Coffee?
How might we help people feel less alone on weekends?
Team
4 members
Role
UX Designer
UI Designer
Strategist
Skills
UX Research
Prototyping
User Flow Mapping
UI Design
Interaction Design
Duration
10 months
TLDR;
Challenge
Adult loneliness often surfaces in quiet, unstructured moments, especially on weekends when routines fade and social plans fall through.
Insight
People weren’t seeking emotional breakthroughs or new best friends. They just wanted an excuse to step outside, something familiar, low-pressure, and emotionally safe.
Solution
Coffee? is a concept app that makes spontaneous weekend connection easier. It asks just one thing: “Are you free for coffee?”
BACKGROUND
A year-long challenge to tackle urban loneliness
Loneliness is increasingly recognised as a public health issue, with growing links to mental health, productivity loss, and reduced life expectancy. But unlike stress or burnout, it often shows up quietly — especially in cities, where proximity doesn’t always equal connection.
As part of VML’s global Human-Centred Design programme, our team spent 10 months exploring this space. We researched the nuances of adult loneliness, developed and tested multiple concept directions, ran qualitative research and usability sessions, and gradually shaped the experience toward a simple, focused solution.
THE CHALLENGE
Weekends brought out a specific kind of loneliness
In our early interviews, we noticed a pattern. People weren’t always lonely during the week. But weekends — especially when plans don’t happen, or aren’t made — felt heavier. There was more time to fill, more social expectation to “live your best life,” and fewer comfortable ways to reach out.
There was nothing obviously wrong. But nothing was happening either.
Play me
0:00/1:34
A VOICE NOTE FROM A RESPONDENT REFLECTING ON WEEKEND LONELINESS
USER RESEARCH
Diary studies and interviews across 5 cities
I led qualitative research in Tokyo, Ho Chi Minh City, Melbourne, Mumbai, and London. Our 15 participants included students, remote workers, and people who had recently relocated.
Key insights:
Some had friends, but often didn’t make plans unless prompted; others didn’t have anyone nearby.
Most people wanted a simple excuse to connect, without pressure to perform.
Initiating plans often felt too formal, too exposed, or too emotionally loaded.
The weekend felt like a notable emotional dip after a week of work/school/other activities.
We focused the product around that weekend window, where a small invite could shift someone’s day.
INSIGHT
People just wanted an excuse to leave the house
We started broad and unfocused, unsure how to translate a complex feeling like loneliness into something actionable. One quote reframed our direction:
"I don’t need a best friend. I just want someone to grab coffee with.”
That helped us narrow the solution. Instead of solving loneliness broadly, we focused on the value of casual, shared rituals — ones that didn’t need planning, commitment, or performance.
So we asked: what if the app didn’t try to fix loneliness, but simply gave people a reason to step outside?
EARLY DIRECTIONS & USER FEEDBACK BEFORE WE LANDED ON OUR FINAL IDEA
EARLY USABILITY TESTING & ITERATION
We stripped the idea back to something small and actionable
Inspired by the quote that helped us pivot, coffee became our anchor: something light, familiar, and easy to say yes to.
Once the concept was defined, I led two rounds of usability sessions to validate the interaction flow and tone. Feedback from these sessions helped refine the product’s simplicity and clarity.
EARLY PROTOTYPE OF "COFFEE?" V1.0
Key changes:
Replaced the “Now / Later” toggle with a free time input. The original was meant to help users indicate their availability, but most found it unclear. They didn’t know what “later” meant or how it affected the invite.
Moved the weekend-only framing earlier in the experience to clarify intent.
Removed the post-meet review flow (users disliked feeling “rated”).
Updated the UI to feel friendlier and more socially inviting.
FINAL SOLUTION
Make small plans easier to start
Coffee? is a mobile concept designed to let people create casual, low-effort plans with friends. It removes pressure by offering clear, familiar prompts and weekend-only availability. As simple as: “Do you want to grab some coffee?”
CORE FEATURES
Weekend-Only Mode
The app is only active Friday to Sunday, reinforcing its purpose and intentionality.
CORE FEATURES
Availability Input
Users share when they’re free. The app suggests a person nearby with similar timing or shared tags.
CORE FEATURES
1-on-1 Matching
Uses a swipe interaction inspired by dating apps, paired with prompt-based profiles that make it easy to share something about yourself.
CORE FEATURES
Community Bulletin
Users can post open invites like “coffee at 10” or “going to the market.” This helped reduce the awkwardness of initiating a one-on-one chat.
CORE FEATURES
Location Suggestions
Small prompts before and after a meetup suggest nearby places, events, or ideas, giving users optional recommendations.
IN CLOSING
Coffee? isn’t about chatting or planning. It’s about giving people a reason to meet up
The app doesn’t try to replace messaging or events. It’s not for big groups or long-term scheduling. It’s a tool for when someone is thinking, “I could use some company right now,” and just needs a gentle way to act on it.
