As part of Springboard’s Industry Capstone Assignment, I was given the following scenario:
A startup company has launched a new product that helps people make friends and attend events. The goal of the product is to create social engagement that will motivate users to attend events and meet more people.
The business team has realized that the number of people who book events is significantly higher than the number of people who actually attend these events. Company data shows that on average only 20% of those who sign up actually attend.
The problem statement (HMW) statement that needed to be solved was:
Role and Constraints
Timeline: May — July 2021
Role: Individual project
Scope: UI/UX Design
Softwares used: Figma, Miro, Marvel
Key Stakeholder Insights
The business team had given me certain reasons as to why they felt there was a low conversion rate. These were:
- Users may not be getting effective communication about the upcoming events (eg. Emails, reminders, etc.)
- Possibly users need an incentive to attend but this incentive would need to be cost-effective for the company
I followed the user-centered design process by undertaking the following steps:
I started by making a project plan and setting deadlines for various deliverables that would be needed to find a solution to the problem at hand.
I began my research to understand what were some motivators that propelled users to attend events. I was also trying to understand user behaviors. Some of the key takeaways were as follows:
Users looked at incentives for attending free events eg. tokens or some tangible benefits
In most cases — leisure, recreation, and learning were the prime motivators
Users would like to be reminded of upcoming events so as to keep track
Users like to share events they are interested in with their friends — this process should be seamless
Users who book events alone may often have social anxiety that may act as a barrier from attending the event on the actual date
Users who pay for an event will most likely attend an event
Filling up an application to attend events i.e adding an exclusive factor acts as a motivator
Making the user aware that it was a good decision to book the event by sending follow up emails with event speaker details etc helps boost confidence
I conducted competitive research with direct competitors trying to solve a similar problem viz BookMyShow, Meetup, and Eventbrite to gauge feature parity and areas of improvement. Following was the output of the analysis:
The methodology used for conducting primary research was user interviews. I shortlisted users through a survey floated among 15 participants and shortlisted users who:
- Have been to events and meetups in the past
- Have used an application or website to book an event
I then conducted 5 user interviews, which revealed the following insights:
Some of the key factors for attending an event were — Subject Matter, Speakers/Artists, Cost, friends attending the event. These should be highlighted on the event’s information page
Most users felt from prior experiences, that when they could not attend events it was either due to logistical differences like time, location, cost of the event or because they did not have company to go with
Users would definitely attend free events, however, they would like to be reminded post-booking through reminders, calendar /app notifications, etc
Most users attended leisure events like festivals, markets. The other categories where users attended events were skill/knowledge enhancement events like fairs and workshops.
To track a booked event, users generally follow social media handles of the event page or ask friends who are going to the event for more information
If a user found an event interesting they would usually share it via Whatsapp or Instagram to their friends to check if they will have company to attend
Through the key insights gathered from user interviews, I was able to create logical groups to understand the buckets of information available to me.
I was then able to construct a user persona of the ideal user that would book an event on such an application basis the information gathered.
I now had the necessary inputs and insights and moved to organize, prioritize, and bucket them in a concise manner so as to begin the designing phase of the project.
I had access to some of the existing user flows for core functionality like booking an event. I further added functionality for post-booking flows as this was crucial to solving the problem.
Sketching the individual screens from the user flows was the next step of the process. This covered sketching various pages and elements on paper that are needed for the app to be functional.
Guerilla Usability Testing
I conducted a series of Guerilla Usability Tests with this paper prototype using the Marvel POP application
Tasks: The users were asked to use the application to book an event and I probed them with the following questions
Was the information provided compelling enough to book the event?
Were there any roadblocks?
Were the post-booking reminders sufficient?
Were there any usability issues in the flows?
Analysis: The users were able to register for the event successfully and found the information provided sufficient and useful. All users agreed that the email reminders, calendering option, and app push notifications would be useful to keep track of the upcoming event. There were no roadblocks encountered and the experience was fairly intuitive.
A user specifically liked the chat room interface where he could speak to participants attending the same event and socialize so as to have company to attend.
I started digitizing the paper sketches and created low-fidelity mock-ups in this next phase of the design process
The assignment brief gave me an overview of the brand personality and brand attributes. On the basis of these, I undertook branding and formulated the following brand identity for the product:
I was able to incorporate the brand elements and identity into the low fidelity mocks to create a high fidelity prototype of the product — Mingle.
Some of the salient features that helped in solving the problem were:
In order to validate the design decisions and solutions, I conducted a series of usability tests
For testing purposes, 5 remote moderated usability tests were conducted with the high-fidelity prototype of the product. The participants were selected from friends and family and were people who have booked and attended events in the past. The insights were as follows:
Issue 1: The chat option seemed to be mandatory. The chat option on the “Confirmation page” seems mandatory as it is the main CTA of the page. This is was a hindrance for users who did not wish to chat and would like to close it and move forward.
Solution: Instead of relying on the cross at the top left-hand side of the screen which was not very intuitive, I added a “Skip” option near the chat button, thus allowing the user an option to choose and proceed accordingly.
Issue 2: A user mentioned there should be additional details about the speakers or the hosts of the event which was lacking
Solution: I added a hover animation with more information about each speaker/host
This case study helped me understand how an industry-specific problem can be tackled and successfully solved using the design process. Following the methodologies of discovery, design, and validation helped me to improve upon the existing solution and solve the problem in an existing product in a quick and easy manner.
Having a project plan helped me keep track of the deliverables and the processes I had to undertake. This case study was a deep dive into solving real-world problems and has now prepared me to take on other such problems head-on!
Thanks for reading my case study! :)