MOBILE APP DESIGN

Empowering Authentic Friendships through Digital Solution

PROJECT

Amigo

ROLE

UI/UX Design

TOOLS

Figma

YEAR

2024

Weather app image
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Project description

Project description

Project description

Amigo is a friendship app designed to help adults overcome the challenges of forming meaningful connections by matching users through shared interests, values, and experiences. Focused on inclusivity and user-centric design, the app fosters lasting, platonic relationships and combats social disconnection in an increasingly isolating world.

Background

Amigo was inspired by the growing challenges adults face in forming meaningful connections, particularly in new cultural environments. By addressing barriers to friendship formation and prioritizing inclusivity, the app seeks to redefine platonic relationships and foster lasting, authentic bonds.

Problem

Problem

Problem

Adults often struggle to build meaningful friendships due to limited solutions that foster genuine, platonic connections, leading to feelings of isolation.

Challenges in a New Environment

Relocating to a new place often disrupts existing social networks, leaving individuals struggling to form new friendships.

Social Anxiety and Introversion

For introverts and those with social anxiety, initiating conversations and forming connections can feel overwhelming, creating barriers to building friendships.

Difficulty Forming Adult Friendships

Busy lifestyles and fewer organic social opportunities make it harder for adults to establish and maintain meaningful relationships.

Lack of Dedicated Platforms for Platonic Bonds

Existing apps often cater to romantic or professional relationships, neglecting the unique needs of those seeking genuine, platonic connections.

Concerns About Safety and Authenticity

Users hesitate to engage due to fears of interacting with unverified profiles or encountering misuse of the platform for unintended purposes.

Struggles in Connecting with Like-Minded Individuals

Challenges in finding and bonding with like-minded people were a common barrier, particularly for introverts, immigrants, and individuals navigating social anxiety.

Solution

Solution

Solution

Introducing Amigo: A Platform for Genuine Connections

To tackle the challenges identified, I designed Amigo, an app that fosters lasting friendships by prioritizing inclusivity, meaningful interactions, and user safety, tailored for introverts, immigrants, and those with social anxiety. Key solutions involve:

Introducing Amigo: A Platform for Genuine Connections

To tackle the challenges identified, I designed Amigo, an app that fosters lasting friendships by prioritizing inclusivity, meaningful interactions, and user safety, tailored for introverts, immigrants, and those with social anxiety. Key solutions involve:

Introducing Amigo: A Platform for Genuine Connections

To tackle the challenges identified, I designed Amigo, an app that fosters lasting friendships by prioritizing inclusivity, meaningful interactions, and user safety, tailored for introverts, immigrants, and those with social anxiety. Key solutions involve:

Prioritizing Platonic Connections

Unlike other apps focused on romantic or professional connections, Amigo is dedicated to fostering genuine, platonic friendships by providing features specifically designed for this purpose.

Conversation Support

Incorporating AI-powered ice-breakers and tools to ease social anxiety and facilitate engaging conversations to ensure a comfortable environment to build connections.

Ensuring User Safety and Authenticity

With robust user verification and privacy features, Amigo guarantees a secure platform where users can connect confidently, knowing their profiles are authentic and protected from misuse.

Personalized Matching Algorithm

Amigo’s matching algorithm prioritizes shared interests and experiences, Including detailed profiles, helping users find and bond with others who share similar passions, making it easier to form meaningful, long-lasting friendships.

Diverse User Features

Offering features like group activity planning and small gathering options to make in-person interactions comfortable and natural., games, and event options also to cater to various user preferences and enrich the overall experience.

How I arrived at the Solution

How I arrived at the Solution

How I arrived at the Solution

My Design Process

For Amigo, I followed a human-centered design approach using Agile methodology. This allowed for flexibility and iterative improvements throughout the process, incorporating feedback from A/B testing during the design phase to refine solutions.

Empathize Phase

Empathize Phase

Empathize Phase

Research Background

Research Background

Research Background

In a world where forging connections can be challenging, making meaningful connections as adults is a stark contrast to the ease with which connections were formed during childhood. The traditional avenues for meeting new people may not be as readily available, leaving many individuals grappling with a sense of isolation.

