A startup launched a product that helps people meet new friends by creating in-person social user experiences. However, the business team identified that, on average, only 20% of people who say they’re going end up attending events.
The startup brought me on to design solutions to increase conversion, and get more people going to events.
The startup identified constraints to adhere to when developing solutions:
As a social meetup tool, the product was designed to help people make new friends.
However, data collected by the company revealed a significant issue:
The company hypothesized that lack of attendance could be related to two tings:
Users not getting sufficient notifications or reminders of events.
Events not incentivizing attendance.
However, through research and interviews, I determined that the problems with this (and other social meetup apps) are more complex:
How might we help people with social anxiety make new friends?
How might we encourage and empower users to commit to attend events?
How might we increase conversion (cost-effectively)?
Built to alleviate stress and anxiety associated with meeting new people.
While making it engaging and fun!
New Notification System
Gamification & Incentivization
Interests & Categories
Event & Group Chat
To understand the Problem Space, we need to understand the “extreme user”.
Extreme users have needs that are somewhat “amplified” from those of the “average user”:
Traditional design focuses on the average user.
However, the foundation of inclusive design is considering the extreme user.
The needs of the extreme user will generally include the needs of the average user.
Resulting in a more accessible and inclusive design!
Before I could begin the design thinking process, I first had to answer the question:
Why would users sign up for an event but not attend?
Competitive analysis revealed that none of the current options consider users with social anxieties (i.e. the “extreme user”).
Additionally, no current options offer features that incentivize event attendance.
Therefore, I researched other products that implement gamification and incentives that encourage users to achieve the desired outcome or goals.
In order to better understand the extreme user, I turned to research on social anxiety.
According to the most recent data from the National Institute of Mental Health:
“Over 15 millions Americans suffer from social anxiety disorder...”
Additionally, studies conducted since 2020 have shown:
"Cases of social anxiety have likely increased due to the pandemic."
Design guidelines have been suggested for users with social anxiety. These guidelines include methods on:
Developing trust with users.
Empathizing with the needs of the extreme users.
I also conducted research with potential users. These interviews provided insight into:
Participants indicated that they want incentives for showing up.
“Cancelling is easier than showing up. What’s the extra push? Especially if I’m feeling more anxious right before the event.”
“If I start to get anxious about being around a bunch of people or in a new place, I’m just not going to show. And there’s no penalty for bailing.”
Participants also indicated that they want to trust the app/service.
“I need to know I’ll be able to find the place and park. AND be able to find the group. That makes me very anxious.”
“I need to be able to see where the event is and who is going to make sure it’s a safe space.”
Because this is such a personal issue, it was important for me to generate user personas.
This allowed me to better understand and empathize with the extreme user.
Recently moved to new city.
Recently moved to NYC
Has trouble connecting in new social situations.
Uncomfortable in social situations.
Doesn’t want to feel more anxious by attending events.
Social fears got worse during pandemic.
Doesn’t use social meetup apps anymore.
Doesn’t trust social meetup apps.
Wishes meetup apps took social anxiety seriously.
Wishes they could trust social meetup apps.
Wants to trust the app or service.
Wants to see who else is going beforehand.
Wants to see location to make sure it’s a safe space
With a deeper understanding of the problem space, and understanding and empathy for the extreme users,
I was able to brainstorm solutions to my problem statements and goals.
I designed the user flow to be as simple and straightforward as possible, attempting to alleviate any confusion, frustration, anxiety, or stress.
I then created high fidelity designs and animations to test with potential users.
Testing these first generation design revealed some pain points:
After testing and iterating, my final design incorporates solutions to the problem statements and goals:
Increasing inclusivity for users with social anxiety
As well as including features that will increase conversion
I also designed the UI to be fun and engaging:
In order to represent the brand identity, as well as the gamified atmosphere.
While also promoting return use and motivation.
Created in Figma. Full prototype:
Help people with social anxiety make new friends!
Encourage and empower users to commit to and attend events!
Increase conversion (cost-effectively)!
There are several features that were not included in the first MVP, but should be considered for future application.
These features include:
Desktop/Web Application
Currently the design is only for a mobile app
Sponsored events
Acquiring sponsors for specific events (e.g. sporting goods sponsor for hiking event)
Social Ambassadors
Individuals that would initiate conversations at events and in chats
Event Rating System
Allow users to rate events and writeup reviews
This was my second Capstone project within the Springboard UX/UI program. As such, I was able to see how far my design skills have improved since my first Capstone.
That said, my biggest takeaway from this project is the importance of setting and adhering to deadlines.
While brainstorming possible solutions, it was easy to try to define every conceivable problem a user with social anxiety may have.
In the future, putting more emphasis on the MVP early on will assist with focusing on a specific set of solutions, while continuing to include other solutions in future versions or updates.
