bloomly

"Designing a social App to hang out more and scroll less."

Native iOS App Design

UI / UX DESIGN

2026

bloomly

"Designing a social App to hang out more and scroll less."

Native iOS App Design

UI / UX DESIGN

2026

bloomly

"Designing a social App to hang out more and scroll less."

Native iOS App Design

UI / UX DESIGN

2026

TEAM

TEAM

Tayna Holanda / Keisha / Noao Osarenren

Tayna Holanda / Keisha / Noao Osarenren

Tayna Holanda / Keisha / Noao Osarenren

ROLE

UX Researcher // UI Designer

UX Researcher // UI Designer

PR0BLEM

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PR0BLEM

Friendships fade in adulthood. People stay “connected” online but feel isolated offline. They crave real connections, but are hindered by their everyday routines and anxiety to reach out . Currently, apps that aim to create and foster friendships oftentimes mirror Dating App models. Dating apps force endless swiping; Meetup overwhelms with big groups; WhatsApp plans get forgotten. Loneliness grows, mental health suffers.

PR0BLEM

Friendships fade in adulthood. People stay “connected” online but feel isolated offline. They crave real connections, but are hindered by their everyday routines and anxiety to reach out . Currently, apps that aim to create and foster friendships oftentimes mirror Dating App models. Dating apps force endless swiping; Meetup overwhelms with big groups; WhatsApp plans get forgotten. Loneliness grows, mental health suffers.

GOAL

Design an app that helps adults rekindle genuine friendships offline — without the pressure of dating or the chaos of large social platforms. Bloomly encourages small, meaningful meetups through gentle prompts and shared routines, turning online connection into real‑world belonging.

GOAL

Design an app that helps adults rekindle genuine friendships offline — without the pressure of dating or the chaos of large social platforms. Bloomly encourages small, meaningful meetups through gentle prompts and shared routines, turning online connection into real‑world belonging.

GOAL

Design an app that helps adults rekindle genuine friendships offline — without the pressure of dating or the chaos of large social platforms. Bloomly encourages small, meaningful meetups through gentle prompts and shared routines, turning online connection into real‑world belonging.

UX PROCESS
INSIGHT

01

Secondary Research

We explored loneliness as a structural issue, not just a personal challenge, to understand where digital tools could genuinely help.

Reason & Impact

1 in 3 adults report ongoing loneliness, especially young and remote workers. Heavy social media use deepens comparison and isolation instead of support. Factors like remote work, financial strain, and discrimination amplify disconnection. Loneliness impacts mental health and even physical well‑being — it’s a social health problem.

01

Secondary Research

We explored loneliness as a structural issue, not just a personal challenge, to understand where digital tools could genuinely help.

Reason & Impact

1 in 3 adults report ongoing loneliness, especially young and remote workers. Heavy social media use deepens comparison and isolation instead of support. Factors like remote work, financial strain, and discrimination amplify disconnection. Loneliness impacts mental health and even physical well‑being — it’s a social health problem.

01

Secondary Research

We explored loneliness as a structural issue, not just a personal challenge, to understand where digital tools could genuinely help.

Reason & Impact

1 in 3 adults report ongoing loneliness, especially young and remote workers. Heavy social media use deepens comparison and isolation instead of support. Factors like remote work, financial strain, and discrimination amplify disconnection. Loneliness impacts mental health and even physical well‑being — it’s a social health problem.

02

User Interviews

We interviewed 5+ remote workers in Berlin (27–35 years old) and observed friendship patterns, anxieties, and planning habits.

Pains & Needs

Main pain points: Anxiety makes it hard to initiate or sustain contact. Digital chats rarely turn into real‑life plans. Overstimulating, high‑energy events feel draining. Plans scatter across different apps and get forgotten. Main needs: Energy‑matched gatherings (low / medium / high). Boundaries‑first onboarding and tone. Effortless, personal event creation. Calm, feed‑free interface.

02

User Interviews

We interviewed 5+ remote workers in Berlin (27–35 years old) and observed friendship patterns, anxieties, and planning habits.

Pains & Needs

Main pain points: Anxiety makes it hard to initiate or sustain contact. Digital chats rarely turn into real‑life plans. Overstimulating, high‑energy events feel draining. Plans scatter across different apps and get forgotten. Main needs: Energy‑matched gatherings (low / medium / high). Boundaries‑first onboarding and tone. Effortless, personal event creation. Calm, feed‑free interface.

02

User Interviews

We interviewed 5+ remote workers in Berlin (27–35 years old) and observed friendship patterns, anxieties, and planning habits.

