumbs. Poems are bits and pieces put together to form an expressive piece, and I wanted the name and logo to represent that. From the ideas I sketched I digitized a few of them, shown here:

digitized logo ideas

I was drawn to the fountain pen tip logo and added a few dots to represent drops, or 'crumbs,' falling from the pen. I had also decided a while back I wanted to use purple for my primary color palette to capture the wisdom, magic, and royalty of poetry. Through much trial and error, I also established a complementary green color palette. I wanted my brand type to be serif, as this is typically associated with literature. I opted for Playfair Display. To complement this type, I used Lato, a sans-serif type to display preview text or supplementary information.











Purples are used for some buttons, and suggestive/hyperlinked text. Greens are applied to some calls to action and stand-out items.

Branding -
Playfair Display
Complement -
logo iterations

Iterating through the Pencrumbs logo, from sketching through to refining the spacing.

Visual Design and Testing

The Piece Coming Together

Time for a fresh coat of paint! I took my branding guide and applied it to my wireframes to create the first iterations of Pencrumbs’ final design. In the spirit of maintaining consistency, I once again tested my desktop prototype for feedback since this would be the more popular version. Overall, users enjoyed the look and feel of the app (especially the landing page). However, no design is perfect, as evidenced by the following feedback:

  • On the homepage, show poetry types or genres by mood like Spotify does

  • Include a pop-up to confirm successful registration

  • Indicate during onboarding how many options can be selected

  • Consider slightly reducing whitespace in the landing page

  • Have a hover effect on the profile photo in the navbar

As a result of this feedback, the latest iteration of Pencrumbs was born.

desktop mockups
mobile mockups

Desktop Prototype

Mobile Prototype


The Next Stanza

Narrowing down my focus to a subset of literature was a gamble that paid off. In hindsight, it made more sense to design a poetry service than another catch-all service in a space where so many others exist. It was more fruitful to explore a space that hasn’t been given enough attention. Spacing was tricky to nail throughout this project despite how confident I felt. I was originally adamant about using an analagous color palette but found myself struggling more. To solve this, I decided to go with a purple-green complementary palette which worked better.

There is plenty of room for improvement and expansion of this prototype to include other core user stories. I would start with implementing the ability to clip or highlight certain lines of a post. That way, readers can build up a collection of inspiration, further customizing their experience. I would also explore adding writing challenges and prompts to get writers' creative juices flowing. But, as it stands now, Pencrumbs accomplishes its primary goal of breaking into the poetry space and offering users a bold and reliable service in creating and satisfying their poetry wants and needs.