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Building a social platform for the Irish at home and abroad.
Head of Design
Head of Design
Head of Design
Sep 2024 - Now
2022 - 2024
Sep 2024 - Now
Shift was founded in 2024 by Paul Murphy, Darren Gibney, and Patrick Blood, three Irish immigrants living in the US with a shared longing for home. One thing they noticed was how difficult it was to find a simple, central list of Irish events. There were plenty happening, but the information was scattered across websites, Facebook groups, and word of mouth.
Shift is designed to fix that. It’s the ultimate global directory for Irish events, pubs, artists, and organizations. From music sessions to sports matches, gigs and theatre to networking events and single’s nights, the app brings everything together in one place. It also features every Irish pub, artist, community group, and Irish-owned business we could find, from California to Canberra.
It started as a quick exploratory website for St. Patrick’s Day and quickly grew into a full iOS app focused on helping people connect, meet up in real life, and even date. At its core, Shift is about community. It’s a way to bring a sense of home to Irish people abroad and make it easier to show up, meet others, and stay connected.
Shift was founded in 2024 by Paul Murphy, Darren Gibney, and Patrick Blood, three Irish immigrants living in the US with a shared longing for home. One thing they noticed was how difficult it was to find a simple, central list of Irish events. There were plenty happening, but the information was scattered across websites, Facebook groups, and word of mouth.
Shift is designed to fix that. It’s the ultimate global directory for Irish events, pubs, artists, and organizations. From music sessions to sports matches, gigs and theatre to networking events and single’s nights, the app brings everything together in one place. It also features every Irish pub, artist, community group, and Irish-owned business we could find, from California to Canberra.
It started as a quick exploratory website for St. Patrick’s Day and quickly grew into a full iOS app focused on helping people connect, meet up in real life, and even date. At its core, Shift is about community. It’s a way to bring a sense of home to Irish people abroad and make it easier to show up, meet others, and stay connected.
Shift was founded in 2024 by Paul Murphy, Darren Gibney, and Patrick Blood, three Irish immigrants living in the US with a shared longing for home. One thing they noticed was how difficult it was to find a simple, central list of Irish events. There were plenty happening, but the information was scattered across websites, Facebook groups, and word of mouth.
Shift is designed to fix that. It’s the ultimate global directory for Irish events, pubs, artists, and organizations. From music sessions to sports matches, gigs and theatre to networking events and single’s nights, the app brings everything together in one place. It also features every Irish pub, artist, community group, and Irish-owned business we could find, from California to Canberra.
It started as a quick exploratory website for St. Patrick’s Day and quickly grew into a full iOS app focused on helping people connect, meet up in real life, and even date. At its core, Shift is about community. It’s a way to bring a sense of home to Irish people abroad and make it easier to show up, meet others, and stay connected.
Responsibilty
- Product Design
- Brand
- Design system
- User testing
- Pitch decks
- Process
- Product Design
- Brand
- Design system
- User testing
- Pitch decks
- Process
Tools
- Adobe Illustrator (Brand)
- Figma
- Lottie
- Principle
- Maze
- Adobe Illustrator (Brand)
- Figma
- Lottie
- Principle
- Maze
Planning
I wore my PM hat very much for this project, engaging with the developers in sprint planning, as well as identifying the biggest impact-versus-development-cost for our Version 1 release.
I wore my PM hat very much for this project, engaging with the developers in sprint planning, as well as identifying the biggest impact-versus-development-cost for our Version 1 release.
I wore my PM hat very much for this project, engaging with the developers in sprint planning, as well as identifying the biggest impact-versus-development-cost for our Version 1 release.
Although the prototype was tested in detail, we also set up event tracking and split tracking of the main features to test our first release from the get-go.
Although the prototype was tested in detail, we also set up event tracking and split tracking of the main features to test our first release from the get-go.
Although the prototype was tested in detail, we also set up event tracking and split tracking of the main features to test our first release from the get-go.
High Level UX workflow
Our UX resources were stretched pretty thin, so we put a clear workflow in place to keep things moving smoothly. Since it was a startup, not every project had the time for deep research. I worked closely with the Product Managers to figure out what each project needed and helped shape the UX from there.
