on a mission:
We want to support lasting happiness by strengthening friendships, and keeping connections alive before they drift.
In just five weeks, Bondly went from crisis to creation—pivoting from endometriosis to friendship. We advanced through every stage of product development: Competitive Analysis, UX Research, Personas, and Customer Journeys. We prototyped, tested usability, prioritised changes, and iterated to refine the product.
00 Overview
From Notification to Memory: Rethinking friendships
Problem
Maintaining strong connections can be challenging due to daily responsibilities, external stressors, and unclear expectations. Without intentional effort, relationships may stagnate or fade.
Outcome
Bondly helps friendships stay intentional, fun, and alive by making it easy to plan, reflect, and grow together — without the pressure.
Research underscores that proactive maintenance - not perfection - is the cornerstone of lasting bonds.
Info
Project type: Mobile application concept
Medium: Mobile application
Role: UX/UI Designer, Researcher
Team: 2
01 problem
Why Is It Easier to Book a Flight Than a Coffee with a Friend?
We're social creatures. We want acceptance. We want validation from not only our family, but our same-age peers. And so that's where friendships start to really become these essential sources of social support, but also fun and companionship. When we are young, we tend to have more friends, but as we get older, the number decreases significantly.
Although friendships have received less attention than other types of relationships, they are associated with better long-term health, well-being, and life satisfaction.
20 million
people in Germany live without a “best friend”
53%
end friendships due to perceived exploitation (e.g., one-sided support)
56%
attribute dissolution to no longer sharing the same "wavelength" or interests
Based on an online survey conducted by YouGov Deutschland GmbH, in which 2,004 people participated between June 22nd and June 30th, 2022.
The results were weighted and are representative of the German population aged 18 to 69.
Bff has sent you a message.
11:16
Hey would you maybe like to go for a walk this week and/or meet for a coffee at the garden?
19:36
Yes! Let's talk details tonight, I'll check my calendar :D the weather is gorgeous this week would be a shame not to use it.
This is a real conversation. The meeting has never happened...
User Interviews and surveys: Cracks and Glue in Modern Friendships
To really understand what makes friendships tick (and sometimes fade), we sat down with people and listened to their stories. Through interviews and surveys, we uncovered everyday joys, struggles, and little rituals that shape how friends stay connected—or drift apart.
- Emotional depth grows through shared memories, deep conversation and overcoming challenges
- Learning about each other experiencing different situations together is key—strengthening connections or revealing differences creating voids.
- Shared activities strengthen bonds, with 1:1 interactions fostering deeper connections than group settings.
- Digital communication supports friendships but cannot replace in-person connection.
Opportunity:
While countless apps exist for dating or meeting new people, there’s a striking gap when it comes to supporting existing friendships. Friends need gentle support to stay in touch, make time for each other, and keep their bond alive.
GoalS:
We want to support lasting happiness by strengthening friendships, and keeping connections alive before they drift.
Friendship Pain points:
1
Scheduling and Time Management Issues
2
External Stressors Affecting Friendships
3
Emotional and Communication Barriers
4
Uneven Effort in Maintaining Friendships
94%
have experienced a friendship becoming less engaging over time
76%
noticed it by spending less time together
88%
show willingness to invest more into shared experiences and quality time
64%
name scheduling conflicts as main challenge to plan time with friends
70%
stated that remembering positive memories help them cope with challenges in their friendships
To strengthen my connection, I'm willing to make an effort because I value my people. However, if I can't get back anything emotionally, it's frustrating and hurtful over time.
Meet alex
02
Alex, 32. Routine Lover, Passenger Princess, Loyal Listener
Pains
- Busy schedules, hard to plan time with friends.
- Forgets to reach out, feels disappointed.
- Ideas for plans come up but are lost with no one taking ownership.
Goals
- Nurture lifelong bonds, show her friends that she cares.
- Safe and deep connections, without pressure.
- Balance routine and spontaneity.
A chat with alex had us thinking..
1
How might we help friends to strengthen their bond by overcoming scheduling challenges to make it easier for them to meet up and spend quality time together ?
2
How might we encourage people to remember positive memories to help them reach out to their friends or overcome challenges?
02 Solution
The Friendship Toolkit Begins
Design principles
We design for real-life friendships - playful, imperfect, and full of quirks - making connection feel joyful, not like another task. By honouring energy, mood, and time, we create flexible, low-pressure ways to stay close without the overwhelm.
