FRIENDIE is a social networking app focused on helping new residents build friendships with their neighbors by matching them with meal partners in preferred restaurants. By signing up on the app and uploading your meal plan on the app, FRIENDIE will recommend tables to you where you can join to eat with new friends at the table.

Project: App design / Design Research / Branding

Tools:  Adobe Creative Suite(Ai,Ps,AE) / Sketch / Flinto / Paper prototypes




This project is a part of my thesis, which focused on young adults' identities through products, service and digital interactions I designed. I created an effective digital interaction for my target audience. The process includes research, concept reframing, final design delivery.




Step 1: Determine Target Audience

I started this project by determining my target audience. They are young adults between the ages of 18 and 25 who are either college bound or have completed a bachelor’s degree. I categorize them to get a clearer picture.


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Step 2: Verify Problem Statement

My first-round thesis research (interviews, organize workshop and read books, articles, etc.) provided me with a range of design potential. I summarize the research and extracted them into three problem statements which provide me some directions I could take moving forward into user research. I did a deeper research on each problem and found the No.3 problem is a sharing problem in my target audience.  


Three problem statements extracted from the research:

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Resources from Internet

Resources from Internet






Step 3: Target Audience Interview

I interviewed three target audiences. I pulled a collection of insights from our users that contradicted our initial assumptions.

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Step 4: Persona creating

Persona build a representation of the goals and behavior of a real group of users by synthesized from, primarily, ethnographic data collected from interviews with users. Each persona includes behavior patterns, goals, skills, attitudes, and environment, with a few fictional personal details to make the persona a realistic character.

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Step 5: Scenario Mapping

I used scenario mapping as a methodology to map out all the steps that a user will take to complete a task. This process focused on what the user will do, not necessarily how he or she will do it. Along the way, I captured good ideas, questions and other stuff that is important for the design. This exercise helped me provde an overview of the intended user experience.

Key Insights

Key Insights

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Step 6:  Brainstorm Workshop

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Design Process

Step 7: Market Analysis

I looked at a wide range of food app competitors to help me understand the domain and current patterns which could inform concept development. These included app focusing on ingredient sharing like OLIO, app focusing on ordering like Seamless, and app focusing on teaching like Kitchen Stories. 

By this matrix I made, I found there is a market opportunity in creating physical interactions in a small group.

Competitive Axis

Competitive Axis


Step 8 : Concept Developing


User Journey



User Flow Diagram

Friendie App categories into 4 different sections: Experience / My Plan / Wish List / Profile

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1st Version UI design




After user tests, I did some improvements based on their feedback.



Final Design


UI Design

“Experience” Function

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“My Plan” Function


“Wish List” Function + “Profile” Function

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Visual Design


Hero Logo



App Logo



Identity Elements



Business card, Coffee cup, and Shopping bag

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Ads Mockup

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