Making Social Plans Happen
Making Social Plans Happen
Making Social Plans Happen
Social plans are central to how we connect, but they often fall apart. Reliable partners are hard to find, and last-minute cancellations turn intentions into frustration.
Social plans are central to how we connect, but they often fall apart. Reliable partners are hard to find, and last-minute cancellations turn intentions into frustration.
This is my story of designing "PlanIt", an activity-first social planning app, piloted in Ireland, that helps people reliably make plans happen by solving partner-matching and last-minute dropouts.
This is my story of designing "PlanIt", an activity-first social planning app, piloted in Ireland, that helps people reliably make plans happen by solving partner-matching and last-minute dropouts.
This project secured €4,000 seed funding, validating strong local demand and paving the way for a scalable MVP with global potential.
This project secured €4,000 seed funding, validating strong local demand and paving the way for a scalable MVP with global potential.
MY ROLE
MY ROLE
MY ROLE
This project took place between June 2025 and August 2025 as part of an entrepreneurship programme in Dublin, Ireland. As the Founder and Product Designer, I led the full journey from concept to investment-ready prototype, combining design with business strategy to validate the problem and shape the path toward MVP development.
This project took place between June 2025 and August 2025 as part of an entrepreneurship programme in Dublin, Ireland. As the Founder and Product Designer, I led the full journey from concept to investment-ready prototype, combining design with business strategy to validate the problem and shape the path toward MVP development.
Customer Discovery & Insights
Customer Discovery & Insights
I conducted 23 interviews and 31 surveys to uncover user behaviours and pain points, grounding solutions in real user needs.
I conducted 23 interviews and 31 surveys to uncover user behaviours and pain points, grounding solutions in real user needs.
Vision & Scoping
Vision & Scoping
I defined the vision as a trusted community for reliable social planning, rooted in empathy for user frustrations. I scoped the product by balancing user needs with business goals, prioritising features that delivered immediate value while laying the foundation for MVP development.
I defined the vision as a trusted community for reliable social planning, rooted in empathy for user frustrations. I scoped the product by balancing user needs with business goals, prioritising features that delivered immediate value while laying the foundation for MVP development.
Business Analysis & Model
Business Analysis & Model
I combined user insights with competitor and market analysis to identify gaps and revenue streams, ensuring the solution was both desirable and commercially viable.
I combined user insights with competitor and market analysis to identify gaps and revenue streams, ensuring the solution was both desirable and commercially viable.
Design Execution & Validation
Design Execution & Validation
I translated research into prototypes, using design to test, communicate, and refine solutions while balancing feasibility with business goals.
I translated research into prototypes, using design to test, communicate, and refine solutions while balancing feasibility with business goals.
THE PROBLEM
THE PROBLEM
The Broken Flow Between Intention and Action
The Broken Flow Between Intention and Action
The Broken Flow Between Intention and Action
People often want to be social, stay active, and meet others. But turning that intention into action is harder than it should be.
People often want to be social, stay active, and meet others. But turning that intention into action is harder than it should be.
From my own experience and early user insights, I discovered a consistent, frustrating gap between the desire to make plans and the ability of existing platforms to support that. This broken journey is shaped by two core problems.
From my own experience and early user insights, I discovered a consistent, frustrating gap between the desire to make plans and the ability of existing platforms to support that. This broken journey is shaped by two core problems.
Finding the Right Partner Is Slow and Unreliable
Finding the Right Partner Is Slow and Unreliable
Current platforms are not designed to match people based on real-time intent, availability, or location. Users spend too much time scrolling, messaging, or waiting for replies.
Current platforms are not designed to match people based on real-time intent, availability, or location. Users spend too much time scrolling, messaging, or waiting for replies.
Last-Minute Cancellations Disrupt Momentum
Last-Minute Cancellations Disrupt Momentum
Even when plans are made, they are fragile. A single person cancelling often means the entire plan falls apart, with no easy way to re-post or quickly find a new match.
Even when plans are made, they are fragile. A single person cancelling often means the entire plan falls apart, with no easy way to re-post or quickly find a new match.
