Shipped | Consumer UX, Growth Design, Product Strategy
I designed a new post type called The Buzz that allows users to share light and general content on a social giving platform, HAND. This feature led to meaningful growth outcomes. I was deeply involved in identifying user needs, and shaping opportunities within business goals and engineering constraints.
Time
July 2024 (4 weeks)
My role
Contribution 100%, Sole Designer
Team
2 Founders,
4 Engineers, 1 UX copywriter
Problem
Solution
Finding Opportunities
We discovered that users wanted to post lightweight content, while the business aimed to increase post volume and engagement. This overlap revealed a clear opportunity: to introduce a new post type.
Part 1
The first step was streamlining the posting flow and deciding which features to include. We chose to minimize required fields to reduce friction.
Then, I refreshed the CTA copy with a copywriter and revamped the icons to support the new selection.
But we had a question - should we repurpose the existing design or create a new one?
There was an initial push from engineering to reuse an existing screen from other post flows to save development effort. However, I advocated for designing a new screen optimized to The Buzz.
Part 2
I explored a few directions to integrate The Buzz without disrupting core features and landed on Direction 1.
After that, I created a set of homefeed card use cases for various content types and their possible combinations.
Impact & Reflection
01
Significant Increase in Post Volume & First-Time Posters
Launched in September 2024, The Buzz was the platform’s first-ever new feature release and it made a meaningful impact, including achieving the goal of increasing post volume. What I’m most proud of is that 24% of individual users made their first-ever post through The Buzz.
02
Product Strategy & Growth Design
It was fascinating to see how uncovering user behaviors and needs could spark a project that delivered real business impact. By identifying where user needs and business goals intersect and making strategic design decisions around that, I learned how product design can directly drive growth.
03
Designing with Diverse Content
This project allowed me to design with more flexibility and agility. In addition to creating multiple use cases and exploring various integration tactics, we also had to reinforce our “house rules,” which became essential for fostering a healthy community where content is more open. These challenges taught me to approach design with both a micro and macro perspective.
ⓒ 2025 Junhyung Cho