Fulldive -

mobile app combining all your content in one place

Over the course of a year, I helped design a content aggregation mobile app from the ground up. I shaped a constantly evolving product vision via user research, wireframing, prototyping, user testing, and iterating. At every stage of our business strategy, I advocated for a user-centered perspective.

Key screens from left to right: homepage, inside a content feed, video player, saving system



How can Fulldive approach content curation in a unique manner that brings new value to our users?

Though originally a virtual reality app, Fulldive felt it was time to pivot. Rethinking our product vision was a huge mission. We focused our designing around the high level question of improving users' content consumption experience.


  1. Dig deep into problems of content consumption, and see how we can best solve for them.

  2. Prioritize needs based on user feedback to create clear information architecture.

  3. Establish design system to improve visual design of app and streamline development.


Understanding people's content consumption, curation, and sharing practices

Our target audience includes younger people who rely on their mobile phones for most of their content. I conducted 5 hour-long interviews, and sent out a survey that gathered 42 responses over a week.



Refining Fulldive's vision

With so many possiblities for Fulldive's future vision, we continually returned to ideating throughout the process. I distilled the user needs we found into three main job stories that we kept returning to.

The primary job stories our ideations circled around.

Throughout our iterations, we visited different ways these product directions can integrate to create one cohesive platform.

To get a holistic view of the app, I mapped the overall information architecture of the app on our wall. This was useful in helping our team discuss together and get on the same page.

Iteration 1

We went through three major iterations, conducting usability studies throughout.

Iteration 1 - select mid fidelity screens; I was particularly responsible for the homepage, the content card, the menu, the profile, uploading, and bookmarks.

In our first iteration, we prioritized Fulldive as a place to see what content your friends are watching.

In 5 usability tests, we found that:

[Fulldive] gathers content from your social media in a very customizable way. It makes it more efficient to interact with people and see what's going on without having to go through 5 different apps.


Fulldive Mobile's evolution between Iteration 1 and Iteration 2

Iteration 2

Based on user feedback, we focused on streamlining people's content consumption so they reduce the clutter in their lives and find content quickly in our second iteration.

We prioritized Fulldive as a content aggregator based on people's feedback. With this iteration, we completely redesigned the homepage and introduced custom feeds people can make of their favorite content sources.

Iteration 2 - select screens; I took ownership over the content cards, standardizing the article and video views, and the save/tag function.

We conducted usability tests again. In general, we found that people grasped the product vision quicker than before and had more positive feelings towards the app. With a clearer vision, we were able to focus on the information architecture and polishing the details of the app.

Fulldive Mobile's third major iteration.

Iteration 3

For the third iteration, we worked on the information architecture and design system.

For Iteration 3, we put renewed focus on the information architecture of our app. On a three day design sprint, we rapidly iterated on different ways of structuring the main components of our app. In between 4 rounds of iterations, we A/B tested guerilla style on 18 people.

Iteration 3 - various iterations from our rapid iterative testing. Through this rapid iterative testing, we were able to try out many solutions from structural to language changes in a short time frame.

Our updated high-level information architecture.

Home & Content Feeds

Other main features laid out on the bottom nav

Video View, Articles View, Tag, Saving


As our product direction crystallized, we moved full force into implementation. We crafted interactions in Principle and built a design system to better communicate with our engineers.

Read about our Design System

We got a nice comment from Rahul. Thanks, Rahul!


One of the biggest challenges of this project was our constantly evolving product vision. However, as we saw how users responded to each new iteration, we were able to become more confident in our direction. I also came to value the strength of a unified design team that works hard to advocate for the user. I'm looking forward to how Fulldive continues to evolve.

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