Case Study · 01
Eloomin
Social Media
Built to Matter
Rethinking onboarding for a social platform built on real connection — helping users see the value from their very first tap.
Case Study · 01
Rethinking onboarding for a social platform built on real connection — helping users see the value from their very first tap.
Overview
Eloomin, a fast-growing social platform centered around meaningful digital connections, brought me on as a UX Designer to rethink their onboarding experience. The goal was clear: help new users immediately see the value, build emotional investment from the very first tap, and reduce early drop-offs to drive long-term engagement.
Design Process
In a digital age overflowing with shallow interactions, Eloomin set out to bring back depth to online connections — helping users spark thoughtful conversations, share their voice authentically, and build real connections, not just followers.
Understanding the User
To uncover what makes social connection feel meaningful in a digital setting, I conducted both primary and secondary research — in-depth interviews with 10 users and a survey rolled out to 50+ participants across age groups, professions, and levels of digital engagement. I also analyzed competitive platforms like Geneva, Discord, and Threads.
Pain Points
I conducted interviews, surveys, and competitive research to uncover user pain points and patterns. Insights from this work shaped a clear persona, problem statement, and user journey map grounded in real user behavior.
Competitive Audit
I analyzed platforms like Headspace, Threads, Duolingo, and PayPal to understand how they onboard users, build trust, and communicate value — identifying gaps and opportunities for Eloomin.
| Headspace | Threads | Duolingo | Paypal | |
|---|---|---|---|---|
| Personalized Onboarding | ✅ | ❌ | ✅ | ❌ |
| Emotional Engagement | 🥰 | ✅ | ✅ | ✅ |
| One-on-One Conversations | ✅ | 😐 | ❌ | ✅ |
| Community Matchmaking | ❌ | ✅ | ❌ | 😐 |
| GenAI-Powered Recommendations | 😠 | ✅ | ❌ | ❌ |
User Personas
To gain a thorough understanding of user needs and concerns, I conducted primary and secondary research involving interviews and surveys, encompassing participants from varied backgrounds.
Aanya is a fast-paced professional who spends long hours online, both for work and leisure. She values tools that help her connect meaningfully without wasting time. She recently started exploring platforms that offer more than just passive scrolling.
Dev is a startup founder passionate about self-improvement and building authentic relationships. He often looks for communities where conversations have depth. Dev has tried several networking platforms but feels most don't cater to mindful, meaningful connections.
User Emotional Journey
The emotional journey through Eloomin's onboarding started with confusion and frustration during intro screens and personalization, but gradually improved as users reached more engaging and value-driven content.
User Flow
I mapped out every decision point from Welcome screen through to the Feed — including all auth paths (Google, Apple, Facebook, Email) and skip states.
Ideation & Feedback
I ran concept testing sessions with real users, iterating rapidly on layout, copy, and interaction patterns. Early wireframes were validated and refined based on direct feedback before moving to high-fidelity.
Brand Guidelines
Brand Values
V1 Hi-Fi Prototyping
The first high-fidelity prototype focused on the splash/intro flow and subscription paywall — establishing Eloomin's brand voice and the "No ads, no trolls, only good scrolls" value proposition.
Learnings & Future Iterations