Pains & Needs

Main pain points: Anxiety makes it hard to initiate or sustain contact. Digital chats rarely turn into real‑life plans. Overstimulating, high‑energy events feel draining. Plans scatter across different apps and get forgotten. Main needs: Energy‑matched gatherings (low / medium / high). Boundaries‑first onboarding and tone. Effortless, personal event creation. Calm, feed‑free interface.

03

Survey

We surveyed about 40 people internationally to gauge feelings and strategies around feelings of loneliness and isolation in regards to social media and technology and in general.

Pains & Needs

Social Anxiety and timing are the most typical blockers for interaction Social media often worses negative feelings

03

Survey

We surveyed about 40 people internationally to gauge feelings and strategies around feelings of loneliness and isolation in regards to social media and technology and in general.

Pains & Needs

Social Anxiety and timing are the most typical blockers for interaction Social media often worses negative feelings

03

Survey

We surveyed about 40 people internationally to gauge feelings and strategies around feelings of loneliness and isolation in regards to social media and technology and in general.

Pains & Needs

Social Anxiety and timing are the most typical blockers for interaction Social media often worses negative feelings

TESTIMONIALS & AFFINITY MAP

B. // 28

Freelance Photographer in Berlin

"To be honest, financially, it's rough because often you're going, go for lunch or for dinner and that can be quite expensive. It sounds weird, but that factor increases my lonelines a lot."

Anonymous // 29

Student in Berlin

"Loneliness for me is not feeling seen and heard, and can’t reach out even when the person is in front of me."

Prev

Next

TESTIMONIALS

B. // 28

Freelance Photographer in Berlin

"To be honest, financially, it's rough because often you're going, go for lunch or for dinner and that can be quite expensive. It sounds weird, but that factor increases my lonelines a lot."

Anonymous // 29

Student in Berlin

"Loneliness for me is not feeling seen and heard, and can’t reach out even when the person is in front of me."

Prev

Next

TESTIMONIALS & AFFINITY MAP

B. // 28

Freelance Photographer in Berlin

"To be honest, financially, it's rough because often you're going, go for lunch or for dinner and that can be quite expensive. It sounds weird, but that factor increases my lonelines a lot."

Anonymous // 29

Student in Berlin

"Loneliness for me is not feeling seen and heard, and can’t reach out even when the person is in front of me."

Prev

Next

Based on our Interviews & following Affinity Map we set on these cure design principles for our flow and further process.

01

TIME & ENERGY

"During the week I'm just quite busy with work, I don't have the time or energy to be social then."

  • Users need intentional social planning that adapts to their energy and anxiety levels — not another app built around swiping or social feeds.

01

TIME & ENERGY

"During the week I'm just quite busy with work, I don't have the time or energy to be social then."

  • Users need intentional social planning that adapts to their energy and anxiety levels — not another app built around swiping or social feeds.

01

TIME & ENERGY

"During the week I'm just quite busy with work, I don't have the time or energy to be social then."

  • Users need intentional social planning that adapts to their energy and anxiety levels — not another app built around swiping or social feeds.

02

ANXIETY

"When I feel loneliest, it’s hardest to reach out to people. It increases my feelings of not belonging tenfold."

  • Social Media is not enough to combat loneliness and in some cases even heightens these feelings

  • a lot of users feel social anxiety

02

ANXIETY

"When I feel loneliest, it’s hardest to reach out to people. It increases my feelings of not belonging tenfold."

  • Social Media is not enough to combat loneliness and in some cases even heightens these feelings

  • a lot of users feel social anxiety

02

ANXIETY

"When I feel loneliest, it’s hardest to reach out to people. It increases my feelings of not belonging tenfold."

  • Social Media is not enough to combat loneliness and in some cases even heightens these feelings

  • a lot of users feel social anxiety

RILEY THE INTROVERT

// PRIMARY PERSONA

AGE: 29

STATUS: Single

OCCUPATION: Creative

LOCATION: Berlin

NEEDS

  • Wants to meet new people who share similar interests, schedules and social energy.

  • Needs help maintaining relationships with people​

  • Develop a sense of belonging to a community

PAIN POINTS

  • Finds it difficult to move from casual connections to deeper friendships, especially in adulthood.

  • Experiences a gap between large online networks and a lack of close in‑person friendships

  • Struggles with work-life balance

RILEY THE INTROVERT

// PRIMARY PERSONA

AGE: 29

STATUS: Single

OCCUPATION: Creative

LOCATION: Berlin

NEEDS

  • Wants to meet new people who share similar interests, schedules and social energy.

  • Needs help maintaining relationships with people​

  • Develop a sense of belonging to a community

PAIN POINTS

  • Finds it difficult to move from casual connections to deeper friendships, especially in adulthood.

