A Social Discovery Platform


DIDIT is like Yelp, but from the people whose opinions you trust. You can follow other users (a friend, a magazine, a brand) and refer to lists they’ve curated. Whether you're looking for a great experience around the corner or around the world, you'll get there with DIDiT.

I worked closely with the product team and engineers to conceive and lead the design of the mobile app and website. I played a large role in the product development and user research, actively analyzing user behavior to define product and design requirements. My role as product designer consisted of identifying, investigating and validating the problem, and ultimately crafting, designing, testing and shipping the solution.

The Problem

Discovering new experiences is the easy part - remembering them is the challenge. [enter: I heard that place is great - it's on my list!] We found that people organized their 'list' via memory, iPhone notes, Google Docs, screenshots, emails - that 'list' quickly becomes obsolete and we, ultimately, rely on routine and convenience. And how frustrating is it to have been one block away from "that place that was on your list!"

As an early member of the team, I took part in field research, user research and focus groups in order to define product and design requirements. The common insights that arose during our research:

  • Most users value their friends opinions over publisher reviews, Yelp, etc.
  • Most friend recommendations come with a specific suggestions (e.g. you have to get the burger).
  • Most users visit various websites before making a decision about what to do, where to dine.
  • All users were frustrated by the lack of fluidity in the planning process.
  • Most users stick with their regular routines because it’s easy and familiar.
  • All users found rich image and video content to be very useful when making their decisions.
  • Most users do research on their phones during their downtime on the subway or bus to/from work.

The Solution


DIDiT is the discovery platform for the best places in the world according to the experts and friends you trust.

Whether you’re looking for an adventure across the country or new coffee place around the corner, DIDiT gets you there. With DIDiT, you can save places and lists you love or want to try and follow your friends to see their recommendations.



From Refinery29 to TimeOut - we consume listicles on a daily basis. DIDiT provides contextual discovery based off of expert listicles.

We learned early on that an image was an absolute must-have. From a UX perspective, the content can easily be overwhelming - we sought out to make the consumption of these listicles as enjoyable as possible. Through user testing we landed on a carousel of the places in each list - providing just enough information to be useful, and just enough interaction to be entertaining.

Item Detail

Item Detail


The item detail screen had a lot of elements: add item to list, establishment contact information, publisher reviews, friend reviews and imagery.

We found that most users scrolled through the content on the screen before saving it. For contextual purposes and a better user experience, we fixed the header at the top as the user scrolls - that way the title remains visible, as well as the back button and add to list button. So at any point, the user can quickly save the item or return to the previous screen.



Much like the way you make playlists on Spotify or boards on Pinterest, DIDiT allows users to create lists of experiences - or things they want to do.

After analyzing user behavior, we recognized that the planner needed more information - location, cuisine, price range - in order to save the location. Because of this, we didn't introduce the "add to list" button until the Item Detail screen. In an attempt to not overwhelm the browser with a large CTA, we introduced a simple "save" CTA, which we utilized on all Item Previews. We stuck with common UX patterns by utilizing an action sheet that slides up from the bottom of the screen. 

Web Experience


The branding had already established a strong visual style which gave me a pretty good idea of what the website would look like. In addition to the mobile app, we needed to create a landing page for marketing purposes. We used this as a base to send users to from facebook ads, etc. We then customized the template of this based on the content of the ad.