Joy not job.
Invite meaningful connection through playful, pressure-free interactions — celebrate memories, spark new moments, and make planning feel easy and joyful.
Foster Connection.
Celebrate the quirks, humour, and memories that make friendships real. Design for authentic connection, not perfection — and always put people before screens.
Honour Human Capacity.
Design for the natural ups and downs of energy, mood, and time. Offer flexible, gently nudged ways to connect and help people stay present.
Every interaction is designed around creating beautiful memories, in the past and in the future. We didn’t stop at the app — we also developed a widget set and thoughtful push notifications to gently nudge users, spark connections, and keep shared plans and memories top of mind.
Our Bondly DNA
03
Our palette balances warmth, depth, and ease—designed to feel like a familiar conversation or a well-loved notebook.
04
Our typography is designed to feel modern yet human, structured yet soft - mirroring the thoughtful ease at the heart of Bondly.
05
We chose a doodle illustration style to bring warmth, playfulness, and a sense of human touch - reminding users that connection doesn’t have to be perfect, just genuine.
Turning Insights into Features
To address the traveller needs identified in our research, we developed several solutions:
1 Making plans, made easy
No more “When are you free?” ping-pong - Bondly syncs your calendars so you spot shared free time instantly.
2 Your friendship
at a glance
A cozy space for your shared memories and interests, favourite rituals, places you’ve explored, and goals you’ve set together.
Every friendship tells a story - Bondly brings yours to life, visually.
3 Capture the moment in your Memory Lane
Log the memories after completing a plan, add a story and a photo (or create one if you missed it!) and share the love! Or even set the next plan - all while the moment’s still fresh.
4 Gentle Nudging
We spark connection through shared memories and make reaching out effortless - with quick “Make a Plan” buttons, notifications and a widget that keep your friendships top of mind.
03 Results
Trial Runs with Real Bonds
Throughout the whole design process we asked our friends and strangers for their opinions. The final design went through multiple iterations, each change carefully analysed and grounded in the user feedback.
Adjustments we made:
Of all Bondly’s features, Memory Lane went through the biggest transformation. From the start, we wanted it to be a true highlight of the app - a place that sparks positivity and reminds friends why their bond matters. Our first iteration borrowed from Polar Steps, with a horizontal scroll timeline full of moments and visuals. But while it looked adventurous, it quickly became cluttered and overwhelming. Through iteration and feedback, we shifted to a streamlined vertical design: calmer, clearer, and more reflective. By giving Memory Lane its own dedicated bookmark, we allowed it to breathe – turning it into a focused space for revisiting cherished moments without distraction.
06
Before - Memory Lane fixed at the bottom
07
After - Memory Lane with its own dedicated bookmark
Throughout the design process, we found ourselves returning to our principles again and again. One that kept resurfacing was “joy, not job” - the idea that Bondly should feel light and motivating rather than like another task manager. This principle shaped many iterations, big and small. A clear example is the progress bar: our early version was an abstract, undefined bar that left users guessing. In later iterations, we redesigned it into a step-based indicator, clearly showing how many actions were left. At the same time, we reduced the copy and limited the text, making each prompt concise and digestible. This small shift turned progress into something specific, tangible, and encouraging
08
Before - Abstract progress bar
09
After - Step-based progress bar
I love how easy it is to make plans with friends — you can even pick a date right away, which makes it super convenient. The photo memories are great too, because usually they just get lost on my phone, but here they’re easy to find and relive. And I really like the shared goals — they’re always right in front of us, so we don’t forget what we want to do together.
Evaluation:
Clean, minimal design
Users found the interface visually appealing and easy to navigate, enhancing overall usability.
Smart calendar integration
The scheduling feature directly addresses a common pain point -coordinating plans with friends - and was seen as a standout benefit.
Memory Lane as a highlight
The ability to revisit and share past moments in one central place was described as both emotional and highly valuable.
Even though Bondly is just a design project and won’t become a real app*, many people we spoke to during research told us the interviews and surveys made them reflect on their friendships.
If that small shift helps someone reconnect or reach out, then we’ve already made something meaningful - and that feels like a win.
*but just in case, we already have our merch
Thanks for hanging out with us. Want to wander into our other projects?
