Designing Girls Talk to help women build meaningful friendships online and offline
Designing Girls Talk to help women build meaningful friendships online and offline
Designing Girls Talk to help women build meaningful friendships online and offline
GirlsTalk is a mobile app where women can find true friends. The app uses AI to match users with like-minded women based on their completed profile.
GirlsTalk is a mobile app where women can find true friends. The app uses AI to match users with like-minded women based on their completed profile.
GirlsTalk is a mobile app where women can find true friends. The app uses AI to match users with like-minded women based on their completed profile.
Role
Role
Product Designer
Product Designer
Product Designer
Industry
Industry
Lifestyle
Lifestyle
Lifestyle
Duration
Duration
3 months
3 months
3 months
The Challenge
The Challenge
Designing genuine connections — not just another social app
Designing genuine connections — not just another social app
Designing genuine connections — not just another social app
How might we provide women with a comfortable way to meet and build friendships, taking into account their interests, lifestyle, and values, so that in a world of digital contacts they can receive genuine support, emotional connection, and opportunities to find communities and events in a new city or at a new stage of life? How to stand out against giants (social networks and dating platforms) that already have a huge user base?
How might we provide women with a comfortable way to meet and build friendships, taking into account their interests, lifestyle, and values, so that in a world of digital contacts they can receive genuine support, emotional connection, and opportunities to find communities and events in a new city or at a new stage of life? How to stand out against giants (social networks and dating platforms) that already have a huge user base?
The Solution
The Solution
Turning friend-finding into a comfortable, trust-based experience.
Turning friend-finding into a comfortable, trust-based experience.
Turning friend-finding into a comfortable, trust-based experience.
Major social and dating platforms dominate the market but rarely focus
on building safe, meaningful friendships between women.
Major social and dating platforms dominate the market but rarely focus on building safe, meaningful friendships between women.
Major social and dating platforms dominate the market but rarely focus
on building safe, meaningful friendships between women.
I decided to stand out by creating a platform that combines personalized onboarding, AI-driven friend and event suggestions, safe communication based on mutual interest, conversation support through icebreakers, and a warm, comforting design that fosters genuine emotional connection.
I decided to stand out by creating a platform that combines personalized onboarding, AI-driven friend and event suggestions, safe communication based on mutual interest, conversation support through icebreakers, and a warm, comforting design that fosters genuine emotional connection.
Problem Discovery
Problem Discovery
66% of Gen Z Are Making Friends Online
66% of Gen Z Are Making Friends Online
66% of Gen Z Are Making Friends Online
The starting point of the project was identifying a real and relatable problem: many women struggle to build new friendships in adulthood — childhood friends move away, priorities change, and social circles shrink.
The starting point of the project was identifying a real and relatable problem: many women struggle to build new friendships in adulthood — childhood friends move away, priorities change, and social circles shrink.
As making friends moves online, apps like Bumble BFF are rising in popularity — 66% of Gen Z now meet friends online. With dating apps like Tinder (78% male users) failing women seeking platonic bonds, the demand for safe, female-only spaces continues to grow.
As making friends moves online, apps like Bumble BFF are rising in popularity — 66% of Gen Z now meet friends online. With dating apps like Tinder (78% male users) failing women seeking platonic bonds, the demand for safe, female-only spaces continues to grow.
Competitor Analysis
Competitor Analysis
Identification of the strengths and weaknesses of Gofrendly, Locals, Geneva, and Meetup
Identification of the strengths and weaknesses of Gofrendly, Locals, Geneva, and Meetup
Identification of the strengths and weaknesses of Gofrendly, Locals, Geneva, and Meetup
Key Insights:
Key Insights:
Strengths (what we can adopt)
Strengths (what we can adopt)
Smart or AI-based matching that helps form meaningful, interest-based connections.
Smart or AI-based matching that helps form meaningful, interest-based connections.
Community-driven formats (clubs, groups, events) that keep users engaged beyond the initial match.
Community-driven formats (clubs, groups, events) that keep users engaged beyond the initial match.
Emphasis on shared interests as the main driver for discovery and bonding.
Emphasis on shared interests as the main driver for discovery and bonding.
Weaknesses (opportunities for differentiation)
Weaknesses (opportunities for differentiation)
Weak personalization and poor discovery experience — users struggle to find relevant or active communities.
