Platinum Award award winner for “Best Mobile App Interface” on Best Mobile App Awards (2017).

What’s an Internet meme?

“An Internet meme is an activity, concept, catchphrase or piece of media which spreads, often as mimicry or for comedic purposes, from person to person via the Internet. An Internet meme may also take the form of an image (typically an image macro), hyperlink, video, website, or hashtag. It may be just a word or phrase, sometimes including an intentional misspelling. These small movements tend to spread from person to person via social networks, blogs, direct email, or news sources. They may relate to various existing Internet cultures or subcultures, often created or spread on various websites, or by Usenet boards and other such early-internet communications facilities.” (Wikipedia)

What’s the problem?

The platforms available today on which a user discovers and curates memes can be disparate. Often these platforms are built for a different purpose, but some users find a way to make it all about memes. They often desire to share their treasures with their peers. The platforms do not support the meme format in an ideal way–often sandwiched between unrelated content. No single platform exists where media-based content memes are the main form of currency.

Hypothesis: Users want a platform to discover, share, and organize memes. Let’s call it “Gazpacho.”

Who is Gazpacho for?

Even within my own circle, people got excited about the idea of a platform dedicated to Internet memes. I began to evaluate the types of users who would flock to such a platform. Firstly, I interviewed internet connoisseurs in order to gain more insight about their behaviors. After conducting an online survey I was able to divide them into three major groups.

Creators– These are the minority of users who create the majority of content other members see and interact with on any given platform.

Curators– These people hoard content–curating boards, blogs, and galleries of their favorite memes from across the web.

Consumers– These people have a passive relationship with the memes they encounter. They enjoy a feed of content curated to their taste, but may not like, share, or post the content they love for other people to see.

The majority of people fall somewhere in between the Curator and the Consumer (depending on what platform they are using), while Creators make up a small percentage of any given user base. For Gazpacho, there will be a focus on all three.

What do the users need?

Using epics and design stories, I brainstormed the necessary features based on our three main users: Creators, Curators, and Consumers. Collecting these features helped build the framework for user flows and wireframes before executing the app design.


MVP 1.0

I created user flows to think through the design, before I fully developed the app features in wireframe format. Breaking down the flows into user-type helped inform the way I would explore a high-fidelity wireframe.

I created wireframes to inform the design. After a few iterations and testing with users– I selected the most well-received to create MVP 1.0 of Gazpacho.

For the initial release, I wanted to keep the features at a minimum. While things like a meme generator, 1-1 chat, and search are valuable (and will be in future versions)–they were not included in this version of Gazpacho to avoid feature creep. In future iterations, the product will evolve and change based on user feedback, but the core of Gazpacho is discovery and the gallery features.


The registration was built based off a landscape analysis of social registration flows. I kept the process simple, allowing users to enter as little information as necessary so they could move on to the onboarding.


These screens, appearing after registration, brief the new user on the app’s interactions.

Disovery Stack

Users can swipe right or left based on their taste. Based on filters, tagging, and the actions of other users–the app will learn a user’s taste and serve them content they will enjoy. This way, the longer a user is active on the platform, the more personalized it will become. Additionally, if a user swipes up, the meme is saved to their gallery and they have the option to tag right away.


The filters are a collection of 26 high-level meme categories based on what’s on the web today. Here, users can also filter by time or popularity.


In the gallery, users can see the memes they have saved. They are able to sort them based on tags and content types. Additionally, users can upload their own memes using the upload button in the same tab. Memes can be edited at any time–users can batch edit or delete any memes in their gallery.


Users can upload their own memes and add tags so they can easily find them in their gallery later. Or while a user searches for memes in their gallery in the accompanying iMessage app.



iMessage App

In addition to the iOS App, I designed a companion iMessage App for users who want the functionality of Gazpacho’s gallery and sorting features to find memes on the fly that relate to their text messages.

Following the release of this version, I will continue to gather data from further usability testing and user feedback to define a roadmap for future iterations of the product.


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