00
Overview
From Notification to Memory: Rethinking friendships
Problem
Despite all the happiness friendships bring, maintaining strong connections can be challenging, due to daily responsibilities, external stressors and unclear expectations.
Without intentional cultivation, relations risk becoming stagnant or fading over time — leaving people feeling disconnected.
Outcome
Bondly helps friendships stay intentional, fun, and alive by making it easy to plan, reflect, and grow together — without the pressure.
Research underscores that proactive maintenance - not perfection - is the cornerstone of lasting bonds.
Info
Project type: Mobile application concept
Medium: Mobile application
Role: UX/UI Designer, Researcher
Team: 2
on a mission:
We want to support lasting happiness by strengthening friendships, and keeping connections alive before they drift.
In just five weeks, Bondly went from crisis to creation—pivoting from endometriosis to friendship. We advanced through every stage of product development: Competitive Analysis, UX Research, Personas, and Customer Journeys. We prototyped, tested usability, prioritised changes, and iterated to refine the product.
01
problem
Why Is It Easier to Book a Flight Than a Coffee with a Friend?
We're social creatures. We want acceptance. We want validation from not only our family, but our same-age peers. And so that's where friendships start to really become these essential sources of social support, but also fun and companionship. When we are young, we tend to have more friends, but as we get older, the number decreases significantly.
Although friendships have received less attention than other types of relationships, they are associated with better long-term health, well-being, and life satisfaction.
20 million
people in Germany live without a “best friend”
53%
end friendships due to perceived exploitation (e.g., one-sided support)
56%
attribute dissolution to no longer sharing the same "wavelength" or interests
Based on an online survey conducted by YouGov Deutschland GmbH, in which 2,004 people participated between June 22nd and June 30th, 2022.
The results were weighted and are representative of the German population aged 18 to 69.
Bff has sent you a message.
11:16
Hey would you maybe like to go for a walk this week and/or meet for a coffee at the garden?
19:36
Yes! Let's talk details tonight, I'll check my calendar :D the weather is gorgeous this week would be a shame not to use it.
This is a real conversation. The meeting has never happened...
User Interviews and surveys: Cracks and Glue in Modern Friendships
To really understand what makes friendships tick (and sometimes fade), we sat down with people and listened to their stories. Through interviews and surveys, we uncovered everyday joys, struggles, and little rituals that shape how friends stay connected—or drift apart.
- Emotional depth grows through shared memories, deep conversation and overcoming challenges
- Shared activities strengthen bonds, with 1:1 interactions fostering deeper connections than group settings.
- Learning about each other experiencing different situations together is key—strengthening connections or revealing differences creating voids.
- Digital communication supports friendships but cannot replace in-person connection.
Opportunity:
While countless apps exist for dating or meeting new people, there’s a striking gap when it comes to supporting existing friendships. Friends need gentle support to stay in touch, make time for each other, and keep their bond alive.
GoalS:
We want to support lasting happiness by strengthening friendships, and keeping connections alive before they drift.
Friendship Pain points:
1
Scheduling and Time Management Issues
2
External Stressors Affecting Friendships
3
Emotional and Communication Barriers
4
Uneven Effort in Maintaining Friendships
94%
have experienced a friendship becoming less engaging over time
76%
noticed it by spending less time together
88%
show willingness to invest more into shared experiences and quality time
64%
name scheduling conflicts as main challenge to plan time with friends
70%
stated that remembering positive memories help them cope with challenges in their friendships
To strengthen my connection, I'm willing to make
an effort because I value my people.
However, if I can't get back anything emotionally, it's frustrating and hurtful over time.
Meet alex
02
Alex, 32. Routine Lover, Passenger Princess, Loyal Listener
Pains
- Busy schedules, hard to plan time with friends.
- Forgets to reach out, feels disappointed.
- Ideas for plans come up but are lost with no one taking ownership.
Goals
- Nurture lifelong bonds, show her friends that she cares.
- Safe and deep connections, without pressure.
- Balance routine and spontaneity.
A chat with alex had us thinking..
1
How might we help friends to strengthen their bond by overcoming scheduling challenges to make it easier for them to meet up and spend quality time together ?
2
How might we encourage people to remember positive memories to help them reach out to their friends or overcome challenges?
02
Solution
The Friendship Toolkit Begins
Design principles
We design for real-life friendships - playful, imperfect, and full of quirks - making connection feel joyful, not like another task. By honouring energy, mood, and time, we create flexible, low-pressure ways to stay close without the overwhelm.
