The opportunity

How might we make self-help feel as engaging and familiar as social media without the overwhelm?

Self-help looks like this right now:

Self-help looks like this right now:

Hard to access

Traditional tool, like books and therapy, can be expensive and feel inaccessible

Too much advice

Social media, while offering self help resources, feels noisy and judgmental

And this is how I want Groundid to help:

And this is how I want Groundid to help:

A new self-help, powered by storytelling

A new self-help, powered by storytelling

Groundid is a storytelling-based app that turns real experiences into credible, relatable advice, making personal growth feel approachable and shared

Groundid is a storytelling-based app that turns real experiences into credible, relatable advice, making personal growth feel approachable and shared

User research

Most users rely on peers or social media,
yet still feel uncertain about who to trust

Most users rely on peers or social media,
yet still feel uncertain about who to trust

Exploring advice-seeking habits

I asked 16 participants where they usually seek advice and how confident they feel knowing who to turn to for help.

Blurred for confidentiality.

Q1: Where do you turn for advice?

Professionals were rarely relied on

12 participants relied on informal sources, like "Friends / peers" and "Social media / search"

Q2: How confident do you feel knowing who to ask for help?

A clear confidence gap

Only 3 total participants felt sure about who to ask for help

Q3: What makes it difficult to find support when you need it?

Seeking advice is overwhelming

10 total participants said that they're unsure who to trust

Market behavior insights

Advice framed as personal stories performs best online

Advice framed as personal stories performs best online

Storytelling content on social media platforms like TikTok and YouTube consistently drives higher engagement and is more likely to be shared

Storytelling content on social media platforms like TikTok and YouTube consistently drives higher engagement and is more likely to be shared

Users already turn to platforms like TikTok and Reddit for advice, but find it overwhelming

Users already turn to platforms like TikTok and Reddit for advice, but find it overwhelming

After analyzing the 16 interviews and market insights, it informs my strategy

After analyzing the insights,

they inform my strategy

Storytelling builds connection

Prioritize authentic, shareable narratives to boost engagement and genuine connection

Storytelling builds connection

Prioritize authentic, shareable narratives to boost engagement and genuine connection

Structure information to reduce cognitive load

Present content simply and logically to reduce noise and decision fatigue

Structure information to reduce cognitive load

Present content simply and logically to reduce noise and decision fatigue

Speak like a peer, inform like an expert

Mirror the voice of a trusted friend while delivering credible, expert-backed support

Speak like a peer, inform like an expert

Mirror the voice of a trusted friend while delivering credible, expert-backed support

Make support feel intuitive and reliable

Clear pathways and credibility should guide users from uncertainty to confidence

Make support feel intuitive and reliable

Clear pathways and credibility should guide users from uncertainty to confidence

How storytelling makes self-help easier and more trustworthy

How storytelling makes self-help easier and more trustworthy

Feels approachable

Story-based layouts mirror the simplicity of social media, making it familiar and easy

Relate to and trust it

Stories on Groundid pair lived experiences with verified insight

Reduces noise

Intentional content with no validation loop. Cut through overload, so users get focused takeaways

Concept testing and feedback

Testing confirmed the
value of tagging and discovery

Testing confirmed the
value of tagging and discovery

I created iterative versions, and then concept tested with 7 participants

Blurred for confidentiality.

What wasn't working

Unconventional visual design; features like "Status" were unclear

What was working

Clear tag system helps navigation; trending tags help users discover popular growth topics

What did they think of Groundid?

6 of 7 participants (86%) said they'd sign up for Groundid and had a positive reaction to the app

Demo video

Now the fun part ↓

Demo video

Now the fun part ↓

Demo video

Now the fun part ↓

The result

Turning self-help into a safer, growth-ready space

Turning self-help into a safer, growth-ready space

Groundid lowers barriers to access, replaces noise with tailored authenticity, and creates space for personal growth

Groundid lowers barriers to access, replaces noise with tailored authenticity, and creates space for personal growth

Quality over likes. An honest rating system for all content.

Honest social proof. Recommendations show why you’re seeing them, building credibility and community.

Familiar layouts. In ways Gen Z already know and love.

For connection. Tags connect people through the stories they discover in common

Quality over likes. An honest rating system.

Find your commmunity. Prompts like “Prompt of the Day” to encourage safe sharing.

Familiar layout. In ways Gen Z already know and love.

