KARDDER
LOCATION-BASED SOCIAL DISCOVERY APP
KARDDER
LOCATION-BASED SOCIAL DISCOVERY APP
THE IDEA
THE IDEA
EXPLORATION
INTRODUCTION
Kardder is a location-based social discovery app designed for authentic, real-time connection. As the founding product designer, I shaped the product vision, defined the core user flows, and designed the app from the ground up. My role spanned product strategy, UX, and visual design. I was able to build the foundation for a platform that aimed to redefine how people meet and connect with the people around them.
INTRODUCTION
Kardder is a location-based social discovery app designed for authentic, real-time connection. As the founding product designer, I shaped the product vision, defined the core user flows, and designed the app from the ground up. My role spanned product strategy, UX, and visual design. I was able to build the foundation for a platform that aimed to redefine how people meet and connect with the people around them.
THE PRODUCT
THE GAP
People crave authentic, real time connections, but most existing platforms (dating apps, social media) feel either too transactional or too performative. Swiping fosters surface level interaction, and feeds focus on broadcasting rather than genuine discovery. The opportunity was to create a tool that made meeting people nearby feel natural, spontaneous, and meaningful.
THE GAP
People crave authentic, real time connections, but most existing platforms (dating apps, social media) feel either too transactional or too performative. Swiping fosters surface level interaction, and feeds focus on broadcasting rather than genuine discovery. The opportunity was to create a tool that made meeting people nearby feel natural, spontaneous, and meaningful.
WHY NOW
Rising loneliness, post-COVID isolation, and a growing fatigue with traditional dating apps revealed a cultural shift: people wanted to meet new friends, collaborators, or communities outside of forced dating contexts. At the same time, location-based technology and mobile-first behaviors had matured enough to make real time discovery feasible.
WHY NOW
Rising loneliness, post-COVID isolation, and a growing fatigue with traditional dating apps revealed a cultural shift: people wanted to meet new friends, collaborators, or communities outside of forced dating contexts. At the same time, location-based technology and mobile-first behaviors had matured enough to make real time discovery feasible.
THE GOAL
Kardder’s goal is to allow people to expand their social lives, bridge the gap between online discovery and real world connection, and make it easy for people to meet authentically, in real-time, with others who share their passions, places, and communities. More broadly, Kardder aims to expand people’s social lives by helping them grow their circle, discover events, and feel part of a wider community.
Building from zero meant high ambiguity and no precedent, and so much possibility. The product needed to be safe, inclusive, and intuitive. We needed to balance immediacy with trust. The design challenge was larger than a single feature: How do you make social discovery feel natural, not forced, and use proximity as a means to create connection without recreating the superficiality of dating apps?
THE GOAL
Kardder’s goal is to allow people to expand their social lives, bridge the gap between online discovery and real world connection, and make it easy for people to meet authentically, in real-time, with others who share their passions, places, and communities. More broadly, Kardder aims to expand people’s social lives by helping them grow their circle, discover events, and feel part of a wider community.
Building from zero meant high ambiguity and no precedent, and so much possibility. The product needed to be safe, inclusive, and intuitive. We needed to balance immediacy with trust. The design challenge was larger than a single feature: How do you make social discovery feel natural, not forced, and use proximity as a means to create connection without recreating the superficiality of dating apps?
Authenticity & real time
Position Kardder as more than a “one-off” app - a social app people can use daily to discover what’s happening around them and broaden their world.
Authenticity & real time
Position Kardder as more than a “one-off” app - a social app people can use daily to discover what’s happening around them and broaden their world.
Bridge the gap
Emphasizes solving the core problem (inspiration vs. reality, online vs. offline). Discovering and joining the world around you.
Bridge the gap
Emphasizes solving the core problem (inspiration vs. reality, online vs. offline). Discovering and joining the world around you.
Expand socially
Help users connect outside their existing networks, making it easier to meet friends-of-friends, attend events, and build new communities.
Expand socially
Help users connect outside their existing networks, making it easier to meet friends-of-friends, attend events, and build new communities.
