About

Blink the Bee was a productivity chatbot on Facebook Messenger and Kik that worked by creating an editable list and sending daily reminders. In 2017, Blink had over 500k+ users on its Messenger platform and was rated #1 Productivity on Facebook's Discover tab. As part of my 2017 summer internship, I collaborated with the tech team under Tang Capital Management, providing a fast-paced, highly collaborative, and self-learning environment. I joined the team as their Product Designer from early prototypes to 1-month post-launch.

Demo

User Experience

Designing a Social Feature: “B-Link”

How can productivity chatbots reflect the social needs of people? For many people, lists are meant to be shared— for example, grocery lists between couples or roommates, travel lists among friends, small reminders between family members, and so forth. Users need to be able to use Blink to add things to others’ lists as well as recieve things to their own lists. Thus, the concept of “B-link” was born!

Goals

In speaking to the developers on the practicality and feasibility of implementing such a social feature, below were a few goals and constraints we came up with:

1. Users should be able to create links to connect lists with minimal steps on both the sending and receiving end

2. Users should be able to link with more than one other user

3. Users should be able to differentiate which items are personal and which items are shared (and with who)

4. All interactions should remain in the chatbot; there should be no external linking

Limitations

Given the limitations of Facebook Messenger's framework, establishing any connection between two users required that one user first share a link with the other. We also discovered that it was not practical to manage group lists involving more than two people. Hence, we limited this social feature to max 2 people.

User Flow & Concept

The following is a user flow diagram mapping out how a two users would set up a “B-link”.

To begin, one user sends a share request, to which the other user accepts. Since emojis were already such a huge part of our design and branding, we decided to have the users individually assign a system emoji of their choice (ex: 👯‍♀️ 👵🏼 💩) to their other users. To have an item appear on both users’ list, the user simplify needs to add the emoji to their text. List items shared between them will now have the corresponding emoji to the right of the item.

Product Design

Character Design

One of my key contributions to this project was the complete character design and branding of the chatbot. I led the creative process for naming the chatbot, conducting a survey to gather feedback on different ideas. “Blink the Bee” emerged as the clear winner, with “Blink” representing speed and “Bee” symbolizing productivity. I developed the visual identity, designing a mascot that conveyed simplicity, friendliness, and its chatbot nature. The final design was a minimalist bee shaped like a messaging bubble, featuring a smiling face and soft pastel colors to enhance its approachable feel.

After finalizing the mascot design, I created a complimentary branding book. The branding book included information on logo design and placement, mascot designs and variations, design elements, and Blink's personality or messaging style. The mascot proved to be a great success. Many of our users claimed they began using the chatbot because they loved the cute character. One of my team members jokingly said, “People love Blink more than the actual chatbot!”

View Complete Branding Book HERE ➜

Marketing

A large portion of my time was dedicated to developing and executing Blink’s marketing and advertising strategy. Marketing presented a unique challenge, as no chatbot service to our knowledge had advertised itself before. I took the initiative to experiment with different advertising approaches, starting with video campaigns. Despite our best efforts, the video ads showed low click-through and conversion rates. Recognizing the need for a different tactic, I analyzed performance data and pivoted to a simpler approach: a striking image of Blink’s mascot on a plain background. This minimalist advertisement outperformed the video campaigns significantly, likely due to its visual clarity on a busy Facebook feed. Leveraging this insight, I continuously monitored Facebook analytics and refined our advertising strategy to maximize engagement.

Animation

Recognizing that a chatbot’s success hinges on its believability as a character, I took the initiative to learn After Effects to bring more life and personality to Blink. I successfully integrated animations into our advertisements, internal graphics, and social media content, enhancing Blink’s overall appeal and engagement.

Learnings & Takeaways

Looking back on my work with Blink, a few key learnings stand out that have shaped how I approach design and marketing:

1. The Power of Data-Driven Iteration: One of the most valuable lessons I learned was the importance of staying flexible and continuously refining strategies based on real-time feedback. By analyzing Facebook analytics, I was able to adapt Blink’s advertising approach, learning firsthand how quickly user behavior can guide the direction of a campaign. This experience reinforced how vital it is to embrace data, make quick decisions, and iterate to stay responsive to the audience’s needs.

2. Creating Connection Through Character Design: Designing Blink the Bee was a defining moment for me. Seeing how people connected with Blink on such a personal level confirmed that a thoughtful, well-executed character can do more than just represent a product—it can bring a brand to life. That connection between design and emotion is something I strive to recreate in every project. It’s a reminder that design is more than just aesthetics—it’s about creating a bond between the user and the experience.

3. Involving the Audience Early Leads to Success: One of my biggest takeaways was the impact of involving users early in the branding process. The overwhelmingly positive response to Blink’s name, chosen through a survey, taught me the value of collaboration with the audience. It’s a practice I plan to carry forward—letting users inform key decisions ensures the final product truly resonates with them.

4. The Impact of Organic and Humorous Content: Lastly, the success of Blink’s more playful, humorous content solidified for me the importance of authenticity in digital communication. People engage with what feels real and relatable. This experience taught me to lean into organic, human moments in design—because at the end of the day, people connect with personalities, not just products.

Each of these lessons has influenced how I approach future projects, grounding my work in flexibility, emotional connection, and collaboration. They’ve become guiding principles that I aim to build on as I grow as a designer.

👋 Thank you for taking the time to read through my product design case study. If you’re interested in discussing this project further or exploring how we can collaborate on future projects, please don’t hesitate to get in touch. I’m always open to new opportunities and eager to connect with fellow professionals in the field.

✉️ tiffanylan.work@gmail.com

📎 linkedin.com/in/tiffanylan/