Consumer mobile · Two-sided product · Brand research
Monavi Consumer Engagement Platform
A two-sided product had to make participation enjoyable for consumers while converting that activity into structured, trustworthy signals for brands.
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A genuine working document, wireframe, screenshot or output that can be shown publicly.
A recreated product view grounded in the original work, using synthetic or anonymised information.
A simplified model created for this portfolio to explain system behaviour, workflow or product logic.
The product problem between social expression and structured research
Traditional research was structured but episodic. Social participation was continuous but difficult to interpret.
Two-sided consumer engagement
The opportunity was to combine the immediacy of a consumer social product with the structure required for brand research. That created a two-sided design problem: the consumer experience needed independent value, while campaign participation needed to produce usable signals without eroding trust.
Participation could not feel like unpaid survey work.
Posts, visual polls and communities needed to remain useful and expressive even when no sponsored campaign was active.
Engagement had to become interpretable signal.
Campaigns needed structured responses, segmentation and reporting rather than a stream of unclassified social activity.
Rewards could increase volume while distorting intent.
Points, contests and coupons created participation incentives, but also introduced bias that the product model had to acknowledge.
Privacy crossed every surface of the product.
Visibility depended on content type, community membership, campaign participation and the user’s selected audience.
One participation loop, two independent value propositions
The platform had to be a consumer product and a brand product at the same time.
The two sides shared activity and data, but they did not share the same goals. Treating either side as secondary would have weakened the complete marketplace.
Visual posts and comparisons
Persistent social context
Structured participation
Responses and behaviour
Reporting and engagement
Express preferences, discover people and participate in communities.
- Low-friction visual expression
- Social value beyond rewards
- Clear privacy and audience control
- Transparent campaign participation
Create campaigns and convert participation into structured feedback.
- Campaign and contest setup
- Defined response mechanics
- Audience and participation views
- Reporting without exposing private social data
Product decisions that balanced participation and signal quality
Every engagement mechanism changed both the experience and the meaning of the data.
The design work therefore connected interface choices to marketplace behaviour, research integrity and trust.
Use visual comparison to structure opinion.
Side-by-side visual polls reduced the effort required to express preference. A simple choice generated a more comparable signal than asking every participant to compose a free-form response.
Keep social participation and brand campaigns inside one coherent product.
Campaigns, contests and sponsored questions used the same participation language as ordinary polls and community activity. Brand workflows entered the consumer product without replacing its underlying social value proposition.
Treat rewards as a trade-off, not an automatic growth mechanism.
Points, coupons and contests were implemented to encourage participation. The product model also recognised that incentives could change who responded, why they responded and therefore the quality of the resulting signal.
More activity does not automatically mean better evidence.
Model privacy across content, communities and participation.
A single account-level privacy switch could not express the product’s real visibility rules. Posts, community membership, campaign responses and profile activity each required their own audience and permission states.
Privacy as a cross-product state model
Trust could not be reduced to one account setting.
Visibility and consent depended on what the user created, where they participated and what a campaign disclosed. The state model made those distinctions explicit.
Public · Followers · Community · Private
Audience selected when publishingOpen · Request · Invite-only
Membership controls access and contributionEligible · Joined · Completed · Rewarded
Participation state does not redefine profile visibilityAggregate · Identified by consent
Brand reporting follows the campaign disclosureProduct ownership through controlled beta delivery
I owned the product model and coordinated delivery across consumer, brand and operational surfaces.
The product moved from concept through working builds and a controlled Google Play beta with an eight-person cross-functional team.
Owned product vision, positioning, roadmap, requirements and prioritisation.
Directed the Android experience and coordinated backend, web, design and QA delivery.
Owned campaigns, contests, rewards, communities, privacy states and engagement mechanics.
Prioritised defects and releases using feedback from controlled beta testing.
Worked with engineering, design, QA, marketing/content and brand-partnership contributors.
What the beta established—and what it did not
The product reached a working controlled beta, but not commercial validation.
Delivered a working Android product together with web and administrative systems.
Implemented visual polls, communities, campaigns, contests, rewards, notifications and privacy workflows.
Released multiple tested versions and reached a controlled Google Play beta.
Implemented brand campaign and reporting workflows without claiming real commercial participation.
The product was discontinued when the client startup ceased operations; commercial validation was not reached.
Delivered capability is evidence of product execution. It is not evidence of traction, market fit or commercial scale.
Product lessons
Two-sided consumer products are systems of incentives, trust and state—not collections of engagement features.
Two-sided products need two real value propositions.
One side cannot exist only as inventory for the other.
Engagement and signal quality are different metrics.
The mechanism that increases response can also alter what the response means.
Social products are state systems.
Membership, visibility, moderation, participation and rewards intersect across the complete experience.
Beta QA is product discovery.
Observed confusion and edge cases reveal weaknesses in the product model, not only defects in implementation.