Objective & Strategy

User & Competitive Research

UX Evaluation

Storyboarding & Flow Mapping

Sketches & Wireframe


Component Library

Read My Process

Kitiki UX Redesigned

Kitiki was a client I freelanced with July & August 2016. Kitiki is a mobile application that tells users which of their friends are free to hang out based on their calendars, and suggests local venues and events for the hangout based on personal interest and complex AI algorithm. Having a working beta on Android and iOS, they were looking for a freelancer to redesign for their UX.

With 3-week time constraint, I went through planning, contracting, user research, managing client expectation, and producing low and mid fi wireframe iterations. I eventually built an interactive prototype with InVision, and worked with the engineers on implementing design assets.


1 - Objective & Strategy

After initial meetings with the Founder and Marketing Director, I understood that the vision of the product is really to give the users ability to easily figure out exactly which of their friends are free to hangout, connect with them, and find an event nearby based on suggestions and personal interests.

The strategy to accomplish this objective is to provide clear and easy-to-navigate interface that only includes information relevant to the users’ need. With this overarching goal in mind, I embarked on the redesign process for Kitiki's user experience.

2 - UX Evaluation of Original Design

Onboarding — original design has personal interests input as the first onboarding task when the user signs up (or decides to start exploring right away). This was a nice experience design where user interests are engaged before having to decide log in credential (a definite pain point)

Sync Calendar — as calendar integration is a crucial part of determining when a user is truly free or not (based on an assumption that target users are people who use calendar regularly, which was later on tested), it might be better to sync calendar at the very beginning and not as a pop up dialog to emphasize how Kitiki cares for accuracy, gaining trust and creditability for the brand from the user’s perspective right at the beginning.

Home Screen— unclear the function “idea” tab is intended for with numerous ui elements that seem to serve different functions - the attention on each feature is so evenly distributed that there’s no emphasis what the main usage of the main screen is about. Decision paralysis may have driven the user away from discovering key functionality.

2 - User & Competitive Research

Main questions I wanted to address:

1. How do people plan event? What are their habits?

2. Are there more people who are organized planner or spontaneous planner?

3. What do people want for event planning with friends?

Read research findings

The survey tool I ended up using was Google form based on the budget and time I had. I gathered 68 respondents from social media groups from college students and alumni in the bay area across different universities, with the majority ~70% being in their 20s and about 20% being 18-20y/o. 


  • most people hang out with their friends 1-2 times a week (~46%)

  • about half and half for spontaneous and organized planners

  • online messaging app is the main way people plan for events (54 counts)

  • in person invite and Facebook event invite are the second most popular ways of planning for events.

  • Last places for planning events are phone calls and calendar apps.

  • People also communicate with regards to event through online messaging app the most

  • Insights of what people want

    • Automatic planning

    • Knowing who is ACTUALLY free

    • Ability to read friend’s calendars

    • Event and messaging integration

Some questions I used may have been a little bit too straightforward. A better way of asking may have been “describe to me a time when..” etc.

Competitive Analysis

I studied relevant popular apps such as Facebook, Facebook Messenger, Eventbrite, and competitors such as Down to Lunch, Vurb, and Who's Down to address the following questions—

What is the current competitive landscape?

What are these competitors missing?

What worked? What didn’t?


In general, I want Kitiki to not serve identical functions as competitors, but have similarities with popular apps since user will likely be used to the convention and thus have quicker onboarding.

3 - User Storyboarding

Storyboarding a user scenario based on user research data helped me understand the necessary features to be included in the UIUX; the following is a snippet with focus on empathy:

Story 1 (short term/ spur of the moment planning):

Before Kitiki

During Kitiki

After Kitiki

John is bored on a Friday night after a long day of work. John wants to check if any of his friends are online and are open to hangout.

Alternatively, Kitiki sent a reminder on a Friday night to John, asking him to check out events happening on that very night.

And more...

John opens Kitiki, sees that his favorite friends are available. John picks the friends who he wants to hang out with the most who are also available— Sarah, Peter, and Simon. John thought that Finding Dory might be a common interest, so he creates an invitation to Finding Dory and sends the invite to Sarah, Peter, and Simon.


Peter is not sure if he really wants to watch movie but he does wants to hang out with Peter Sarah and Simon, so he puts maybe; he messaged the group to say hi, and asked if there are other things they want to do— like mini golf. (Ability to suggest event in chat)

And more...

John looked at the photos he took during the hangout, felt excited, and decided to share it with the group by uploading photos to the event group chat. ​


John had a great time hanging out with Sarah and Pete, so he decided to mark them his top friends so the next time when Sarah and Pete are free again, John will automatically get a notification. ​


And more...

4 - Wireframe Sketches & Flow Charts

With inspiration drawn from user research insights, competitive analysis and working with the Kitiki team on understanding the product and current UX evaluation, I started sketching ideas, potential screens, and formulating flow charts encompassing the main hero journey.

Based on findings from user research, story boarding, and competitive analysis, I decided on features that would be beneficial for the app to achieve the objective for the UIUX.

5 - Mid-Fi Digital Wireframes

Using Sketch and sketches that I have done, I began to put the ideas into wireframe, figuring out positions, alignment, typography, states, and layout, etc.

You can test out the InVision prototype here.

6 - Conclusion

Client was excited and stoked about the new iterations after a few edits and decided to redevelop the entire UX of the app. My contract with Kitiki ended after I prepared some quick UI specs and color suggestions as I moved on to taking my part time visual design class in SF General Assembly.

The App is available for download on Google Play and Apple Store.

7 - Post Mortem


1. After a light user testing, a progressive onboarding may have been a good addition for users to quickly understand the purpose of the app.

2. A place in the app where you can see all your friends (including those who are not free at the moment) so you can message them.

3. Set up a grid system for the digital wireframe, spending some amount of time on setting up a grid saves a lot of time later in the development process


4. Could’ve started with designing the smallest screen

Things to consider—

1. The sample size of the survey can be bigger and more user testing can be done. More rigor in this research process could be beneficial.


2. A potential next step could be trying to figure out the distribution of the different calendars used by users, so they can be prioritized in syncing.