Jug: Encouraging social interactions between climbers to connect

Jug: Encouraging social interactions between climbers to connect

Timeline

Timeline

February - March 2026

February - March 2026

Team

Team

1 Designer
1 Consultant

1 Designer
1 Consultant

Role

Design Lead

Design Lead

Platform

iOS

iOS

Skills

Figma
Figjam

Figma
Figjam

WHAT IS JUG?

WHAT IS JUG?

Dedicated to the community and designed to lower the social barriers of indoor rock climbing, it encourages climbers to connect and collaborate together. By combining real-time gym utilities like live occupancy, route data, and a belay buddy matching system, Jug transforms the climbing gym from a workout space to an interconnected social ecosystem.

Dedicated to the community and designed to lower the social barriers of indoor rock climbing, it encourages climbers to connect and collaborate together. By combining real-time gym utilities like live occupancy, route data, and a belay buddy matching system, Jug transforms the climbing gym from a workout space to an interconnected social ecosystem.

OUR CHALLENGE

OUR CHALLENGE

Indoor rock climbing is exponentially growing, yet for many, the gym remains an intimidating environment.

Indoor rock climbing is exponentially growing, yet for many, the gym remains an intimidating environment.

New climbers often feel like outsiders, discouraged with "imposter syndrome," social norms, and a lack of clear entry points for interaction. Climbers struggle to find partners, identify busy peak ours, or access beta. The challenge is to humanize the climbing experience through a mobile platform and replace the frustration with accessible support.

New climbers often feel like outsiders, discouraged with "imposter syndrome," social norms, and a lack of clear entry points for interaction. Climbers struggle to find partners, identify busy peak ours, or access beta. The challenge is to humanize the climbing experience through a mobile platform and replace the frustration with accessible support.

RESEARCH

PERSONAS

INTERVIEW INSIGHTS

40%

40%

40%

Lower Community Engagement

Lower Community Engagement

Lower Community Engagement

Without a way to see who is at the gym or "seeking a partner," climbers, especially beginners, reported a 40% higher likelihood of cutting their sessions short or skipping them entirely due to social intimidation and a lack of peer support.

Without a way to see who is at the gym or "seeking a partner," climbers, especially beginners, reported a 40% higher likelihood of cutting their sessions short or skipping them entirely due to social intimidation and a lack of peer support.

Without a way to see who is at the gym or "seeking a partner," climbers, especially beginners, reported a 40% higher likelihood of cutting their sessions short or skipping them entirely due to social intimidation and a lack of peer support.

Beta & Knowledge Sharing

Beta & Knowledge Sharing

Beta & Knowledge Sharing

Climbers are more likely to plateau on a specific route when they cannot access visual demonstrations from others. Currently, these insights are scattered across informal chats or word-of-mouth, making it difficult for users to find the specific help they need.

Climbers are more likely to plateau on a specific route when they cannot access visual demonstrations from others. Currently, these insights are scattered across informal chats or word-of-mouth, making it difficult for users to find the specific help they need.

Climbers are more likely to plateau on a specific route when they cannot access visual demonstrations from others. Currently, these insights are scattered across informal chats or word-of-mouth, making it difficult for users to find the specific help they need.

Social Barrier & Intimidation

Social Barrier & Intimidation

Social Barrier & Intimidation

Climbers are more likely to plateau on a specific route when they cannot access visual demonstrations from others. Currently, these insights are scattered across informal chats or word-of-mouth, making it difficult for users to find the specific help they need.

Climbers are more likely to plateau on a specific route when they cannot access visual demonstrations from others. Currently, these insights are scattered across informal chats or word-of-mouth, making it difficult for users to find the specific help they need.

Climbers are more likely to plateau on a specific route when they cannot access visual demonstrations from others. Currently, these insights are scattered across informal chats or word-of-mouth, making it difficult for users to find the specific help they need.

COMPETITIVE RESEARCH

Pros

Pros

Cons

Cons

Strengths

Strengths

Weaknesses

Weaknesses

  • User can watch beta videos relative to the route they're projecting on

  • Outdoor and indoor data, partnered with Movement

  • Filter videos by height (hi-res maps and instant "New Set"

  • User can watch beta videos relative to the route they're projecting on

  • Outdoor and indoor data, partnered with Movement

  • Filter videos by height (hi-res maps and instant "New Set"

  • User can watch beta videos relative to the route they're projecting on

  • Outdoor and indoor data, partnered with Movement

  • Filter videos by height (hi-res maps and instant "New Set"