High Level UX workflow
Our UX resources were stretched pretty thin, so we put a clear workflow in place to keep things moving smoothly. Since it was a startup, not every project had the time for deep research. I worked closely with the Product Managers to figure out what each project needed and helped shape the UX from there.
Product design flow
Since stakeholders were heavily invested in this phase, a workflow was created to ensure stakeholders could accompany us on our journey and in order to avoid last minute changes. As a design team we collectively assumed a bird’s eye view of all the projects, and paid particular attention to the high priority projects requiring stakeholder collaboration to make a faster sign-off possible.
Rapid testing flow
Not every project received the same treatment. For larger projects, we opted for 5-10 user interviews followed by low fidelity Maze testing. For projects with smaller resources, we implemented a rapid testing workflow that allowed anyone from the product team to validate ideas quickly with Maze.
High Level UX workflow
Our UX resources were stretched pretty thin, so we put a clear workflow in place to keep things moving smoothly. Since it was a startup, not every project had the time for deep research. I worked closely with the Product Managers to figure out what each project needed and helped shape the UX from there.
Product design flow
Since stakeholders were heavily invested in this phase, a workflow was created to ensure stakeholders could accompany us on our journey and in order to avoid last minute changes. As a design team we collectively assumed a bird’s eye view of all the projects, and paid particular attention to the high priority projects requiring stakeholder collaboration to make a faster sign-off possible.
Rapid testing flow
Not every project received the same treatment. For larger projects, we opted for 5-10 user interviews followed by low fidelity Maze testing. For projects with smaller resources, we implemented a rapid testing workflow that allowed anyone from the product team to validate ideas quickly with Maze.
High Level UX workflow
Our UX resources were stretched pretty thin, so we put a clear workflow in place to keep things moving smoothly. Since it was a startup, not every project had the time for deep research. I worked closely with the Product Managers to figure out what each project needed and helped shape the UX from there.
Product design flow
Since stakeholders were heavily invested in this phase, a workflow was created to ensure stakeholders could accompany us on our journey and in order to avoid last minute changes. As a design team we collectively assumed a bird’s eye view of all the projects, and paid particular attention to the high priority projects requiring stakeholder collaboration to make a faster sign-off possible.
Rapid testing flow
Not every project received the same treatment. For larger projects, we opted for 5-10 user interviews followed by low fidelity Maze testing. For projects with smaller resources, we implemented a rapid testing workflow that allowed anyone from the product team to validate ideas quickly with Maze.
High Level UX workflow
Our UX resources were stretched pretty thin, so we put a clear workflow in place to keep things moving smoothly. Since it was a startup, not every project had the time for deep research. I worked closely with the Product Managers to figure out what each project needed and helped shape the UX from there.
Product design flow
Since stakeholders were heavily invested in this phase, a workflow was created to ensure stakeholders could accompany us on our journey and in order to avoid last minute changes. As a design team we collectively assumed a bird’s eye view of all the projects, and paid particular attention to the high priority projects requiring stakeholder collaboration to make a faster sign-off possible.
Rapid testing flow
Not every project received the same treatment. For larger projects, we opted for 5-10 user interviews followed by low fidelity Maze testing. For projects with smaller resources, we implemented a rapid testing workflow that allowed anyone from the product team to validate ideas quickly with Maze.
High Level UX workflow
Our UX resources were stretched pretty thin, so we put a clear workflow in place to keep things moving smoothly. Since it was a startup, not every project had the time for deep research. I worked closely with the Product Managers to figure out what each project needed and helped shape the UX from there.
Product design workflow
Since stakeholders were heavily invested in this phase, a workflow was created to ensure stakeholders could accompany us on our journey and in order to avoid last minute changes. As a design team we collectively assumed a bird’s eye view of all the projects, and paid particular attention to the high priority projects requiring stakeholder collaboration to make a faster sign-off possible.
Rapid testing workflow
Not every project received the same treatment. For larger projects, we opted for 5-10 user interviews followed by low fidelity Maze testing. For projects with smaller resources, we implemented a rapid testing workflow that allowed anyone from the product team to validate ideas quickly with Maze.