Personalized discovery. Surface relevant advice. Match with similar friends.

Testimonials

Some reactions to Groundid

  • "It looks like it would use our social media addiction for good and help a lot of people"

    This is amazing and is such a good embodiment of your passions Olivia!! I can see how much you care about your generation and the next. Your research and prototypes are both so well thought out. it’s like us interacting with a bunch of narratives. love it

    Rebekah L.

  • "I felt that the app you’re making was something that is going to be launched as a product since it seems very fleshed out."

    The theme and concepts are also well laid out that I can see the passion behind it.

    Swanyee A.

  • "You fixed everything that I don’t like about current social media, love that you got rid of likes!"

    I love that you made a platform that offers a space for curiosity and life advice. I love the little scary but its so useful for your data. The video playthrough and the layout of the app is really well done!

    Maddy S.

  • "Having a fact-check reminds me a lot of the community notes feature on twitter but better."

    Such a wonderful concept, I find myself consuming lots of content related to wellness on youtube anyway so it’s great to see a designated platform for it. I think having celebrities on there also makes it super interesting to a younger audience. Great job.

    Angelica R.

  • "It looks like it would use our social media addiction for good and help a lot of people"

    This is amazing and is such a good embodiment of your passions Olivia!! I can see how much you care about your generation and the next. Your research and prototypes are both so well thought out. it’s like us interacting with a bunch of narratives. love it

    Rebekah L.

    "I felt that the app you’re making was something that is going to be launched as a product since it seems very fleshed out."

    The theme and concepts are also well laid out that I can see the passion behind it.

    Swanyee A.

    "You fixed everything that I don’t like about current social media, love that you got rid of likes!"

    I love that you made a platform that offers a space for curiosity and life advice. I love the little scary but its so useful for your data. The video playthrough and the layout of the app is really well done!

    Maddy S.

  • "Having a fact-check reminds me a lot of the community notes feature on twitter but better."

    Such a wonderful concept, I find myself consuming lots of content related to wellness on youtube anyway so it’s great to see a designated platform for it. I think having celebrities on there also makes it super interesting to a younger audience. Great job.

    Angelica R.

Interviewed 7 participants. All participants said they'd sign up for Groundid and had a positive reaction to the app

Interviewed 7 participants. 6 participants (86%) said they'd sign up for Groundid and had a positive reaction to the app

The outcome

Inspires for personal growth

Inspires for personal growth

Built on trust and accessibility

Lowers barriers to participation. Gen Z engages when real peer stories resonate

Meaningful interactions over noise

Creates retention through authentic content

Growth-ready by design

Adaptable for partnerships, giving Gen Z access to advice from voices they admire

Built on trust and accessibility

Lowers barriers to participation. Gen Z engages when real peer stories resonate

Meaningful interactions over noise

Creates retention through authentic content

Growth-ready by design

Adaptable for partnerships, giving Gen Z access to advice from voices they admire

Next steps

What I'd do moving forward

What I'd do moving forward

Clarify the core purpose

Refine strategy to communicate that Groundid is more than storytelling or social media

Define the user journey

Show what users actually do here, so people instantly understand how storytelling leads to growth and connection

Differentiate from social media and build credibility

Design more visible cues that make advice feel intentional and safe to engage with

Clarify the core purpose

Refine strategy to communicate that Groundid is more than storytelling or social media

Define the user journey

Show what users actually do here, so people instantly understand how storytelling leads to growth and connection

Differentiate from social media and build credibility

Design more visible cues that make advice feel intentional and safe to engage with

Credits, special thanks, and a quick word

A huge thank you to everyone who was interviewed and participated in concept testing!

Note: Participants are kept confidential. Research took place in Washington Square Park and Bobst Library.

A huge thank you to everyone who was interviewed and participated in concept testing!

Note: Participants are kept confidential.

Research took place in Washington Square Park and Bobst Library.

A huge thank you to everyone who was interviewed and participated in concept testing!

Note: Participants are kept confidential. Research took place in Washington Square Park and Bobst Library.

Groundid is close to my heart because storytelling and personal growth will always matter to me. I think Gen Z is special: We want to grow, do better, and care for ourselves, even under constant pressure to have it all together. With Groundid, I see a chance to create a safe, familiar space our community can lean on.

— Olivia

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Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow

Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow

Résumé

LinkedIn

© 2025 Olivia Suki Wu

Made with enough lattes

Probably in Stars Hollow