MOTO PERSONALIZE
Make your Motorola phone more you.
Visual design, experience design
quick INTRO
Turning devices into self-expression
Personalization has always been at the heart of how people connect with their devices. With Motorola, this idea came to life in Moto Personalize — an app designed to give users full control over the look and feel of their phones. From colors and fonts to icons and layouts, Personalize became the gateway for turning a Motorola device into something uniquely yours.
YEAR
2021
COMPANY
MOTOROLA
AGENCY
IN HOUSE (CXD)
ROLE
EXPERIENCE DESIGN
VISUAL DESIGN
TEAM
LUCIANO BEVILACQUA
VIVIAN LEMES
TIM MIES
KATHRYYN THOMAS
RYAN KIMBALL
WENDEL ASSIS
STATUS
CONCEPT AND DESIGN APPROVED
The challenge
Too many choices, not enough clarity
While customization is exciting, it can also feel overwhelming. Motorola wanted to create a simple, approachable way to present a wide range of options without confusing or intimidating users. The challenge was clear: how do we make personalization both powerful and effortless — accessible to every user, regardless of age or experience?
Goals
A hub for creativity, built for everyone
• Build a central hub for personalization on Motorola devices.
• Make the experience simple, inclusive, and intuitive for all users.
• Clearly communicate the variety of options available without clutter or complexity.
• Empower users to shape their devices into digital reflections of their personality.
1. INDIVIDUAL TOOLS: ADJUST VISUAL SETTINGS ONE AT A TIME.
2. THEME SETTINGS: CUSTOMIZE GROUPED OPTIONS TO TRANSFORM THE DEVICE’S LOOK AND FEEL.
1. PREVIEW AREA
2. PERSONALIZATION TOOLS
Strategy and direction
Clarity as a design principle
We approached the project with one guiding principle: clarity creates confidence. Instead of overwhelming users with options upfront, we structured the app so choices felt guided, visual, and easy to understand.
The direction leaned on a clean, modern interface, playful but functional visuals, and a tone that emphasized creativity without complexity. Our aim was to make users feel not like they were “configuring a device” but rather expressing themselves.
Explorations and design decisions
Designing with the user’s eye in mind
Early explorations focused on how to show the impact of each personalization choice in a way that was immediate and engaging. We designed clear previews — for icons, fonts, colors, and layouts — so users could see their decisions come to life before committing.
We tested variations of navigation patterns, landing on a simple, card-based system that broke personalization into clear categories (home screen, icons, fonts, colors). This reduced cognitive load while still celebrating the richness of options available.
The solution
A simple, playful gateway to personalization
The final app is a clean, inviting space for creativity. Users can adjust their home screen layout, swap icon shapes, choose fonts, and experiment with colors — all within an easy-to-navigate flow.
Instead of feeling technical or intimidating, Personalize feels approachable and even fun. It allows users to curate their phone’s identity with clarity and ease, transforming Motorola devices into truly personal companions.
Impact
Personalization that feels human
The introduction of Moto Personalize gave Motorola users a new level of control over their devices — one that was both powerful and inclusive. By combining user-friendliness with depth, we turned customization into an experience that resonates across ages and backgrounds.
Personalize not only strengthened Motorola’s position in a competitive market but also empowered users to design phones that reflect who they are. It’s a testament to how thoughtful design can transform technology into something more human, personal, and lasting.
PROJECT GALLERY
