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Dooyah Top Page
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Watch, Create, and Share Content. Your Way.


Dooyah is a social platform for "Do It Yourself"ers.

Users can search, post and engage with each other’s content. It also allows users the ability to connect directly to thriving DIY community groups.

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Project Type

UX/UI Design Capstone


6 weeks


Product Designer

UX Researcher

Product Strategist

Crafting a digital space for the DIY community

The Story

One day, I was speaking with my sister about her knitting adventures in New York. She regularly knits on her commute to and from work and often sparks conversations with people from all backgrounds because of their curiosity or shared passion.

I asked her if there was anywhere online that she felt she could connect and have conversations similar to the ones she had on the subway. Her reply, “sort of. I mean I watch tutorial videos here and there.” This led me to ask myself a few questions to identify and further clarify the challenge presented.

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How can we increase the sense of community and belonging in the online DIY space?

A few questions came to mind:

  • What makes someone feel connected in the online DIY space?

  • Where are DIYers currently posting content and engaging with one another?

  • How do they feel about their current interactions on these platforms?

  • How can this experience be improved?

User-Centered Approach

Design Process




User Stories



Low-fidelity wireframes

User Testing

Incorporation of Feedback


High fidelity wireframes

Secondary Research

Primary Research

User Persona

Empathy Mapping


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Understanding the Challenge

Preparing for Research

I set out to better understand the DIY community. I wanted to identify which platforms and methods were the most common when looking for niche content. Were there specific products that DIYers preferred for connecting with one another? I also focused on gaining insights to determine how this task can be made more efficient and enjoyable in order to provide a deeper sense of community.

Method 1: Secondary Research

I clarified and tested my hypothesis via exploratory research. “DIY communities need a product that will foster deep community and allow users to connect effortlessly.”

I analyzed sources that discuss the condition and status of DIY social platforms.

Method 2: User Interviews

As I moved on to conduct user interviews I thought it would be easy to find DIYers amongst our peer space groups and facebook groups. However, with little feedback and the deadline approaching - I reached out directly on our competitions websites and asked those who were active in forums to participate in our study. I was able to gather the following information: 



Inadequate Community Feature

Lacking interaction

Upload Restrictions







Defining the Problem + Goal

Improving the user experience

Users need an efficient way to share their ideas with DIY peers because the current platforms are limiting. It's imperative to apply the findings from the study to design a platform that give Diyers the freedom to post various kinds of content while also providing the opportunity to connect deeper within their communities. 

Measurability of Success:

User Retention

Posts, shares & comments

Content Uploads

Creating a Persona

Defining the primary user

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Virginia Johnson

32 | Detroit | 2 cats | Professor of African American Studies


 Driven, Creative, Introverted



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Getting lost on help boards, feeling disconnected to DIY community


Translating Ideas to Sketches

As I moved on to the ideate stage, I found that I was inspired by some indirect competitors such as Reddit's "subreddits" and "communities" as well as Youtube's videoplayer and Pinterest's recommendation and search. 

Building the design

As I moved onto low-fi prototyping and further explored my ideas and study findings, I found that I was torn between optimizing for "mobile" in the vertical format or going with the more traditional format of "horizontal" video play. 

Ultimately, I would find my answer in the usability study.


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Usability Testing

Pain Points

This usability study started off smooth on the homepage and content pages, but things quickly turned interesting as users reported struggling to find the community "Hubgroup" page. They also struggled to successfully complete the comment and download tasks. 



Difficulty Locating Community Page



Comment feature



Download feature


Implementing feedback from users

I gathered the insights from the usability study and changed the "chat" feature to reflect "groups" to more clearly indicate to users that this was the feature to engage in hubgroups, our niched community groups. 


Community made easy with Hubgroups

  • Clarified messaging

  • "Chat" to "Groups"

  • Thumbnail Orientation


Take the guesswork out with curated content

  • Content or Hubgroups

  • AI Learning

  • Efficient Search


  • I increased the font size from 9pt to 16 pts across all designs for those users who are vision impaired.

  • I integrated voice to text features on all search capabilities across the desktop and mobile sites.

Final Product

High Fidelity Prototype + Wireframes

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What's Next?

What's Next?

Design Impact


I consider Dooyah a success in the way that we were able to address the main user needs of giving everyone the ability to post various DIY content as well as making it easy to dive deep into community with topic focused conversation groups.

By addressing what our competitors overlooked, we anticipate significant excitement and engagement from our Diy users when the app is released. As users identify Dooyah as an environment where all creatives are welcome to post, engage and connect - we expect them to share with friends and family. Thus leading to exponential growth via word of mouth. 


We anticipate the user time on platform will increase by 10 - 20%. We're also expecting to beat our competitors in the average number of monthly sign-ups through 2024. Finally, we're forecasting record numbers of daily posts, shares, and comments.

Future Considerations

As we move forward, I plan on continuing to iterate and test to improve the Dooyah's features. One such example is taking into account the Next Billion Users (NBU) and iterating our designs to have mobile-first approach. This way, we'll be able to reach more users and be more accessible to those who are interested in engaging with Diy content and connecting with thriving community. I would also like to test out a video and audio chat feature in our hubgroups, which would allow users to engage with one another more dynamically and foster deeper relationships. 

What I Learned

Self Relections

Iterating over time

This product was completed in 6 weeks. Throughout that time, I had the opportunity to test usability and iterate on the designs. However, a lot of iteration came after when I would get feedback from potential users about IA, content features, and accessibility. In total, I've completed four high-fidelity prototypes of Dooyah and with each usability study I've been able to improve the overall user experience. After spending so much time iterating, it's taught me to always be ready to improve the product. The more users engage with Dooyah, the more opportunities for finding news ways to solve our users problems

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