PRODUCT GOALS
EXPERIENCE GOALS
EXPERIENCE GOALS
Make discovery feel natural: help users connect with people, events, and communities nearby without the pressure of swiping or forced interactions.
Blend spontaneity with safety: enable real-time connection while ensuring trust and user control.
Create lasting value: design flows that encourage both quick interactions (events, chats) and longer-term communities (Clubs).
See yourself in your Pins: realistic AI avatar that reflects you.
Style for real moments: curated outfits for context (event, weather, style, vibe, budget).
Own your wardrobe: a persistent closet combining saved Pins and uploads and auto organizing them into curated folders.
TRUST & RESPONSIBILITY GOALS
TRUST & RESPONSIBILITY GOALS
Inclusive & welcoming: avoid dating app tropes, keep language and design centered on authenticity and belonging.
Safe & private: user verification, moderation, and private chat options ensure users feel comfortable engaging.
Be inclusive by default: diverse presets, body‑positive flows, gender‑neutral iconography.
Privacy‑first: explicit consent, local processing where possible, clear delete controls.
BUSINESS GOALS
BUSINESS GOALS
Drive adoption & retention: make Kardder sticky by encouraging users to not just browse, but join, post, and return.
Communicate Kardder clearly: position Kardder clearly outside dating apps by framing it as a social discovery platform built for friendships, passions, and communities.
Move inspiration to action: increase Pin → Shop conversion and strengthen Pinterest’s identity as a fashion tech leader.
RESEARCH & INSIGHTS
INDUSTRY CONTEXT - WHY SOCIAL DISCOVERY, WHY NOW
Location-based tech matured (maps, real-time updates, safety features).
Rising loneliness, dating app fatigue, and the cultural desire for community.
Other platforms (dating apps, event apps, social feeds) solve pieces of the puzzle, but none combine them into authentic everyday discovery.
INDUSTRY CONTEXT - WHY SOCIAL DISCOVERY, WHY NOW
Location-based tech matured (maps, real-time updates, safety features).
Rising loneliness, dating app fatigue, and the cultural desire for community.
Other platforms (dating apps, event apps, social feeds) solve pieces of the puzzle, but none combine them into authentic everyday discovery.
USER PERSONAS & NEEDS
USER PERSONAS & NEEDS
Lily | 22 | Student
“I’m always looking for what's going on around me, concerts, or activities to join, but it’s hard to track everything down."
Lily | 22 | Student
“I’m always looking for what's going on around me, concerts, or activities to join, but it’s hard to track everything down"
Needs:
A reliable feed of nearby events with easy ways to RSVP, join, or connect with others attending.
Make events visible, scannable, and seamlessly tied to connection opportunities.
Eric | 25 | Event Organizer
“I want to grow my club and connect with people who care about the same things I do.”
David | 25 | Event Organizer
“I want to grow my club and connect with people who care about the same things I do.”
Needs:
Tools to create, promote, and grow communities without the baggage of dating-app design patterns.
Prioritize inclusivity and community features that feel welcoming and safe.
Omar | 28 | Software Engineer
“I already have friends, but I’d love to meet new people for coffee, hiking, or casual hangs without it being a big deal.”
Omar | 28 | Software Engineer
“I already have friends, but I’d love to meet new people for coffee, hiking, or casual hangs without it being a big deal.”
Needs:
A simple way to expand their circle beyond current routines without pressure
Keep entry points lightweight, so Kardder feels useful for everyday social life.
Needs:
A reliable feed of nearby events with easy ways to RSVP, join, or connect with others attending.
Make events visible, scannable, and seamlessly tied to connection opportunities.
Needs:
Tools to create, promote, and grow communities without the baggage of dating-app design patterns.
Prioritize inclusivity and community features that feel welcoming and safe.
Needs:
A simple way to expand their circle beyond current routines without pressure
Keep entry points lightweight, so Kardder feels useful for everyday social life.