Joy not job.
Invite meaningful connection through playful, pressure-free interactions — celebrate memories, spark new moments, and make planning feel easy and joyful.
Honour Human Capacity.
Design for the natural ups and downs of energy, mood, and time. Offer flexible, gently nudged ways to connect and help people stay present.
Foster Connection.
Celebrate the quirks, humour, and memories that make friendships real. Design for authentic connection, not perfection — and always put people before screens.
Every interaction is designed around creating beautiful memories, in the past and in the future. We didn’t stop at the app — we also developed a widget set and thoughtful push notifications to gently nudge users, spark connections, and keep shared plans and memories top of mind.
Our Bondly DNA
03
Our palette balances warmth, depth, and ease—designed to feel like a familiar conversation or a well-loved notebook.
04
Our typography is designed to feel modern yet human, structured yet soft - mirroring the thoughtful ease at the heart of Bondly.
05
We chose a doodle illustration style to bring warmth, playfulness, and a sense of human touch - reminding users that connection doesn’t have to be perfect, just genuine.
Turning Insights into Features
To address the traveller needs identified in our research, we developed several solutions:
1 Making plans, made easy
No more “When are you free?” ping-pong - Bondly syncs your calendars so you spot shared free time instantly.
2 Your friendship
at a glance
A cozy space for your shared memories and interests, favourite rituals, places you’ve explored, and goals you’ve set together.
Every friendship tells a story - Bondly brings yours to life, visually.
3 Capture the moment in your Memory Lane
Log the memories after completing a plan, add a story and a photo (or create one if you missed it!) and share the love! Or even set the next plan - all while the moment’s still fresh.
4 Gentle Nudging
We spark connection through shared memories and make reaching out effortless - with quick “Make a Plan” buttons, notifications and a widget that keep your friendships top of mind.
03
Results
Trial Runs with Real Bonds
Throughout the whole design process we asked our friends and strangers for their opinions. The final design went through multiple iterations, each change carefully analysed and grounded in the user feedback.
Adjustments we made:
Of all Bondly’s features, Memory Lane went through the biggest transformation. From the start, we wanted it to be a true highlight of the app - a place that sparks positivity and reminds friends why their bond matters. Our first iteration borrowed from Polar Steps, with a horizontal scroll timeline full of moments and visuals. But while it looked adventurous, it quickly became cluttered and overwhelming. Through iteration and feedback, we shifted to a streamlined vertical design: calmer, clearer, and more reflective. By giving Memory Lane its own dedicated bookmark, we allowed it to breathe - turning it into a focused space for revisiting cherished moments without distraction.
06
Before - Memory Lane fixed at the bottom
07
After - Memory Lane with its own dedicated bookmark
08
Before - Abstract progress bar
09
After - Step-based progress bar
Throughout the design process, we found ourselves returning to our principles again and again. One that kept resurfacing was “joy, not job” - the idea that Bondly should feel light and motivating rather than like another task manager. This principle shaped many iterations, big and small. A clear example is the progress bar: our early version was an abstract, undefined bar that left users guessing. In later iterations, we redesigned it into a step-based indicator, clearly showing how many actions were left. At the same time, we reduced the copy and limited the text, making each prompt concise and digestible. This small shift turned progress into something specific, tangible, and encouraging
I love how easy it is to make plans with friends — you can even pick a date right away, which makes it super convenient. The photo memories are great too, because usually they just get lost on my phone, but here they’re easy to find and relive. And I really like the shared goals — they’re always right in front of us, so we don’t forget what we want to do together.
Evaluation:
Clean, minimal design
Users found the interface visually appealing and easy to navigate, enhancing overall usability.
Smart calendar integration
The scheduling feature directly addresses a common pain point -coordinating plans with friends - and was seen as a standout benefit.
Memory Lane as a highlight
The ability to revisit and share past moments in one central place was described as both emotional and highly valuable.
Even though Bondly is just a design project and won’t become a real app*, many people we spoke to during research told us the interviews and surveys made them reflect on their friendships.
If that small shift helps someone reconnect or reach out, then we’ve already made something meaningful - and that feels like a win.
*but just in case, we already have our merch
Thanks for hanging out with us. Want to wander into our other projects?
on a mission:
We want to support lasting happiness by strengthening friendships, and keeping connections alive before they drift.