Product design workflow
Since stakeholders were heavily invested in this phase, a workflow was created to ensure stakeholders could accompany us on our journey and in order to avoid last minute changes. As a design team we collectively assumed a bird’s eye view of all the projects, and paid particular attention to the high priority projects requiring stakeholder collaboration to make a faster sign-off possible.
Rapid testing workflow
Not every project received the same treatment. For larger projects, we opted for 5-10 user interviews followed by low fidelity Maze testing. For projects with smaller resources, we implemented a rapid testing workflow that allowed anyone from the product team to validate ideas quickly with Maze.
Branding
A friendly & gender inclusive brand.
“Irish… but not too Irish” was the brief.
We wanted to move away from the usual stereotypes often attached to Irish branding. No rainbows, leprechauns, or heavy Celtic type. Instead, we aimed for the feeling of a warm, cosy pub. One that feels welcoming, open, and inclusive to anyone who walks in.
While Shift includes dating, it’s not exclusively a dating app. The brand needed to feel approachable to everyone, regardless of age or gender. We deliberately stayed away from the glossy, overly gendered aesthetic common in dating apps. The goal was to strike a balance that felt friendly, familiar, and community-focused, while still feeling fresh and distinctly Irish in a modern, understated way.
To understand the challenge, it helps to look at how the Matter protocol works.
It’s built around six core neurotransmitters, which combine in different ways to form nine key emotions.
Our goal was to help users learn how their activities and behaviors could activate these neurotransmitters, and understand how to mix and engage with them in a meaningful, science-backed way.
To understand the challenge, it helps to look at how the Matter protocol works.
It’s built around six core neurotransmitters, which combine in different ways to form nine key emotions.
Our goal was to help users learn how their activities and behaviors could activate these neurotransmitters, and understand how to mix and engage with them in a meaningful, science-backed way.
Getting the right tone…
The Irish are known for their wit and charm, and we wanted to capture that playful spirit in the brand. But we also had to be mindful of our audience. Many users are part of the American Irish diaspora, so we avoided hyper-local slang or references that might be confusing or off-putting.
The goal was to strike a tone that felt cheeky and warm. Something recognisably Irish, without leaning too hard into in-jokes or regional phrases that wouldn’t land globally.
Below are some style mood board experiments.
To understand the challenge, it helps to look at how the Matter protocol works.
It’s built around six core neurotransmitters, which combine in different ways to form nine key emotions.
Our goal was to help users learn how their activities and behaviors could activate these neurotransmitters, and understand how to mix and engage with them in a meaningful, science-backed way.
To understand the challenge, it helps to look at how the Matter protocol works.
It’s built around six core neurotransmitters, which combine in different ways to form nine key emotions.
Our goal was to help users learn how their activities and behaviors could activate these neurotransmitters, and understand how to mix and engage with them in a meaningful, science-backed way.
Design System
Because we needed to get this out quickly, we decided to use the Tangui UI system that our developers were already familiar with. It was a robust, well-tested system that fit our needs perfectly and meant we could build the project in half the usual time with fewer errors.
Using Tangui also allowed the design team to stay aligned with engineering from the start. We could prototype quickly and confidently, without constant check-ins, because everyone was working with the same shared design language and component logic.
Because we needed to get this out quickly, we decided to use the Tangui UI system that our developers were already familiar with. It was a robust, well-tested system that fit our needs perfectly and meant we could build the project in half the usual time with fewer errors.
Using Tangui also allowed the design team to stay aligned with engineering from the start. We could prototype quickly and confidently, without constant check-ins, because everyone was working with the same shared design language and component logic.
+70%
In development speed (est)
+70%
In design speed (est)
Design System
Because we needed to get this out quickly, we decided to use the Tangui UI system that our developers were already familiar with. It was a robust, well-tested system that fit our needs perfectly and meant we could build the project in half the usual time with fewer errors.
Using Tangui also allowed the design team to stay aligned with engineering from the start. We could prototype quickly and confidently, without constant check-ins, because everyone was working with the same shared design language and component logic.