The problem extends beyond individuals. Cancellations and indecision reduce foot traffic for local venues, leave capacity unused at events and classes, and result in lost revenue from social activities.
The problem extends beyond individuals. Cancellations and indecision reduce foot traffic for local venues, leave capacity unused at events and classes, and result in lost revenue from social activities.
What started as a personal frustration grew into a focused design challenge: how might we make social plans easy, enjoyable and reliable, so people can take action, not just make intentions?
What started as a personal frustration grew into a focused design challenge: how might we make social plans easy, enjoyable and reliable, so people can take action, not just make intentions?
THE APPROACH
THE APPROACH
Designing for Impact and Reliability
Designing for Impact and Reliability
Designing for Impact and Reliability
Over a 13-week timeline, my goal was to design a solution that makes social plans reliable in Ireland. Rather than focusing on features alone, I aimed to balance empathy with business viability, creating a community people can genuinely trust, feel good being part of, and one that delivers meaningful value to society.
Over a 13-week timeline, my goal was to design a solution that makes social plans reliable in Ireland. Rather than focusing on features alone, I aimed to balance empathy with business viability, creating a community people can genuinely trust, feel good being part of, and one that delivers meaningful value to society.
Customer Discovery: I conducted 23 in-depth interviews and 31 surveys to understand how people plan activities, why plans fail, and what they expect from a reliable tool.
Customer Discovery: I conducted 23 in-depth interviews and 31 surveys to understand how people plan activities, why plans fail, and what they expect from a reliable tool.
Market Research: I carried out competitor and SWOT analysis to see how existing platforms operate and to identify gaps that could reveal where a new solution might fit.
Market Research: I carried out competitor and SWOT analysis to see how existing platforms operate and to identify gaps that could reveal where a new solution might fit.
Business analysis: I explored revenue streams and business models to ensure the concept wasn’t just desirable for users but had a clear path to viability and investment.
Business analysis: I explored revenue streams and business models to ensure the concept wasn’t just desirable for users but had a clear path to viability and investment.
These approaches allowed me to design a solution grounded in user reality, differentiated in the market, and aligned with viable business potential.
These approaches allowed me to design a solution grounded in user reality, differentiated in the market, and aligned with viable business potential.
THE DISCOVERY
THE DISCOVERY
Need Activity-Oriented Connections
Need Activity-Oriented Connections
The discovery phase focused on moving from initial assumptions to evidence. I set out to deeply understand user needs, behaviours, and pain points in the Irish context, validate early hypotheses, and review the competitor landscape. This work clarified the problem space, highlighted opportunity gaps, and laid the foundation for shaping meaningful, user-centred design directions.
The discovery phase focused on moving from initial assumptions to evidence. I set out to deeply understand user needs, behaviours, and pain points in the Irish context, validate early hypotheses, and review the competitor landscape. This work clarified the problem space, highlighted opportunity gaps, and laid the foundation for shaping meaningful, user-centred design directions.
"94% of people want to be more social, yet 89% experienced cancellations, and 87% find current platforms ineffective."
"94% of people want to be more social, yet 89% experienced cancellations, and 87% find current platforms ineffective."
"94% of people want to be more social, yet 89% experienced cancellations, and 87% find current platforms ineffective."
Matching Takes Too Much Effort
Matching Takes Too Much Effort
81% of users said that they struggled to find someone who is available and interested in the same activity. This validated the need for faster, intent-based matching.
81% of users said that they struggled to find someone who is available and interested in the same activity. This validated the need for faster, intent-based matching.
Last-Minute Cancellations Are Common and Frustrating
Last-Minute Cancellations Are Common and Frustrating
89% experienced frequent last-minute cancellations, with no way to replace the dropouts. Users reported feeling "discouraged" or "burned out" by repeated failed plans.
89% experienced frequent last-minute cancellations, with no way to replace the dropouts. Users reported feeling "discouraged" or "burned out" by repeated failed plans.
Users Want Flexibility, Not Commitment
Users Want Flexibility, Not Commitment
Many users avoid formal planning apps because they don't want pressure. Instead, 91% prefer activity-first connections and 81% value real-time, location-based matching, seeking flexible, low-commitment ways to join or host activities spontaneously.