In just five weeks, Bondly went from crisis to creation—pivoting from endometriosis to friendship. We advanced through every stage of product development: Competitive Analysis, UX Research, Personas, and Customer Journeys.We prototyped, tested usability, prioritised changes, and iterated to refine the product.
00
Overview
From Notification to Memory: Rethinking friendships
Problem
Despite all the happiness friendships bring, maintaining strong connections can be challenging, due to daily responsibilities, external stressors and unclear expectations.
Without intentional cultivation, relations risk becoming stagnant or fading over time — leaving people feeling disconnected.
Outcome
Bondly helps friendships stay intentional, fun, and alive by making it easy to plan, reflect, and grow together — without the pressure.
Research underscores that proactive maintenance - not perfection - is the cornerstone of lasting bonds.
Info
Project type: Mobile application concept
Medium: Mobile application
Role: UX/UI Designer, Researcher
Team: 2
01
problem
Why Is It Easier to Book a Flight Than a Coffee with a Friend?
We're social creatures. We want acceptance. We want validation from not only our family, but our same-age peers. And so that's where friendships start to really become these essential sources of social support, but also fun and companionship. When we are young, we tend to have more friends, but as we get older, the number decreases significantly.
Although friendships have received less attention than other types of relationships, they are associated with better long-term health, well-being, and life satisfaction.
20 million
people in Germany live without a “best friend”
53%
end friendships due to perceived exploitation (e.g., one-sided support)
56%
attribute dissolution to no longer sharing the same "wavelength" or interests
Based on an online survey conducted by YouGov Deutschland GmbH, in which 2,004 people participated between June 22nd and June 30th, 2022.
The results were weighted and are representative of the German population aged 18 to 69.
Bff has sent you a message.
11:16
Hey would you maybe like to go for a walk this week and/or meet for a coffee at the garden?
19:36
Yes! Let's talk details tonight, I'll check my calendar :D the weather is gorgeous this week would be a shame not to use it.
This is a real conversation. The meeting has never happened...
User Interviews and surveys: Cracks and Glue in Modern Friendships
To really understand what makes friendships tick (and sometimes fade), we sat down with people and listened to their stories. Through interviews and surveys, we uncovered everyday joys, struggles, and little rituals that shape how friends stay connected—or drift apart.
- Emotional depth grows through shared memories, deep conversation and overcoming challenges
- Shared activities strengthen bonds, with 1:1 interactions fostering deeper connections than group settings.
- Learning about each other experiencing different situations together is key—strengthening connections or revealing differences creating voids.
- Digital communication supports friendships but cannot replace in-person connection.
Opportunity:
While countless apps exist for dating or meeting new people, there’s a striking gap when it comes to supporting existing friendships. Friends need gentle support to stay in touch, make time for each other, and keep their bond alive.
GoalS:
We want to support lasting happiness by strengthening friendships, and keeping connections alive before they drift.
Friendship Pain points:
1
Scheduling and Time Management Issues
2
External Stressors Affecting Friendships
3
Emotional and Communication Barriers
4
Uneven Effort in Maintaining Friendships
94%
have experienced a friendship becoming less engaging over time
76%
noticed it by spending less time together
88%
show willingness to invest more into shared experiences and quality time
64%
name scheduling conflicts as main challenge to plan time with friends
70%
stated that remembering positive memories help them cope with challenges in their friendships
To strengthen my connection, I'm willing to make
an effort because I value my people.
However, if I can't get back anything emotionally, it's frustrating and hurtful over time.
Meet alex
02
Alex, 32. Routine Lover, Passenger Princess, Loyal Listener
Pains
- Busy schedules, hard to plan time with friends.
- Forgets to reach out, feels disappointed.
- Ideas for plans come up but are lost with no one taking ownership.
Goals
- Nurture lifelong bonds, show her friends that she cares.
- Safe and deep connections, without pressure.
- Balance routine and spontaneity.
A chat with alex had us thinking..
1
How might we help friends to strengthen their bond by overcoming scheduling challenges to make it easier for them to meet up and spend quality time together ?
2
How might we encourage people to remember positive memories to help them reach out to their friends or overcome challenges?
02
Solution
The Friendship Toolkit Begins
Design principles
We design for real-life friendships - playful, imperfect, and full of quirks - making connection feel joyful, not like another task. By honouring energy, mood, and time, we create flexible, low-pressure ways to stay close without the overwhelm.