+70%
In development speed (est)
+70%
In design speed (est)
Projects
All hands to the pump! We didn’t have time for anything to sit still. My time at Shift covered a variety of projects, from the smartphone app and website to investment decks and anything else we needed to keep things moving.
All hands to the pump! We didn’t have time for anything to sit still. My time at Shift covered a variety of projects, from the smartphone app and website to investment decks and anything else we needed to keep things moving.
Website
St Patrick's Day Events
We needed to test our ability to aggregate and extract event data from various web sources, so we built a small-scale live prototype on the web for easy deployment.
A website was built showcasing local St Patrick’s Day events. This allowed us to test scraping methods, data formatting, and display logic in a real-world context. We could also test SEO tricks and what kind of reception we would receive.
We scoped the entire project, design, development, and testing into a focused four-week sprint, we weren't looking for perfection just insights, which is what we got.
3467
3467
Unique visitors
Unique visitors
1001
1001
Social Media Sign-Up
Social Media Sign-Up
92%
92%
Were using mobile devices
Were using mobile devices
Product Design
Our investors were eager to move fast. A mobile app was the top priority, and adding the dating feature became an urgent focus.
We got started straight away. After regrouping with the team, we pulled insights from our initial web test and used that to guide the first steps of the app build. Speed was essential, but so was staying grounded in what we had already learned from real users.
Registration
An optimised onboarding experience
Based on user feedback, the greatest challenge we faced in the market was the pre-existing stigma of high-commitment onboarding processes culminating in paywalls.
We needed to simplify this process, although we also didn’t want empty profiles with users having no user location landing on search results. We optimised the experience so that only 4 steps were required, which significantly decreased drop-off, whilst also making location a fun and easy input.
86%
86%
Finished Registration
4
4
Versions tested
Local News
Irish News from abroad & at home.
We were lucky to start with a strong foundation. One of the co-founders already had a well-loved newsletter and social media presence, with a loyal audience both in Ireland and abroad. Their content had built real trust over time, so we knew it needed to be part of the app experience too.
We were lucky to start with a strong foundation. One of the co-founders already had a well-loved newsletter and social media presence, with a loyal audience both in Ireland and abroad. Their content had built real trust over time, so we knew it needed to be part of the app experience too.
To build on that, we brought the editorial content into the product and made it interactive. Users could now comment on articles, chat with others, and even post their own content. It turned a one-way content stream into a more personal, community-driven space.
To build on that, we brought the editorial content into the product and made it interactive. Users could now comment on articles, chat with others, and even post their own content. It turned a one-way content stream into a more personal, community-driven space.
KPI: Achieve 50% crossover from newsletter
KPI: Achieve 50% crossover from newsletter
Irish Pubs
There are no strangers here, only friends you haven't met yet.
At the heart of the Shift experience is the pub. Alongside discovering nearby events, users can explore a curated directory of Irish pubs wherever they are. Each listing includes useful details like location, opening hours, and what makes that pub unique. Users can favourite their local, leave comments, connect with others, and see who else is planning to stop by.
For many users living abroad, they commented that it created a sense of familiarity and home.
At the heart of the Shift experience is the pub. Alongside discovering nearby events, users can explore a curated directory of Irish pubs wherever they are. Each listing includes useful details like location, opening hours, and what makes that pub unique. Users can favourite their local, leave comments, connect with others, and see who else is planning to stop by.
For many users living abroad, they commented that it created a sense of familiarity and home.
This feature quickly became one of the most visited parts of the app, with over 65% of active users engaging with pub listings weekly. We saw a 40% increase in user retention among those who had favourited at least one pub, and early feedback showed that this part of the app made the experience feel personal and grounded.
This feature quickly became one of the most visited parts of the app, with over 65% of active users engaging with pub listings weekly. We saw a 40% increase in user retention among those who had favourited at least one pub, and early feedback showed that this part of the app made the experience feel personal and grounded.
KPI: Achieve users favouriting at least 1 pub
KPI: Achieve users favouriting at least 1 pub
KPI: Achieve users favouriting at least 1 pub
Irish Events
A directory of Irish events tailored for you.
