Timeling mobile application designed as a meetup-based dating platform, enabling users to connect through shared events and real-world interactions. Product focused on combining social discovery with event participation to create a more engaging alternative to traditional dating apps.
Role: Head of Design leading end-to-end product design from concept through to launch and post-launch iteration. Responsible for defining product vision, UX design, design systems, and establishing design processes within the team. Worked closely with founders and engineers.
Context: Early-stage startup building a new type of dating experience centred around events and shared activities. No existing product or defined user experience at the start of the project.
Problem:
No defined product structure or interaction model. Needed to establish how users discover events, connect with others, and maintain engagement over time. Initial product direction lacked clarity around core user flows and engagement mechanics.
Approach:
Ran workshops with founders and team to define product direction and key features. Created end-to-end journey maps and user flows to define the experience. Introduced a formal design system and structured documentation to improve consistency and collaboration. Conducted four rounds of user testing before and after launch to validate decisions and identify issues. Continuously iterated based on real user behaviour.
Solution:
Designed the full product experience including event discovery, user profiles, and interaction flows. Built a scalable design system and established structured design processes. Post-launch, redesigned the core interaction model to ensure user profiles remained visible beyond event lifecycles, addressing engagement issues.
Outcome:
Successfully launched the product across two countries. Grew to approximately 12,500 users. Improved engagement through post-launch redesign of core features. Established a strong product foundation for future growth. Product later ceased development due to funding constraints.
Characteristics:
0→1 product design, startup environment, end-to-end ownership, design systems creation, user testing-driven iteration, real-world product launch, growth and post-launch optimisation, consumer social product.