NEST
The social networking platform for expats
Scrollable device mockup
The two minute version
• The problem
The moving services market continues to grow as the world becomes increasingly mobile and globalised. In 2020, there were over 281 million international migrants, and in 2022, 5.1 million non-EU immigrants had entered the EU alone. Many platforms address the logistical challenges of relocating, however, the social aspects of moving are often overlooked.
For many expats, relocating to a new city is an exciting adventure but building a sense of belonging proves to be one of the toughest challenges. Without organic opportunities to meet people—like introductions through friends or workplace connections—many expats find it difficult to establish meaningful, lasting relationships.
• The opportunity
There is an opportunity to be the ultimate social networking platform for expats - designed to transform the relocation experience by helping them forge authentic and sustainable connections.
• The solution
Combining user research, creative problem-solving, and iterative design, I created Nest, a platform where expats can connect with one another via shared interests, hobbies and values. Users can connect one-on-one or join groups and events, choosing an approach that suits their personality, preferences, and life stage.
• The outcome
Nest removes the element of luck from meeting people in a new city, offering an experience that’s personalised, flexible, intuitive, and above all, human.
The device mockups above are scrollable.
The ten minute version
• The problem
What's up with the competitors?
I studied a mix of expat-specific platforms alongside other platforms aimed at meeting people. This revealed some key gaps in the current landscape:
Lack of focus: Most of the expat-specific platforms addressed a wide range of relocation services, diluting the social features.
Insight #1
Lack of flexibility: Solutions were either focused on one-on-one connections or group-based, with few platforms offering flexibility between the two.
Insight #2
Insight #3
Lack of continuity: Few platforms provided an ongoing social experience, focusing only on initial introductions.
What issues are my users facing?
I conducted 7 in-depth interviews with young professionals and students aged 18–35 who had relocated in the past three years or were in the process of moving.
I synthesised the insights using affinity mapping, clustering responses into key themes. Even unprompted, social challenges emerged organically as a major pain point:
Expats preferred organic ways of meeting others - through mutual friends or workplace networks - however not everyone had access to these.
Insight #1
Intentional methods of forming friendships like attending events alone were seen as intimidating and tended to be less long-lasting.
Insight #2
Insight #3
Participants expressed a preference for connecting with people who shared their interests, values, and life stages for greater compatibility.
Informational challenges also emerged as a major pain point, with participants struggling to find an accurate and centralised source of information for setting up services such as bank accounts, utilities etc.
• The opportunity
Wait… so what am I focusing on?
The two challenges that emerged were too distinct to tackle with a single solution, however, they could build on one another at later stages. I focused on solving the social needs first as they provided a clearer path to monetisation and community building.
To sum it up, 4Cs emerged as social needs:
Compatibility: Connections based on shared interests, values, and life stages.
Continuity: Ongoing opportunities to maintain and deepen connections.
Customisability: Flexibility in one-on-one or group interactions, to cater to diverse social preferences and comfort levels.
Convenience: A way of finding connections that feels seamless and organic
Therefore, how might we... Enable young professionals and students who are relocating to a new city to build social connections that feel organic and long-lasting?
Who am I solving this for?
Based on research insights, I developed two key personas - given their distinct personalities, goals, and potential ways they would use the product:
Casey - The Social Seeker
Young, single professional moving alone.
Actively seeks diverse social interactions and willing to try different means of meeting people.
No social safety net, therefore more intentional and open during their search.
Louis - The Balanced Builder
Relocating with a partner or someone they already know.
Already has a basic support system in place, therefore more selective about their search.
Seeking more interest/hobby-based connections that align with their life stage.
I would go to events by myself... like if I saw things of interest i would just go and then force myself to put myself out there
I came over married and in my 30s, so timings in life are different, expectations and wants and needs in terms of friendships
• The solution
Introducing Nest… the platform that helps expats build meaningful connections through shared interests and values via three core features—individual connections, events, and communities— seamlessly supporting forming friendships in whatever way feels right for you.
