What Now is a review and social networking solution to the question we all ask ourselves: "So...what now?". Unlike competitors, What Now is highly personalized, using an onboarding survey and app usage to generate suggestions for users.

UI Design
Brand Identity


In this mobile app design, I controlled every aspect of the project. My design process for What Now began with research, user stories, user scenarios, and interviews. I then moved on to benchmarking similar applications and building an information architecture. Sketches quickly turned into wireframes and through many iterations, type studies, and user-testing, the final UI took shape. I've included just a few of the most influential steps below.

User Stories

Storytelling is the heart of the user experience. These 5 research-based user stories describe the user’s role, their task, and their goal or motivation for completing the task.

  1. As a new resident of Boston, I want to find the best restaurants near me, so I can get to know my area better.
  2. As a NYU graduate living in New York City, I want to find new places to go, so I can branch out of my usual routine.
  3. As a 30 year old on vacation in Charleston, I want to locate the local favorites around me, so I can get to
    know the city.
  4. As a San Francisco resident who just moved to a new neighborhood, I want to find the best spots near my apartment, so I can take advantage of what this new area has to offer.
  5. As an avid review writer, I want to try new places, so I can write reviews and post photos of them to help others.

Interview Takeaways

Cost Efficiency

4 out of 5 participants mentioned cost as a frustration while finding new places to go in Boston. To alleviate this pain point, I can include a feature to filter suggestions by cost.

Information Accuracy

3 out of 5 participants mentioned miscorrect information found online as a pain point or frustration. To minimize this issue, I can have administrators manage the application and keep track of user-reports. I can also ensure that the database the application pulls from is frequently updated.

Trustworthy Reviews

2 participants mentioned reading reviews when discussing what they enjoy about the search process and one mentioned that they, “sometimes feel that [they] can’t trust reviews”. I can alleviate this pain point by only allowing confirmed users who visited a place to review it and suggesting to users that they post photos along with their review.

Personalized & Curated Suggestions

3 out of 5 participants mentioned that their ideal application would include personally curated suggestions based on their previous selections. This surprised me a little because I know many users feel creeped out when apps track and provide information based on their usage. I plan on using both the user’s indicated preferences and automatic data tracking to generate suggestions. However, I also plan on keeping the suggestions semi-randomized so users do not get annoyed by only seeing the same type of places every time.

Transportation Assistance

4 out of 5 participants mentioned commute/transportation assistance as a pain point or something they’d like to have. I found this a little surprising because of the amount of great transportation assistance already out there. To alleviate this, I will indicate the suggested mode of transportation and intuitively link the application to the user’s GPS app of choice (i.e. Apple Maps or Google Maps).

Information Architecture

I created a site map in order to organize and clarify the content and understand relationships between the app's pages. This step brought me much clarity in my design process.

Hand-Drawn Wireframes

Digital Wireframes


Suggestion Generator

Writing a Review

Type Studies

Logo Composition

Final UI

Onboarding, Suggestion Generator, Writing a Review, and the Explore Page

App Button