X – Hanna Xu logo Large x logo Twitter account – @hannaxu Twitter logo linked to the twitter account @hannaxu LinkedIn account – hannaxu LinkedIn logo linked to the LinkedIn account for Hanna Xu hello@hannaxu.com Email icon linked to hello@hannaxu.com Buzz Bee Logo for Buzz Messenger Featured on Product Hunt Featured on Product Hunt Award Featured on Apple's iOS App Store "Say Hello to Stickers" Featured on Apple's iOS App Store "Say Hello to Stickers" Featured on Apple's iOS App Store "Sprinkle on Some Cute" Featured on Apple's iOS App Store "Sprinkle on Some Cute" Featured on Apple's iOS App Store "Creepy Crawlies" Featured on Apple's iOS App Store "Creepy Crawlies" Featured on Apple's iOS App Store "Say it with a Sticker" Featured on Apple's iOS App Store "Say it with a Sticker" Featured on Apple's iOS App Store "Best New Apps" Featured on Apple's iOS App Store "Best New Apps"


Not all connections should last forever. Buzz is a messaging app focused on risk-free communication. Unlike most messaging apps where phone numbers, emails, static usernames, or profiles are given to another party, Buzz uses a temporary, unique identifier called a Buzz Code.

Conversations will only last for 72 hours, after which, both users must indicate that they want to continue communicating. This makes giving contact information less stressful and allows users to keep their personal contact information private.



My Deliverables

Android & iOS Product Design, Branding, Web Design, Marketing Design, Illustration


Sketch, Zeplin, Photoshop, Affinity Designer, InDesign, OmniGraffle, Paper & Sharpie




Hanna: Co-Founder & Designer
Matthew: Co-founder & CEO
Brian: Co-founder & Backend


In July 2015, I left my job at Tango and helped co-found FortyWings with Matthew Groves and Brian Albright. Before I joined, Matt and Brian were already tossing around the idea for the app and had already begun initial work. I thought the idea was incredibly interesting and wanted to help see it through.

Picture of goodbye gifts

Goodbye gifts from my team at Tango

As a key member of the founding team, I was involved in all the major decisions for the creation of Buzz. I worked with the team to help create the branding and product. I helped determine the MVP and designed both the iOS and Android application. When Matt was busy coding the front-end, I took charge of marketing design, development of buzzmessenger.co, as well as reached out to investors, influencers, and writers. We even applied for a provisional patent.

Note: I changed the order of projects in this case study for easier readability. For example, I worked on FTUE after most of iOS and Android was finished.

Branding & Logomark

When I joined FortyWings, there was nothing branding wise besides the name (Buzz). Since we wanted the MVP out quickly, I had all the co-founders do a quick branding exercise: we listed what we wanted Buzz to represent as well as what we wanted to avoid. We placed the sticky notes on a wall and discussed our thoughts and opinions with each other. The sticky notes were left up so we can always glance at them for guidance.

This laid the groundwork for designing Buzz.

Based on our discussions, I found images and references that aligned with what we wanted to represent. I printed them to share and talked about what we liked about certain apps (e.g. hexagons profile images!) and what we might want Buzz to eventually look like.

 Many printed branding references laid out upon a table

Branding references I shared with the team

I also created a moodboard then added & removed images while discussing with my co-founders. My goal was to capture the playfulness (a word from our sticky notes) of the bee theme yet still be tasteful (another word).

Buzz Mood Board

In the end, I decided to make the application a golden honey yellow with small bee callouts: themed chat background, honeycomb profile pictures, bee stickers etc.

For the Buzz logomark and app icon, I wanted an icon that was shaped like a bee but also subtly resembled a chat bubble.

Multiple paper and sharpie sketches of a bee

Early logomark sketches drawn with paper and sharpie

Multiple Bee shaped logomark explorations created with Photoshop

Rough logomark explorations

Image of the creation of the Buzz logo
Buzz app icon displayed on Android and iOS phones

Final logo design

Android & iOS

Similar to MusicPix, we launched both iOS and Android applications at the same time. Due to the nature of messaging applications, we wanted to make sure users could talk to all their friends regardless of platform. Plus, I viewed Buzz as a learning opportunity and wanted to try creating both applications from scratch.

In this case study, you’ll see me jump between Android and iOS because that’s how I was designing and creating the applications in real time. I laid out basic frameworks in Android, basic frameworks in iOS, then worked on more refined UI on Android, then using what I just learned, refine it more on iOS and so forth.

Instead of creating one interface, I made sure both applications felt native to their platforms. For example, navigation on the two platforms were different.

