ROLL was developed through an extensive user-centered design process that combined secondary research, competitive analysis, audience research, persona development, empathy mapping, and UX/UI design principles. The project began by identifying a growing problem within today's social media landscape: the increasing pressure to curate content for validation rather than documenting authentic experiences. Research from Pew Research Center, Common Sense Media, Pinterest Business, and academic literature on authenticity and nostalgia helped establish the need for a platform that prioritizes meaningful memory sharing over engagement metrics.

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To better understand the target audience, I analyzed existing platforms such as Instagram, TikTok, BeReal, Pinterest, and Snapchat, identifying both their strengths and the unmet needs of Gen Z users. I then created detailed user personas and empathy maps to better understand users' goals, frustrations, behaviors, and motivations. These findings directly informed every design decision, ensuring that ROLL's features addressed real user needs instead of assumptions. Strategic planning was further supported through a SWOT analysis, measurable goals and objectives, marketing strategies, KPIs, budget planning, and launch recommendations.

 

The visual design and prototype were developed using a high-fidelity UX/UI design process in Figma, where each screen was intentionally designed to reinforce the app's core values of authenticity, creativity, nostalgia, and intentional social interaction. Features such as delayed photo development, limited daily film rolls, the absence of public likes and follower counts, and an interest-based discovery feed were carefully chosen based on research findings rather than personal preference. While the prototype represents only a preview of the application's potential, it demonstrates how user research, strategic planning, and thoughtful design can work together to create a social media experience that encourages users to capture memories for themselves instead of performing for an audience.