Strava Social Feed

Led the redesign of Strava's social feed — the highest-traffic surface in the mobile app — from a simple activity list into a contextually rich, engagement-optimised experience.

The challenge was significant: a single feed had to serve a wide range of content, from a 20-minute commute ride to an all-day mountain epic, while maintaining a rhythm that felt personal rather than algorithmic. The solution introduced modular feed entries that adapt their visual weight to activity type, collapsing routine activities to reduce noise while giving landmark efforts room to breathe.

The work was grounded in direct user research with cyclists and runners, a comparative analysis of social feed patterns across platforms, and iterative prototype testing. The resulting system introduced dynamic map and photo layouts, group ride aggregation, and a more nuanced framework for what deserved engagement — increasing meaningful interaction across the platform.