Sawa
Marketing site for an iMessage-native group dining app, where the install path is one number long
- 4 cities City guide pages
- SMS install Conversion path
- Live matches feed Content surface
The brief
Sawa is a group-decision app for dining. The challenge isn’t finding restaurants. There are too many. The challenge is getting four people who all said “idk, you pick” to actually pick.
The marketing site had one job: introduce the product without adding any friction the product itself doesn’t have. Tone alignment. The site has to feel like the app feels.
What I worked on
The marketing surface and the content structure. The app itself is built by a different team.
Two decisions that mattered
Content does the convincing. A live matches feed shows the product in motion: real squads, real restaurants, real time.
The City Food Guides section is sourced from Reddit threads, with attribution kept intact. Editorial-feeling pages with source material that’s real recommendations from people who actually live in the city. The app is built around real places; the marketing site shows them.
One-number install path. No account creation. No profile setup before the user has seen the value. SMS in, app link out. A friction-heavy install path for a friction-killing product would have undone everything the product surface was trying to communicate.
Stack notes
Next.js, Tailwind, content-driven city guides, hand-built layouts. Marketing surface stayed close to the product’s component vocabulary, so any future cross-pollination wouldn’t require a translation layer.
Two surfaces that do the convincing.
A group-decision product has to feel low-friction before anyone installs it. The marketing site does that with two content surfaces. A live matches feed that shows the product in motion. A curated guide section sourced from Reddit threads.
Restaurant pieces double as the install path.
Each city piece is its own page with its own URL. They earn organic traffic, hold the SEO surface for the brand, and lead the same reader into the same install prompt at the bottom.
