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The problem

The Product

Content platform that aligns everyone's interests and incentives. The mobile platform is best at delivering truly personalized content to everyone without needing to select, follow and subscribe.It aims also to provides a platform for content creators to find the right audience, and valued from their work.

The Challenge

Create smooth content platform user experiences for content consumer and future content creator providing them a platform that simplify the process of multimedia content creating and make content consuming and socializing easy and natural.

My Role

Lead a team of 2 UX UI designers, branding, setting up design guidelines, user research structure and interview, wireframing. Collaborate with product manager and developers to ship the product.

Design Process Overview

The cycle

The product and challenge does not exist in a eco-system or established product system. The design team need to convert the problem and idea into design concept. As a team, with product manager and all other stakeholder, we went through the design process of convergence and divergence.


Decision making principle

In the early stage of planning and discussion, there are a lot of discussion without a solid user data foundation. The team starting to making assumptions and argue based on those assumptions.Without user data (no product yet), this could easily become a block to our decision making process. So summarizing from those early stage planning, I set up some framework and higher-level principle the design team want to look at when the vision is blurred. They will be evolved and updated with progression on the project.

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The research

User study

Before defining some of the problems, I suggested that we need to know under our pre-set product goal, what is the real problem and real need there. Study user behavior without an actual product can be tricky. We choose to talk to some of our potential users (base on our assumption of target audiences) and listen to their need, while asking them to use some of similar content platform.

Here are some feedback we got from them.



Learn from competitors

We studied content + social platform that are video/image/gif/funnycontent oriented app.



  • Let user make judgement

  • Personalization makes user felt like home; recommendation has high engagement

  • Tendency of Binge watch and incorporate that into" “related content”


Defining problems

Common ground

After some user study, we compare them with danker’s business goal, the common ground we find is the key of later defining the problem and design goals.


Design goals

  • Engage and reward audiences

  • Make magical content consuming experience

  • Make simple and desirable transaction experience

  • Encourage socializing


Design decision

App structure and logic behind

Card Sorting

Card sorting has become the bridge between our defined problem and goal to the next stage of our product. At the time we finish research and analysis, the engineering team has already started building base on product manager’s user flow. I called a pause and had a meeting with the team. While understanding everything is moving fast, I insist that we should also look at how features should be grouped and then later can be easily tackled with prioritization. We then incorporated the result of card sorting and reverse sorting in the building helps clarify the vision.

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User Flow

User flow is the critical analysis we did with all members to breakdown how we want user to use Danker and how danker is serving our user

Framework wireframe

After breaking down the flow, we did a few paper wireframe to test out our ideas. After some preliminary usability testing (invited users on paper wireframe prototype) and a few rounds of modification. We came up with the structure for major functions below.


Design Decision on iterations

Design has been through multiple rounds of iteration while product goals and product features are constantly adjusted and renewed. Some iteration were tested and shipped due to time limitation, but the team has never stopped improving the experience.

Content feed

Iteration 1.0

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Iteration 1.5

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Iteration 1.0

Iteration 1.5

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Account management

Iteration 1.0

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Iteration 1.5


High Fidelity Prototype

Basic feature flows

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Things I learn

  • There’s always trade-offs

In a fast-pace startup, time is precious and often there are no time for thorough research and slow decision making. Understand the risk and have clear map of what is the goal the product is aiming at. Product is always built experimental (with minimum data) , stick to design principle, anticipate the risk and I found that there are always opportunities we can work around the problem to unblock the progress, then come back later fixing the problem.

  • Structure is important, clarity on goal is also important

If structured well at earlier stage, clear goal established and clearly defined feature group, sometimes even potential trade-offs as well will be very visible in the later stage. So that when team get stuck in making design decision or confused of what feature we are prioritizing, look back at the structure, if that structure no longer applies, adjust and update. However every adjustment should end with a clear goal and structure for the next step.





Define the character of "danker" - Creative Brief

    What we want (what are the highest level goals?)

  • The system, assets embrace its content - a consistent and strong brand/content identity

    What are the deliverables at the end of the project?

  • Logo, Color Palette, Font, Brand Identity, Design Guidelines

    Target market?

  • Young adult (16-30), Interested in Tech, Internet Savvy, Video/gif Obsessed, Sassy.

    How do you want people to respond to your brand?

  • With curiosity

  • With mentality of sarcasm

  • Have fun

  • With familiarity

  • With desire to earn

    Our Personality (words that summarize our ideal brand personality)

  • Unconventional

  • Funny

  • Entertaining

  • Fast

  • Playful

  • Cute

    What it’s not our personality

  • Classy

  • Serious


Color Palette Study

Red. The color usually associates with passionate, strong, or aggressive feelings. It symbolizes both good and bad feelings including love, confidence, passion and anger.

Orange. An energetic and warm color bringing the feelings of excitement.



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