Start-up

Locarie App

Q3 2024

~

Q1 2026

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Context

As a city lover, I always dream of building a map-based platform that can make us feel more immersive, connected, and interactive with the physical world. A Disney-like experience where online - the multimedia stories, and offline - the parks give us a magical experience throughout the user’s journey.

With the co-founding of Locarie, I took on the path to tackle that problem. Through the process, we built two MVPs. With V1 - a social marketplace for seamless city experiences, and V2 -a map-making social app that makes everyone a map maker.

As a city lover, I always dream of building a map-based platform that can make us feel more immersive, connected, and interactive with the physical world. A Disney-like experience where online - the multimedia stories, and offline - the parks give us a magical experience throughout the user’s journey.

With the co-founding of Locarie, I took on the path to tackle that problem. Through the process, we built two MVPs. With V1 - a social marketplace for seamless city experiences, and V2 -a map-making social app that makes everyone a map maker.

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Startup timeline

V2.0

Q1 2025 - Q1 2026

See full details

V1.0

Q3 2024 - Q1 2025

See full details

V2.0

Q1 2025 - Q1 2026

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About V2.0

Map your stories - Building a map-based social app (IOS & Android) that lets users curate locations and content in the form of a map collection. With our app, the goal is to design a easy and shareable map-based UGC layout for making contents such as travel plan, local guide, spatial narration, etc… With current platforms are often either to specific on a single purpose usage or too complicated to start with, we want to build an app that can make the UX of map making and sharing fun and scalable into the general market.

Map your stories - Building a map-based social app (IOS & Android) that lets users curate locations and content in the form of a map collection. With our app, the goal is to design a easy and shareable map-based UGC layout for making contents such as travel plan, local guide, spatial narration, etc… With current platforms are often either to specific on a single purpose usage or too complicated to start with, we want to build an app that can make the UX of map making and sharing fun and scalable into the general market.

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My roles & Skills

In charge of the product design (tool: Figma) and management, working closely with our Shenzhen-based outsourcing team to deliver front-end (Flutter) and back-end (App logics, APIs - Google Login, Mapbox, AWS) development. As well as actively providing design solutions when hitting technical challenges.

Problem

Sharing and recommending locations with personalized content to a friend is not an easy task.

Solution

Building a map-making social app that makes it easy and fun to share locations for themselves, friends, and audiences.

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Collection

Collection

Specific location

Specific location

Home

Home

Locarie 2.0 MVP

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Discover maps & collections
Main UX goal
  • Deliver seamless translation between the map and content shown on the bottom sheet.

However, easier said than done, it turns out to be one of the hardest challenges for us to work on. We spent weeks investigating and integrating Mapbox and Flutter to find a solution. After weeks of grinding, we finally achieved the fluid UX shown in the screen recordings.

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Editing content

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New

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Existing

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Existing

To create

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  • Via within collection

User profile

  • Via popup Bottomsheet

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Locarie 2.0 MVP

Locarie 2.0 MVP

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Existing

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User profile & Create/Edit collection
User profile & Create/Edit collection

Locarie 2.0 MVP

Branding & Marketing

When building Locarie, our goal was to position it as a fun, design-led map-based space for users to reconnect with the physical world, aimed at 18-40-year-old tech-savvy, experience-first users. We intentionally leaned into playfulness, emojis, and vibrancy, while avoiding the traditional cold minimal tone of traditional map products and trend chasing aesthetics of social media products. The idea was to create something that felt alive, vibrant, rather than just another map product.

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  • Corresponding X,Y digram illustrate the competition landscape: A, Our position. B, Social Medias. C, Notions. D, Google map. E, Pam Pam/Pi travel.

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Easy to create personal content

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Hard to create personal content

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Hign spatial (map-base UX)

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Low spatial (feeds-base UX)

Main Background for multi-context contents

Main Background for multi-context contents

Main Background for multi-context contents

An example with playful dynamic contents

An example with playful dynamic contents

An example with the postcard

An example with the postcard

An example with the postcard

Substack

Substack

Instagram

Instagram

Website

Website

Share collection

Share collection

The end for V2.0…

The end for V2.0…

V1.0

Q3 2024 - Q1 2025

App icon

About V1.0, The start of the start-up journey

Prior to V2.0, our initial concept was a map-based social marketplace designed for brick-and-mortar businesses to share real-time updates. Our goal was to create an omnichannel platform that seamlessly connected online exploration with offline experiences.


We tackled the challenge by building an MVP and onboarding approximately 80 local London businesses within three months. However, the app was plagued by technical flaws; with two non-technical co-founders and a lead developer who was a recent graduate still finding his footing in developing apps, we struggled with problems across all sides, e.g., technology, stagnation, funding, and growth.


Ultimately, we decided to pivot our product from a marketplace to a consumer social app.


The following are some reference materials and screenshots of V1.0

Prior to V2.0, our initial concept was a map-based social marketplace designed for brick-and-mortar businesses to share real-time updates. Our goal was to create an omnichannel platform that seamlessly connected online exploration with offline experiences.


