Fetcher

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A startup has launched a product that helps people meet and make new friends. The company explains that when people move to a new city or town, fear and social anxiety can keep them from making plans. That’s why the product’s goal is to create a social user experience that will help users get out and do activities in-person.

Services:

User Interface, User Experience, Brand and Design Identity

Year:

2020

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Objective:

 

Find solutions to increase the conversion of accepted invites to event attendees.

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Secondary Research

Throughout my secondary research, I researched on three concepts to convert accepted invites to event attendees:

Social Anxiety:

Social anxiety is an extreme fear in social settings. They fear being judged or scrutinized by others. They worry intensely about social situations and worry for days or weeks before an event. They have difficulties such as meeting new people and dating. Many of them have support groups where they receive unbiased, honest feedback about how others in the group see them.

 

Decision Making:

There are 7-steps to decision making:
1. Identify the decision

2. Gather relevant information

3. Identify the alternatives

4. Weigh the evidence

5. Choose among alternatives

6. Take action

7. Review your decision and its consequences.

 

Commitment with Events:

Some relevant information I found was events should be more authentic than promotional, which means more relevant information with more value. Additionally, they report that attendees who can socialize and communicate with one another is helpful to the event. The primary reason people join membership organizations or attend paid events is to network with their peers. They come to meet each other more so than they come to experience your event.
 

Decision
Making

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Primary Research

My findings were that the majority of people use facebook events as a source of looking for events. They attend events based on their own interests and get notified about events based off the suggestions of the application they are using.


The majority of the users stated that they think it would be a nice feature to be matched up with another attendee who’s going alone to have someone to go with, since most of them said they would feel nervous and anxious about attending alone. Additionally, the users shared that the reasons they don’t go to the events is because of the distance, cost, feeling ill or situations that up the day of.


They also shared that they liked getting reminders, mostly just notifications, some liked and disliked adding things to their calendar. They also shared having the option of “interested” and “going is really nice feature to have, instead of just the one option of going. They said having someone to go with motivates them to go much more than going alone.

Participants:
5 participants

Screener:
32+ Age

Condition:
Moderated Skype and Facetime

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Analysis:

After evaluating my secondary and primary research, I developed some directions and solutions to the mission statement. 

Social Anxiety:

1. Give the opportunity for users to be paired with another person before attending the event

2. Give some options of ice breakers and or 
give helpful conversation starters to help them start 
a conversation

Decision Making:

1. Create multiple choices to choose from interested and going This allows the user to casually commit or confidently commit

2. This allows the user to think deeper about attending the event

Commitment with Events:

1. Creating a triple confirmation in a subtle way will create higher attendance

2. Making the event more authentic and not promotional will create a bond between the attendee and the event

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Marcus 

36, Software Engineer, San Fransico

"I like going to events, but I have a hard time committing to them."

About:

Marcus just moved from Michigan to San Fransico for a job. He is 36 years old and works remotely from home. He enjoys going to events every week or weekend. He goes to events that interest him in cuisine, exercise, and skill learning. He is extroverted within a group of friends but has a hard time making new ones. He occasionally forgets about events he says he’s going to unless he pays for them.

Goals:

He wants to go to events that interest him every week or weekend.
He wants to feel confident about going to an event and going through with it.

He wants to possibly meet people who have similar interests to him.
He wants to be reminded of the event so he doesn’t forget about attending.

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User Flows

Setting reminders and notifications to an event

Meet a fellow attendee to tag alone with

Change personal preferences for event customization

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Low Fidelity Prototype

I designed my low fidelity prototype on my computer since I already downloaded a UI kit and wanted to keep the style consistent. I also added real language to better understand my space and layout.

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Guerrilla Testing

Due to Covid 19, I didn’t have the opportunity to conduct guerilla testing in person. 
I decided to test over facetime and skype. I decided to test the same people I interviewed from the primary research to keep the interviewees consistent.

 

1. Attend the Event
2. Pair with Fellow Attendee
3. Change Event Preferences

 

My findings were that all participants had trouble with changing their event preferences. They shared that some UI screens were cluttered and distracting, including the search engine, profile preferences, and a few overlays.

 

Participants:
3 participants

 

Screener:
32+ Age
Event Attendee Presence

Condition:
Moderated Skype

Facetime

 

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While creating my high fidelity prototype, I used a pre-existed IU Kit as my direction and adjusted it to fit my brand and Rally’s mission.


I incorporated the Rally logo, brand colors, typeface, and UI elements before I created the high fidelity prototype.

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Refining Prototype

While analyzing results from the guerilla testing, I made sure to fix the usability issues that the participants had.

Solution 1:

1. Adjusted the checklist to a slider to make a better user experience.
2. I kept the ability to check this since this preference didn’t relate to the notifications.

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Solution 2:

1. All the users selected the more button on the event page to go to Event Preferences. So I added that preference to the overlay.
 

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Solution 3:

1. I changed the horizontal ellipsis icon to the chat icon since the users thought it would be confusing to have it under their profile. I also didn’t want to add the chat icon to the navigation since being paired with a fellow attendee isn’t the main focus of the app.


2. I add the location of the event on the card of the event to show more details.
 

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Solution 4:

1. I decided to change the main pages on my navigation due to the relevance of the actions the users will make while searching for an event.

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Usability Testing

I tested three of the same participants from my Guerilla testing. I tested them over facetime and skype. Below are the main tasks I asked them to conduct. I also wanted to ask generally about the usability and how they felt about Rally.

1. Introductory slides
2. Search Engine
3. Attend the event
4. Pair with a fellow attendee

There were not that many major issues during my usability test. The only issues that arose were that many overlays didn’t close properly, there was a glitch in the search engine, and some minor UI elements that were irrelevant, not clear, or missing.

 

Participants:
3 participants

Screener:
32+ Age

Event Attendee Presence

 

Condition:
Moderated Skype

Facetime

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High Fidelity

I adjusted the screens and navigation based on my findings from the usability testing.

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