Joy not job.
Invite meaningful connection through playful, pressure-free interactions — celebrate memories, spark new moments, and make planning feel easy and joyful.
Foster Connection.
Celebrate the quirks, humour, and memories that make friendships real. Design for authentic connection, not perfection — and always put people before screens.
Honour Human Capacity.
Design for the natural ups and downs of energy, mood, and time. Offer flexible, gently nudged ways to connect and help people stay present.
Every interaction is designed around creating beautiful memories, in the past and in the future. We didn’t stop at the app — we also developed a widget set and thoughtful push notifications to gently nudge users, spark connections, and keep shared plans and memories top of mind.
Our Bondly DNA
03
Our palette balances warmth, depth, and ease—designed to feel like a familiar conversation or a well-loved notebook.
04
Our typography is designed to feel modern yet human, structured yet soft - mirroring the thoughtful ease at the heart of Bondly.
05
We chose a doodle illustration style to bring warmth, playfulness, and a sense of human touch - reminding users that connection doesn’t have to be perfect, just genuine.
Turning Insights into Features
To address the traveller needs identified in our research, we developed several solutions:
1 Making plans, made easy
No more “When are you free?” ping-pong - Bondly syncs your calendars so you spot shared free time instantly.
2 Your friendship
at a glance
A cozy space for your shared memories and interests, favourite rituals, places you’ve explored, and goals you’ve set together.
Every friendship tells a story - Bondly brings yours to life, visually.
3 Capture the moment in your Memory Lane
Log the memories after completing a plan, add a story and a photo (or create one if you missed it!) and share the love! Or even set the next plan - all while the moment’s still fresh.
4 Gentle Nudging
We spark connection through shared memories and make reaching out effortless - with quick “Make a Plan” buttons, notifications and a widget that keep your friendships top of mind.
03
Results
Trial Runs with Real Bonds
Throughout the whole design process we asked our friends and strangers for their opinions. The final design went through multiple iterations, each change carefully analysed and grounded in the user feedback.
Adjustments we made:
Of all Bondly’s features, Memory Lane went through the biggest transformation. From the start, we wanted it to be a true highlight of the app - a place that sparks positivity and reminds friends why their bond matters. Our first iteration borrowed from Polar Steps, with a horizontal scroll timeline full of moments and visuals. But while it looked adventurous, it quickly became cluttered and overwhelming. Through iteration and feedback, we shifted to a streamlined vertical design: calmer, clearer, and more reflective. By giving Memory Lane its own dedicated bookmark, we allowed it to breathe - turning it into a focused space for revisiting cherished moments without distraction.
06
Before - Memory Lane fixed at the bottom
07
After - Memory Lane with its own dedicated bookmark
08
Before - Abstract progress bar
09
After - Step-based progress bar
Throughout the design process, we found ourselves returning to our principles again and again. One that kept resurfacing was “joy, not job” - the idea that Bondly should feel light and motivating rather than like another task manager. This principle shaped many iterations, big and small. A clear example is the progress bar: our early version was an abstract, undefined bar that left users guessing. In later iterations, we redesigned it into a step-based indicator, clearly showing how many actions were left. At the same time, we reduced the copy and limited the text, making each prompt concise and digestible. This small shift turned progress into something specific, tangible, and encouraging
I love how easy it is to make plans with friends — you can even pick a date right away, which makes it super convenient. The photo memories are great too, because usually they just get lost on my phone, but here they’re easy to find and relive. And I really like the shared goals — they’re always right in front of us, so we don’t forget what we want to do together.
Evaluation:
Clean, minimal design
Users found the interface visually appealing and easy to navigate, enhancing overall usability.
Smart calendar integration
The scheduling feature directly addresses a common pain point -coordinating plans with friends -
and was seen as a standout benefit.
Memory Lane as a highlight
The ability to revisit and share past moments in one central place was described as both emotional and highly valuable.
Even though Bondly is just a design project and won’t become a real app*, many people we spoke to during research told us the interviews and surveys made them reflect on their friendships.
If that small shift helps someone reconnect or reach out, then we’ve already made something meaningful - and that feels like a win.
*but just in case, we already have our merch
Process:
Thanks for hanging out with us. Want to wander into our other projects?
on a mission:
We want to support lasting happiness by strengthening friendships, and keeping connections alive before they drift.
