Schmooze
A shared design language, with room for local humour
Problem
A meme-based dating experience needed a recognizable identity while humour and cultural references differed between its US and Indian audiences.
Approach
I helped shape the product experience and design language for Gen Z. As the product moved across markets, the work balanced a consistent design direction with room for local references and different expressions of humour. My scope also covered new feature concepts and experiences intended to give people a reason to return.
What to share across markets
I treated the shared design language and local humor as separate design decisions. A repeatable interaction structure gives people a familiar way to browse and respond. The content can then change with the audience, which matters when the joke itself is part of the interaction.
Design for the moment a joke lands
A meme can make it easier to start a conversation because it gives both people something to respond to. The design question is how to make that response feel easy while still giving someone enough profile context to decide whether to engage.
Separate interaction rules from local content
Browse, react, and respond can use a consistent interaction language across markets. The references, timing, and phrasing that make humor work belong to the content layer. The useful comparison is how one interaction supports different material without making either audience feel like an afterthought.
Outcome
The work established a shared design direction that could accommodate both markets without flattening their cultural differences. Explore Schmooze ↗