Reimagining Socialite: from outdated feed to intelligent event planner
This reimagined Socialite app brings a content-first design to event discovery. Users now browse tailored experiences with the help of AI agents that suggest events based on their mood, schedule, and interests—making “what should we do tonight?” effortless.
New
Product Design
Design System
The challenge
Originally launched in 2013, Socialite was an event tracking app that let users subscribe to interests like sports, film, comedy, and gaming to discover local happenings. It was lightweight and functional for its time, but as mobile experiences evolved, Socialite’s design didn’t keep up. The interface felt dated, event discovery required too many taps, and its text-heavy layout buried the content users cared about most: the events themselves.
I saw an opportunity to breathe new life into Socialite—rethinking the experience from the ground up to better serve modern user expectations and planning behaviours.
The design
My approach focused on two main goals: modernise the look and feel, and make it dramatically easier for users to discover, save, and attend events they love. I overhauled the interface, restructured the navigation, and introduced smart new features that turned Socialite into more than just a feed—it became an event planning assistant.
Key improvements included:
Simplified navigation: I streamlined the app into four core sections—Discover, Saved, Tickets, and Profile—allowing users to move through the app with ease.
Visual-first event cards: Each event was redesigned to feature bold imagery and relevant details at a glance, prioritising visual discovery.
AI-powered planning assistant: Users could describe what they were looking for in plain language, and the app would suggest events, build an itinerary, or find nearby options on the fly.
Consolidated ticket view: A new Tickets tab gave users a dedicated space to view and manage their event bookings.
Considerations
Behind every decision was a desire to reduce friction and keep users in the moment. I removed the need for lengthy onboarding or forced preference selection—Socialite would learn over time what you liked. I brought event content to the forefront, letting users swipe, scroll, and tap with minimal cognitive load. And I built a tone and visual style that felt friendly, current, and fun.
From UX flows to microcopy, every layer of the app was rethought with one question in mind: does this help someone get to their next great night out faster?
Outcomes
Though never released, I believe this redesign would have brought real results. By modernising the product, removing barriers to discovery, and giving users a smart assistant in their pocket, Socialite could have increased engagement, driven more frequent usage, and ultimately helped more people find experiences worth showing up for.
This wasn’t just a facelift—it was a rethink of how we plan our free time.
