Bookie

A social app that revives the tradition of bookclubs —thoughtful, and community-driven — to make digital connections feel human again.

Reviving the art of Book Clubs - Social media redefined

My Role: UX Designer & Researcher

Timeline: Jan – April 2024

Tools Used: Figma, FigJam, Framer, Notion

Overview

The Problem

Modern social media has become transactional, & more of business platforms, while dating apps reduce connection to swipes and profiles. There's a missing middle ground: a space where people can meet organically through genuine shared interests, the way they naturally would in real life. The slow, thoughtful ritual of bookclubs—where strangers become friends over meaningful conversations—has been lost in the digital age.

The Solution

Bookie bridges the gap between shallow social media and forced dating apps by creating a platform for authentic connection through reading. Users can follow topics and books, create or join bookclubs based on shared interests, and discover like-minded readers nearby using location radius. It's not about building a following or finding a date—it's about finding your people through the books you both love.

My Role

Led the design process from research to high-fidelity prototypes, focusing on understanding how people form organic friendships and designing an experience that feels intentional, human, and anti-algorithm. I conducted user research, competitive analysis, and created the full information architecture and user flows that balance community discovery with intimate bookclub experiences.

Research & Discovery

User Research Methods:

Conducted 10 user interviews with non-readers, avid readers, former bookclub members, and people who felt disconnected from modern social media.
Contextual Inquiry: Attended physical bookclub meetings to observe dynamics, conversation patterns, and what makes these spaces feel welcoming.
Social Media Analysis: Analyzed BookTok, Bookstagram, and Goodreads to understand how readers currently connect online

Key Insights:

The "Third Space" Gap

Interviewees expressed deep frustration with the binary of current social apps: "Instagram is for showing off, dating apps are for dating. Where do I just... meet people who like what I like?" There's a missing category of social app designed purely for friendship through shared interests.

Competitive Analysis:

Current solutions focus on book discovery and reviews (Goodreads), viral content (BookTok), or generic meetups (Meetup), but none combine interest-based matching with location discovery and intimate club structure. Bookie is the only platform designed specifically for making friends through shared reading, not just discussing books.

Journey Mapping (Pain Points):

Current Journey (Trying to Find Reading Friends) 1. Finish amazing book → 2. Want to discuss with someone → 3. Post on Instagram Story (no one responds meaningfully) → 4. Google "book clubs near me" → 5. Find nothing appealing or convenient → 6. Feel isolated → 7. Move on to next book alone

Desired Journey (With Bookie) 1. Finish amazing book → 2. Open Bookie, see active discussions on that book → 3. Join existing club or create one → 4. Discover others nearby reading the same thing → 5. Have meaningful conversation → 6. Feel connected → 7. Continue relationships through future book selections

User Personas

Rachel, 26

The Relocated Reader

"I just moved cities and miss my old bookclub. How do I find my people here?"

Recently relocated for work, feeling isolated
Used to have a tight-knit bookclub back home
Wants: Local connections, structured social time, intellectual stimulation
Pain points: Doesn't know how to break into existing friend groups; dating apps feel wrong; Instagram feels superficial

Luke, 24

The Burnt-Out Scroller

"Social media makes me feel worse. I want real conversations about things that matter."

Loves reading but feels alone in it
Exhausted by performative Instagram culture
Wants: Genuine connection, shared interests, low-pressure socializing
Pain points: Feels like everyone else is "performing" online; hard to find depth; anxious about putting herself out there

Define & Ideate

Design
Goals:

Prioritise People Over Metrics: No follower counts, no likes. Success is measured by quality of connections, not engagement vanity metrics.
Make Discovery Feel Organic: Design a system where finding bookclubs and people feels like serendipity, not filtering through endless options.
Balance Structure with Flexibility: Bookclubs need just enough structure to function (book, schedule, discussion prompts) without feeling rigid or exclusive.
Location as a Feature, Not a Gimmick: Use location radius to create a sense of place and possibility, even if meetings stay digital initially.
Design for Slow-Social: Encourage depth and sustainability over viral growth. Build features that reward showing up, not performing.

Information Architecture:

User Flows:

Flow 1: New User Onboarding:
Download app → 2. Welcome screen explaining Bookie's purpose → 3. Select 3-5 reading interests/genres → 4. Set location radius (1-50 miles) → 5. Browse suggested topics → 6. Discover first bookclub or create one → 7. Join and introduce yourself

Flow 2: Discovering and Joining a Bookclub:
Open "Discover" tab → 2. Browse by topic or location → 3. Tap into a book → 4. See active clubs discussing it → 5. View club details (members, meeting style, vibe) → 6. Request to join → 7. Get accepted by organizer → 8. Introduced to club chat

Flow 3: Creating a Bookclub:
Tap "Create Club" → 2. Select book (search or from library) → 3. Write club description → 4. Set meeting cadence (weekly/biweekly/monthly) → 5. Choose format (async discussion/video calls/hybrid) → 6. Set member limit → 7. Publish club → 8. Share with nearby readers or invite friends → 9. Welcome first member