MadLipz
Transforming a video dubbing tool into a fully social platform — for 1M+ users across 50+ countries.
Client
Eigenuity Inc.
Role
UI/UX Designer
Platform
iOS & Android
Year
2018
Overview
MadLipz lets users dub their voice over trending videos — a simple, joyful premise that had already attracted over a million users by the time I joined the project. But the app functioned more like a standalone tool than a community.
Eigenuity brought me in to change that: make MadLipz social, improve discovery, introduce creator profiles, and elevate the visual experience — all while preserving the irreverent energy that made the app worth using in the first place.
Over 18 months, I owned the full design process — from competitive research and information architecture through visual design, prototyping, and usability testing — shipping a redesigned MadLipz to both the App Store and Google Play.
Industry
Consumer Mobile / Social Video
Team
Product & Engineering teams at Eigenuity Inc.
My Role
UI/UX Designer — Product Thinking, Competitive Research, IA, Wireframing, Visual Design, Prototyping & Testing
Skills
1M+
Users Reached
Redesign shipped to the full existing user base across 50+ countries
4 → 1
Unified Experience
Social, discovery, creation, and profiles integrated into one cohesive product
Both Stores
Full Delivery
Shipped to App Store and Google Play in close collaboration with the dev team
Problem
MadLipz had found product-market fit as a creation tool — but it had no social layer, no discovery, and no creator identity to keep users coming back.
No Social Infrastructure
Users could create dubbed videos but couldn't follow creators, comment, react, or interact in any meaningful way. The app was entertaining in isolation but offered nothing that kept users connected to a community.
Weak Discovery
There was no meaningful way to surface content matching a user's taste. Videos were undifferentiated — users had no path to find creators they loved or content that felt personally relevant.
No Creator Identity
Users had no persistent profile or public presence. Prolific creators had no way to build an audience, and viewers had no way to follow the creators they enjoyed.
Visual Design Misaligned with the Brand
The existing UI felt flat and generic — it didn't reflect the playful, irreverent energy of the content. The interface needed to feel as fun and expressive as the videos being made on it.
Design Challenge
How do we transform MadLipz from a single-player video tool into a social platform — adding profiles, discovery, and interaction — while keeping the creation experience as simple and joyful as it already was?
Design Process
From competitive analysis through high-fidelity handoff — each stage built on direct collaboration with the product team and feedback from real users over 18 months.
Competitive Analysis
Mapped MadLipz against TikTok, Dubsmash, and Instagram to identify social feature gaps and confirm the creation mechanic as a genuine differentiator
IA & User Flows
Mapped the full app structure from scratch — Home, Discovery, Create, Profile, and Notifications — before touching any UI
Sketching & Wireframes
Paper sketches for every major screen with stakeholder review before moving to digital wireframes
Visual Design & Prototype
New color system, iconography, and type built in Adobe XD — validated through in-person and online usability sessions
What Users Told Us
I love making these videos but I never know if anyone's watching.
I want to follow the people who make me laugh — but there's no way to find them again.
The app feels really basic compared to TikTok. I wish it had more personality.
Key Research Insights
Creation must stay accessible from anywhere — The IA work revealed a non-obvious decision early — burying creation in a tab would undermine the core habit. We anchored it in a persistent bottom-bar CTA visible across all contexts.
Social features need to feel native, not added — The biggest risk was cluttering the experience. Clear mode separation — Home/Discovery vs. creation flow — meant neither context competed with the other for attention.
The creation mechanic was the differentiator — No competitor offered the same voice-dubbing experience at scale. The social layer needed to support, not replace, what made MadLipz unique.
Visual design communicates product identity — A flat, generic UI said 'utility.' A vibrant, expressive one said 'community.' The visual system shaped user expectations from the very first screen.
Solution
A fully redesigned MadLipz with a social layer built in from the ground up — profiles, discovery, interaction, and a visual system that finally matched the personality of the platform.
Social Layer: Follow, React, Comment
Users can follow creators, react to videos, and comment — turning a single-player experience into a community. Designed to feel native to the app, not bolted on.
Personalized Discovery
A dedicated discovery experience with browsable categories, trending content, and a personalized feed — keeping users in the app longer and helping creators reach new audiences.
Creator Profiles
Every user now has a persistent public profile — video history, follower and following counts, and a shareable identity. For prolific creators, this was the missing piece that gave their activity meaning and permanence.
Redesigned Visual System
A vibrant, high-saturation palette, expressive custom icon set, and tighter typography — built to reflect the playful energy of the content. The UI now feels like an extension of the videos being made on it.
Impact
The redesigned MadLipz shipped to both stores — delivering a fully social experience to over a million users across 50+ countries.
1M+
Users Reached
Full existing user base across 50+ countries received the redesign
4 → 1
Unified Experience
Social, discovery, creation, and profiles in one cohesive product
Both Stores
Full Delivery
Shipped to App Store and Google Play
Key Outcomes
A Tool Became a Platform
MadLipz launched as a creation utility and shipped as a social platform. Profiles, following, and discovery gave users a reason to return, a community to belong to, and a way to build an audience — none of which existed before.
Visual Identity Aligned with Product Personality
The redesigned system gave MadLipz a coherent identity that felt right for its audience. Higher-saturation palette and expressive iconography reinforced the joyful, irreverent tone of the content.
Creation Experience Preserved
Despite adding significant new surface area, the core creation flow remained fast and accessible. Anchoring creation in persistent navigation meant social features enhanced the product without competing with it.
End-to-End Design Ownership
From research and IA through final handoff — close collaboration with the dev team throughout ensured feasibility and implementation fidelity. The design shipped as designed.
Key Learnings
Social Features Have to Feel Native, Not Added
Treating the social layer as a design problem in its own right — not just a feature checklist — was what made it work. Getting the IA right before touching any UI was what enabled social and creation to coexist naturally.
Visual Design Is a Product Decision
The redesign wasn't cosmetic — it was a statement about what MadLipz was. A flat UI communicated 'utility.' A vibrant one communicated 'community.' Visual choices shape user expectations from the first screen.
Weekly Cadence Keeps Complex Projects on Track
Over 18 months, regular check-ins made scope creep visible early, kept alignment intact, and ensured design decisions were never made in isolation. Consistent communication is itself a design deliverable on projects of this scale.
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