In this case study

Project Overview

Loop is a relationship-building video app that keeps you connected to your loved ones by answering one meaningful question a day. I was responsible for the research, design, product management and more as the sole founder.

Goal

Validate and build an MVP

Team

Myself & 4 Engineers

Constraints

Limited budget & resources, timezones

Timeline

6 months. January 2023 - June 2023

Role

Founder, Researcher, Product Designer, PM, Marketer

Tools

Figma, Slack, Canva, MixPanel, GoogleMeet

Problem #1

Americans are lonely

30% of Americans are lonely.
Gen Z and Millennials are the loneliest generation.

Problem #2

Building real connections is hard

58% of Americans feel that no one knows them well. Surveys show that Americans report fewer close connections than ever.

Target Audience

Families that are emotionally & physically distant
Children and parents ages 16 - 65
Consider themselves tech savy and user of social media apps

Objective & Key Results

The goal of the project was to build and launch an MVP and help families feel more connected. As the founder, I wrote OKR’s for each vertical spanning company to marketing. This case study highlights the OKR's for Product, Research, and Design.

Research Methods

To validate the idea, I conducted four main research methods: market research, user interviews, competitor analysis, and concept validation. The outcome of this research gave me the confidence that there was a viable market and that the app was worth pursuing.

Research Method #1:

Market Research

Key Findings:

80% of Americans say their family is dysfunctional but agree that family is the #1 factor for what makes life more meaningful
Those who engage in frequent meaningful conversations have much lower loneliness scores
Social Penetration Theory - deep conversations brings people together and strengthens relationships
Face-to-face interaction is linked to better mental health

Research Method #2:

User Interviews

I wanted to determine if this problem was not just my own but also experienced by my peers. Additionally, I aimed to collect real user stories about the dynamics within their families.

My goal was to understand family behavior around tech consumption, social media, communication channels, as well as their wants, needs, and what they say, think, do, and feel.

To gather these insights, I conducted 20 user interviews with my peers, aged 25-35. After synthesizing the findings and mapping similar sentiments together, here are the results:

Background:

Interviewees were expats, study abroad students, and first-generation immigrants.

Longing for More Connection:

Interviewees expressed a desire to communicate with their parents more frequently.

Smartphones & Social Media:

All parents own a smartphone, and most have social media accounts. All interviewees have both a smartphone and are active users of social media.

Group Text Messaging:

Most interviewees maintain a family group text message where they share photos and updates.

Distance from Parents:

On average, interviewees live about 30 minutes or more away from their parents.

Fear of Aging:

A common sentiment among interviewees was the fear and realization of their parents aging.

Research Method #3:

Competitor Analysis

At that time, BeReal was the top-ranked app in the App Store. Its success was driven by high retention rates, strong virality, and a unique focus on promoting authenticity in a world of staged and artificial social media. By analyzing BeReal and similar products, I identified key features that Loop could adopt or enhance to better meet user needs.

Final Solution

Prototype

After developing all the planned features and making necessary compromises, we successfully completed our final Minimum Viable Product (MVP). The primary goal of the app was to facilitate meaningful daily interactions among family members. Each day, users received a question prompting them to respond with a 30-second video. To encourage consistent engagement, we implemented a streak feature: if everyone in the group answered the question, their streak increased; however, if anyone missed a response, the streak reset to zero. This core mechanic was designed to deepen family connections through regular, personal exchanges. We proudly launched the first version of the app in June 2023, marking a significant milestone in our journey.

Research Method #4:

Concept Validation

Before investing in development, I decided to test the solution with my own family members. Given my budget constraints, I opted to prototype the core functionality using readily available tools. My primary objective was to gauge their emotional reaction.

To conduct the test, I initiated an experiment in our family group chat by sending a message that read, “What is something that made you happy this week?” I asked each family member to record a 30-second video response to this question and send it to me privately. At the end of the day, I compiled all the video responses into a single video and shared it in our group chat.

The outcome far exceeded my expectations. Watching the compilation, we experienced a spectrum of emotions, from laughter to tears. The videos elicited deep emotional responses, confirming to me that I was onto something truly valuable.

Product Management

After validating my idea, I moved on to documenting the features and functionality needed for the app. With the goal of launching a Minimum Viable Product (MVP), I had to prioritize the essential features for the initial release. To accomplish this, I utilized several strategic methodologies:

Impact vs. Effort Matrix: To evaluate and prioritize features based on their potential impact and the effort required.
MoSCoW Method: To categorize features into Must-haves, Should-haves, Could-haves, and Won’t-haves for the MVP.
User Stories: To capture the functionality from the user’s perspective.
Given-When-Then Scenarios: To outline specific conditions, actions, and expected outcomes for the app’s features.
Sizing and Estimations: To assess the scope and resources needed for each feature.

