Birch Branding

WeStock - UX & Visual Design

UX Design & Visual Design: Lindsay Birch | Marketing/CEO: Cameron McCarthy | Development: Dmitriy Shumayev

About the brand

WeStock is the crowdstocking app that allows people to discover new food and beverage products daily. Thousands of new brands launch every year by talented and inspiring entrepreneurs across the country, but almost 70% of those brands fail. WeStock brings people those products and allows them to support brands in a new way. Just like crowdfunding helps turn ideas into reality, crowdstocking helps those ideas take flight and grow.



For this project, I was approached by a startup in need of branding, as well as creating an iOS app to serve as proof of concept and get their idea in motion. The first part was establishing a brand look and feel to create the jumping off point for all collateral to follow. The second need was to manifest that brand into an app that felt like your food-shopping companion. The app would be a vehicle for getting brands engaged and on the platform, as well as a living product to pitch to investors.


We created a brand presence for WeStock that stands out. Followed by an iOS app that injects a social-feel in to how you shop and acquire/support the new food brands.

Tools: Sketch, Illustrator, Invision


Utilizing a more hands-on approach to testing without a budget (finding the appropriate friends and family to test drive the app!). Another challenge being technical feasibility for some features and having to scale back due to time restraints.

Current stats

10,000 requests made in app | 200 brand partners | 8,500 app impressions



  1. Sketching & brainstorming - Determined what features & content should be included in the launch of the application. Laying out a rough flow and determining technical feasibility for each function, given the timeline.

  2. Wireframing - Low fidelity app screens to visualize concepts and create potential reusable components. Worked closely with marketing and development to ensure business requirement were being addressed, while also not sacrificing the customer journey and experience.

  3. Visual Design - Taking low fidelity into high fidelity and leveraging the palette and feel of the branding. I started creating what would be the design system for the entire app: from buttons, to cards, to tabs.

  4. Usability testing - Utilized research efforts through test flight and gained insights around features and ease of use through family and friends. Specifically around the on boarding gamification/flow put in place. We also utilized Invision prototypes to gage brand interest in being a part of the app and to demonstrate how users could potentially interact with their brand on this new platform.

  5. Iteration - Adding in new features and enhancing elements after launch based upon user feedback and business goals. Still an ongoing process for us!


App User Flow



Features: Onboarding education, a product feed, searching/requesting for products, and a profile page.


App Iteration

New features: Map of requests in the area/at the users preferred stores


  1. Tabs on the feed added. User feedback told us that they wanted to see more products that maybe they wouldn’t have otherwise searched for. User’s feeds are generated based on their preferences. Tabs creates a way to show different categories that are unrelated to their preferences if they choose to browse that way.

  2. Filter added on feed page. To alleviate the friction of users having to go back to their profile page to edit preferences, which then alters the products within the feed.

  3. Improving product search. To allow users to search more than just products. They can now search by Product, Brands or Tags.

  4. Refining visual elements of the design system.