Screenshot of Buzz’s side drawer navigation on Android

Back when I was designing Buzz, google had no bottom bar navigation (came out 2016-17). I wanted to use a familiar pattern for Android users and opted to keep within Google's design system and used the navigation drawer

 Screenshot of Buzz’s bottom tab bar navigation on iOS

iOS had (and still has) tab bars as their primary navigation. Buzz had a bottom tab bar as it's navigation on iOS

FTUE, First Impressions & User testing

Since Buzz was a little different than normal chat applications, I wanted to make sure our first time user experience explained and answered user’s questions.

FTUE rough sharpie sketch

When I first began working on the project, I sketched a rough user flow with sharpie and paper. After discussing the sketches with the team, I moved onto a more refined flow, information architecture, and wireframe.

FTUE early omnigraffle user flow
FTUE early omnigraffle information architecture
FTUE early wireframe

During initial testing, most people tapped sign up instead of swiping through the tutorial pages. Since such a small percentage of users would see the pages, I decided to scrap the swiping tutorial for our MVP.

Instead, I moved the tutorial screen to after profile creation. I also removed resizing/editing the profile photo from our MVP. Most center cropped images were fine and we didn’t plan to have a dedicated profile page in our MVP anyway.

FTUE wireframe revision

When we did further user testing, we noticed that users were incredibly confused about the photo icon. At the time, I had placed an “empty user” in the center of hexagon when there was no photo chosen. When we tested the screen, users didn’t know where they were supposed to tap. To fix this, I tried adding photo and gallery icons. However, this was still confusing... what happens if you tap the middle photo?

Screenshots of the UI progression for registration

Registration design progression

In the end, I found that simplifying the screen and adding the text Add a Photo was the most straight forward and least confusing.

Here's the final flow on our smallest iOS device.

iOS flow for FTUE
iOS flow for FTUE

Self-Destructing Connections

We wanted to help users avoid the risks and hassles associated with exchanging contact information with strangers. Connections in Buzz weren’t permanent; users had to decide within 72 hours if they want to connect or let their conversation fizzle out. If both parties indicate they want to continue to chat, the thread “unlocks.”

Design-wise, I needed users to quickly understand how much time was left, what conversations were expired, and who were permanent connections.

Android chat list explorations
Android chat list explorations

Early chat list explorations

Final Android chat list screenshot

Final chat list design

The clearest indicators were coloured bands next to each of the chats. The bands transitioned from green to red, expired chats were greyed out, and permanent connections had no indicator.

The coloured bands also sparked an idea: chat bubbles within a conversation could also indicate how long a user had to chat.

Chat list early connection flow
Chat list late connection flow
Chat list unlocked connection flow
Chat list expired connetion flow

Fully Functional Messaging Application

We knew users had a lot of choice when choosing a messaging application. Because of this, we wanted to make sure Buzz had all the expected features a chat application would have: text, emojis, pictures, stickers, and GIFs.

Android screenshot of the chat history screen

When designing the chat well, I kept the options as simplified as possible. I didn't want too many choices to interfere with the chatting experience. The plus button opens the chat drawer, emoji button opens the emoji drawer, and send button sends messages

Android screenshot showcasing the opened chat drawer

After a few iterations, I decided to put pictures, GIFs, and stickers within the chat drawer. The drawer slides open from the left. Later on, Facebook Messenger redesigned their chat well to look similar to Buzz. We both came to a similar conclusion: easy access without too many choices

 Android screenshot of the emoji drawer

When we created Buzz, the Android default keyboard did not include emojis. Since we thought Emojis were a big part of chatting, we made sure to embed them within Buzz

Android screenshot of the sticker drawer

We also thought stickers were a huge part of the chat experience

iOS screenshot of the sticker drawer

Since the default iOS keyboard already had emojis, I replaced the emoji button with stickers. I moved the stickers bar to the bottom to match the iOS tab bar

iOS screenshot showcasing the opened chat drawer

Since iOS icons were thinner than Android icons, I created different icon sets for the two platforms

Buzz Bees

I wanted to provide Buzz with something a bit more fun than just emojis. Since I had a focus in illustration back in college, I decided to roll up my sleeves and create some adorable emotive bees.

Back at Tango, I was one of the designers who brought stickers into the application. There, I had already analyzed most frequently sent emotive words and emojis sent between users (love and kisses have always been the most popular!). With that list, we hired illustrators to draw stickers that corresponded with the most frequently sent emotive words. I critiqued and edited the stickers to their final state.