Taking on the full role of a product manager, I meticulously planned and managed these activities to ensure the success of the MVP launch.

UX, UI, Visual Design

Userflows

To design the app's structure and essential pages, I developed detailed user flows for various key processes: onboarding, submitting a daily loop, receiving a loop, accepting an invite, managing notifications, viewing the calendar of memories, and adjusting settings. By mapping out these flows, I aimed to understand the entire user journey, including the main paths and potential error states. This comprehensive approach ensured that I created wireframes that covered all necessary aspects and scenarios for a smooth user experience.

UI Design System

Once I had a clear understanding of the app’s layout, I began developing the design system. My first step was to establish comprehensive brand guidelines. These included the logos, color palette, typography, imagery, iconography, voice, tone, and grid systems. With these guidelines in place, I organized the design elements and interactive states using the Atomic Design methodology, which breaks down the design into fundamental building blocks.

To ensure seamless collaboration between design and development, I meticulously named all components according to coding standards. This approach was aimed at enhancing the organization and clarity for the engineering team during the app’s implementation.

In Figma, the pages were organized by feature, ensuring easy navigation for all stakeholders. I created master components that represented each state within the app. These master components served as the single source of truth, making it easier to maintain consistency and efficiently update the design as needed.

We are all guilty. This is your sign to call your Dad and ask him how he’s doing

😔 Do you have an emotionally distant family?

👨&zwj;👩&zwj;👧&zwj;👦 To have an emotionally distant family means that the members of the family are not emotionally connected or supportive towards each other. They may not share their feelings or tho

📞 Time to call mom OR you can send her a 30 second loop every day

Engineering

Hiring an engineering team

When developing my app, I made the strategic decision to hire an engineering team. To find the right fit, I conducted a thorough vetting process involving multiple steps:

Steps in Selecting the Engineering Team:

Research and Initial Contact:

I began by reaching out to five different development agencies, gathering a diverse pool of potential partners.

Evaluation Criteria:

Portfolio Review: I requested proof of their previous work to assess their technical capabilities and design quality.
Cost Analysis: I organized and compared the agencies based on their cost estimates to ensure alignment with my budget.
Speed and Responsiveness: I evaluated how quickly and effectively each agency responded to my inquiries and requests.
Attention to Detail: I looked for meticulousness in their past projects, reflecting their commitment to high-quality work.

Decision-Making Process:

After a few weeks of detailed discussions and evaluations, I narrowed down my options. I ultimately chose a team of four engineers who not only had the technical skills I needed but also shared and believed in my vision for the app.

This rigorous selection process ensured that I partnered with a team I could trust to bring my app to life effectively and efficiently.

Dev Handoff

To ensure a smooth and efficient handoff process, I implemented a robust communication strategy. I scheduled weekly calls and facilitated daily updates via Slack, fostering continuous collaboration. My design deliverables were comprehensive, including detailed annotations, Loom video explanations, and interactive prototypes. This thorough approach made it easy for the team to understand and implement design changes seamlessly. Despite being geographically dispersed—my partners were in Germany while I traveled across different countries—we maintained close coordination. I made myself readily available for calls whenever needed, ensuring that our remote collaboration was as effective as possible.

Iterations

Throughout the development process, we encountered several instances that required iterative adjustments. One notable example was the creation of a web-based admin panel to manage user questions—a feature that wasn't part of the original scope but became necessary as development progressed. Additionally, we had to adapt to various technical constraints, such as refining the user invitation method and addressing the challenges posed by needing synchronized time zones for accurate functionality. Some features, like social sharing, had to be descoped to meet our technical and timeline constraints. These iterations were crucial in ensuring that the app remained functional, user-friendly, and aligned with our overall goals.

Engaging Investors and Stakeholders

Beyond investor relations, I also leveraged my network to gather valuable feedback and support:

Product Mentors: I sought advice from product mentors I had previously worked with, benefiting from their experience and guidance.
Technical Evaluations: I conducted technical evaluations with former colleagues to ensure our development approach was sound and aligned with best practices.
Design Reviews: I engaged in design reviews with my peers, receiving critical feedback that helped refine the user experience and visual design.

Through these efforts, I built a strong network of support, which was instrumental in advancing both the development of the app and its business prospects.

Success Metrics

Measuring the Launch

We launched the app in June 2023 and established clear success metrics to monitor its performance: 15 daily sign-ups, 75% daily active users, an average of 2 minutes spent in the app per session, and a 20% retention rate. Within the initial two weeks of its release on the App Store, we achieved approximately 250 users. Reflecting on our Objectives and Key Results (OKRs), I successfully met all targets except for reaching 500 user downloads.

