Introducing a new experience for the Asian American community—make friends, find love, and feel at home.
Role
UX Designer
Team
2 UX Designer + 2 Engineers
Duration
Apr 2024 - Jun 2024
CONTEXT
An app that bridges Asian American communities and fosters genuine connections
Joopi is a U.S.-based social and dating app for the Asian American community and beyond, seamlessly connecting users with friends, romantic partners, and their cultural community. It offers a space where members of this community—and those interested in Asian cultures—can come together to share experiences and values.
MY RESPONSIBILITY
I was responsible for the social/community features. I introduced "spaces" that connected like-minded individuals with a space to share and discuss.
PROBLEM
Lack of apps that meet the needs of the Asian American community
There remains a gap in platforms that create a truly meaningful environment for the Asian community.
THE SOLUTION
An engaging online Asian American community is key
Connect with your own communities
A vibrant and supportive network for users, strengthening cultural ties by offering a space where they can share and explore common values and traditions.
USER RESEARCH
Our primary research questions
During the research phase, I conducted interviews with 20 potential users to understand their expectations regarding community engagement and social/dating interactions within the Asian American community.
“What kind of interactions and connections do you hope to have on social platforms?”
“How do you define meaningful social connections?”
“What are your expectations for community engagement?”
“What are your opinions on the features currently provided by social/dating platforms?”
RESEARCH INSIGHTS & TAKEAWAYS
Users seek authentic connections with cultural affinity
After conducting interviews with 20 potential users, we gathered valuable insights. Below are the key takeaways.
Genuine Connections
Participants desire a platform where they can establish genuine friendships and build serious relationships
Cultural Comfort
Many users feel more comfortable and can relate better to partners who understand their cultural background
Cultural Community
Participants want to connect with people who have similar cultural backgrounds and others interested in learning about them
Interactive Activities
Users are interested in activities that they can mutually participate in
DESIGN EXPLORATIONS
Exploring different ways to solve this problem:
I began by sketching my ideas on paper, allowing for a quick expression of thoughts and rough layout design. This initial step helped visualize the design layout and explored various solutions.
Option 1: Virtual events
I explored the possibility of hosting virtual events to enhance community engagement and promote interaction.
😁 Pros
Easy to host and attend
Low cost
😔 Cons
Lack of trust and emotional connections
Need for technical training and time spent on maintenance
❌ Decision
This requires a significant amount of time and resources
Option 2: Match for a meetup
I explored the possibility of integrating a unique feature into the app that requires users to directly request a meetup after matching.
😁 Pros
Increased efficiency and the ability to skip small talk
😔 Cons
Limited chance to understand each other; it could be awkward during the meetup
There is uncertainty about safety or suitability
Not enough time to build effective communication
❌ Decision
Overall, the risk is too high without sufficient understanding, which could potentially lead to safety concerns
Option 3: Joopi Community
I explored the creation of an online Asian American community that enables connections, sharing, and meaningful discussions through culturally relevant or interest-based groups.
😁 Pros
Build stronger relationships by connecting with others who share similar interests and/or cultural backgrounds
Receive group support by sharing experiences and opinions with like-minded individuals
😔 Cons
Need for active management to maintain a positive atmosphere
✅ Decision
This provides a platform to strengthen connections based on cultural background or interests
TESTING + ITERATION
I identified 3 major improvements in my design
We tested with 6 users and made 3 major improvements based on their feedback.
Streamlined the onboarding process
Users became impatient with the long onboarding process and were often confused by the cancel button, mistaking it for the skip function
I streamlined the process by allowing users to skip photo uploads during the initial sign-up and added a progress bar for better guidance
More convenient
Users found it hard to locate conversation history and often missed new connections as matches increased
I improved upon convenience by adding a search bar and allowing users to click to view all information about new connections at once
Optimized layout and display
Users felt the group chat buttons looked like categories, instead of communities
I optimized the layout by displaying the number of online users and follower counts for each group chat, as well as showing the group chats that users currently follow
FINAL DESIGN
A fun and effortless way to connect with your community
1. User onboarding
It's Hailey's first time signing up for an account on Joopi. The onboarding process is much easier and more efficient than that of other apps, allowing her to quickly set up an account and get to what's important more quickly - making new friends and/or finding a romantic partner.
2. Swipe and message
After setting up her account, Joopi recommends potential friends based on Hailey's interests, preferences, and Asian background. Hailey connects with several people who share a similar background, and begins a conversation.
3. Meet your communities
After connecting with some new friends, Hailey discovers the "Community" feature on Joopi. This feature allows her to join various community groups based on her interests, hobbies, and cultural background.
Hailey is a foodie and loves anime. She sees a foodie and anime group to join, perfect! By joining these groups, Hailey can participate in group chats and engage in meaningful discussions with people who share her interests. These community spaces help Hailey build deeper connections and a sense of belonging within the Joopi app.
NEXT STEPS
📈 Enhance user engagement
By increasing user interaction and engagement within the app, the overall user experience is improved, making users more likely to continue using the app in the long run.
🪄 Testing and iteration
Continuing to conduct user testing and collect data to ensure that new features and improvements enhance the user experience.