DESIGN IMPLICATIONS
Discovery must feel organic, not transactional.
Interactions should emerge from context: location, events, shared interests, so meeting someone feels natural rather than forced.
No swiping, no high pressure mechanics.
Balance spontaneity with safety.
Real-time discovery is exciting, but users must feel in control.
Features like profile verification, privacy settings, and the ability to filter interactions are critical to building trust.
Support different communication styles, both quick connects and community building.
Some users want to grab coffee or join a pickup game today.
Others want to grow long-term groups or clubs.
Kardder must handle both ends of this spectrum to create daily utility and lasting value.
Keep inclusivity front and center
Avoid dating app tropes (e.g., pink/blue color coding, “likes,” or swipe gestures).
Use neutral, welcoming language and iconography.
Make the app resonate equally for friendships, hobbies, and professional circles.
Encourage expansion of social lives
Kardder shouldn’t feel like users are leaving existing platforms, but rather expanding their world: meeting new people, finding new events, and joining new communities.
DESIGN IMPLICATIONS
Discovery must feel organic, not transactional.
Interactions should emerge from context: location, events, shared interests, so meeting someone feels natural rather than forced.
No swiping, no high pressure mechanics.
Balance spontaneity with safety.
Real-time discovery is exciting, but users must feel in control.
Features like profile verification, privacy settings, and the ability to filter interactions are critical to building trust.
Support different communication styles, both quick connects and community building.
Some users want to grab coffee or join a pickup game today.
Others want to grow long-term groups or clubs.
Kardder must handle both ends of this spectrum to create daily utility and lasting value.
Keep inclusivity front and center
Avoid dating app tropes (e.g., pink/blue color coding, “likes,” or swipe gestures).
Use neutral, welcoming language and iconography.
Make the app resonate equally for friendships, hobbies, and professional circles.
Encourage expansion of social lives
Kardder shouldn’t feel like users are leaving existing platforms, but rather expanding their world: meeting new people, finding new events, and joining new communities.
BEHIND THE PRODUCT
HOME FEED (COMMUNITY)
PURPOSE:
Serve as the user’s first touchpoint: a place to see what’s happening, who’s posting, and quick prompts to engage; discovery is made to feel intuitive like other social apps and make community content feel alive and relevant.
This is essentially the heartbeat of the city: a personalized stream that makes it effortless to see what’s happening now and where to jump in.
PURPOSE:
Introduce Virtual Stylist as a core feature and make it easily discoverable from the profile page, alongside existing actions like Creator Hub and Edit Profile.
DESIGN DECISIONS
DESIGN DECISIONS
Stories row at the top
Mirrors familiar patterns (Instagram/Snap), but tailored for local events and community. This makes it easy for users to dip in.
quick photo/video posts expire in 24h; tapping opens a stack with reactions and “Message host” CTA. Low-pressure way to signal “I’m here / this is happening.”
Find Your Community Prompt
Directly encourages new users to explore, making social expansion less intimidating.
Dynamic prompt that changes based on activity level (e.g., “New in town?” “Clubs near you” “Tonight’s events”), turning first-session uncertainty into a single clear action.
Community post feed
Prioritizes authentic, in the moment updates (photos, events) over polished content, emphasizing realness.
Ranking = proximity × freshness × social relevance
Blend distance, time, and soft graph (mutuals, clubs you follow) to prioritize posts you can actually act on.
RSVP, Save, Share, DM host. Every interaction updates recommendations (more of what you attend / less of what you hide).
Safety hooks baked in
Verified badge surfaces first; “report/mute” always 1 tap away; events show host verification and venue info.
Button placement
Positioned at the same level as Creator Hub to signal equal importance and platform-level integration (not a hidden experimental feature).
Button style exploration
Iterated through multiple button treatments (glowing orb, pill, standard Pinterest button).
Chose the Pinterest-red pill button to stay consistent with the platform’s design language while maintaining high visibility.
The glowing orb (early draft) communicated “AI magic” but felt less native to Pinterest’s UI. Final choice balances familiarity with prominence.