Many users avoid formal planning apps because they don't want pressure. Instead, 91% prefer activity-first connections and 81% value real-time, location-based matching, seeking flexible, low-commitment ways to join or host activities spontaneously.
"I don't need another social app to chat.
I just want a platform that makes it simple to plan and join nearby activities."
"I don't need another social app to chat. I just want a platform that makes it simple to plan and join nearby activities."
"I don't need another social app to chat.
I just want a platform that makes it simple to plan and join nearby activities."
PERSONA
PERSONA
Based on the research with users in Ireland, I identified four core personas that reflected four distinct behavioural patterns:
Based on the research with users in Ireland, I identified four core personas that reflected four distinct behavioural patterns:
Proactive Connectors: Socially active young professionals (often internationals, 25–34) who seek reliable partners and regular activities.
Casual Browsers: International students and locals interested in occasional, low-commitment meetups.
Resistant Users: Socially active individuals who prefer offline channels and are reluctant to adopt new platforms.
Offline Connectors: Long-settled locals who rely on existing friend groups and show little interest in new tools.
Proactive Connectors: Socially active young professionals (often internationals, 25–34) who seek reliable partners and regular activities.
Casual Browsers: International students and locals interested in occasional, low-commitment meetups.
Resistant Users: Socially active individuals who prefer offline channels and are reluctant to adopt new platforms.
Offline Connectors: Long-settled locals who rely on existing friend groups and show little interest in new tools.
To prioritise design focus, I mapped these personas on a 2X2 framework based on social proactivity and willingness to use a platform, which highlighted clear primary, secondary, resistant, and negative user groups. This structure guided both design decisions and market focus.
To prioritise design focus, I mapped these personas on a 2X2 framework based on social proactivity and willingness to use a platform, which highlighted clear primary, secondary, resistant, and negative user groups. This structure guided both design decisions and market focus.
JOURNEY MAP
JOURNEY MAP
I used journey mapping to visualise the end-to-end experience of social planning and uncover pain points at every stage, from searching for partners to coordinating schedules and handling last-minute cancellations. This revealed where today's platforms break down and where PlanIt could create the most value by making planning more reliable and enjoyable.
I used journey mapping to visualise the end-to-end experience of social planning and uncover pain points at every stage, from searching for partners to coordinating schedules and handling last-minute cancellations. This revealed where today's platforms break down and where PlanIt could create the most value by making planning more reliable and enjoyable.
COMPETITOR & MARKET ANALYSIS
COMPETITOR & MARKET ANALYSIS
To understand how PlanIt could differentiate, I analysed market trends and leading platforms. Existing platforms prioritise chatting and broad social networking over helping people discover activities, match partners, or recover from cancellations. This confirmed the opportunity for PlanIt to stand out as an activity-first, real-time planning platform.
To understand how PlanIt could differentiate, I analysed market trends and leading platforms. Existing platforms prioritise chatting and broad social networking over helping people discover activities, match partners, or recover from cancellations. This confirmed the opportunity for PlanIt to stand out as an activity-first, real-time planning platform.
THE VISION
THE VISION
Building a Go-To Community for Social Plans
Building a Go-To Community for Social Plans
Building a Go-To Community for Social Plans
Just as LinkedIn is for careers and Facebook is for friends, my vision is to create a default hub for activities and social plans, a community designed for spontaneity, reliability, and genuine connection.
Just as LinkedIn is for careers and Facebook is for friends, my vision is to create a default hub for activities and social plans, a community designed for spontaneity, reliability, and genuine connection.
Minimising Barriers Between Intention and Action
Minimising Barriers Between Intention and Action
Eliminating friction by making social planning effortless, reliable, and real-time.
Eliminating friction by making social planning effortless, reliable, and real-time.
Designing for Emotional Connection
Designing for Emotional Connection
Creating emotional value beyond logistics, making plans feel enjoyable rather than transactional.
Creating emotional value beyond logistics, making plans feel enjoyable rather than transactional.
