Social Eyes

Case Study


Solo Project
UX Research
UI Design


10 Weeks

Social Eyes is an activity searching app for parents with kids 17 and under. There are 2 goals that Social Eyes covers:

  • Parents to enroll their kids in different activities for their social development.

  • Be able to give the same opportunities for kids from low-income neighbourhoods so that they have access to the same activities as kids who live in mid to high-income neighbourhoods.

Final Product

Search for an activity and sort by cost

Registering for an activity

Activity and cost tracker

Agenda to show date, time, and information

Problem + Context

The project began differently. Originally, the problem revolved around helping children understand social cues via social media.

Ultimate Impact

Help improve children to understand social cues and build better relationships because of it.

How Might We…

Educate kids on social media so that they get a better understanding of social cues?

The Process

Interviews - Areas Of Opportunities + Insights

I conducted interviews to further understand the problem and seek areas of opportunities for a solution. The app at first was intended to be both for kids and parents to use but further into the project made pivots.

Key insights:

  • If kids can get a better understanding of social cues then it will minimize social anxiety and help them build better relationships

  • Good place to start is parents being able to monitor their kids and take notes on what they notice


  • Parents would need to acknowledge that their child needs to work on their social development in order to take an interest in this app.

  • Child interactions are not entirely measurable without the right tools.

Persona + Experience Map

The persona was created because it plays a major role of the research and the product outcome. Once the persona was developed, it gave me clarity to the insights found from the user interviews. With the persona I was able to hone in on the pain points that I wanted to create a solution for.

PIVOT 1 - Removing Social Media

  • Counter-intuitive for kids to improve on understanding social cues by using social media. Removed the social media aspect entirely.

  • After further research, in order for a child to improve on relationship building by understanding social cues it all leads to social interaction off of mobile devices.

Competitors – Has Been Attempted

There are two competitors that I researched that have a similar function to my solution.

  • Club Penguin by Disney (iOS) - Club Penguin is no longer an app

  • Social Adventures (iPad) – are limited to use only for iPad.

Digital Solution

  • Social Eyes will be able to provide suggestions on what activities a child should do or try in order to build better relationships.

Task Flow – 2 Main Tasks

  1. Book an activity for the child

  2. After an attending an event, fill in information so that the app can generate a suggested activity for the child

Sketches – For V1 Mockup

Usability Testing

  • Have parents that input the information after attending an event.

Key Insights

  • Parents understood the concepts and thought it was a good idea.

  • Users wanted to start from a home page to navigate from because it started from the “search for activity in the area” screen.

Usability Testing – Home Page

This home page is the result after doing usability testing.

A Different Digital Solution

  • Generate suggestions for parents based on what they input after the activity, then the progression web chart populated the information accordingly.

  • The progress page would populate a description of how it seems their kid would benefit from other activities and provides a suggested article to read.

Constraints That Caused 2nd Pivot

The solution was flawed because there are too many barriers with the current solution:

  • Parents most likely already have a bias of their child.

  • Parents would need to admit that their child needs improvement.

  • There would need to be doctors and tests in order to prove that the activities suggested are valid.

PIVOT 2 – Persona, and How Might We… Refinement

The "How Might We…" needed refinement:

How Might We help kids in low-income families to participate in activities in order to develop their social skills?

Primary & Secondary Persona

The focus will be more on children from low-income families being able to attend activities that other kids who are advantageous attend. There are two features of this app, they would be to:

  • Show how much activities cost and how much you’ve spent on bringing children to these activities.

  • The second feature would be to show what organizations or activities hold subsidized events/activities.

Refined Persona + Experience Map

Why This Solution?

  • Parents and kids only finding activities by word of mouth or schedules on bulletin boards.

  • Have all activities on one platform.

  • One of the biggest disparities in kids' social development is between activity equity and getting children to participate from all walks of life.

Home page turned into search page

Additionally, I adjusted the search page to make it feel like a home page because of the usability testing previously.

High-Fidelity Mockups

I removed the gradient background because upon further testing with 5 different users, The results were, that it was competing too much with the main buttons on the app.

Search for an activity and sort by cost

Registering for an activity

Activity and cost tracker

Agenda to show date, time, and information

Landing Page

In order to create the landing page I needed to refer back to my mood and inspiration board to maintain the tone that I’m conveying.

What I ended up doing was creating a desktop version and a mobile version because based on research those are two of the most popular platforms that the persona would use.

Next Steps

Of course, there’s always room for improvement and the next steps for my app would be to:

  • Develop an analytics and discount section for the business side of the app

  • Develop a feedback section for both users and business owners and test this feature to see how often feedback is left on the app

Thanks For Taking The Time!

If you'd like to see the full design process:


If you’d like to get into contact with me: