Sole Product DesignerFind Your People. Hiki rebrand and redesign
.OverviewHiki is a mobile dating and community app built for neurodivergent adults.
I was responsible for the end-to-end redesign, reimagining the mobile experience, updating the brand, and developing a new design system and principles. This overhaul focused on creating a seamless, user-friendly experience that fosters genuine connections while advancing Hiki’s mission.
.RoleAs the principal UX/UI designer, I led the design strategy, copywriting, and imagery creation, collaborating closely with the CMO and fulfilling my role’s broader responsibilities.
.TimelineMay 2023 — Dec 2023
The Challenge
Expanding Hiki’s Reach to the Entire Neurodivergent Community.
Transitioning Hiki from an autism-focused app to one that serves the broader neurodivergent community required careful design and community consideration. Hiki’s audience is highly sensitive to change, so it was essential to respect existing user needs while introducing inclusive features that would resonate with a wider audience. The challenge was to create a seamless experience that honored the unique needs of both new and existing users.
01. research
Asking the community
To help guide the design effort, I conducted a survey targeting active users, inactive users, and followers on social media, uncovering important user needs and expectations.
Key InsightsDiscovery Challenges
Users cited limited local matches as a major frustration, prompting a focus on enhanced location filters and improved match discovery features.
Safety and Accessibility
Many respondents emphasized the importance of safety and requested features like profile verification, quick block options, and better moderation, guiding decisions to foster a secure and inclusive environment.
Engagement Features
Requests for video/audio chat, speed dating, and interactive games suggested a demand for features that enrich connections and sustain user interest.
Unappealing user interface
Feedback consistently indicated that users found typical dating and social app interfaces clunky and uninspired, signaling a need for a more appealing, user-friendly design in Hiki.
Data analysis
I analyzed user engagement data from the existing app, identifying that features like group chats and profile customization were particularly popular among autistic users. This helped guide feature prioritization in the new design.
Competitive analysis
I loaded up my phone with every dating and social app I could find, diving into each one to see how they catered (or didn’t) to neurodivergent users. It became clear that neurodivergent-friendly features were practically non-existent, giving Hiki a real opportunity to stand out and truly support this community.
02.ideation
03. rebrand
A new look
To help guide the design effort, I conducted a survey targeting active users, inactive users, and followers on social media, uncovering important user needs and expectations. Some of the key insights were…
04.design system
Getting organized
To help guide the design effort, I conducted a survey targeting active users, inactive users, and followers on social media, uncovering important user needs and expectations. Some of the key insights were…
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Typography.
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Color.
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buttons.
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shadows.
05. wireframin’
The challenge
While Hiki was gaining traction among autistic users, we recognized an unmet need for a space that welcomed all neurodivergent individuals. Many felt isolated and lacked inclusive, accessible platforms that understood their unique needs. We set out to create a community that celebrates and connects all neurodivergent identities, fostering a safe and empowering environment.
The solution
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed malesuada tincidunt purus ut ultrices. Integer auctor imperdiet dui, sit amet posuere ex malesuada vel. Aenean vel diam ac purus pulvinar euismod non eget ex. Fusce finibus interdum metus, a pellentesque ex. Mauris et felis cursus, sollicitudin metus quis, ornare dolor. Fusce suscipit fermentum accumsan.
Asking users…
To help guide the design effort, I conducted a survey targeting active users, inactive users, and followers on social media, uncovering important user needs and expectations.
Connection Preferences
Most users sought friendship and community over dating, highlighting the need for features that support platonic connections and neurodivergent communication styles, like non-verbal options.
Connection Preferences
Most users sought friendship and community over dating, highlighting the need for features that support platonic connections and neurodivergent communication styles, like non-verbal options.
Discovery Challenges
Users cited limited local matches as a major frustration, prompting a focus on enhanced location filters and improved match discovery features.
Safety and Accessibility
Many respondents emphasized the importance of safety and requested features like profile verification, quick block options, and better moderation, guiding decisions to foster a secure and inclusive environment.
Engagement Features
Requests for video/audio chat, speed dating, and interactive games suggested a demand for features that enrich connections and sustain user interest.
Unappealing user interface
Feedback consistently indicated that users found typical dating and social app interfaces clunky and uninspired, signaling a need for a more appealing, user-friendly design in Hiki.
The challenge
While Hiki was gaining traction among autistic users, we recognized an unmet need for a space that welcomed all neurodivergent individuals. Many felt isolated and lacked inclusive, accessible platforms that understood their unique needs. We set out to create a community that celebrates and connects all neurodivergent identities, fostering a safe and empowering environment.
The solution
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed malesuada tincidunt purus ut ultrices. Integer auctor imperdiet dui, sit amet posuere ex malesuada vel. Aenean vel diam ac purus pulvinar euismod non eget ex. Fusce finibus interdum metus, a pellentesque ex. Mauris et felis cursus, sollicitudin metus quis, ornare dolor. Fusce suscipit fermentum accumsan.
Summary
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed malesuada tincidunt purus ut ultrices. Integer auctor imperdiet dui, sit amet posuere ex malesuada vel. Aenean vel diam ac purus pulvinar euismod non eget ex. Fusce finibus interdum metus, a pellentesque ex. Mauris et felis cursus, sollicitudin metus quis, ornare dolor. Fusce suscipit fermentum accumsan.
07. testing
06.hi-fi
08.artifacts
09. launch
10.retrospect
the designs coming together
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
designing a design system
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