Weak personalization and poor discovery experience — users struggle to find relevant or active communities.
Limited support for genuine one-on-one friendship-building compared to group-focused interaction.
Limited support for genuine one-on-one friendship-building compared to group-focused interaction.
Feeds and conversations often feel noisy and impersonal, reducing the sense of meaningful connection.
Feeds and conversations often feel noisy and impersonal, reducing the sense of meaningful connection.
User interviews
User interviews
15+ enthusiastic users in just 2 hours - thanks to effective channel selection
15+ enthusiastic users in just 2 hours - thanks to effective channel selection
15+ enthusiastic users in just 2 hours - thanks to effective channel selection
To gain deeper insight into users’ needs and emotional context, I posted an open call on Threads, a social platform I personally use and know as a space where women frequently share their experiences of loneliness and challenges in building friendships as adults.
To gain deeper insight into users’ needs and emotional context, I posted an open call on Threads, a social platform I personally use and know as a space where women frequently share their experiences of loneliness and challenges in building friendships as adults.
The post received 17 responses, and I scheduled 15 in-depth interviews.
The post received 17 responses, and I scheduled 15 in-depth interviews.
The post received 17 responses, and I scheduled 15 in-depth interviews.
Key Insights:
Key Insights:
Desire for expanding social circles
Desire for expanding social circles
Users want to meet new people casually, beyond their existing (often distant) friends.
Users want to meet new people casually, beyond their existing (often distant) friends.
"I have many friends who live in other cities, and I can’t just go out for coffee with them."
"I have many friends who live in other cities, and I can’t just go out for coffee with them."
Interest-based friendships matter
Interest-based friendships matter
Several participants wish to find friends who share specific passions — especially creative or niche hobbies that their current circle doesn’t share.
Several participants wish to find friends who share specific passions — especially creative or niche hobbies that their current circle doesn’t share.
"I’d like to find friends specifically for board games, because there are games my friends find too difficult or not interesting. So I’d look for a more niche group."
"I’d like to find friends specifically for board games, because there are games my friends find too difficult or not interesting. So I’d look for a more niche group."
Difficulty finding like-minded people as adults
Difficulty finding like-minded people as adults
It becomes harder with age to find people with similar interests and lifestyles.
It becomes harder with age to find people with similar interests and lifestyles.
"It’s pretty hard to find someone with similar interests as an adult. You just need to find some common ground."
"It’s pretty hard to find someone with similar interests as an adult. You just need to find some common ground."
Safety concerns when meeting new people
Safety concerns when meeting new people
Even when meeting other women, participants expressed concerns about personal safety and trust during offline encounters.
Even when meeting other women, participants expressed concerns about personal safety and trust during offline encounters.
"When I recently met someone new from the internet, I still felt a bit of fear regarding safety. On one hand, the fact that she was a girl and it was broad daylight reassured me, but still, there was a certain caution in my mind."
"When I recently met someone new from the internet, I still felt a bit of fear regarding safety. On one hand, the fact that she was a girl and it was broad daylight reassured me, but still, there was a certain caution in my mind."
JTBD & User Persona
JTBD & User Persona
From profiles to purpose: understanding why women seek new friends
From profiles to purpose: understanding why women seek new friends
Information Architecture & User Flow
Information Architecture & User Flow
Organizing the journey around real user goals
Organizing the journey around real user goals
Learnings:
Learnings:
Users need a clear reason to stay — unique features should be highlighted early.
Users need a clear reason to stay — unique features should be highlighted early.
Safety is a key emotional driver for women seeking new connections.
Safety is a key emotional driver for women seeking new connections.
Personalization increases trust and relevance during onboarding.
Personalization increases trust and relevance during onboarding.
Gamification and exclusivity motivate ongoing engagement.
Gamification and exclusivity motivate ongoing engagement.
Verified profiles build credibility and reduce hesitation to interact.
Verified profiles build credibility and reduce hesitation to interact.
Conversation starters remove social anxiety and foster authentic dialogue
Conversation starters remove social anxiety and foster authentic dialogue
UI Design
UI Design
A Café-Inspired Visual Language
A Café-Inspired Visual Language
The concept draws from the café metaphor — a familiar space for women to meet and share stories.
