B2C

B2C

B2C

E-commerce

E-commerce

E-commerce

UX design & research

UX design & research

UX design & research

Mobile App

Mobile App

Mobile App

Academic Project

Academic Project

Academic Project

Turning Passion into Possibilities with Twiddle.

Turning Passion into Possibilities with Twiddle.

Turning Passion into Possibilities with Twiddle.

Twiddle: A Platform for Hobby Discovery & Engagement

Twiddle: A Platform for Hobby Discovery & Engagement

Twiddle: A Platform for Hobby Discovery & Engagement

Ever wanted to pick up a new hobby but didn’t know where to start? Or maybe you tried, but finding the right supplies and resources felt like a hassle?

That’s exactly the problem we tackled with Twiddle—a platform designed to make hobby discovery, learning, and community engagement seamless in one place.

Ever wanted to pick up a new hobby but didn’t know where to start? Or maybe you tried, but finding the right supplies and resources felt like a hassle?

That’s exactly the problem we tackled with Twiddle—a platform designed to make hobby discovery, learning, and community engagement seamless in one place.

Ever wanted to pick up a new hobby but didn’t know where to start? Or maybe you tried, but finding the right supplies and resources felt like a hassle?

That’s exactly the problem we tackled with Twiddle—a platform designed to make hobby discovery, learning, and community engagement seamless in one place.

Introduction

Introduction

Twiddle is an all-in-one platform designed to help users explore, learn, and engage with hobbies. It integrates structured courses, a marketplace for supplies, and a strong community element to enhance engagement and motivation.

Twiddle is an all-in-one platform designed to help users explore, learn, and engage with hobbies. It integrates structured courses, a marketplace for supplies, and a strong community element to enhance engagement and motivation.

My Role

My Role

🔹 UX Designer & Researcher
🔹 Led user interviews & usability testing
🔹 Designed wireframes & high-fidelity prototypes

🔹 UX Designer & Researcher
🔹 Led user interviews & usability testing
🔹 Designed wireframes & high-fidelity prototypes

Problem Statement

People interested in discovering and growing their hobbies often face difficulty finding the right resources, buying supplies, or learning new skills—all in one place. They need a platform that works seamlessly across devices, allowing them to explore new hobbies, purchase kits or courses, and connect with others without the hassle. There currently isn’t a platform that makes it easy to learn, create, and share hobby projects across different devices. We need a responsive solution that provides a smooth and engaging experience for users, no matter where or how they access it.

User Research

We conducted user interviews with students, professionals, and hobby enthusiasts to understand their goals and pain points

Key Insights

Users struggle to decide where to start

"Too many options make it hard to choose"

"Too many options make it hard to choose"

Learning alone isn’t motivating

"I like learning with a group, but it’s hard to find one."

"I like learning with a group, but it’s hard to find one."

Purchasing supplies separately is inconvenient

"Why can’t I just get all the tools in one place?"

"Why can’t I just get all the tools in one place?"

Users want flexibility

"I need something that fits my schedule."

"I need something that fits my schedule."

Users struggle to decide where to start

"Too many options make it hard to choose"

Learning alone isn’t motivating

"I like learning with a group, but it’s hard to find one."

Purchasing supplies separately is inconvenient

"Why can’t I just get all the tools in one place?"

Users want flexibility

"I need something that fits my schedule."

User Persona

27 | India

Jane Doe

“I like having something fun to do after work and learning new things.”

Meticulous

Assertive

Helpful

Enthusiastic

Creative

Tech Savvy

Goals & motivations
  • Learning a new skill

  • Some inspiration to get started

  • Relax myself and have fun

  • Required tools easily accessible

Pain points & challenges
  • Deciding on a hobby

  • Finding the time

  • Connecting with like-minded people

  • Finding motivation to continue

Background & context

Jane Doe is 27 years old and works as a Business Analyst in India. To relax, Jane likes having a creative hobby to help her unwind. She’s always looking for new activities that are fun and keep her mind active. She enjoys doing projects on her own but also likes joining group workshops now and then for a sense of learning and personal growth.​

Technical skills

Internet

Social networks

Online shopping

Inspiration
Hobbies

Drawing

Painting

DIYs

Knitting

Baking

24 | USA

John Doe

“I find it frustrating when i am not able to decide what to do”

Eager

Patient

Focused

Enthusiastic

Helpful

Tech Savvy

Goals & motivations
  • Learning a new skill within budget

  • Some inspiration to get started

  • Time away from assignments

  • Required tools easily accessible

Pain points & challenges
  • Starting something new within budget

  • Connecting with like-minded people

  • Finding motivation to pursue a hobby alone

  • Overwhelmed by multiple choices

Background & context

John Doe is a 24-year-old Master’s student in Computer Science, currently living in MD. He is busy with his studies but likes to find time to unwind and try new activities. He likes trying hobbies that his friends are into and enjoys exploring new things he comes across in cool videos. He values hands-on experiences, and whenever possible, likes to have a friend along while learning something new.

