Beyond the Highlight Reel: Designing for Authentic Social Connection.
Superfeel is an authentic social media platform designed for Gen Z and millennial users who want more meaningful digital connection than traditional highlight-driven networks allow. By prompting users with thoughtful daily questions and encouraging honest video responses shared with close friends, Superfeel creates space for vulnerability, reflection, and real human moments in a social landscape dominated by performance.
The Challenge
Superfeel came to Goji Labs at a critical stage in its product evolution. While the concept strongly resonated with a growing cultural shift toward authenticity, the existing mobile app experience was not supporting the behaviors required to make that vision succeed. User data showed high drop-off during onboarding, confusion around how the product worked, and low daily return rates. Many users never reached the moment where Superfeel’s value became clear.
The problem went beyond visual polish. The onboarding flow did not clearly communicate how Superfeel was different from other social platforms, and the guided tutorial added friction instead of building confidence. Core mechanics such as responding to prompts, watching friends’ videos, and understanding privacy expectations were not surfaced in a way that felt safe or intuitive. As a result, users were hesitant to participate in the vulnerable sharing that the platform depended on.
Superfeel needed more than incremental UI updates. They needed a clear diagnosis of where the experience was breaking down and why, followed by a strategic redesign grounded in trust, emotional safety, and repeat engagement. They chose Goji Labs to conduct a comprehensive UX Audit and translate those findings into a cohesive, scalable design system that could support authentic connection at scale.
Our Process
We began with alignment and discovery workshops to ground the engagement in Superfeel’s core mission. Together with the founding team, we defined what “authentic connection” meant in practical product terms and how success should be measured beyond vanity metrics. This phase helped align design decisions with emotional outcomes, not just usability goals.
Next, we conducted a comprehensive UX Audit and heuristic evaluation across the most critical user flows. This included account creation, onboarding, tutorial progression, feed interaction, prompt responses, and privacy controls. For each screen, we documented usability violations, moments of cognitive overload, and interaction patterns that unintentionally increased anxiety or hesitation. We paid particular attention to how design choices affected users’ willingness to be vulnerable.
Finally, we synthesized our findings into a clear set of strategic recommendations and moved into high-fidelity design. Using the audit as a blueprint, we redesigned onboarding to build psychological safety, clarified the core value proposition early, and reimagined the feed to emphasize intimacy over consumption. We also introduced a new discovery and search experience that allowed users to explore prompts by theme, view others’ responses, and feel inspired to participate rather than pressured.
The Impact
This engagement gave Superfeel a clear, actionable path forward to transform its product experience into one that genuinely supports authentic connection. The UX Audit surfaced critical friction points that were preventing users from understanding the product and engaging consistently, while the redesigned flows addressed those issues with clarity and intention.
By delivering production-ready high-fidelity designs across all major user journeys, Goji Labs equipped Superfeel’s team with a complete execution blueprint. The redesigned experience prioritizes trust, emotional safety, and daily habit formation, positioning Superfeel to improve onboarding completion, increase daily engagement with prompts, and strengthen retention without relying on addictive social mechanics.
- Identified and resolved 40+ usability and trust-related issues impacting onboarding and engagement
- Delivered high-fidelity UI/UX designs for all core flows, ready for development
- Clarified UX priorities around psychological safety, tutorial clarity, and intimate feed design
- Established scalable design patterns aligned with Superfeel’s long-term mission
Project Review
Superfeel Team
“Goji Labs helped us see our product clearly for the first time. Their UX Audit didn’t just point out what was broken, it explained why it mattered for trust and vulnerability. The redesigned experience finally reflects what Superfeel is meant to be.”
