Apopsi
- Timeline
- Sep 2022 – Jan 2023
- Team
- 5 people
- My focus
- UX/UI design, user research, prototyping, usability testing
- Disciplines
- Graphic design, UX/UI, App design, Community building, Cultural engagement
- Tools
- Adobe Suite, Figma
Overview
I designed a multi-touchpoint campaign and app for Milan that helps Gen Z reconnect with cinema, theatre, and literature through community-driven discovery and in-person clubs.
Process
- Phase 1
Research
Desk and field research on Gen Z and culture in Milan.
- Phase 2
Concept
A campaign and an app built around community.
- Phase 3
Architecture
Discover, deepen, contribute and manage profile.
- Phase 4
Design
Wireframes, UI and an atomic design system.
- Phase 5
Testing
Usability tests with Figma prototypes.
Starting point
Turn culture into something social, accessible, and habit-forming.
Milan offers a wide cultural landscape, but many young people (10–18) rarely engage with cinemas, theatres, libraries, and bookstores. Existing initiatives often fail to speak their language.
Desk and field research showed that their exposure to literature and theatre is mostly mediated by school rather than by direct participation.
Outcome
An ecosystem that connects visibility in the city, digital participation, and in-person meetups.
- 01
Discover (app)
a feed of films, shows and books, with reviews and an “Upcoming” list.
- 02
Explore (Extra)
behind-the-scenes content, trivia, interviews and club updates.
- 03
Contribute (Upload)
reviews, ratings and posts personalized with stickers.
- 04
Activate (city touchpoints)
posters and QR-code stickers in high-traffic areas such as Garibaldi, Centrale and Piola.
- 05
Connect (clubs)
cinema, theatre and book clubs that turn digital interest into real interaction.
User testing with Figma prototypes showed a smooth login, and pointed to improvements for content filtering and profile navigation.
- Step 1
Activate · city
Posters and QR stickers in high-traffic stations.
- Step 2
Discover · app
A feed of films, shows and books.
- Step 3
Contribute · app
Reviews, ratings and posts.
- Step 4
Connect · clubs
Cinema, theatre and book clubs, in person.
Key design decisions
Community first: sharing and peer influence rather than passive consumption.
- 01
Multiple entry points
QR-based posters turn curiosity into immediate action.
- 02
Clear content architecture
discover, deepen, contribute, and manage profile.
- 03
Consistent visual language
Atomic Design across the app and communication assets.
- 04
Testing-driven iteration
usability tests validated onboarding and improved filtering and profile navigation.
Methods
- Desk research
- Field research
- Concept development
- Information architecture
- Wireframing and UI design
- Atomic design system
- Prototyping
- Usability testing