Where
Where it all connects
Where is a social discovery app designed to bring people together through shared interests, from surfing, hiking, and dancing to crocheting, board games, or simply enjoying a sunset. Both at home and while traveling.
The product removes the friction of meeting like‑minded people and turns solo plans into shared experiences.
Product
Design System, App
Company
Where · Passion Project
Duration
Ongoing
My Role
Creator & Product Designer
My Services
Concept · Research · UX/UI Design · Branding · Prototyping · Tone of Voice · Motion Design
Locals · Students · Travelers · Expats · Au-Pairs · Digital Nomads · Remote Workers · New & Temporary Residents
Audience
Tools
Figma · Midjourney · Illustrator · Jitter
Problem Statement
Making new friends is challenging, especially in a new city, while traveling, or during short stays. Existing social platforms often feel overwhelming, superficial, or poorly aligned with activity‑based connections. The lack of context‑aware, interest‑driven connections makes it harder for people to stay social, and engaged especially when their environment changes.
Users are left asking: “Where can I find people who share my interests?”
Deep dive into the user profile
Discover people who enjoy the same sports and activities
Connect locally or in a chosen destination
Feel safe when initiating and planning real-world meetups
Spend less time searching and more experiencing
Goal and Mission
Find Your People
Shaping the Solution
Where connects people through shared interests and shared geography. Users select their favorite passion and choose a location, whether in their hometown or another destination. The result is a focused, intentional social experience centered around doing, not scrolling.
Overview of sharing upcoming plans to connect with the right people.
Branding & Concept
The name “where” is both a question and an answer.
Visual Language
Onboarding screens introducing the app’s core idea.
The visual design was carefully crafted and is what brings the product to life. Illustrations and animations play a key role in expressing ease, enjoyment, and the lifestyle the product aims to promote.
“Where can I easily keep track of my plans when I travel?”
Here
“Where can I find people to share experiences with.”
Here
“Where can I find people to share experiences with.”
Here
All Essential Features, Right Here.
Interest‑Based Matching
Connections that are built around
shared passions
Smart Planning
Seamless coordination through an integrated calendar.
Location Flexibility
Find people anywhere,
both at home and beyond.
Controlled Communication
Chats unlock after
a genuine connection.
Designing Around Where
The concept of “where” guided the entire product vision. Where is not just a name, it is the foundation of the experience. It is the place where you find your people, plan your trips, and discover where to meet.
By anchoring every interaction in location and shared interests, the app removes the awkwardness of deciding what to do or where to go and turns connection into something natural and immediate.
Planning and scheduling
Tone of Voice
Playful & Approachable
Makes users feel welcomed, not overwhelmed.
Reassuring & Secure
Emphasizes safety and trust without sounding heavy or formal.
Casual, Human, yet Professional
Supportive guidance, not formal instruction.
Encouraging and Light
Nudges the user to take action, such. as verifying later, without pressure.
From Vision to Outcome
Where transforms the challenge of meeting new people into an intuitive, activity‑driven experience. By combining thoughtful UX, intentional social design, and a clear brand narrative, the product empowers users to stay active, connected, and confident, wherever life takes them.
Seamless profile browsing to find the right connections.
Purpose and Intent
The interface is intentionally minimal and accessible. By eliminating unnecessary features, the design keeps users focused on what matters most: discovering people and planning activities. Every interaction is designed to feel intuitive, calm, and confidence‑building.
Clear instructions for a smooth verification and setup, made easy.
Security & Verification
No passwords now or ever. Using the app is effortless, and ID verification later is strongly encouraged for the user’s peace of mind.
Fast account setup to get going immediately.
Research Highlights
Understanding how people connect and plan, so every feature makes real-world meetups effortless.
Objectives and Methods
The research focused on identifying the emotional and practical barriers people face when initiating social connections, understanding how they find activity partners in familiar and unfamiliar locations, and exploring whether interest-first matching could create a safer, more relevant way to connect. To validate these assumptions and shape the product direction, I conducted user interviews, competitive analysis, and prototype testing.
Profile setup made simple, no overthinking required.
Key Insights
Where. When. What.
Shared activity reduces social anxiety
People feel significantly more comfortable meeting strangers when the interaction has a clear purpose ("We’re here to hike") rather than open-ended socializing.Location context is critical
Travelers struggled to assess where to go and who to trust in new places. They wanted local knowledge and local people.Feature overload
Overly complex features in the profile, chat and the calendar create cognitive overload and slowing down user interactionsPlanning support increases follow-through
People often abandoned plans when coordination moves across multiple tools (maps, chat apps, calendars).
Potential Success Metrics
Engagement & Activation
Profile completion rate & match-to-message rate
Retention
Returning to check matches
or plans
Trust & Comfort
Unmatched or
blocked interactions
Planned Experiences
Plans created and completed, average time to schedule.