Technical skills

Internet

Social networks

Online shopping

Inspiration
Hobbies

Cooking

Doodling

Watching movies

Playing Guitar

Swimming

Competitor Analysis

To design an intuitive and valuable experience, we analyzed leading platforms—Coursera and Etsy—to evaluate their strengths and gaps.

An online learning platform providing diverse courses, specializations, Targets students, professionals, and lifelong learners looking for self-paced, accessible education.

An online marketplace connecting buyers and sellers of unique, handmade, and vintage products. Appeals to consumers seeking creativity, personalization, and sustainable shopping.

Feature

Hobby Discovery

Learning Structure

Community

Supplies & Kits

Marketplace

Price point

Twiddle

Personalized hobby recommendations

Courses, guides, kits



Community forum, user interaction, workshops

Buy & sell hobby-related items



Hobby kits for sale



Mix of free and paid options (kits and courses)

Coursera

Limited; user must search for courses



Structured courses (videos)



Limited community interaction, no user forums

None; strictly educational

None

Free and paid courses (mostly subscription-based)

Etsy

Browsing, categories, search-driven



None

None; users interact only through buying and reviews

Supplies from individual sellers

Sellers can list and sell their products



Product-dependent, various price points

Information Architecture (IA)

Based on research insights, we iterated on the Information Architecture (IA)

Onboarding

Sign Up

Sign In

Homepage

Product Catalog

Product Details

Cart

Wishlist

Cart

Product Details

Payment Gateway

Order Success

Track Order

Community

Join Groups

Create Group

Add Post

Leave Group

Profile

My Courses

My Groups

My Posts

Notifications

Sign Out

Wireframes

We created mobile wireframes to define layouts and interactions

Iterative Design and Refinement

We conducted usability tests to evaluate the ease of use and engagement. We recruited participants representing our target audience—students, hobbyists, and professionals interested in creative outlets.

User feedback from Iteration 1
Changes made in Iteration 2
Impact after Iteration 2

Community Engagement

+40%

after adding detailed information about groups and making it easier for users to join and participate.

after adding detailed information about groups and making it easier for users to join and participate.

Course Enrollment Rate

+30%

due to the introduction of a free trial, allowing users to explore content before committing.

Order Tracking Efficiency

70%

of users accessed order details faster after adding the "Track Order" feature to the profile.

User Interface (UI) Design

Home page

Search bar

Easily search for creative tools, kits, and courses.

Easily search for creative tools, kits, and courses.

Personalized suggestions to help you start your creative adventure.

Personalized suggestions to help you start your creative adventure.

Navigation bar

Quickly access Home, Groups, Cart, and Profile.

Quickly access Home, Groups, Cart, and Profile.

Groups

Switch between exploring all groups or managing the ones you’ve joined.

Switch between exploring all groups or managing the ones you’ve joined.

Discover and join communities tailored to your interests.

Discover and join communities tailored to your interests.

Create Group

Start your own community with a single tap.

Start your own community with a single tap.

Course Details

Course Banner

Preview the course with a detailed thumbnail.

Preview the course with a detailed thumbnail.

Explore feedback from thousands of users to understand course quality.

Explore feedback from thousands of users to understand course quality.

(Trial Videos)

Preview free course sections to decide if it's the right fit before purchasing.

Preview free course sections to decide if it's the right fit before purchasing.

Profile

Access support for queries, troubleshooting, and FAQs.

Access support for queries, trouble shooting, & FAQs.

Manage your personal information, such as email, username, and contact details.

Manage your personal information, such as email, username, and contact details.

View past purchases, track orders, and manage saved delivery addresses.

View past purchases, track orders, and manage saved delivery addresses.

Personalize your account by uploading a photo

Personalize your account by uploading a photo

Learnings

1

User-Driven Design is Key

Iterating based on research greatly improved usability.

1

User-Driven Design is Key

Iterating based on research greatly improved usability.

1

User-Driven Design is Key

Iterating based on research greatly improved usability.

2

Less is more

Reducing clutter made navigation simpler and more effective.

2

Less is more

Reducing clutter made navigation simpler and more effective.

2

Less is more

Reducing clutter made navigation simpler and more effective.

3

Community = Retention

Social motivation keeps users engaged

3

Community = Retention

Social motivation keeps users engaged

3

Community = Retention

Social motivation keeps users engaged

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