Your users are Gen Z. Do they actually listen to you?
We are Kira Sizova, Diana Lapik, and Georgy Bychin—a team of three covering research, design, and code. We help companies build digital products and brands that young people actually use, from the first interview to a functioning website.
Gen Z skips anything that sounds like a lecture.
Young people don’t read bureaucratic guides. They ask friends, parents, and ChatGPT. If a product sounds like a bank form, it loses them in seconds. Here’s how we solved this for one media product.
Checkpoint is a media outlet about growing up for 16–25 year olds. Concept project, HSE Art and Design School.
Problem: adult life comes without instructions.
Renting an apartment, paying bills, taxes, securing a first job. School doesn’t cover this, and the internet is either too dry or too superficial. The idea arose from our own experiences: we constantly faced simple adult tasks without knowing where to begin.
Adult questions often feel anxious, complex, and unpleasant. Too often, it’s not laziness—people simply don’t know what to do.
We began with people, not images.
First, we studied the topic: what young people actually search for when facing adult tasks.
Our research foundations: pitch and brief, mission and values, audience analysis, and the cultural context of growing up.
Five in-depth interviews revealed three core needs.
Young people want their struggles to feel normal, not shameful. They desire clear external guidance. Above all, they feel lost when it comes to financial matters. They tend to act only when a problem arises, so they look for the quickest solution.
«Adult life feels like a slimy creature that gets inside you.» — interview respondent
Each finding informed a design decision. People want to organize things quickly—so we incorporated checklists, templates, and difficulty indicators. Mundane tasks can be deferred—so we introduced a reading-time filter and clear topic tags. Context shifts the depth of the experience—so we blended brief posts with in-depth articles.
Idea: not a teacher, but an older friend.
Checkpoint speaks like a peer—casual, slightly ironic, and never judgmental. Its archetypes are the Sage and the Caregiver. Every topic is structured as «situation → solution»: a short guide, a step-by-step plan, or a checklist.
Identity: a save point, not a lecture.
Full logo and short mark: a crossroads with an arrow pointing forward.
Six sections—housing, finances, documents, work, study, and social life—each with its own color.