Shutting Loop Down

Unfortunately, following the app's launch, the engineering team began noticing abnormal behavior. I received unsettling news from the team about internal management issues within their company and critical irreparable errors discovered in the code. Regrettably, we were left with no choice but to shut down the app entirely. As a self-funded founder, this decision weighed heavily on me after six months of dedicated effort on Loop. Despite the difficult outcome, I am grateful for the invaluable experience and knowledge gained throughout the journey.

Next Steps & Conclusion

Lessons Learned

Building Loop taught me invaluable lessons that I will carry forward into my future projects and throughout my career. Here are the key takeaways: 

1. Accurate Timeline Estimates

Avoid conservatism. Even with rigorous estimation exercises, it’s crucial to anticipate unforeseen challenges. Originally projected for one month, our development timeline extended to six months.

2. Comprehensive Documentation

Document both successes and setbacks meticulously. Clear documentation fosters organization and tracks team progress effectively.

4. Seeking Support

Leverage existing networks for guidance. Former colleagues provided invaluable insights, simplifying complex concepts and reinforcing the willingness of others to assist.

5. Technical Understanding

Gain proficiency in coding. Understanding the codebase empowers proactive responses when issues arise. Post-experience, I enhanced my technical grasp by learning Flutter, deepening my understanding of mobile app development.

Timeline & Roadmap

As I developed the MVP, I simultaneously planned for the future by creating a roadmap for the months following launch. Key priorities included enabling video sharing to social media, introducing multiple loop groups for various relationship types, expanding the range of questions within the app, and implementing other enhancements.

Recap & Conclusion

In conclusion, building Loop was a significant personal and career investment. I developed a product that addressed a real-life challenge, pushing myself well beyond the boundaries of my role as a product designer. While Loop didn't achieve the widespread adoption I envisioned, the experience was invaluable. It transformed me into a leader, improved my communication skills, and elevated my abilities as a designer.

Wireframes

After outlining the app's structure, I proceeded to create both low-fidelity and high-fidelity wireframes. Through multiple iterations and refinements, I aimed to design an intuitive and user-friendly interface. Ultimately, I chose to model the app's simplicity and familiarity on popular platforms like Duolingo and Instagram, making it easier for users to navigate and engage with the app.

Inclusive design

I prioritize creating inclusive designs that adhere to accessibility standards. Given that my app’s target audience includes first-generation Americans and their parents, I carefully considered cultural diversity and multilingual support.

Key Accessibility Features:

Cultural Sensitivity and Multilingual Support: Designed the interface to accommodate various cultural backgrounds and languages.
Readability for Older Users: Utilized larger, legible fonts and increased text size to enhance readability for older adults.
Color and Contrast for Visibility: Applied high contrast and carefully selected color schemes to improve visibility.
Responsive Layouts for Multiple Screen Types: Ensured the design was adaptable to different screen sizes and types, providing a consistent and accessible user experience across devices.

By integrating these considerations, I aimed to create an app that is not only visually appealing but also welcoming and usable for all members of our target audience.

3. Persistence

Reflecting on Loop’s closure, I acknowledge the challenge of giving up too soon. Future strategies could involve seeking additional angel investors and prioritizing investor outreach over personal funding commitments.

A significant aspect of my journey involved building and managing relationships with potential investors. This process included several critical steps:

Engaging Potential Investors:

Creating a Compelling Pitch Deck:I developed a comprehensive pitch deck that effectively communicated the vision, value proposition, and business potential of my app.
Targeting the Right Investors: I diligently sourced investors whose portfolios aligned with my project, ensuring a mutual fit and increased interest.
Networking at Events: I actively attended industry events and networking opportunities to connect with investors who could champion and support my idea.

Marketing Assets

As the sole designer at my startup, I was responsible for creating all visual assets needed not only for the product but also for marketing and other purposes. My role extended far beyond product design to include various critical areas:

Responsibilities Beyond Product Design:

Website and Landing Page:

I built and designed the company website, including a compelling landing page and a waitlist sign-up to capture early interest and leads.

Advertising Campaigns:

To generate excitement pre-launch, I created targeted advertisements aimed at potential users. These ads drove traffic to our waitlist, helping to build an initial user base.

App Store Listing:

I managed the entire App Store submission process. This involved creating high-quality screenshots, compelling value proposition screens, app icons, and detailed descriptions to attract and inform potential users.

Promotional and Educational Videos:

To effectively communicate the app’s value to investors and users, I produced engaging promotional and educational videos. These videos demonstrated the app’s functionality and highlighted its benefits, making it easier for stakeholders to understand and appreciate the product.

Social Media Content:

I launched and managed our social media presence, focusing on content that emphasized the emotional connection and benefits of staying closer to family. This included crafting posts that resonated with our target audience and supported our brand narrative.

Building Loop; a daily video game for families.