Fulldive -

mobile app for building custom feeds

I joined Fulldive as the second product designer. Over a year, I worked end to end on their new mobile app. 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.

Fulldive helps you organize your content through custom feeds of the sources you care about.



How can Fulldive approach content consumption 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.

Product Vision

Iteration 1 - prioritize seeing what content your friends were watching.

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

When we showed it to users, we found that:

Fulldive Mobile's evolution between Iteration 1 and Iteration 2

Iteration 2 - Streamlining people's content consumption

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 concept/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.

It's pretty convenient, I have a feeling that my life will get easier. I'm pretty sure I would actually use it.


No one has to do any submitting and [Fulldive] aggregates it for you. I can just get all my sports sites in one deck and don't have to visit multiple sites, which seems pretty useful.


If the app was developed, I'm pretty sure I would download it because of the trending everywhere and the narrowing down on my interests.


As we clarified on our product vision, we were able to effectively work on the information architecture.

Info Architecture

At this point, the navigational structure of the app was messy. Given that we were constrained by time, I proposed running a 3 day design sprint to iterate through many solutions rapidly. 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.

Design System

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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