This research focuses on developing a friendship app by connecting people with shared interests, experiences, and values to bridge these gaps and foster enduring connections among individuals facing cultural shocks and the complexities of adult friendships.

In a world where forging connections can be challenging, making meaningful connections as adults is a stark contrast to the ease with which connections were formed during childhood. The traditional avenues for meeting new people may not be as readily available, leaving many individuals grappling with a sense of isolation.

This research focuses on developing a friendship app by connecting people with shared interests, experiences, and values to bridge these gaps and foster enduring connections among individuals facing cultural shocks and the complexities of adult friendships.

In a world where forging connections can be challenging, making meaningful connections as adults is a stark contrast to the ease with which connections were formed during childhood. The traditional avenues for meeting new people may not be as readily available, leaving many individuals grappling with a sense of isolation.

This research focuses on developing a friendship app by connecting people with shared interests, experiences, and values to bridge these gaps and foster enduring connections among individuals facing cultural shocks and the complexities of adult friendships.

While doing secondary research these where goals & objectives I wanted to achieve for primary research:

While doing secondary research these where goals & objectives I wanted to achieve for primary research:

While doing secondary research these where goals & objectives I wanted to achieve for primary research:

Goals & Objectives

This research aimed to uncover the motivations behind seeking friendship solutions, analyze successful strategies employed by existing platforms, and explore historical barriers to forming meaningful connections. By understanding user needs, preferences, and past challenges, the goal was to design a comprehensive, user-centric solution that addresses pain points and fosters genuine, lasting friendships.

Research (Qualitative & Quantitative)

Research (Qualitative & Quantitative)

Research (Qualitative & Quantitative)

Based on the goals & objective above, I curated survey questions filled with both qualitative & quantitative questions to gain a deeper understanding of user needs and pain points,

Affinity Mapping

Using the survey, I created an affinity map to uncover patterns and group related themes, helping to identify the research insights below:

  1. Research showed that the primary user demographic for the app is young adults specifically those aged 18 to 34 years.

  1. From Research, recent immigrants, introverts and people who struggle with social anxiety are our main target audience. While these groups are the app’s primary focus, Extroverts will also find value in the platform. Specific features cater to the needs of these groups to ensure a diverse and inclusive space for all users.

  1. Research showed that respondents typically have 1-2 friends and would like to expand their social circle to include 3-5 close friends..

  1. Research identified that respondents revealed challenges in making friends in the past. For many, the main issue was connecting with like-minded individuals and navigating social anxiety.

  1. The feature that prioritizes matching users based on similar interests is strongly preferred by respondents, demonstrating a high demand for this function on the platform.

  1. Research showed a strong interest in using friendship apps, though users were cautious about potential misuse for romance. To address this, our app highlights its focus on platonic connections through clear communication, strict community guidelines, profile verification, and features that foster safe, authentic interactions.

  1. Users prefer starting meaningful conversations online before transitioning to in-person interactions, emphasizing the importance of both virtual and real-life connections.

Define Phase

Define Phase

Define Phase

To ensure the solution addressed the root of the problem, I employed the 5 Whys technique and the WH method to come up with Amigo's "Problem Statement". This approach allowed me to dig deeper into the survey insights and research data, unraveling the underlying causes behind users’ struggles to form meaningful connections. By asking the right questions and exploring why and how these issues exist, I was able to craft a clear and focused problem statement.

Problem Statement

Problem Statement

Problem Statement

Problem Statement

Introverts, immigrants, and those navigating social anxiety often face challenges in forming genuine friendships due to personality traits and communication barriers that aren’t fully acknowledged on most social platforms. This gap in understanding leads to a lack of spaces designed for authentic, platonic connections. Amigo bridges this gap by offering an inclusive platform tailored to introverts’ unique needs, while also being accessible to anyone seeking meaningful friendships through a personalized matching algorithm and supportive design.

User Personas

User Personas

User Personas

Using insights from primary and secondary research, I developed user personas to represent Amigo's target groups. These data-driven personas capture key demographics, goals, and pain points, ensuring the design solutions were user-centered.

User Stories

User Stories

User Stories

Based on the user personas, I created user stories to capture the specific needs and expectations of each target group. These user stories helped guide the design process by ensuring features and functionality were aligned with user goals and pain points.