WHAT IT ACCOMPLISHES
WHAT IT ACCOMPLISHES
For Users:
Immediate sense of place; 0-1 path from “scrolling” to “I’m going.”
For Users:
Immediate sense of place; 0-1 path from “scrolling” to “I’m going.”
For Kardder:
Day one engagement, stronger signal data for personalization, and a clean funnel into events, DMs, and clubs.
For Kardder:
Day one engagement, stronger signal data for personalization, and a clean funnel into events, DMs, and clubs.
MAP VIEW - A LIVING INTERFACE
PURPOSE:
Visualize real-time social energy. The map shows nearby events, gatherings, and people, giving users a spatial sense of where to go. This is Kardder’s differentiator, it turns the city into a live interface - show where people and events are gathering right now, and how to get there.
PURPOSE:
Visualize real-time social energy. The map shows nearby events, gatherings, and people, giving users a spatial sense of where to go. This is Kardder’s differentiator, it turns the city into a live interface - show where people and events are gathering right now, and how to get there.
AI-generated flat lays serve as a midpoint between Pins and try-on. Users can iterate, swap, or refine items before moving into the emotional payoff of seeing looks on their avatar.
DESIGN DECISIONS
DESIGN DECISIONS
Location centered design
The user’s dot anchors them - Kardder is about you and your surroundings.
Activity clusters
Avatars = people; badges = groups/attendance counts; event pins = time-bound gatherings.
Smart clustering keeps the map legible while hinting at energy.
Live events card
Swipes up into a carousel of nearby events/people with rich details (distance, start time, mutuals, safety indicators).
You can RSVP, navigate, or message without leaving the map. Events can be in app, or link to event details.
Filters for agency
Time (now / tonight / this week), vibe (chill, active, nightlife), size (1:1, small group, big crowd), and safety (verified only).
Deep link to your maps app; if multiple friends are en route, show ETAs to reduce “are you close?” friction.
Edge cases
Low-density areas show “sparks” (suggested meetups you can start) or recommended clubs to join so the map never feels empty.
Button placement
Positioned at the same level as Creator Hub to signal equal importance and platform-level integration (not a hidden experimental feature).
Button style exploration
Iterated through multiple button treatments (glowing orb, pill, standard Pinterest button).
Chose the Pinterest-red pill button to stay consistent with the platform’s design language while maintaining high visibility.
The glowing orb (early draft) communicated “AI magic” but felt less native to Pinterest’s UI. Final choice balances familiarity with prominence.
WHAT IT ACCOMPLISHES
WHAT IT ACCOMPLISHES
For Users:
Turns the app into a “radar” for what’s happening around them.
For Users:
Turns the app into a “radar” for what’s happening around them.
For Kardder:
Differentiates from other social apps: expands beyond just a feed, it’s live geography, building real life engagement.
For Kardder:
Differentiates from other social apps: expands beyond just a feed, it’s live geography, building real life engagement.
EXPLORE VIEW
PURPOSE:
This is where the user broadens their circle - help users discover people, events, and clubs beyond their immediate circle. It allows a user to go beyond their immediate bubble: discover what that matches their interests and do it safely.
PURPOSE:
This is where the user broadens their circle - help users discover people, events, and clubs beyond their immediate circle. It allows a user to go beyond their immediate bubble: discover what that matches their interests and do it safely.
AI-generated flat lays serve as a midpoint between Pins and try-on. Users can iterate, swap, or refine items before moving into the emotional payoff of seeing looks on their avatar.
DESIGN DECISIONS
DESIGN DECISIONS
Category tabs - 3 lanes
Clear separation of discovery paths. Make discovery goals explicit while keeping all results searchable from one bar.
People, clubs, events
Interests and connections
Personalization creates a curated experience for the user
People cards with context: show shared interests, mutual clubs, and a “conversation starter”
(e.g., “Both into surf + film”). Tap opens lightweight profile with “Say hi” templates tied to the shared context.
