Jan 2018
Kabsule — Family memory experience
Refocusing a location-based memory app around family connection, scheduled messages, and a warmer creation experience.
Overview
Project overview
Kabsule is a social-lifestyle app for encapsulating and sharing memories or thoughts that become available at a chosen time or location.
Role and ownership
One of two UI/UX designers.
Team and collaborators
1 product manager, 2 UI/UX designers, 4 front-end developers, and 2 back-end developers.
Timeline and product stage
August 2018 to February 2019.
Primary constraint
Users did not clearly understand what to do with the product, while location errors and competing location controls weakened the core experience.
To comply with my non-disclosure agreement, I have omitted confidential information in this portfolio. All information in this portfolio is my own and does not necessarily reflect the views of Kooppi Limited.
Process
Clarifying the product’s purpose
The marketing campaign revealed three connected problems:
Unclear motivation
Users said they did not know what they could do with Kabsule.
Location errors
location-dependent content could fail when the location was inaccurate.
Competing controls:
The bottom toolbar contained two location-related actions, making the creation interface harder to understand.
Turning campaign evidence into a target use case
I collected 13 use-case records from the marketing campaign and compared them across four dimensions:
4 dimensions
- Personality: emotional, social, or rational motivation.
- Receive frequency: instant, day-to-month, or yearly delivery.
- Content: feelings and memories, or reminders and messages.
- Network scale personal, close network, or public audience.
2 behavioral types
The analysis produced two distinct patterns:
Type 1 — Keep memory and express feelings
emotional, yearly use centered on memories and feelings.
Type 2 — Use as a reminder
rational, daily or monthly use centered on reminders and messages.
Stakeholders selected Type 1 as the direction to explore. I then ran a focus group with three fathers, each with children under ten, and synthesized the discussion in an empathy map. The resulting design question was:
How might we increase interaction within families?
Solutions
Reframing creation around a meaningful date
The original flow began with an empty writing field and asked users to add time, content, media, voice, or location from a dense toolbar. The redesigned flow begins with choosing a meaningful delivery date, then composing the message, adding media or location, and selecting a recipient.
This order turns the task from “write something” into “send something meaningful to someone at the right moment.”
Interaction and visual delivery
I consolidated recurring controls into reusable components and used rotation and bounce to make onboarding and message arrival feel playful. The visual system uses shades of sunrise yellow to express warmth and surprise, while friendly language—such as “Dig up Kabsule”—supports the product’s memory-capsule metaphor.
Learnings
The strongest product direction did not come from adding more functions. It came from identifying the emotional, delayed, close-network pattern within the campaign evidence and making that purpose explicit in the creation flow. No production or business impact was documented in the source material.