Coffee?
How might we help people feel less alone on weekends?
Team
4 members
Role
UX Designer
UI Designer
Strategist
Skills
UX Research
Prototyping
User Flow Mapping
UI Design
Interaction Design
Duration
10 months
TLDR;
Challenge
Adult loneliness often surfaces in quiet, unstructured moments, especially on weekends when routines fade and social plans fall through.
Insight
People weren’t seeking emotional breakthroughs or new best friends. They just wanted an excuse to step outside, something familiar, low-pressure, and emotionally safe.
Solution
Coffee? is a concept app that makes spontaneous weekend connection easier. It asks just one thing: “Are you free for coffee?”
BACKGROUND
A year-long challenge to tackle urban loneliness
Loneliness is increasingly recognised as a public health issue, with growing links to mental health, productivity loss, and reduced life expectancy. But unlike stress or burnout, it often shows up quietly — especially in cities, where proximity doesn’t always equal connection.
As part of VML’s global Human-Centred Design programme, our team spent 10 months exploring this space. We researched the nuances of adult loneliness, developed and tested multiple concept directions, ran qualitative research and usability sessions, and gradually shaped the experience toward a simple, focused solution.
THE CHALLENGE
Weekends brought out a specific kind of loneliness
In our early interviews, we noticed a pattern. People weren’t always lonely during the week. But weekends — especially when plans don’t happen, or aren’t made — felt heavier. There was more time to fill, more social expectation to “live your best life,” and fewer comfortable ways to reach out.
There was nothing obviously wrong. But nothing was happening either.
Play me
0:00/1:34
A VOICE NOTE FROM A RESPONDENT REFLECTING ON WEEKEND LONELINESS
USER RESEARCH
Diary studies and interviews across 5 cities
I led qualitative research in Tokyo, Ho Chi Minh City, Melbourne, Mumbai, and London. Our 15 participants included students, remote workers, and people who had recently relocated.
Key insights:
Some had friends, but often didn’t make plans unless prompted; others didn’t have anyone nearby.
Most people wanted a simple excuse to connect, without pressure to perform
Initiating plans often felt too formal, too exposed, or too emotionally loaded.
The weekend felt like a notable emotional dip after a week of work/school/other activities.
We focused the product around that weekend window, where a small invite could shift someone’s day.
INSIGHT
People just wanted an excuse to leave the house
We started broad and unfocused, unsure how to translate a complex feeling like loneliness into something actionable. One quote reframed our direction:
"I don’t need a best friend. I just want someone to grab coffee with.”
That helped us narrow the solution. Instead of solving loneliness broadly, we focused on the value of casual, shared rituals — ones that didn’t need planning, commitment, or performance.
So we asked: what if the app didn’t try to fix loneliness, but simply gave people a reason to step outside?
EARLY DIRECTIONS & USER FEEDBACK BEFORE WE LANDED ON OUR FINAL IDEA
EARLY USABILITY TESTING & ITERATION
We stripped the idea back to something small and actionable
Inspired by the quote that helped us pivot, coffee became our anchor: something light, familiar, and easy to say yes to.
Once the concept was defined, I led two rounds of usability sessions to validate the interaction flow and tone. Feedback from these sessions helped refine the product’s simplicity and clarity.
EARLY PROTOTYPE OF "COFFEE?" V1.0
Key changes:
Replaced the “Now / Later” toggle with a free time input. The original was meant to help users indicate their availability, but most found it unclear. They didn’t know what “later” meant or how it affected the invite.
Moved the weekend-only framing earlier in the experience to clarify intent.
Removed the post-meet review flow (users disliked feeling “rated”).
Updated the UI to feel friendlier and more socially inviting.
FINAL SOLUTION
Make small plans easier to start
Coffee? is a mobile concept designed to let people create casual, low-effort plans with friends. It removes pressure by offering clear, familiar prompts and weekend-only availability. As simple as: “Do you want to grab some coffee?”
CORE FEATURES
Weekend-Only Mode
The app is only active Friday to Sunday, reinforcing its purpose and intentionality.
CORE FEATURES
Availability Input
Users share when they’re free. The app suggests a person nearby with similar timing or shared tags.
CORE FEATURES
1-on-1 Matching
Uses a swipe interaction inspired by dating apps, paired with prompt-based profiles that make it easy to share something about yourself.
CORE FEATURES
Community Bulletin
Users can post open invites like “coffee at 10” or “going to the market.” This helped reduce the awkwardness of initiating a one-on-one chat.
CORE FEATURES
Location Suggestions
Small prompts before and after a meetup suggest nearby places, events, or ideas, giving users optional recommendations.
IN CLOSING
Coffee? isn’t about chatting or planning. It’s about giving people a reason to meet up
The app doesn’t try to replace messaging or events. It’s not for big groups or long-term scheduling. It’s a tool for when someone is thinking, “I could use some company right now,” and just needs a gentle way to act on it.