If interest signals are thin, we use geo + trending clubs/events + university/work tags to recommend safe on-ramps.
Quick filters
Offers instant ways to connect safely and contextually.
Online now, verified users, new users
Event filters and cards
RSVP, invite friends, or “Form a crew” (spin up a temporary group DM for attendees who don’t know each other yet).
Button placement
Positioned at the same level as Creator Hub to signal equal importance and platform-level integration (not a hidden experimental feature).
Button style exploration
Iterated through multiple button treatments (glowing orb, pill, standard Pinterest button).
Chose the Pinterest-red pill button to stay consistent with the platform’s design language while maintaining high visibility.
The glowing orb (early draft) communicated “AI magic” but felt less native to Pinterest’s UI. Final choice balances familiarity with prominence.
WHAT IT ACCOMPLISHES
WHAT IT ACCOMPLISHES
For Users:
Makes finding like-minded people or events feel natural, not random; there’s always a low-effort next step (say hi, join, RSVP).
For Users:
Makes finding like-minded people or events feel natural, not random; there’s always a low-effort next step (say hi, join, RSVP).
For Kardder:
Encourages exploration, boosting retention by constantly offering new entry points.
For Kardder:
Encourages exploration, boosting retention by constantly offering new entry points.
CLUBS & EVENTS
PURPOSE:
Unite long term communities (Clubs) with short-term activities (Events), so users don’t just meet once, they keep coming back. This is where Kardder expands a user’s social life from small interactions to belonging.
PURPOSE:
Unite long term communities (Clubs) with short-term activities (Events), so users don’t just meet once, they keep coming back. This is where Kardder expands a user’s social life from small interactions to belonging.
AI-generated flat lays serve as a midpoint between Pins and try-on. Users can iterate, swap, or refine items before moving into the emotional payoff of seeing looks on their avatar.
DESIGN DECISIONS
DESIGN DECISIONS
Club profiles as a hub
Combines description, tags (e.g., “Running, Outdoors, Fitness”), and event schedule.
Users instantly understand the group’s vibe and cadence.
Connection Pathways
Members Preview: faces + count show scale and energy while surfacing mutual connections to reduce friction in joining.
Join the club → unlock ongoing chat, meet hosts, see future events. RSVP to an event → join a temporary chat with attendees, encouraging lighter, low commitment entry.
Events baked in
Upcoming runs appear right inside the club profile; RSVP is one tap away. Past events show photos, creating credibility (“this group really meets”).
Posting inside the club cross-publishes highlights to Explore or Feed, attracting new members without forcing users to leave their home community.
Trust and safety
Verified hosts and visible member lists create transparency. Approval settings (open, request-to-join, invite-only) give communities control.
Button placement
Positioned at the same level as Creator Hub to signal equal importance and platform-level integration (not a hidden experimental feature).
Button style exploration
Iterated through multiple button treatments (glowing orb, pill, standard Pinterest button).
Chose the Pinterest-red pill button to stay consistent with the platform’s design language while maintaining high visibility.
The glowing orb (early draft) communicated “AI magic” but felt less native to Pinterest’s UI. Final choice balances familiarity with prominence.
WHAT IT ACCOMPLISHES
WHAT IT ACCOMPLISHES
For Users:
A clear path from “I want to try something new” to “I belong here.” Clubs + events blur the line between casual meetups and lasting community.
For Users:
A clear path from “I want to try something new” to “I belong here.” Clubs + events blur the line between casual meetups and lasting community.
For Kardder:
Anchors retention. Events keep the platform lively and Clubs build structural loyalty over months. Together, they expand user circles and drive recurring engagement. A mix of event only apps like Meetup and purely social ones like Instagram.
For Kardder:
Anchors retention. Events keep the platform lively and Clubs build structural loyalty over months. Together, they expand user circles and drive recurring engagement. A mix of event only apps like Meetup and purely social ones like Instagram.
THE RESULT
IMPACT
FOR USERS
Users could grow beyond existing friend groups by joining events and clubs nearby. Early feedback showed many were using Kardder to meet people outside work or school circles.
