Feeld
I joined Feeld as Head of Product Design to help evolve an established app for exploring connections and relationships. Working with Product, Engineering, and the design team, I helped improve existing journeys and introduce new sections and features, bringing greater clarity and consistency to the experience.
The role
As Head of Product Design, I shaped the design strategy and led the team while remaining involved in key product decisions and design work. I worked closely with stakeholders across Product and Engineering to identify priorities, develop new experiences, and refine existing ones. My remit spanned discovery and matching, trust and safety, monetisation, and bringing Feeld’s brand more consistently into the product.
The challenge
Evolve an established app without losing the familiarity and character its members valued. New features needed to fit naturally into existing journeys, while improvements addressed friction and made the experience easier to navigate.
The outcome
Improvements to existing journeys alongside new sections and functionality, extending the app’s capabilities while maintaining a consistent experience. The work connected product priorities with a clearer design direction and closer collaboration across teams.
Design principles
Support self-expression
Give members the space and clarity to communicate who they are and what they are looking for, using inclusive language and thoughtful interactions.
Make choices clear
Help members understand their options and the consequences of their actions, keeping navigation, controls, and guidance easy to follow.
Evolve with consistency
Build new features around familiar patterns, preserving Feeld’s character while making the experience more coherent across the app.
Evolving profile discovery
We refined the profile experience to make key details easier to scan and shared desires more visible. Compared with the previous layout, the redesign introduces a more defined profile card, clearer location information, and compact tags that bring personal details and preferences forward before the biography.
New brand elements—including soft colour glows, refined icons, and subtly outlined tags—bring more of Feeld’s identity into the interface. A coloured glow highlights desires members have in common, giving the visual treatment a practical purpose: helping people recognise shared interests as they explore a profile.
As members scroll, the profile reveals more about the person while keeping the main actions within reach, connecting discovery and interaction in one consistent experience.
Adding a personal message to Pings
A Ping is a direct way to show interest in another member and get their attention beyond a standard Like. We extended the experience with an optional message, allowing members to introduce themselves or mention something from a profile before connecting.
A focused bottom sheet keeps the profile in context while members compose and send their message. The redesign also incorporates Feeld’s refreshed brand identity through soft colour gradients, glowing controls, and a distinctive confirmation animation, making the interaction feel connected to the wider app.
Feeld rooms
We designed Feeld Rooms to help members discover people through shared interests, desires, and relationship preferences. A visual directory introduces themed spaces, with clear descriptions helping members decide which rooms they want to join.
Within each room, members can explore relevant profiles using familiar discovery interactions.
Membership indicators distinguish rooms they have joined, while access requirements make it clear which spaces are exclusive to Majestic members. The experience adds a more focused way to connect while remaining consistent with the wider app.
Making membership value clearer
We redesigned the Majestic upgrade experience to bring membership benefits into view, replacing the previous expandable summary with a clearer explanation of what members receive. Updated plan cards distinguish subscription options, while Feeld’s refreshed gradients, glowing accents, and membership badge bring the experience closer to the wider brand.
The design shifts the emphasis from choosing a price to understanding the value of upgrading, helping members review the features alongside their subscription options.
Supporting safer dates
Moving from an online connection to meeting in person can bring uncertainty. We designed “Share My Date” to help members keep someone they trust informed about their plans, with control over what they share and for how long.
Starting from a conversation, members can add an upcoming date or indicate that they are meeting now. They then choose how long to share their location and select a trusted contact. A confirmation shows who has access, when sharing ends, and who they are meeting.
Reminders keep members aware that sharing is active, with a clear option to stop at any time. The flow also explains that their match won’t be notified and that Feeld does not monitor dates, setting clear expectations while giving members a practical way to keep friends or family in the loop.