The name “GirlsTea” plays on the slang “tea,” meaning both the drink and sharing news, reflecting the app’s essence of genuine, relaxed communication.
The concept draws from the café metaphor — a familiar space for women to meet and share stories.
The name “GirlsTea” plays on the slang “tea,” meaning both the drink and sharing news, reflecting the app’s essence of genuine, relaxed communication.
The café theme is expressed through illustrations, tone of voice, and branding. The logo combines a tea or coffee cup (symbolizing meeting and comfort) with a speech bubble element, representing conversation and messaging — literally meaning “tea over talk.”
The café theme is expressed through illustrations, tone of voice, and branding. The logo combines a tea or coffee cup (symbolizing meeting and comfort) with a speech bubble element, representing conversation and messaging — literally meaning “tea over talk.”
The color palette supports this warm and sociable mood: a deep green serves as the primary color, evoking calm, trust, and sophistication, while soft pink is used for accents, adding a sense of friendliness and balance. This combination allowed me to move away from the stereotype that “feminine” design must be entirely pink, creating a more mature yet approachable visual identity.
The color palette supports this warm and sociable mood: a deep green serves as the primary color, evoking calm, trust, and sophistication, while soft pink is used for accents, adding a sense of friendliness and balance. This combination allowed me to move away from the stereotype that “feminine” design must be entirely pink, creating a more mature yet approachable visual identity.
Prototype
A Café-Inspired Visual Language
Product Flow Demo
The Outcome
The Outcome
Key features that solve user needs
Key features that solve user needs
Icebreakers for Starting Conversations
Icebreakers for Starting Conversations
Icebreakers for Starting Conversations
Short, friendly questions and conversation starters that help users begin chats naturally and reduce social anxiety.
Short, friendly questions and conversation starters that help users begin chats naturally and reduce social anxiety.
Profile Verification & Safety Controls
Profile Verification & Safety Controls
Profile Verification & Safety Controls
Facial recognition verification compares a profile photo with a live selfie to ensure authenticity and safety. Users must complete verification before adding friends or sending messages.
Facial recognition verification compares a profile photo with a live selfie to ensure authenticity and safety. Users must complete verification before adding friends or sending messages.
Schedule Matching
Schedule Matching
Schedule Matching
Users indicate their daily routine type, and the app suggests people with similar availability. Smart collections highlight profiles with matching schedules for easier meetups.
Users indicate their daily routine type, and the app suggests people with similar availability. Smart collections highlight profiles with matching schedules for easier meetups.
Spontaneity Tag
Spontaneity Tag
Spontaneity Tag
A tag that indicates a user is open to spontaneous meetups, like coffee or casual outings. It can be turned on or off in the user’s profile settings.
A tag that indicates a user is open to spontaneous meetups, like coffee or casual outings. It can be turned on or off in the user’s profile settings.
Usability Testing
Usability Testing
90% flow completion rate and design improvements based on usability testing results
90% flow completion rate and design improvements based on usability testing results
To evaluate the onboarding experience, I conducted a quantitative, unmoderated remote usability study using Useberry.
The main goal was to assess the usability and speed with which users reach the target action — adding a friend and starting a conversation.
To evaluate the onboarding experience, I conducted a quantitative, unmoderated remote usability study using Useberry.
The main goal was to assess the usability and speed with which users reach the target action — adding a friend and starting a conversation.
A total of 28 participants took part in the study. Three users didn’t finish the flow, while 25 completed all tasks successfully. Overall completion rate — 89%
A total of 28 participants took part in the study. Three users didn’t finish the flow, while 25 completed all tasks successfully. Overall completion rate — 89%
Insights
Insights
The paywall caused distrust: after a long onboarding, the subscription screen felt like pressure, and the barely visible “X” button created the impression that there was no free version.
The paywall caused distrust: after a long onboarding, the subscription screen felt like pressure, and the barely visible “X” button created the impression that there was no free version.
Verification was unclear: the mandatory Face Scan and photo requirements caused resistance, as the important information got lost in long grey text.
Verification was unclear: the mandatory Face Scan and photo requirements caused resistance, as the important information got lost in long grey text.
The free plan wasn’t obvious: users didn’t understand that they could use the app without paying, because it wasn’t clearly indicated.
