17. A non-transitory machine-readable storage medium comprising instructions that, when executed by one or more processors of a system, cause the system to perform operations comprising: determining a location of a first user; presenting a first user interface for selecting one or more criteria to localize search results; responsive to receiving a selection of alter egos of the first user as the one or more criteria, presenting a second user interface for selecting one or more alter egos from a plurality of available alter egos to determine search results relevant to the one or more alter egos when the one or more alter egos are located at the location of the first user, wherein one or more of the plurality of available alter egos are associated with a second user that is different from the first user; responsive to receiving a selection of the second user as the alter ego, presenting a third user interface for selecting a user interest from a plurality of available user interests to determine search results relevant to the user interest; responsive to receiving a selection of a first user interest as the user interest, generating and transmitting a search query based on the location of the first user, the alter ego, and the first user interest; and in response to receiving first search results relevant to the search query, presenting a fourth user interface for interacting with the first search results.
17. A non-transitory machine-readable storage medium comprising instructions that, when executed by one or more processors of a system, cause the system to perform operations comprising: determining a location of a first user; presenting a first user interface for selecting one or more criteria to localize search results; responsive to receiving a selection of alter egos of the first user as the one or more criteria, presenting a second user interface for selecting one or more alter egos from a plurality of available alter egos to determine search results relevant to the one or more alter egos when the one or more alter egos are located at the location of the first user, wherein one or more of the plurality of available alter egos are associated with a second user that is different from the first user; responsive to receiving a selection of the second user as the alter ego, presenting a third user interface for selecting a user interest from a plurality of available user interests to determine search results relevant to the user interest; responsive to receiving a selection of a first user interest as the user interest, generating and transmitting a search query based on the location of the first user, the alter ego, and the first user interest; and in response to receiving first search results relevant to the search query, presenting a fourth user interface for interacting with the first search results. 18. The non-transitory machine-readable storage medium of claim 17 , wherein the first user interface comprises a plurality of buttons corresponding to the plurality of available alter egos.