Building a Human, Value-Driven Community
Building a Human, Value-Driven Community
Establishing trust, belonging, and societal value by helping people connect meaningfully and supporting local businesses.
Establishing trust, belonging, and societal value by helping people connect meaningfully and supporting local businesses.
THE REQUIREMENTS
THE REQUIREMENTS
Structuring Around What Users Do & Feel
Structuring Around What Users Do & Feel
Structuring Around What Users Do & Feel
The app brings together two roles: hosts, who create activities, and participants, who join them. My ambition was not just to fix the gap between intention and action, but to craft an enjoyable experience that supports how people want to feel before, during, and after making plans.
The app brings together two roles: hosts, who create activities, and participants, who join them. My ambition was not just to fix the gap between intention and action, but to craft an enjoyable experience that supports how people want to feel before, during, and after making plans.
Mapping the Ideal Experiences
Mapping the Ideal Experiences
I mapped the high-level ideal experiences of hosts and participants to see how the app could fit into their lives. Focusing on how they think and behave in real scenarios revealed overlaps, role-specific needs, and key emotional moments, a foundation for designing an experience that supports both what people do and how they want to feel.
I mapped the high-level ideal experiences of hosts and participants to see how the app could fit into their lives. Focusing on how they think and behave in real scenarios revealed overlaps, role-specific needs, and key emotional moments, a foundation for designing an experience that supports both what people do and how they want to feel.
The Host and Participant User Flows
The Host and Participant User Flows
To bridge the gap between high-level experiences and concrete design, I translated them into user flows. Mapping how hosts and participants move through the app clarified the essential steps, exposed where their journey converges, and ensured the design could reliably carry a plan from intention to successful action.
To bridge the gap between high-level experiences and concrete design, I translated them into user flows. Mapping how hosts and participants move through the app clarified the essential steps, exposed where their journey converges, and ensured the design could reliably carry a plan from intention to successful action.
THE FRAMEWORK
THE FRAMEWORK
Connecting Hosts and Participants in Action
Connecting Hosts and Participants in Action
Connecting Hosts and Participants in Action
To translate requirements into structure, I mapped the journeys of hosts and participants across the two key stages of social planning: planning and running. These flows show how user intentions move into concrete actions, with system support at critical decision points.
To translate requirements into structure, I mapped the journeys of hosts and participants across the two key stages of social planning: planning and running. These flows show how user intentions move into concrete actions, with system support at critical decision points.
Two Challenges shaped the framework:
Finding compatible partners: users struggled to discover activity partners who shared the same interests and schedules.
Last-minute dropouts: cancellations left hosts without reliable groups, disrupting planned activities.
Two Challenges shaped the framework:
Finding compatible partners: users struggled to discover activity partners who shared the same interests and schedules.
Last-minute dropouts: cancellations left hosts without reliable groups, disrupting planned activities.
Two Challenges shaped the framework:
Finding compatible partners: users struggled to discover activity partners who shared the same interests and schedules.
Last-minute dropouts: cancellations left hosts without reliable groups, disrupting planned activities.
I designed the flow as a flexible system, not a rigid path. When matches are clear, the system streamlines confirmations and navigation. When plans break down, it activates fallback options to keep activities moving.
I designed the flow as a flexible system, not a rigid path. When matches are clear, the system streamlines confirmations and navigation. When plans break down, it activates fallback options to keep activities moving.
Rather than chasing a single “perfect” scenario, the framework is built for adaptability and resilience, supporting both hosts and participants through real-world complexity.
Rather than chasing a single “perfect” scenario, the framework is built for adaptability and resilience, supporting both hosts and participants through real-world complexity.
THE DETAILED DESIGN
THE DETAILED DESIGN
PlanIt: Where Social Plans Take Shape
PlanIt: Where Social Plans Take Shape
PlanIt: Where Social Plans Take Shape
Make Plans Fast
Make Plans Fast
The home screen has been designed to place activities, not profiles, at the centre. Real-time, location-based events are displayed immediately, helping users see what’s happening nearby.
