How We Built a Social App From Scratch: A Conversation with Xena’s Alex

Nowadays, the social app market has become overly crowded. Some platforms kept pushing the swipe-based formula. Others tried to stay relevant by adding livestreaming, gaming, and all sorts of extra features.Many entrepreneurs now share a common belief: instead of going broad, it’s better to focus on a niche. That has also been Xena’s strategy.

The Xena team keeps a low profile. Rather than blindly chasing the U.S. or European markets, they chose to focus on Asia, carefully studying long-term social needs in those countries. According to Sensor Tower, since its launch in 2023, Xena has already been downloaded millions of times worldwide.

Curious about the logic behind the product, I sat down with Alex, Xena’s Director of Product Design and one of its founding members.

From Zero to One

Q: For readers who may not be familiar, how would you describe Xena?

Alex: At its core, Xena is a voice-based social app built around chat rooms. Users can join different rooms to meet and interact with others, or, if they’re creative, host their own stage. Some sing, others recite poetry, and many simply talk. The beauty is in how natural it feels.

Q: The app feels very rooted in local culture. Was that intentional?

Alex: Absolutely. From day one, we wanted to build something different from the “U.S.-style” products dominating the market. Most mobile app design principles today come from America. But the world is far more diverse. Many regions have deep cultural traditions and unique communication habits. The problem is, very few companies are willing to adapt their products for those needs. We saw these hidden opportunities beneath the surface.

Q: That sounds like a bold move. Why were you confident this approach would work?

Alex: I was inspired by a Chinese phone maker called Tecno. While global giants were fighting over Europe and North America, Tecno set its eyes on Africa, developing phones tailored to local needs. The company became a huge success. That taught me the value of going where others aren’t looking.

Q: Was the launch smooth?

Alex: I’d say it was very satisfying. We put a lot of thought into our “cold start” strategy. A few months before launch, our operations managers went out to meet creators in person. They invited them to set up their rooms on Xena before the app was even public.

By the time we launched on the App Store and Google Play, we had about a thousand creators already active. New users didn’t find an empty app—they walked into thousands of vibrant rooms. That sense of energy kept them engaged, and many of those early adopters became our seed community.

Building a Good Product

Q: How does Xena make money?

Alex: From the beginning, we thought carefully about business models. Facebook and X (Twitter) rely heavily on ads. Tinder focuses on subscriptions. We chose a different path.

Xena runs a virtual store where users can buy digital gifts—roses, lions, luxury cars—and send these gifts to creators they enjoy. The transaction not only rewards creators but also creates a strong emotional bond between users.

Q: Collecting feedback in local markets must have been challenging. How did you manage it?

Alex: Surprisingly, it wasn’t hard. Users love Xena and often provide feedback beyond our expectations. One of our most dedicated users, an architect by profession, prepared a 55-slide presentation when we visited him. He pointed out design flaws, suggested improvements, and even shared ideas for new features. We were amazed.

Moments like that remind me that long-term product value comes from trust. Metrics like LTV ( lifetime value) aren’t abstract. In fact, they’re built on real relationships. Trust comes from firm outcomes: attentive service, rapid iteration, and a product that consistently gets better.

Q: Beyond features, what have you done to build user trust?

Alex: Many. One key decision was to have our operations managers live in the markets they served. Every day, they meet users, listen to feedback, and show that we’re physically present. It might not sound revolutionary, but it reduces misunderstandings and proves we care.

It might not be exciting, but it’s essential. Xena is built on emotional value, and it’s our duty as a platform to hold and respond to users’ emotions.

Lessons from the Journey

Q: After two years of building, what are your biggest takeaways?

Alex: Two stand out. First, while cultures and customs differ across countries, human nature is the same. Being authentic with your users and respectful to your team pays off everywhere.

Second, revenue and profit sustain the business, a sense of accomplishment sustains me. When a small tweak brings positive feedback, or a user tells us we improved their experience, I am complete.