Isabel Babawale

Curated groups, not endless swiping
Forge uses an algorithm to match small groups of young men based on shared interests, values, and energy levels. We create well-balanced groups led by trained facilitators to keep things relaxed and inclusive.

More than a meetup
From pub socials to walk and talks, DIY sessions to trying something new together, Forge makes real-world meetups feel easy and pressure-free. You don’t need to be sporty or outgoing, just open to showing up.

Built-in personal growth
After a few meetups, members unlock the Develop Track, a space to explore topics like confidence and mental health. Whether it’s one-to-one support, or Forge Talk sessions, Forge supports personal development.

Designed for impact
Forge launches with brand partnerships and campaigns that feel authentic, not preachy. It can even be prescribed by GPs to tackle loneliness. This is friendship reimagined, for the moments when group chats and gym sessions aren’t enough.

Discover
I began with user interviews, diary studies, and card sorting to uncover how young men experience friendship and what holds them back. These methods helped surface emotional insights and unmet needs that shaped the direction of Forge.

Define
I synthesised findings through affinity mapping and created detailed personas. A service blueprint helped map out the full experience, clarifying how different touchpoints, from facilitators to app features needed to work together to support users.

Develop
Low-fidelity wireframes, user flows, and scenarios were tested and refined throughout. The service blueprint and user journey were constantly iterated in response to feedback, ensuring each element of Forge supported both usability and long-term impact.

Deliver
The final outcome is a service that blends digital and real-world experiences. With refined app flows, brand partnerships, and a GP referral model, Forge is designed to be practical, scalable, and genuinely supportive.