We Grow Well Together
Overview
UX research
Iterative Conceptualization
Rapid Prototyping
Design Framework
User Testing
10
Weeks
Team Project
Winter 2022
Figma
Photoshop
Illustrator
Miro Board
Bud'n
Moving to a new city represents a life-changing event. Getting used to a new environment, new people, and possibly a new role is never easy. During our research, we found that when it comes to finding guidance or support during a life-changing event people are seeking meaningful and less superficial relationships that are not usually achieved through modern social media or discussion websites. Additionally, we also discovered people can feel more comfortable sharing this with strangers to avoid “bothering” their relatives and friends. And on the other hand, most people feel helping a stranger go through an experience they went through themselves is a way of giving back and it can be rewarding in itself.
PROBLEM
Platforms like Instagram, Twitter, and Facebook hold up a tempting promise to users of all ages all over the world: a safe space for self-expression, meaningful engagement, and a sense of community.
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However, social media has rapidly become a dumping ground for sponsored posts and advertising, and users are eager to call out influencers and brands when they notice a lack of authenticity. The increased need for genuine and meaningful involvement is the most significant reason for the shift away from influencers. This is especially true for younger audiences, with millennials and Gen Zers seeking genuine, authentic relationships. Today, individuals want to connect with the actual people behind the captions, beyond the online facade.
DESIGN CHALLENGE
How might we enable people to make genuine connections encouraging empathy and growth while eliminating the superficiality?
MARKET RESEARCH
The first step was to assess what kind of social media and networking platforms exist currently in the market. Our strategy was to analyze platforms that are popular and/or have a social inclination. Our aim since the beginning was to strive for a socially driven platform, hence it was important to understand the market in the same area in order to see what our opportunity area looks like on a broad scale. We looked at the history, SWOT analysis, competitive forces, and basic information pertaining to 4 such platforms.
Social media users are now seeking a more "real", "non-superficial" image from their favorite influencers. Perfection is now considered fake.
Social media users are now seeking a more "real", "non-superficial" image from their favorite influencers. Perfection is now considered fake.
A mentor/buddy system that facilitates a seamless connection between people who need help and people who are willing to help.
DRIVERS
BRAND VOICE
USERS
PRIMARY RESEARCH
Our primary research was carried out using two main methods: an initial survey to understand the context and reach potential users, and a series of interviews to gain a deeper understanding of how our social network could be designed to assess our user’s needs and wants.
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Survey Findings
Adjusting to changes in life was chosen as the platform's main focus based on the survey responses from 48 respondents.
"I would love to guide someone to overcome failure in life"
-Anonymous Respondent
"I don't want others to go through what I went through"
-Anonymous Respondent
"Self-learning is slow, learning from others' experiences can help us in avoiding mistakes & wrong decisions."
-Anonymous Respondent
STAKEHOLDER MAP
Based on the information we gathered from secondary research and the survey, we mapped out our stakeholders map as a "guiding path" for our interview process.
Interviews
We interviewed 12 participants including Professional Mentors to gain insights into the needs of the users while going through a change in life.
User Interviews: Click here to view the Interview Discussion Guide
KEY INSIGHTS
1
Mentoring and guidance based on shared experiences contribute to self-growth
Helping others voluntarily without tangible expectations brings in trust
2
Face to face interactions are essential to developing a connection
3
Guidance is about relatability and meaningful relationships
4
Opening up to a stranger often results in less judgment and an impartial perspective
5
Divorce, mental health, sexual and gender identity, domestic violence, and infidelity require professional guidance and should be left off the platform
6
Guidance through new phases requires good listeners, nonjudgemental and understanding "buddies"
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BUDDYING UP IN THE FACE OF CHANGE
BUDDYING UP IN THE FACE OF CHANGE
Moving to a new city comes with its own set of challenges. When it comes to finding guidance or support during such a time, people look for meaningful connections, genuine support, and less superficial interactions. This cannot usually be achieved through modern social media or discussion websites. Most people also feel helping a stranger go through an experience they went through themselves is a way of giving back. During this process, if they’re lucky they also end up making a lifelong friend.
ARCHETYPES
THE ONE WITHOUT A CLUE
“I don’t know what, or how”
THE ONE WHO "KIND OF" KNOWS
“I know what, show me how”
THE ONE WITHOUT A CLUE
“I have been there”
THE ONE WHO WATCHED AND LEARNED
“I have seen this happen around me”
ERAF MAP
OPPORTUNITY STATEMENT
DESIGN CRITERIA
COMPETITOR-COLLABORATOR LANDSCAPE AND ANALYSIS
To continue with the design and further define our social networking platform, we analyzed different services that in some way could be considered competitors. In addition to mapping out our competitors, we also identified which of them could be considered as potential collaborators.
