Industry
Product Designer (UX/UI)
Partnership
CBS Copenhagen Business School - Incubator program
Yuiop: connecting Gen Z through real life experience
Product design case study developed within the CBS Copenhagen Business School Incubator.
Challenge
Isolation is rising among Gen Z, with 73% reporting loneliness despite heavy digital engagement.
Discovery & Insights
Research through stakeholder interviews and user surveys revealed a key tension:
Gen Z wants social connection but avoids awkwardness, commitment, and unclear social dynamics.
This reframed the problem from building a social app to designing trust and ease of participation.
Strategy: validate before building
Rather than relying on screens alone, we tested the core value proposition in the real world.
Hypothesis:
Curated activities promoted by trusted creators reduce social friction and drive offline participation.
Live Experiment: Padel Event in Barcelona
In order to test concept viability, the team organized a padel event in Barcelona simulating the Yuiop platform experience involving students and young people around the city.
Experiment results
Results:
Sold 200 tickets, generated €3,000 in revenue.
Confirmed creator-driven events drive attendance and engagement.
Validated that Gen Z and partners were eager to participate in curated group activities.
Key validation
Creator-led curation drives trust and attendance
Users are willing to pay for structured social experiences
Partners are eager to collaborate if the process is simple
Product design
In parallel, I designed the first mobile-first app version, focusing on: fast discovery, clear activity context, and low-commitment onboarding
The UI supported the validated experience rather than leading it.
Takeaways