The home screen has been designed to place activities, not profiles, at the centre. Real-time, location-based events are displayed immediately, helping users see what’s happening nearby.
Discovery is supported through three different modes: list, map, and filter, allowing users to browse in the way that best suits them.
Discovery is supported through three different modes: list, map, and filter, allowing users to browse in the way that best suits them.
With one tap, users can join or post an activity, turning intention into action instantly.
With one tap, users can join or post an activity, turning intention into action instantly.
Plan Should Adapt, Not Break
Plan Should Adapt, Not Break
If someone cancels, the system automatically re-posts the activity to keep it visible. Two-way matching suggests replacements with compatibility scores, and hosts can send quick invitations to fill the gap. This flexibility reduces frustration and keeps plans alive.
If someone cancels, the system automatically re-posts the activity to keep it visible. Two-way matching suggests replacements with compatibility scores, and hosts can send quick invitations to fill the gap. This flexibility reduces frustration and keeps plans alive.
Trust Builds Confidence
Trust Builds Confidence
Meeting new people can feel uncertain, so the app makes reliability visible. Users can see activity history, shared connections, and feedback before joining. These signals build reassurance and help them choose partners with confidence.
Meeting new people can feel uncertain, so the app makes reliability visible. Users can see activity history, shared connections, and feedback before joining. These signals build reassurance and help them choose partners with confidence.
Reliable, Real, and Ready
Reliable, Real, and Ready
Reliability comes from clarity and follow-through. Success screens confirm matches, activity confirmations reassure actions, and completion notifications close the loop. Paired with a clean, minimal visual system, these details make the experience feel dependable and ready to use.
Reliability comes from clarity and follow-through. Success screens confirm matches, activity confirmations reassure actions, and completion notifications close the loop. Paired with a clean, minimal visual system, these details make the experience feel dependable and ready to use.
REFLECTIONS
REFLECTIONS
What I Learned
What I Learned
What I Learned
Funding Doesn't Equal Validation
Funding Doesn't Equal Validation
This project began with €4,000 in seed funding. That money gave me a starting point but not a market. I quickly realised that funding opens doors, but it does not guarantee product-market fit. The real work is proving viability through users and customers, not through a grant.
This project began with €4,000 in seed funding. That money gave me a starting point but not a market. I quickly realised that funding opens doors, but it does not guarantee product-market fit. The real work is proving viability through users and customers, not through a grant.
Design Alone Isn't Enough
Design Alone Isn't Enough
I strengthened my UX research and design skills, but I also learned that great design is only one piece of the puzzle. A product can be beautifully crafted and still fail if it doesn’t align with a real market opportunity. I learned to think not just about what people want to use, but what they are willing to pay for.
I strengthened my UX research and design skills, but I also learned that great design is only one piece of the puzzle. A product can be beautifully crafted and still fail if it doesn’t align with a real market opportunity. I learned to think not just about what people want to use, but what they are willing to pay for.
Desingers Need a Business Mindset
Desingers Need a Business Mindset
This project forced me to think beyond flows and wireframes. I had to look at sales, marketing, and financial viability. I discovered that designers are more effective when they understand these domains, because it allows them to prioritise features that not only meet user needs but also support the business. Speaking the language of marketing and engineering made me a better partner across disciplines.
This project forced me to think beyond flows and wireframes. I had to look at sales, marketing, and financial viability. I discovered that designers are more effective when they understand these domains, because it allows them to prioritise features that not only meet user needs but also support the business. Speaking the language of marketing and engineering made me a better partner across disciplines.
Solo Work Has Its Limits
Solo Work Has Its Limits
I carried this project alone, which sharpened my independence but also highlighted the limits of solo work. The absence of a team showed me just how essential multidisciplinary collaboration is. Diverse perspectives create stronger ideas, and shared accountability makes delivery possible. True progress happens when different minds and skills converge.
I carried this project alone, which sharpened my independence but also highlighted the limits of solo work. The absence of a team showed me just how essential multidisciplinary collaboration is. Diverse perspectives create stronger ideas, and shared accountability makes delivery possible. True progress happens when different minds and skills converge.