Passionfruut
Designing a Video-First Platform for Creative Collaboration
Role: Product Designer
Platform: Mobile (iOS)
Focus: Product vision · UX strategy · UI design
Platform: Mobile (iOS)
Focus: Product vision · UX strategy · UI design
Overview
Passionfruut is a video-first mobile app designed to help creatives discover, connect, and collaborate with people who share their interests and creative goals. The product explores a more human approach to creative networking by prioritizing expression, relevance, and real-world connection over static profiles and traditional social metrics.
I led the product vision and end-to-end UX/UI design, shaping the experience from early concept through interaction and visual design.
The Problem
Existing platforms prioritize reach over relevance. While creatives can showcase their work, it’s often difficult to quickly understand creative alignment, intent, and geographic proximity—all key factors for meaningful collaboration.
There was an opportunity to design a product that:
• Helps creatives express who they are beyond static portfolios
• Makes discovery feel intuitive and personal
• Encourages collaboration instead of shallow interactions
Early product discovery and affinity mapping were used to define core themes and opportunities.
The Goal
Design a video-first mobile experience that helps creatives connect with the right people, in the right place. The product aims to make discovery feel natural, expressive, and grounded in shared interests and location, reducing friction in creative collaboration.
My Role
• Led product vision and UX strategy
• Defined user flows and information architecture
• Designed core interactions for a video-first experience
• Created the visual language and scalable UI system
Tools
Key UX & UI Decisions
Video-First Profiles
Short videos allow users to introduce themselves and their work in a more expressive and authentic way than static profiles.
Short videos allow users to introduce themselves and their work in a more expressive and authentic way than static profiles.
Interest-Driven Discovery
Connections are based on shared creative interests rather than follower counts or engagement metrics.
Connections are based on shared creative interests rather than follower counts or engagement metrics.
Location-Aware Exploration
Discovery is grounded in proximity, making it easier to find collaborators available for real-world projects.
Discovery is grounded in proximity, making it easier to find collaborators available for real-world projects.
Mobile-Native Design
Layouts, gestures, and hierarchy are optimized for fast exploration and one-handed use.
Layouts, gestures, and hierarchy are optimized for fast exploration and one-handed use.
Core Screens
The mobile UI is designed to be intuitive, lightweight, and optimized for on-the-go use. Navigation is handled through a bottom tab bar, providing clear access to core areas while keeping interactions familiar and easy to learn.
Onboarding & Account Setup: Users are guided through a simple onboarding flow that introduces the product and encourages quick profile creation without overwhelming setup.
Home Feed: A personalized feed surfaces recommended creators and collaboration opportunities (jobs), with a strong emphasis on relevance, shared interests, and location, supporting both casual exploration and goal-driven discovery.
Profile: Profiles are designed to showcase creative identity through video, portfolio content, and personal context, allowing users to express both their work and personality.
Notifications: A centralized space keeps users informed of new activity and collaboration opportunities (jobs).
Outcome
The design of Passionfruut established a clear and compelling vision for video-first creative networking. The product provides a foundation that allows creatives to express themselves authentically, discover collaborators intuitively, and connect in ways that feel meaningful and human.
The mobile experience, core interactions, and flexible visual system are designed to scale as the platform grows, supporting ongoing innovation and refinement. Passionfruut is still evolving, and this early work has set a strong direction for the next phases of its development.
