Punchzee is a project management app for trades such as construction and maintenance developed by Lauri Tunnela and Astra Veda LLC. I worked as the UI & UX designer as well as the brand designer and marketing consultant for Punchzee between 2019-2024.
A powerful project management app for the field operations of industries such as construction and maintenance, Punchzee allows you to manage projects, track work assignments and hours, communicate between teams and clients, and report on your operations professionally. It works as one app for all devices.
Punchzee was originally developed by Lauri Tunnela in 2018 as a client project for a life safety & fire protection company. I have a long history of working together with Lauri, and he asked me to help with branding, marketing and the user interface and user experience design for Punchzee.
Punchzee is very comprehensive compared to similar field management apps, so it had quite a steep learning curve for new users at first. We worked together with Lauri on making the user interface and use logic more user-friendly. Many unnecessary steps were cut out of the user flow and shortcuts were implemented between the most used views and features. I also designed a guided onboarding process to help first time users get started with the app. I also gave the original app navigation a visual facelift, making it more cohesive with the brand visual identity that I created for the product.
While we didn't carry out usability studies to validate the implemented improvements, we worked closely together with a client who had multiple employees using the app and provide valuable user feedback.
Lauri Tunnela, the developer of the app, came up with the name Punchzee. One of the first use cases for it was a punch list app, which helps you go through jobsite walkthroughs and tasks systematically and efficiently. We ironically chose a chimp as the mascot, since we had fun with the idea of an enraged chimp working in construction project management.
I designed a suitable logo for the app with a chimp called Jim as the logomark and the Punchzee logotype written in the robust-looking and clear Norwester typeface. I also designed a variety of brand graphics, such as the "Engage the beast mode" tagline, and the brand mascot Jim in different poses.
We wanted to communicate how Punchzee enables you to achieve a flow state in efficiency, but with more fun. Beast mode is the equivalent mental state in which you are fully immersed in your work, with a feeling of energized focus and enjoyment. It's when you're getting shit done completely free of interruptions and annoyances.
When Team Punchzee visited a bunch of construction trade shows in the US in 2021-2023, I designed various promotional print products and branded merchandise for our salespeople there. Their main arsenal consisted of flyers, business cards, and shirts, but also some trade show merch like stickers, pens, and lanyards.
In addition to regular paper business cards, we wanted to have something more practical and fitting for the industry our clients work in. Wallet Ninja produces multitool business cards from stainless steel with custom prints. I created a custom Punchzee design for a multitool card and it became our coolest marketing method.
Through the few most active years of development, Punchzee team had 7 people either developing parts of it or marketing and selling it in the US. Me and Lauri wanted to build a strong brand for the app, so I created guidelines on how this brand should be handled.
The website is the heart of Punchzee's marketing. Through it, users can become aware of the app and its features, and register and log in directly to the web app. The website also features industry specific landing pages, which work as the hearts of marketing targeted at people in these industries.
I designed and built the Punchzee website in 2022 using Webflow. I also produced all the content for the website. Copywriting the content probably took longer than any other part of the work, as it needed breaking down the complexities of this comprehensive app to break it down for people who know nothing about it and its many capabilities.
Punchzee has focused marketing efforts on certain industries, including North American Women in Construction (NAWIC), Fire & Life Safety, and Healthcare Accreditation. Some industries have their own customized version of Punchzee available to make the workflow simpler for workers, who only need a certain set of tools in their daily job.
I built tailored landing pages for each industry. These landing pages explain the features and benefits people working in these industries can achieve using Punchzee. Some industries are also offered a special discount.
These short video clips are part of a longer ad I was working on for Punchzee. These clips each showcase one of the app's features. I used a combination of AI tools for these videos. I used Midjoyrney to generate the custom imagery, Runway ML for animation, and ElevenLabs to generate the narrator's voice. The videos were then put together in Adobe After Effects.
A floor coating company was interested in white-labeling Punchzee for their own purposes. Lauri customized the app and we created a demo video for the client to show how the new features can help them in their work.