Competitive Analysis

Competitive Analysis

Competitive Analysis

I analyzed four key competitors to identify strengths, weaknesses, and opportunities for Amigo. This helped refine Amigo's unique features and ensure it offers a valuable, differentiated experience for users. For example, where other apps lacked privacy features or felt impersonal, Amigo emphasized security and authenticity.

Here are the Similarities & Differences from the Competitive Analysis:

Here are the Key Learnings & Opportunities from the Competitive Analysis:

Amigo's Analysis

Amigo's Analysis

Amigo's Analysis

With a clear understanding through research and insights gathered from the competitive analysis, I conducted an evaluation of Amigo’s strengths, weaknesses, opportunities, and threats (SWOT). This analysis highlighted where Amigo excels and where there’s room for growth, shaping the next steps for enhancing the app’s user experience and aligning it with the needs of the target audience.

Amigo's UVP; Your Haven for Meaningful Connections. We provide a supportive space for individuals to forge authentic friendships.

Ideation Phase

Ideation Phase

Ideation Phase

While brainstorming potential solutions for Amigo, many ideas came to mind. However, to ensure the design remained focused and aligned with user needs, it was crucial for me to prioritize features.

Feature Prioritization

Feature Prioritization

Feature Prioritization

I used a combination of methods, including user feedback, surveys, personas, competitive analysis, and the KANO and MoSCoW frameworks, to shape Amigo’s MVP and finalize feature prioritization.

Prioritized Features

  • Interest-based Matching: Matches users based on shared factors to foster meaningful friendships.

  • AI Ice-breakers: Helps users with social anxiety by providing conversation starters, and analyzes input for better matching.

  • Privacy & Safety: User verification (e.g., ID checks) ensures secure, authentic connections.

  • Text Communication: Encourages online chats before in-person meetups for familiarity and comfort.

  • Profile Creation: Users showcase interests, hobbies, and playlists to improve match accuracy.

  • Games: Interactive games help users bond over shared interests.

  • Accessibility: Features like voice recording for a more inclusive experience.

  • Events: Facilitates participation in group activities to foster connections.

  • Small Group Meet-ups: Allows users to opt for intimate gatherings (2-5 people) for more comfortable interactions.

Information Architecture

Information Architecture

Information Architecture

To ensure Amigo’s features were easy to navigate and access, I designed a clear and scalable Information Architecture. By aligning content with user needs, I streamlined the user journey, making it intuitive from onboarding through to connecting with others.

Card Sorting

To refine Amigo’s information architecture, I conducted open and closed card sorting. Open sorting revealed how users naturally categorize information, while closed sorting validated predefined categories, ensuring an intuitive structure aligned with user expectations.

Sitemap

I created a site map to visually map out Amigo’s main sections, ensuring that key features were easy to access and navigate. This helped with organizing the content flow and allowing for smooth user interactions across the app.

User Flows

I also developed User Flows to map the key actions users take within the app, from creating a profile to connecting with others. These flows were critical in eliminating friction and creating a seamless experience throughout the app.

User Task 1

User Task 1: Users want to verify their ID

User Task 1: Users want to verify their ID

Users want to verify their ID

User Task 2

User wants to create a profile , view others’ profile & Match

User Task 4

User wants to view info/content on the “Activities section”

Other User Tasks

User Task 3

User Task 2: User wants to create a profile , view others’ profile & Match

  • User Task 2: User wants to create a profile , view others’ profile & Match

  • User Task 3: User wants to have a conversation with a Match

  • User Task 4:User wants to view info/content on the “Activities section”

User wants to have a conversation with a Match

User Task 4: User wants to view info/content on the “Activities section”

Wireframing

Wireframing

Wireframing

To visualize Amigo's layout and functionality, I created Low Fidelity Wireframes for key screens, prioritizing user flow and simplicity. These allowed me to test ideas quickly, ensuring that the structure and interactions aligned with the user needs before moving on to higher-fidelity designs.

Design Phase

Design Phase

Design Phase

Style Guide

Style Guide

Style Guide

I created a style guide to ensure consistency and reflect Amigo’s values of inclusivity and authenticity. It outlines typography, grid, colours, icons, and UI components, maintaining clarity and harmony across the design.