  • Subscription page right when you log in, advertising KAYA PRO too often

  • Cluttered UI

  • Lack of user flow with all the features it offers

  • Subscription page right when you log in, advertising KAYA PRO too often

  • Cluttered UI

  • Lack of user flow with all the features it offers

  • Subscription page right when you log in, advertising KAYA PRO too often

  • Cluttered UI

  • Lack of user flow with all the features it offers

  • Outdated UI

  • Poor bouldering data

  • Community forum doesn’t feel beginner friendly because it’s full of elitists

  • Outdated UI

  • Poor bouldering data

  • Community forum doesn’t feel beginner friendly because it’s full of elitists

  • Outdated UI

  • Poor bouldering data

  • Community forum doesn’t feel beginner friendly because it’s full of elitists

  • Complex UI

  • Costly

  • Indoor gym search problems for specific routes

  • Complex UI

  • Costly

  • Indoor gym search problems for specific routes

  • Complex UI

  • Costly

  • Indoor gym search problems for specific routes

  • Millions of routes, comments, and photos for free

  • Download entire states for offline use, making it the default use for deep wilderness routes

  • Millions of routes, comments, and photos for free

  • Download entire states for offline use, making it the default use for deep wilderness routes

  • Millions of routes, comments, and photos for free

  • Download entire states for offline use, making it the default use for deep wilderness routes

  • Artistic and professional maps

  • Offers fun “challenges” and “zlag” competitions that encourage climbers to try out different routes

  • Artistic and professional maps

  • Offers fun “challenges” and “zlag” competitions that encourage climbers to try out different routes

  • Artistic and professional maps

  • Offers fun “challenges” and “zlag” competitions that encourage climbers to try out different routes

  • Quantified progression

  • Gamification & Motivation

  • Quantified progression

  • Gamification & Motivation

  • Quantified progression

  • Gamification & Motivation

  • Cluttered UI

  • Subscription Fatigue

  • Performance Bloat

  • Cluttered UI

  • Subscription Fatigue

  • Performance Bloat

  • Cluttered UI

  • Subscription Fatigue

  • Performance Bloat

LOW FIDELITY ITERATIONS

After gathering research and insights, we were able to develop iterations and sketch low-fidelity wireframes with three main features: the home feed, gym, and statistics.

After gathering research and insights, we were able to develop iterations and sketch low-fidelity wireframes with three main features: the home feed, gym, and statistics.

BRANDING

The visual identity of Jug was designed to mirror the bold colors and high-energy of modern climbing gyms. These high-contrast colors create an atmosphere that feels familiar to climbers and help important social interactions stand out.

The visual identity of Jug was designed to mirror the bold colors and high-energy of modern climbing gyms. These high-contrast colors create an atmosphere that feels familiar to climbers and help important social interactions stand out.

Logo

Logo

Logo

Colors

Colors

Colors

Typography (Be Vietnam Pro)

Typography (Be Vietnam Pro)

Typography (Be Vietnam Pro)

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HIGH FIDELITY ITERATIONS

PROTOTYPING

Final Design

Final Design

REFLECTION

This project sharpened my end-to-end design skills and gain experience in 0-to-1 product development.

This project sharpened my end-to-end design skills and gain experience in 0-to-1 product development.

Pushing the concept to a discussion board style was a major turning point in my process. I realized that climbers don't just want to track their stats in a vacuum; they prefer contributing to shared knowledge. Hence, embracing a 0-1 product mindset allowed me to build a system that relies on the community to sustain its value. Users can become more deeply engaged when they act as active contributors.

Pushing the concept to a discussion board style was a major turning point in my process. I realized that climbers don't just want to track their stats in a vacuum; they prefer contributing to shared knowledge. Hence, embracing a 0-1 product mindset allowed me to build a system that relies on the community to sustain its value. Users can become more deeply engaged when they act as active contributors.

WHAT'S NEXT?

This was my first experience developing a new platform for a selected group of people to utilize. I learned so much– from honing into community psychology to mastering a 0-1 product cycle. Moving forward, I want to:

This was my first experience developing a new platform for a selected group of people to utilize. I learned so much– from honing into community psychology to mastering a 0-1 product cycle. Moving forward, I want to:

Conduct User Testing

Identify usability issues through

targeted user testing with users

and implement feedback.

Identify usability issues through

targeted user testing with users and implement feedback.

New Climber Usage

Features that only new climbers

can use (signing waivers,

certification appointments).

Features that only new climbers can use (signing waivers,

certification appointments).

Safety & Moderation

Community flagging system for

beta videos, ensuring it doesn't

show dangerous techniques.

Community flagging system for beta videos, ensuring it doesn't show dangerous techniques.