Location cues, verified hosts, and transparent event details reduced the intimidation of meeting strangers.
Kardder became a daily check-in tool: *What’s happening near me? Who’s around tonight?*
FOR USERS
Users could grow beyond existing friend groups by joining events and clubs nearby. Early feedback showed many were using Kardder to meet people outside work or school circles.
Location cues, verified hosts, and transparent event details reduced the intimidation of meeting strangers.
Kardder became a daily check-in tool: *What’s happening near me? Who’s around tonight?*
FOR KARDDER
Users who joined at least one club were projected to have 2.5x higher weekly active usage than users who only browsed events.
Map integration and real-time updates increased RSVP rates by ~30% compared to a static event listing model.
Users active in both events and clubs had a 40% higher 4-week retention rate, suggesting long-term stickiness.
By combining Feed (engagement), Map (action), Explore (expansion), and Clubs/Events (retention), Kardder created a full-stack ecosystem for social discovery - something competitors fragmented across multiple apps.
FOR KARDDER
Users who joined at least one club were projected to have 2.5x higher weekly active usage than users who only browsed events.
Map integration and real-time updates increased RSVP rates by ~30% compared to a static event listing model.
Users active in both events and clubs had a 40% higher 4-week retention rate, suggesting long-term stickiness.
By combining Feed (engagement), Map (action), Explore (expansion), and Clubs/Events (retention), Kardder created a full-stack ecosystem for social discovery - something competitors fragmented across multiple apps.
REFLECTION
Building Kardder as a founding designer revealed several deeper insights:
Safety is the unlock: Designing for trust (verification, visibility, clear controls) wasn’t a “feature add-on” - it was the foundation. Without it, people hesitate to engage in real life. With it, the app became empowering.
Expansion > replacement: Users didn’t want to abandon Instagram or dating apps; they wanted to expand their circles in new ways. Kardder succeeded when it positioned itself as a *complement* to existing platforms, not a competitor.
Communities drive retention: One-off events sparked excitement, but Clubs kept people coming back. Social discovery wasn’t just about spontaneity, it was about continuity.
Designing 0→1 requires versatility: My role wasn’t just designing interfaces. I had to shape product strategy, define MVP priorities, balance user needs with engineering constraints, and continuously refine based on feedback. This taught me how to think like a product builder, not just a designer.
FOR PINTEREST
Designing Virtual Stylist started as an exploration of try-on, but revealed a deeper challenge: How might Pinterest evolve into an immersive tech platform while staying true to its DNA of inspiration?
The solution became an ecosystem: Closet, Avatar, Stylist, and Pin integration. Together, they reimagine Pinterest as more than a gallery of dreams - as a companion that helps people live their inspiration.
KEY LEARNING
Accessibility matters: by placing the hanger button on every Pin, styling became a front-and-center behavior.
Inclusivity builds trust: thoughtful choices like the avatar edit icon make the experience feel welcoming.
Iteration is essential: flat lays before try-on, or prompt chips alongside free text, proved the value of blending exploration with guidance.
KEY LEARNING
Accessibility matters: by placing the hanger button on every Pin, styling became a front-and-center behavior.
Inclusivity builds trust: thoughtful choices like the avatar edit icon make the experience feel welcoming.
Iteration is essential: flat lays before try-on, or prompt chips alongside free text, proved the value of blending exploration with guidance.
NEXT STEPS
Iterating avatar/identity design to emphasize belonging without feeling like a dating profile.
Building lightweight reputation systems (badges, history of participation) to strengthen trust loops.
Integrating calendars and reminders to reduce drop-off for events.
KEY LEARNING
Accessibility matters: by placing the hanger button on every Pin, styling became a front-and-center behavior.
Inclusivity builds trust: thoughtful choices like the avatar edit icon make the experience feel welcoming.
Iteration is essential: flat lays before try-on, or prompt chips alongside free text, proved the value of blending exploration with guidance.