The free plan wasn’t obvious: users didn’t understand that they could use the app without paying, because it wasn’t clearly indicated.
Onboarding felt exhausting: the number of steps before reaching the first screen of the app reduced motivation to continue.
Onboarding felt exhausting: the number of steps before reaching the first screen of the app reduced motivation to continue.
Design improvements based on usability testing
Design improvements based on
usability testing
Verification Screens
Verification Screens
Key updates:
Rewrote and shortened the explanatory texts to make them more readable.
Combined all information into one clear screen before verification, and made the functional steps clean and free of long text.
Clearly explained the value of verification: safety, protection from fake accounts, and trust.
Goal: make the process clear and less stressful.
Key updates:
Rewrote and shortened the explanatory texts to make them more readable.
Combined all information into one clear screen before verification, and made the functional steps clean and free of long text.
Clearly explained the value of verification: safety, protection from fake accounts, and trust.
Goal: make the process clear and less stressful.
Paywall
Paywall
Key changes:
Added a large, noticeable “Skip” button next to the purchase button.
Added a description of the free plan + a “Your current plan” indicator so the user can immediately see that she can use the app for free.
Goal: reduce frustration, remove the feeling of being “tricked,” and provide a clear understanding that premium is optional.
Key changes:
Added a large, noticeable “Skip” button next to the purchase button.
Added a description of the free plan + a “Your current plan” indicator so the user can immediately see that she can use the app for free.
Goal: reduce frustration, remove the feeling of being “tricked,” and provide a clear understanding that premium is optional.
Shortened onboarding + new safety logic
Shortened onboarding + new safety logic
Key changes:
The user no longer goes through everything in sequence: account → basic info → Explore.
Verification and adding a profile photo are moved to later.
Added a smart safety lock: if the user is not verified, the actions “Add friend” or “Message” show a pop-up with an explanation.
Goal: let users experience the product right away, reduce the initial load, and still maintain community safety.
Key changes:
The user no longer goes through everything in sequence: account → basic info → Explore.
Verification and adding a profile photo are moved to later.
Added a smart safety lock: if the user is not verified, the actions “Add friend” or “Message” show a pop-up with an explanation.
Goal: let users experience the product right away, reduce the initial load, and still maintain community safety.
Reflections
Reflections
What I learned from working on this project
What I learned from working on this project
Research uncovers real needs
Research uncovers real needs
Conducting in-depth interviews revealed nuances I hadn’t fully grasped from my own experience or competitor research.
Conducting in-depth interviews revealed nuances I hadn’t fully grasped from my own experience or competitor research.
Visual design strengthens the concept
Visual design strengthens the concept
A well-conceptualized visual approach makes the app feel cohesive, emotionally engaging, and distinctive, rather than just a collection of styles.
A well-conceptualized visual approach makes the app feel cohesive, emotionally engaging, and distinctive, rather than just a collection of styles.
Usability testing reveals emotional, not just functional, friction.
Usability testing reveals emotional, not just functional, friction.
Even when users completed the tasks successfully, their reactions to the paywall and mandatory verification steps showed how easily trust and motivation can be disrupted.
Even when users completed the tasks successfully, their reactions to the paywall and mandatory verification steps showed how easily trust and motivation can be disrupted.
Choosing the right recruitment platform speeds up research
Choosing the right recruitment platform speeds up research
Posting on Threads allowed me to quickly gather a group of willing participants — within just two hours — demonstrating how the right channel can make user research more efficient and effective.
Posting on Threads allowed me to quickly gather a group of willing participants — within just two hours — demonstrating how the right channel can make user research more efficient and effective.
What's Next
Key Post-Launch Metrics
Key Post-Launch Metrics
I would track retention on day 7 and day 30 to see if users return, which indicates the app provides real value. DAU and MAU would show how many people engage regularly, while engagement rate reveals how actively users interact with core features. Conversion, such as subscriptions or premium upgrades, would provide insight into monetization potential. These metrics together help optimize the user experience, grow the community, and support business goals.
I would track retention on day 7 and day 30 to see if users return, which indicates the app provides real value. DAU and MAU would show how many people engage regularly, while engagement rate reveals how actively users interact with core features. Conversion, such as subscriptions or premium upgrades, would provide insight into monetization potential. These metrics together help optimize the user experience, grow the community, and support business goals.
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