BLUE OCEAN STRATEGY
Based on the competitor selection previously shown, we decided on measurement criteria to "test" competitors against our platform. The KPI were decided based on the design criteria defined during phase 4. The following graph shows each of our 8 selected competitors. Each criterion was rated from 1 to 5 with 1 being a bad experience for users and 5 being a good experience.
USER TESTING
13
Features
6
Features
TESTING TOOLKIT
The toolkit for testing the features was designed in four parts.
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PART 1
In this first activity, we asked our potential users to "create" their own profiles using the available tabs. Our goal was to understand what type of information they would be willing to share. Additionally, we wanted to test what verification method would make them feel more comfortable and safe.
"I would choose both a profile picture and an avatar. The photo gives a sense of safety and the avatar makes it fun"
-Anonymous Participant
"I would like relevant options, like their ability to communicate or relate and not things like - I’m a happy person -"
-Anonymous Participant
"I would add personality traits, but I need options"
-Anonymous Participant
"As a verification method I would choose a photo ID but as backend. I wouldn’t want other users to see my ID"
-Anonymous Participant
PART 2
In the second part of the activity, we asked our potential users to choose which of the categories would they select if and when using our platform. Our mission was to understand if we needed all three of them or if a more focused concept would be better for our users.
"I would choose moving to a new city. Not to find things that Google can provide but to find people and a community around my interests or lifestyle with the help of someone who was new at some point"
-Anonymous Participant
PART 3
In the third part, we asked our potential users to let us know how would they break the ice with a stranger and if they needed the app to facilitate their first interaction in some way. We gave them some options of fun icebreakers to choose from.
"Maybe having this option is nice. Sometimes I like to go to the point and start the conversation. Other times you need a little help"
-Anonymous Participant
PART 4
As a closing activity, we wanted to understand what were the best options to reward our users on the platform for their willingness to share their experiences with others, and of course as a way to promote face-to-face, on-ground meetings. We asked them to select the boxes that felt "more" rewarding to them.
"Coupons seem like the most rewarding. Maybe they can be personalized based on the user's profile."
-Anonymous Participant
VALUE PROPOSITION
Through Bud'n we bring value by enabling our users to guide each other through new phases in their lives in light of shared experiences.
BUSINESS MODEL CANVAS
We worked on the business aspect of our concept in addition to designing the social networking platform. We were able to comprehend key aspects of how our platform should operate through the Business Model Canvas.
INTRODUCING
LET'S GET BUD'N
Bud’n is the only social networking platform that facilitates meaningful connections in the face of change specifically when moving to a new city. We do this through our matching system based on shared experiences of people seeking to buddy up while facing a new chapter (our ‘Newbies’) and those willing to share their experience with regard to a new city (our ‘Buddies’). We believe that shared experiences and buddying up helps people adjust in today’s context when embracing change is instrumental for growth and people are seeking more genuine connections.
HOW BUD’N WORKS?
The newbies and buddies enter their concerns, strengths, lifestyle, interests, and hobbies, based on this data our system creates a compatibility index and suggests matches to both parties. They get to choose from our list of suggestions and match based on shared interests.
BUD'N ENCOURAGES IN-PERSON MEETING
AT BUD’N WE ALSO...
curate a pool of exciting events happening around the city, that our users can explore and book easily from the app. We also host exclusive events to build a Bud'n community for our premium members. Our users earn reward points that can be redeemed for coupons every time they meet in person.
MARKETING VIDEO
MY LEARNING
My Role
This project was a collaborative effort so we were all highly involved throughout the research phase, ideation phase, testing phase as well as development of the business model. Furthermore, I was also responsible for designing the project's UX and UI, as well as visualizing the narrative to communicate the concept.
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The Impact
This project entailed more than simply concept development; it also involved evaluating how the business model will operate and how it can be differentiated in an already saturated social networking market. It was a step toward understanding how to transform an invention or a concept into innovation.
What could be improved?
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The Buddy and Newbie match algorithm was developed in response to initial customer feedback. There is an opportunity here to identify additional ways to improve the system by requesting more data from users for a better match and overall user experience.
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Adhering to WCAG Standards (Web Content Accessibility Guidelines) in the app interface in terms of color contrast
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