The device mock ups above are scrollable.
But wait… how did I get there?
From exploration to a solution
I brainstormed a variety of ideas, including both online and offline solutions. I finally landed on a digital platform that allows expats to connect with other expats based on shared interests, values, life stage.
Unlike the other ideas, this solution gave me the maximum flexibility and scope to address the 4Cs that came up during the research.
Focusing on what matters most
Nest focuses on three core interconnected features, each addressing key challenges and social needs: individual connections, events, and communities. I prioritised these features because together, they directly addressed the key challenges identified in my research:
These features offer compatibility by focusing on shared interests and values
Continuity through long-term engagement opportunities
Flexibility or customisability for users to form friendships in ways that feel natural—whether one-on-one or in groups.
Together, they create a convenient, user-centered solution that aligns with the core pillars of Nest.
Putting pen to paper
I then translated our ideas into low-fidelity sketches, focusing on core functionalities like:
Filtering and search experiences for profiles, events and communities
Layouts for the detailed profile, events and community pages.
These early designs formed the foundation of the product and set the stage for further refinement.
Bringing Nest to life
The branding of Nest was inspired by its core values: warmth, inclusivity, and community.
Color Palette: Yellow for friendliness contrasted with purple for inclusivity.
Typography: Nunito for its casual yet neutral tone and legibility.
Iconography: Use of emojis to create a sense of playfulness and familiarity.
Logo: A nest-like shape that also looks like a reverse wifi symbol, representing both physical and digital connection.
Improving through feedback
Once I had created high fidelity prototypes, I conducted usability tests to identify pain points and improve the product.
The feedback
Users were confused about when to use filters versus the keyword search, with filters getting deprioritised.
The iteration
Prioritised filters for refining results, made keyword search a fallback - only if users ‘can’t find what they’re looking for’
The feedback
Filters felt too general, and users were unclear whether their selections had been applied.
The iteration
Introduced more specific subcategories (e.g., “Basketball” under “Sports”), an “apply” button with a result preview, and clearer visual feedback to indicate active filters.
The feedback
Users were unsure about the difference between 'Connect' and 'Message' and the scenarios in which to use each.
The iteration
Clarified button actions making ‘send friend request’ the primary CTA. Also restricted messaging to confirmed connections
The feedback
Users could see a list of all attendees/members for events and communities, not people who were relevant to them.
The iteration
Added a feature to highlight friends among the attendees/members, making the experience more relevant and personal.
The feedback
Users needed some more information about events/communities before deciding to attend/join.
The iteration
Included information around the person leading an event (e.g. dance instructor) and more media previews for users to get a better feel of the event/community.
• The outcome
In the absence of an organic network, expats struggle to form a social network in a new city
More intentional methods can feel intimidating, forced and tend to be less long lasting
People want to meet others who are similar to them so they have some common ground to build a connection
Current platforms dilute the social aspects of relocating - by either being too narrow in scope or clubbing with other relocation features
Nest removes the ‘luck’ from finding people to connect with, providing a reliable way to connect with other expats
Nest provides various ways of forming friendships, allowing users to engage in whichever way they feel comfortable
Nest provides a personalised experience that allows for filtering on various parameters to meet likeminded people
Nest provides an end-to-end experience, allowing for both individual and group connections
Moving forward
If given the opportunity to continue the project, I would…
Retest iterations: I would retest the iterations made after the usability testing to ensure they effectively improve the experience.
Design the onboarding flow: A key next step would be designing the sign-up flow, ensuring it’s intuitive while introducing users to the platform’s core features.
Creating Logged-In User States: I would design what users would see after logging in such as personalised dashboards, notifications, event calendars etc.
Expanding Features: I would explore additional features such as an Expat Exchange forum for users to share their experiences - tackling the informational challenges that came up during interviews.