Coffee?
How might we help people feel less alone on weekends?
Team
4 members
Role
UX Designer
UI Designer
Strategist
Skills
UX Research
Prototyping
User Flow Mapping
UI Design
Interaction Design
Duration
10 months
TLDR;
Challenge
Adult loneliness often surfaces in quiet, unstructured moments, especially on weekends when routines fade and social plans fall through.
Insight
People weren’t seeking emotional breakthroughs or new best friends. They just wanted an excuse to step outside, something familiar, low-pressure, and emotionally safe.
Solution
Coffee? is a concept app that makes spontaneous weekend connection easier. It asks just one thing: “Are you free for coffee?”
BACKGROUND
A year-long challenge to tackle urban loneliness
Loneliness is increasingly recognised as a public health issue, with growing links to mental health, productivity loss, and reduced life expectancy. But unlike stress or burnout, it often shows up quietly — especially in cities, where proximity doesn’t always equal connection.
As part of VML’s global Human-Centred Design programme, our team spent 10 months exploring this space. We researched the nuances of adult loneliness, developed and tested multiple concept directions, ran qualitative research and usability sessions, and gradually shaped the experience toward a simple, focused solution.
THE CHALLENGE
Weekends brought out a specific kind of loneliness
In our early interviews, we noticed a pattern. People weren’t always lonely during the week. But weekends — especially when plans don’t happen, or aren’t made — felt heavier. There was more time to fill, more social expectation to “live your best life,” and fewer comfortable ways to reach out.
There was nothing obviously wrong. But nothing was happening either.
Play me
0:00/1:34
A VOICE NOTE FROM A RESPONDENT REFLECTING ON WEEKEND LONELINESS
USER RESEARCH
Diary studies and interviews across 5 cities
I led qualitative research in Tokyo, Ho Chi Minh City, Melbourne, Mumbai, and London. Our 15 participants included students, remote workers, and people who had recently relocated.
Key insights:
Some had friends, but often didn’t make plans unless prompted; others didn’t have anyone nearby.
Most people wanted a simple excuse to connect, without pressure to perform.
Initiating plans often felt too formal, too exposed, or too emotionally loaded.
The weekend felt like a notable emotional dip after a week of work/school/other activities.
We focused the product around that weekend window, where a small invite could shift someone’s day.
INSIGHT
People just wanted an excuse to leave the house
We started broad and unfocused, unsure how to translate a complex feeling like loneliness into something actionable. One quote reframed our direction:
"I don’t need a best friend. I just want someone to grab coffee with.”
That helped us narrow the solution. Instead of solving loneliness broadly, we focused on the value of casual, shared rituals — ones that didn’t need planning, commitment, or performance.
So we asked: what if the app didn’t try to fix loneliness, but simply gave people a reason to step outside?
EARLY DIRECTIONS & USER FEEDBACK BEFORE WE LANDED ON OUR FINAL IDEA
EARLY USABILITY TESTING & ITERATION
We stripped the idea back to something small and actionable
Inspired by the quote that helped us pivot, coffee became our anchor: something light, familiar, and easy to say yes to.
Once the concept was defined, I led two rounds of usability sessions to validate the interaction flow and tone. Feedback from these sessions helped refine the product’s simplicity and clarity.
EARLY PROTOTYPE OF "COFFEE?" V1.0
Key changes:
Replaced the “Now / Later” toggle with a free time input. The original was meant to help users indicate their availability, but most found it unclear. They didn’t know what “later” meant or how it affected the invite.
Moved the weekend-only framing earlier in the experience to clarify intent.
Removed the post-meet review flow (users disliked feeling “rated”).
Updated the UI to feel friendlier and more socially inviting.
FINAL SOLUTION
Make small plans easier to start
Coffee? is a mobile concept designed to let people create casual, low-effort plans with friends. It removes pressure by offering clear, familiar prompts and weekend-only availability. As simple as: “Do you want to grab some coffee?”
CORE FEATURES
Weekend-Only Mode
The app is only active Friday to Sunday, reinforcing its purpose and intentionality.
CORE FEATURES
Availability Input
Users share when they’re free. The app suggests a person nearby with similar timing or shared tags.
CORE FEATURES
1-on-1 Matching
Uses a swipe interaction inspired by dating apps, paired with prompt-based profiles that make it easy to share something about yourself.
CORE FEATURES
Community Bulletin
Users can post open invites like “coffee at 10” or “going to the market.” This helped reduce the awkwardness of initiating a one-on-one chat.
CORE FEATURES
Location Suggestions
Small prompts before and after a meetup suggest nearby places, events, or ideas, giving users optional recommendations.
IN CLOSING
Coffee? isn’t about chatting or planning. It’s about giving people a reason to meet up
The app doesn’t try to replace messaging or events. It’s not for big groups or long-term scheduling. It’s a tool for when someone is thinking, “I could use some company right now,” and just needs a gentle way to act on it.
