KINHOOD

Building a community-driven product for modern parents

Designing a platform that connects parents through culture, shared experiences and local communities.

Problem & Opportunity

Parents often struggle to find meaningful connections in their local environment, especially in diverse urban settings.

Most existing platforms are either too generic or not designed around real-life needs, making it difficult to build genuine, relevant communities.

There is an opportunity to create a more focused and intentional product that helps parents connect based on shared values, culture and lifestyle — not just proximity.

Approch & My role

I approached this project by aligning user needs, product structure and brand identity from the start.

The goal was to create a system that is not only visually engaging, but also intuitive, scalable and relevant to real user behaviour.

End-to-end brand and product design
Defined product structure and user flows
Designed visual identity and UI system
Built a cohesive experience across brand and product

Process

The Market

No existing app offers cultural + linguistic + location-based matching for parents.
Current players (Peanut, Momzie, Meetup, Nextdoor) cover:

parenting,
geolocation,
interest-based groups,
but never the cultural dimension, which is essential for expatriate families.
→ Clear opportunity for a strong, global niche.

User Validation

A survey shows that expatriate parents:

have a strong need for local mutual support,
want to pass on their languages and cultures,
already rely on Facebook/WhatsApp due to the lack of a dedicated tool.

Key data:

281M migrants worldwide,
45% of expats have children,
In London, 1 in 2 babies has at least one non-British parent.

→ A real, frequent, unmet need.

Brand Identity

The visual identity was designed to feel friendly, vibrant and inclusive, reflecting the diversity of the community.

A flexible system of colours, typography and graphic elements creates a recognisable and engaging brand across both digital and physical touchpoints.

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Product Thinking

The product was designed to make it easy for users to discover, connect and engage with relevant communities.

I focused on creating a clear structure and intuitive navigation, helping users move seamlessly between discovery, interaction and participation.

App Interface

The interface was designed to be simple, engaging and content-driven, allowing users to quickly understand and interact with the platform.

Particular attention was given to hierarchy, readability and consistency to create a smooth and enjoyable user experience.

Outcome

This project demonstrates how brand and product design can work together to create a more meaningful and engaging user experience.

It highlights my ability to translate a concept into a cohesive system, combining visual identity, user experience and product thinking.

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