Since this was such a large and involved project of mine at Tango, I remembered most of the frequently sent emotions. This helped me decide which bees to illustrate first as well as placement order (which bees were above the fold).

Photo of me sketching Buzz Bees
Image showing numerous Buzz Bee sketches

Sketches I illustrated before vectoring the Bees. Buzz Bee & Bear Friend was unlocked when the user invited a friend onto the platform

Image showing the final Buzz Bees stickers

Awards & Mentions

Before Buzz launched, I created mediakits and a onepager to send to reporters. I was able to get Buzz featured on Techcrunch. I was even the one who was interviewed!

A few days after Buzz launched, Buzz was featured as one of Apple’s Best New Apps. During the feature, Buzz hit Top Free Social Networking App (#12) and Top Free App (#48).

Buzz Featured on the App Store homepage as one of the Best New Apps
Buzz as the #12 Top Free Social Networking App

Buzz Bees Sticker Pack

When Apple launched their iMessage store, I put Buzz Bees up on the iMessage sticker store.

Buzz Bees was featured on Product Hunt, MakeUseOf, TechVice, LifeHacker (Russian), and Wired (Italian).

Buzz Bees was featured on the iOS App Store in numerous categories in more than 120 countries including Canada, United States, Japan, United Kingdom and all of the EU. Since launch, Buzz Bees have been downloaded nearly a quarter of a million times.

Screenshot of Buzz Bees featured on Appstore home

Screenshot of Buzz Bees being featured on the Appstore homepage. Screenshot is from _haero's Instagram

Screenshot of Buzz Bees featured in Sprinkle on Some Cute

Screenshot of Buzz Bees featured in Sprinkle on Some Cute (UK)

Screenshot of Buzz Bees in the top free chart

Screenshot of Buzz Bees in the top free iMessage chart (USA)

Conclusion & Takeaways

When I left my job to help build Buzz, I never imagined how much I would learn creating a startup from scratch. I learned how to incorporate and run a business. I learned the difficulty of getting funding. I learned how to motivate myself working alone. I learned their were mountains of administrative tasks needed (taxes! lawyers! banking needs!) that wasn’t the glamorous startup life I had imagined.

At FortyWings, we were one team. We discussed everything from start to finish and worked closely together throughout the product life cycle. Thoughts, ideas, and critiques were constant. I never had a chance to retreat and lock myself away in a design cave. This made Buzz stronger and my designs better.

I used this knowledge when I led design at Gfycat. Product managers, developers, and other designers were part of constant whiteboard discussions even before the feature was fleshed out. Listening to each other also caused us to trust each other more. While we might have arguments about what was the best, we presented why we wanted to do things a certain way. And when it came down to it, design still had ownership and final power over UI/UX decisions.

Another thing I learned was a well made product can get featured. At Locket and Tango I thought the only way to get an Apple or Android feature was by pitching to App Store Editors. Buzz and Buzz Bees got featured without us doing anything. We just woke up one day, confused why our server spiked so much.

When it came to features, I also learned about the importance of localization. Buzz was english only but was featured in different non english speaking countries. Using this knowledge, when I created Buzz Bees stickers. I made sure to localize the app store screenshots. This caused us to be featured even more frequently in more prominent places than Buzz was.

Buzz Bee Localization in Dutch, French, and Russian
Buzz Bee Localization in Simplified Chinese, Traditional Chinese, and Spanish (Spain)

Finally, I learned that a well-made product does not mean you’ll get users. This was one of the hardest things I learned. As someone creative, I always imagined that if you built something well people would want to use it. This… is far from reality. Users do not care if an app is beautiful, polished, or loads fast if does not solve a need. A mentor once told me “if you release something you're not embarrassed by, you released it too late.” We released ours too late. If we released it sooner we could have gotten real world feedback much quicker.

Buzz got a decent amount of downloads. Users and press seemed interested. When we user tested, users seemed like they were keen to the idea and excited… but all of that was too artificial. We didn’t see users interact with the product alone for a long period of time. When it came to real users, their interest soon fizzled out. While our app was polished, it just didn’t have the secret ingredient that caused people to become daily active users. I mean, when you really think about it, if all your contacts locked after 72 hours… who’s bringing you back into the app?

Looking back now, would I do things differently? Release things sooner? Honestly, probably not. My goal was to release two apps on two different platforms. I did. I learned a lot, had a lot of fun, and I’m proud of seeing it through to completion. At the end of 2015, we decided we had the luxury to close up shop.

If you use iOS, you can still download Buzz Bees stickers.