We tackled the challenge by building an MVP and onboarding approximately 80 local London businesses within three months. However, the app was plagued by technical flaws; with two non-technical co-founders and a lead developer who was a recent graduate still finding his footing in developing apps, we struggled with problems across all sides, e.g., technology, stagnation, funding, and growth.


Ultimately, we decided to pivot our product from a marketplace to a consumer social app.


The following are some reference materials and screenshots of V1.0

The following are some reference materials and screenshots of V1.0

Prior to V2.0, our initial concept was a map-based social marketplace designed for brick-and-mortar businesses to share real-time updates. Our goal was to create an omnichannel platform that seamlessly connected online exploration with offline experiences.


We tackled the challenge by building an MVP and onboarding approximately 80 local London businesses within three months. However, the app was plagued by technical flaws; with two non-technical co-founders and a lead developer who was a recent graduate still finding his footing in developing apps, we struggled with problems across all sides, e.g., technology, stagnation, funding, and growth.


Ultimately, we decided to pivot our product from a marketplace to a consumer social app.

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Locarie 1.0 MVP

Some statics

~ 80

Businesses across London in 3 months

All Categories

Food & Drinks

Retails

Venues

Art Spaces

All Sizes

Known brands - Jolene, E5 Bakehouse, Rochelle Canteen, Shreeji Newsagents…

Medium sizes - Pick Store, Papi…

Small/New - Gégend, Reedstore, Kentish Town Store…

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"I Much prefer it when customers walk through that door and I can talk to them.. The experience is entirely different. So much better.


Whenever we have someone coming in because they saw our post or website, it's really amazing. I really appreciate that"


- Adam, Co-founder, Cloverstore, Eltham

The next iteration design (concept)

Here are some ideas for the concept: A map-based social marketplace with a game-like user experience.


  • For business users, a space to spontaneously share daily updates and vibes.


  • For consumers, a space to discover and connect with their city based on their interests.


Features such as stamps & rewards are designed to be playful and highly customisable, offering a game-like UX for both users within the omnichannel loop.

Here are some ideas for the concept: A map-based social marketplace with a game-like user experience.


  • For business users, a space to spontaneously share daily updates and vibes.


  • For consumers, a space to discover and connect with their city based on their interests.


Features such as stamps & rewards are designed to be playful and highly customisable, offering a game-like UX for both users within the omnichannel loop.

Here are some ideas for the concept: A map-based social marketplace with a game-like user experience.


  • For business users, a space to spontaneously share daily updates and vibes.


  • For consumers, a space to discover and connect with their city based on their interests.


Features such as stamps & rewards are designed to be playful and highly customisable, offering a game-like UX for both users within the omnichannel loop.

Locarie 1.0 MVP (Concept)

Locarie 1.0 MVP (Concept)

Locarie 1.0 MVP (Concept)

The end for V1.0…

The end for V1.0…

Challenge, lesson, and what make it ended.

While, needless to say the two-year journey of startup experience is both painful and rewarding. Like an accelerator that pushes me from a person with dreams and guts into a builder who has the know-how and experience on how to build things, even at a time when there is no prior knowledge of all the steps.


What it taught me the most is that, while first you need to be a great multidimensional task taker who can deliver ideas and taste by taking things into action and making it into reality. Questions such as - How to make up a workflow that can grow efficiently and sustainably? How to squeeze out your creativity and ideas when time and pressure are your biggest enemies? How to tackle all the challenges, even when it’s the stupidest one? and more… These problems truly are important and valuable, and can only be learned from real-time experiences.


While on V1.0, despite the initial adrenaline of getting ~ 80 businesses within the time spent of 3 months. Ultimately, it became unsustainable because of our lack of experience, resources, and technology. Because we couldn’t close the loop of development and operation by getting the app on the same pace with our business and future ideas side.


This led to our second attempt by pivoting into building a consumer map-based social app and partnering with a tech outsourcing team based in Shenzhen. At the beginning, everything looks fine and professional, with my co-founders and me focusing on product design and operation while the outsourcing team works on the engineering side of the project.


However, like all product developments, sooner or later, things will get more complex, and problems will start to appear, such as miscommunications, differences between our designs and coded products, and technical barriers.  Examples such as achieving a seamless transition map and bottom sheet transition (shown in the V2.0 section) took us weeks to debug.


There was a saying that if you are developing software, you should always be the ones who build it, and often outsourcing won’t work because the work is very tedious and requires a high level of iteration, because you won’t get it right at one go. As the prophecy turns true into reality, soon we hit a barrier, then more barriers. Delays come with delays, and adding up the cost, time, and our morale with ourselves and the outsourcing team.


We managed to release the app onto the App Store and Google Play, but as I mentioned previously, building a product involves high levels of iteration through the new problems and bugs that you discover. This led our way of working, i.e., out sourcing very unsustainable, inefficient, and costly. And ultimately, with no unlimited stream of funding and people to work on, this brought the project to an end.


As I am writing this, I am still exploring the path during my personal time as a fun project on how to continue the development of building a new map-based social platform. And I planned to start from the ground zero all over again, as this time I will try to be a sole independent developer, thanks to the prior two years of  perspective and AI that gives me the confidence to design and develop on my own as a passion project.


And all I need is to keep grinding, iterating, and growing.

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