The meat (and potatoes) of the application is all about helping people connect around Irish events. Users can discover what's happening near them, see who else is going, arrange to meet up, start conversations, and even organise their own events.
It’s built to make showing up feel easier, especially when you’re far from home.
The meat (and potatoes) of the application is all about helping people connect around Irish events. Users can discover what's happening near them, see who else is going, arrange to meet up, start conversations, and even organise their own events.
It’s built to make showing up feel easier, especially when you’re far from home.
Chat & Friends
A simplified and easy-to-use chat
Sometimes the best experience is a familiar experience. Opting for an experience very similar to other popular apps, namely Messenger and Whatsapp, allowed us to release a feature that required little to no improvements. Our feedback indicated that our users navigated the experience smoothly. This feature did require particular attention to backend development, however, as these other above-mentioned apps have set the standard for performance expectations.
Sometimes the best experience is a familiar experience. Opting for an experience very similar to other popular apps, namely Messenger and Whatsapp, allowed us to release a feature that required little to no improvements. Our feedback indicated that our users navigated the experience smoothly. This feature did require particular attention to backend development, however, as these other above-mentioned apps have set the standard for performance expectations.
KPI: 90% of users could use the chat with no help or guidance
KPI: 90% of users could use the chat with no help or guidance
KPI: 90% of users could use the chat with no help or guidance
Paid Membership
Let's make the “Freemium” model work
Shift launched as a completely free service, which allowed us to build trust, learn from our users, and refine the core experience without any barriers. As the product evolved, we began to notice a clear pattern in how people were using the app. While Shift offers a range of features, dating consistently stood out as the strongest point of engagement.
Shift launched as a completely free service, which allowed us to build trust, learn from our users, and refine the core experience without any barriers. As the product evolved, we began to notice a clear pattern in how people were using the app. While Shift offers a range of features, dating consistently stood out as the strongest point of engagement.
With that in mind, Version 3 will introduce a new “freemium” model, centred around dating features. The core experience will remain accessible, but we’ll be adding additional layers and premium functionality for those who want to get more from the app. This 'shift' reflects what our users are already telling us they value, and it opens up a sustainable path for growth.
More coming soon!
This case study is still in the works. Come back soon to learn more!
Some nice words to end things off.
Paul Murphy
CEO & Founder, Shift
There are few people that combine the creativity, character and skill like Chloë. Having worked with her for over a decade at 3Advance, I can honestly say she is one of the most talented people I know. She is not only the highest pedigree of designer, but she also knows how to roll up her sleeves and get things done, when it matters most. All of our clients and staff that have interacted with Chloë would share a similar sentiment. She is top class.
As CEO of Matter Neuroscience, I worked with Chloë while she was the digital lead designer. The task at hand was particularly challenging as she had to develop a design system for an app that was standing on very shaky scientific and technical ground at the time and define the core output of the app for the user.
This continuously changing environment was further enhanced by several different opinions in the leadership around her.
The professionality, excellence, speed and the positive attitude she approached the task with remains a clear highlight to me in my career working with designers.
Years later, her color panel and design system is still the center of the digital consumer product of Matter.
(In Axels words as a German native speaker "I also didn't clean it up with any LLM, so it's pure German English :))
As CEO of Matter Neuroscience, I worked with Chloe while she was the digital lead designer. The task at hand was particularly challenging as she had to develop a design system for an app that was standing on very shaky scientific and technical ground at the time and define the core output of the app for the user.
This continuously changing environment was further enhanced by several different opinions in the leadership around her.
The professionality, excellence, speed and the positive attitude she approached the task with remains a clear highlight to me in my career working with designers.
Years later, her color panel and design system is still the center of the digital consumer product of Matter.
(In Axels words as a German native speaker "I also didn't clean it up with any LLM, so it's pure German English :))
Tom Harrison
Senior Front-end Developer
Working with Chloë is an absolute dream for a front-end dev. It's rare to find a designer with killer visual flair and a proper grasp of development constraints. Chloë nails both. Her designs aren't just pretty, they're thoughtful and genuinely buildable. She groks the tech stuff, meaning you can focus on the fun bits and let collaboration flow.