Redesigning a social platform to drive creator conversion and enhance user engagement
Firefly Spark is a social networking and event platform fostering genuine, real life connections amongst Gen-Z through in-person meetups, or Sparks. I worked with 2 other designers on a v2 redesign focused on tackling low conversion rates (in v1, only ~1% of users created Sparks!) and trickle-down problems with user engagement and high friction supporting flows.
Role
Product Designer
Design Systems Lead
Team
3 product designers
1 cofounder
7 developers
Timeline
June to August 2025
Skills
UX/UI Design
Design Strategy
CASE STUDY COMING SOON
The full case study and details of my design work are currently being finalized. If you’d like to learn more, please feel free to reach out!
01 // FINAL DESIGNS
The team collaborated on low fidelity designs for key flows, then individual designers worked on high fidelity designs and secondary flows. I led the creation of our design system, and owned the social profiles and settings flows, in addition to smaller features such as sharing Sparks and the app walkthrough.
Design System Overview
Social Profiles
Settings
02 // REFLECTIONS
When (and how) to deviate from processes and frameworks
Resource and time constraints meant I often couldn’t afford to carefully go through each phase of the traditional UX design process I was used to. Instead, I learned to be more intentional and design for outcomes, and identifying high impact areas to invest in rather than rushing through the motions just for the sake of following a prescribed framework.
My personal thanks
Working on this project was a whirlwind of tight timelines, last minute changes, and long Discord calls. None of it would have been possible without my fellow Firefly Spark team members, from our developers who read through my dozens of Figma comments to our marketing team who brought the app to real users. I want to give a special thank you to my design teammates — Nate (who brought the home page to life in this case study’s cover!), Yash, and our cofounder Hoon — for their creativity, dedication, and relentless optimism. I’m grateful to have worked alongside such talented individuals, and I’m proud of what we created together.