Here are they in a slideshow/carousel:

Here are the UI COMPONENTS (Design System):

High Fidelity Mockups

High Fidelity Mockups

High Fidelity Mockups

Creating the high-fidelity mockups was a challenging but rewarding step. While I’m confident in UI, translating abstract ideas into polished visuals required creativity and iteration. Through these mockups, I brought Amigo’s vision to life, making the app feel tangible and user-ready.

Onboarding Screens

The onboarding screens were designed to give users a quick preview of what Amigo is all about. I started with illustrations but felt that using real images might feel more genuine and relatable. To make sure this matched what users wanted, I ran a quick A/B test, and it turned out images did the job better than illustrations. So, I went with that!

Homepage

The profile browsing screens were designed to provide users with essential details at a glance, while maintaining a clean, engaging layout. Every interaction, from swiping to exploring detailed profiles, aims to create a seamless and enjoyable experience for discovering potential connections.

Other Screens

The profile browsing screens were designed to provide users with essential details at a glance, while maintaining a clean, engaging layout. Every interaction, from swiping to exploring detailed profiles, aims to create a seamless and enjoyable experience for discovering potential connections.

Here are the UI COMPONENTS:

Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.

Increased Efficiency

Users report significant time savings and improved productivity through optimized scheduling recommendations.

Positive User Feedback

High user satisfaction ratings and positive reviews highlight the app's intuitive interface and powerful AI capabilities.

Growing User Base

The app quickly gained traction among individuals and businesses worldwide, with a steady increase in user adoption and engagement.

Test Phase

Test Phase

Test Phase

With the high-fidelity mockups in place, it was time to ensure that Amigo’s design would resonate with users and function seamlessly. I conducted usability testing to validate the design choices, assess user interactions, and uncover potential pain points. The goal was to refine Amigo's user experience based on real feedback and ensure the app effectively meets the needs of its users.

Prototypes

Prototypes

Prototypes

Using the Prototype

Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.

Increased Efficiency

Users report significant time savings and improved productivity through optimized scheduling recommendations.

Positive User Feedback

High user satisfaction ratings and positive reviews highlight the app's intuitive interface and powerful AI capabilities.

Growing User Base

The app quickly gained traction among individuals and businesses worldwide, with a steady increase in user adoption and engagement.

Results

Results

Results

Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.

Through this journey, Amigo evolved into a platform that doesn’t just connect people but fosters meaningful relationships. Its thoughtful features, user-friendly design, and inclusivity make it a haven for anyone seeking authentic friendships, regardless of their background or personality type.

Amigo stands out in a crowded market by addressing the nuances of social connection. It’s not just an app; it’s a movement—a space where introverts, immigrants, extroverts, and everyone in between can find their tribe and thrive.

While the app isn't live Here are metrics & KPIs to be measured: Amigo stands out in a crowded market by addressing the nuances of social connection. It’s not just an app; it’s a movement—a space where introverts, immigrants, extroverts, and everyone in between can find their tribe and thrive.

Increased Efficiency

Users report significant time savings and improved productivity through optimized scheduling recommendations.

Positive User Feedback

High user satisfaction ratings and positive reviews highlight the app's intuitive interface and powerful AI capabilities.

Growing User Base

The app quickly gained traction among individuals and businesses worldwide, with a steady increase in user adoption and engagement.

Business metrics

Business metrics

Business metrics

While the app isn't live, these are the metrics and KPIs I would measure to track its impact and success:

  1. User Acquisition:

  • Monthly sign-ups and growth (organic vs. paid).

  • CPA(Cost Per Acquisition) and user demographics for optimized targeting.

  1. User Engagement:

  • Active user rate (daily/weekly/monthly).

  • Average session duration and feature usage (games, meetups, events).

  1. Retention & Revenue:

  • Retention after 1, 7, and 30 days.

  • Churn and upgrade rates from free to premium plans.

  • MRR (Monthly Recurring Revenue), ARPU (Average Revenue Per User), and in-app purchases.

  1. User Satisfaction:

  • Ratings, reviews, and NPS.

  • Support resolution speed.

  1. Growth Strategies:

  • Referral rates and community engagement in features like events and games.