In just five weeks, Bondly went from crisis to creation—pivoting from endometriosis to friendship. We advanced through every stage of product development: Competitive Analysis, UX Research, Personas, and Customer Journeys. We prototyped, tested usability, prioritised changes, and iterated to refine the product.
00
Overview
From Notification to Memory: Rethinking friendships
Problem
Despite all the happiness friendships bring, maintaining strong connections can be challenging, due to daily responsibilities, external stressors and unclear expectations.
Without intentional cultivation, relations risk becoming stagnant or fading over time — leaving people feeling disconnected.
Outcome
Bondly helps friendships stay intentional, fun, and alive by making it easy to plan, reflect, and grow together — without the pressure.
Research underscores that proactive maintenance - not perfection - is the cornerstone of lasting bonds.
Info
Project type: Mobile application concept
Medium: Mobile application
Role: UX/UI Designer, Researcher
Team: 2
01
problem
Why Is It Easier to Book a Flight Than a Coffee with a Friend?
We're social creatures. We want acceptance. We want validation from not only our family, but our same-age peers. And so that's where friendships start to really become these essential sources of social support, but also fun and companionship. When we are young, we tend to have more friends, but as we get older, the number decreases significantly.
Although friendships have received less attention than other types of relationships, they are associated with better long-term health, well-being, and life satisfaction.
20 million
people in Germany live without a “best friend”
53%
end friendships due to perceived exploitation (e.g., one-sided support)
56%
attribute dissolution to no longer sharing the same "wavelength" or interests
Based on an online survey conducted by YouGov Deutschland GmbH, in which 2,004 people participated between June 22nd and June 30th, 2022.
The results were weighted and are representative of the German population aged 18 to 69.
Bff has sent you a message.
11:16
Hey would you maybe like to go for a walk this week and/or meet for a coffee at the garden?
19:36
Yes! Let's talk details tonight, I'll check my calendar :D the weather is gorgeous this week would be a shame not to use it.
This is a real conversation. The meeting has never happened...
User Interviews and surveys: Cracks and Glue in Modern Friendships
To really understand what makes friendships tick (and sometimes fade), we sat down with people and listened to their stories. Through interviews and surveys, we uncovered everyday joys, struggles, and little rituals that shape how friends stay connected—or drift apart.
- Emotional depth grows through shared memories, deep conversation and overcoming challenges
- Shared activities strengthen bonds, with 1:1 interactions fostering deeper connections than group settings.
- Learning about each other experiencing different situations together is key—strengthening connections or revealing differences creating voids.
- Digital communication supports friendships but cannot replace in-person connection.
Opportunity:
While countless apps exist for dating or meeting new people, there’s a striking gap when it comes to supporting existing friendships. Friends need gentle support to stay in touch, make time for each other, and keep their bond alive.
GoalS:
We want to support lasting happiness by strengthening friendships, and keeping connections alive before they drift.
Friendship Pain points:
1
Scheduling and Time Management Issues
2
External Stressors Affecting Friendships
3
Emotional and Communication Barriers
4
Uneven Effort in Maintaining Friendships
94%
have experienced a friendship becoming less engaging over time
76%
noticed it by spending less time together
88%
show willingness to invest more into shared experiences and quality time
64%
name scheduling conflicts as main challenge to plan time with friends
70%
stated that remembering positive memories help them cope with challenges in their friendships
To strengthen my connection, I'm willing to make
an effort because I value my people.
However, if I can't get back anything emotionally, it's frustrating and hurtful over time.
Meet alex
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Alex, 32. Routine Lover, Passenger Princess, Loyal Listener
Pains
- Busy schedules, hard to plan time with friends.
- Forgets to reach out, feels disappointed.
- Ideas for plans come up but are lost with no one taking ownership.
Goals
- Nurture lifelong bonds, show her friends that she cares.
- Safe and deep connections, without pressure.
- Balance routine and spontaneity.
A chat with alex had us thinking..
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How might we help friends to strengthen their bond by overcoming scheduling challenges to make it easier for them to meet up and spend quality time together ?
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How might we encourage people to remember positive memories to help them reach out to their friends or overcome challenges?
