The founders had already created these icons to describe the plot, characters, themes etc. which was brilliant. The developer and I were hired based on our game backgrounds and this experience enabled us to design a fast, easy and fun gameified way to convey what you liked about a book based on that system of icons. We developed flows, user journeys, feature designs, UX and UI design, many prototypes, the product website, How to and Getting Started content, copy, creative for advertising, marketing, and anything needed for this startup which was nearly (but not quite) acquired by Thrift Books, the second largest retailer of books in the US.