  • Experiences a gap between large online networks and a lack of close in‑person friendships

  • Struggles with work-life balance

RILEY THE INTROVERT

// PRIMARY PERSONA

AGE: 29

STATUS: Single

OCCUPATION: Creative

LOCATION: Berlin

NEEDS

  • Wants to meet new people who share similar interests, schedules and social energy.

  • Needs help maintaining relationships with people​

  • Develop a sense of belonging to a community

PAIN POINTS

  • Finds it difficult to move from casual connections to deeper friendships, especially in adulthood.

  • Experiences a gap between large online networks and a lack of close in‑person friendships

  • Struggles with work-life balance

EARLY PROTOTYPES

Goal: Offer meaningful ways to build deeper in-person friendships because online connections alone leave users feeling lonely and isolated.

Wireframes & Tests

We designed around one question: How can Bloomly reduce social anxiety while making friendship‑building effortless?


Core objectives:

  • Soften interaction anxiety through kind, empathetic copy.

  • Personalize the experience using energy levels (low / medium / high).

  • Enable quick, frictionless event creation with a single “+” action.

  • Remove public status cues > no likes, no follower counts.

UX PROCESS
INSIGHT

04

Usability & Testing

Participants tested prototypes to evaluate clarity, navigation, and function of the app.

Clarity

Strengths: Flow felt clear and calming; onboarding tone built trust. Improvements: Adjusted form layout, clarified privacy options, and simplified mood selection. “It was super easy… I like that it asks for my boundaries and comfort.” — Susanne, Tester

04

Usability & Testing

Participants tested prototypes to evaluate clarity, navigation, and function of the app.

Clarity

Strengths: Flow felt clear and calming; onboarding tone built trust. Improvements: Adjusted form layout, clarified privacy options, and simplified mood selection. “It was super easy… I like that it asks for my boundaries and comfort.” — Susanne, Tester

04

Usability & Testing

Participants tested prototypes to evaluate clarity, navigation, and function of the app.

Clarity

Strengths: Flow felt clear and calming; onboarding tone built trust. Improvements: Adjusted form layout, clarified privacy options, and simplified mood selection. “It was super easy… I like that it asks for my boundaries and comfort.” — Susanne, Tester

Key insight:
Comfort and clarity build confidence — users valued gentle guidance over gamified interactions.

Visual Design & Brand Direction


The identity of Bloomly grew from themes of calm, care, and intentional growth.
Visual language:

  • Color palette: Soft sage, pale lilac, and cream beige — soothing and natural.

  • Typography: Karla Bold Italic for personality, Inter for readability.

  • Icons & layout: Minimalist, rounded lines reflecting approachability.

  • Tone of voice: Gentle, affirming, and safety‑oriented — “No dating here. Be kind always.”


OUTCOME

The final product simplifies connection through a calm, guided flow.
Key features:

  • Energy Check: Filters events by mood or capacity.

  • Quick Events: Create and share activities in seconds.

  • Caring Guardrails: Boundaries onboarding and optional “Take care of your space.”

  • Calm Home: Friends’ updates and nearby plans — no endless scrolling.

App flow:
Energy selection → Tailored feed → Create or join → Stay connected.

FEEDBACK

"Oh I really like it! It finally feels like me — bold, editorial, but honest. The site tells my story without getting in the way. People get what Mbwenze is about the moment they land there. Thank you.”

- Michelle Mebune // Stakeholder
FINAL PRODUCT

Outcome:

  • Positive response to tone and calm design: Testers described the app as “comforting,” “refreshing,” and “a space that doesn’t pressure you to socialize.”

  • High usability scores: Users completed core tasks like event creation and joining with ease; the “+” shortcut tested as intuitive.

  • Emotional resonance: Participants appreciated the focus on boundaries and energy levels — “It feels like the app actually gets how socializing feels some days.”

  • Clear differentiation: Bloomly stood out for replacing likes, feeds, and follower counts with genuine, energy‑based connection prompts.

  • Areas for growth: Add calendar sync, location‑based mood suggestions, and clearer reminders for ongoing plans.


Result:
Bloomly successfully turned friendship maintenance into a calm, caring experience — shifting from social pressure to emotional support.

High‑Fidelity Prototype
The final design translates Mbwenze’s mission into a clean, expressive shopping flow.

  • Homepage: A clear brand statement leads directly into shopping, with deeper storytelling available but never in the way.

  • Product Listing & Detail: Visual clarity and short story snippets connect cultural narratives to practical details like price, size, and sustainability.

  • Mobile: Optimized for vertical flow, larger touch targets, and balanced narrative moments that feel natural on small screens.