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Solution
The Friendship Toolkit Begins
Design principles
We design for real-life friendships - playful, imperfect, and full of quirks - making connection feel joyful, not like another task. By honouring energy, mood, and time, we create flexible, low-pressure ways to stay close without the overwhelm.
Joy not job.
Invite meaningful connection through playful, pressure-free interactions — celebrate memories, spark new moments, and make planning feel easy and joyful.
Foster Connection.
Celebrate the quirks, humour, and memories that make friendships real. Design for authentic connection, not perfection — and always put people before screens.
Honour Human Capacity.
Design for the natural ups and downs of energy, mood, and time. Offer flexible, gently nudged ways to connect and help people stay present.
Every interaction is designed around creating beautiful memories, in the past and in the future. We didn’t stop at the app — we also developed a widget set and thoughtful push notifications to gently nudge users, spark connections, and keep shared plans and memories top of mind.
Our Bondly DNA
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Our palette balances warmth, depth, and ease—designed to feel like a familiar conversation or a well-loved notebook.
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Our typography is designed to feel modern yet human, structured yet soft - mirroring the thoughtful ease at the heart of Bondly.
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We chose a doodle illustration style to bring warmth, playfulness, and a sense of human touch - reminding users that connection doesn’t have to be perfect, just genuine.
Turning Insights into Features
To address the traveller needs identified in our research, we developed several solutions:
1 Making plans, made easy
No more “When are you free?” ping-pong - Bondly syncs your calendars so you spot shared free time instantly.
2 Your friendship
at a glance
A cozy space for your shared memories and interests, favourite rituals, places you’ve explored, and goals you’ve set together.
Every friendship tells a story - Bondly brings yours to life, visually.
3 Capture the moment in your Memory Lane
Log the memories after completing a plan, add a story and a photo (or create one if you missed it!) and share the love! Or even set the next plan - all while the moment’s still fresh.
4 Gentle Nudging
We spark connection through shared memories and make reaching out effortless - with quick “Make a Plan” buttons, notifications and a widget that keep your friendships top of mind.
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Results
Trial Runs with Real Bonds
Throughout the whole design process we asked our friends and strangers for their opinions. The final design went through multiple iterations, each change carefully analysed and grounded in the user feedback.
Adjustments we made:
Of all Bondly’s features, Memory Lane went through the biggest transformation. From the start, we wanted it to be a true highlight of the app - a place that sparks positivity and reminds friends why their bond matters. Our first iteration borrowed from Polar Steps, with a horizontal scroll timeline full of moments and visuals. But while it looked adventurous, it quickly became cluttered and overwhelming. Through iteration and feedback, we shifted to a streamlined vertical design: calmer, clearer, and more reflective. By giving Memory Lane its own dedicated bookmark, we allowed it to breathe - turning it into a focused space for revisiting cherished moments without distraction.
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Before - Memory Lane fixed at the bottom
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After - Memory Lane with its own dedicated bookmark
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Before - Abstract progress bar
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After - Step-based progress bar
Throughout the design process, we found ourselves returning to our principles again and again. One that kept resurfacing was “joy, not job” - the idea that Bondly should feel light and motivating rather than like another task manager. This principle shaped many iterations, big and small. A clear example is the progress bar: our early version was an abstract, undefined bar that left users guessing. In later iterations, we redesigned it into a step-based indicator, clearly showing how many actions were left. At the same time, we reduced the copy and limited the text, making each prompt concise and digestible. This small shift turned progress into something specific, tangible, and encouraging
I love how easy it is to make plans with friends — you can even pick a date right away, which makes it super convenient. The photo memories are great too, because usually they just get lost on my phone, but here they’re easy to find and relive. And I really like the shared goals — they’re always right in front of us, so we don’t forget what we want to do together.
Evaluation:
Clean, minimal design
Users found the interface visually appealing and easy to navigate, enhancing overall usability.
Smart calendar integration
The scheduling feature directly addresses a common pain point -coordinating plans with friends -
and was seen as a standout benefit.
Memory Lane as a highlight
The ability to revisit and share past moments in one central place was described as both emotional and highly valuable.
Even though Bondly is just a design project and won’t become a real app*, many people we spoke to during research told us the interviews and surveys made them reflect on their friendships.
If that small shift helps someone reconnect or reach out, then we’ve already made something meaningful - and that feels like a win.
*but just in case, we already have our merch
Process:
Thanks for hanging out with us. Want to wander into our other projects?