Market Research

Target Market:

Our target market encompasses individuals aged 18-50 years, residing primarily in urban environments, who are passionate about specific hobbies or interests. This includes students, young professionals, creative individuals, hobbyists, and enthusiasts who are already accustomed to using digital platforms for social interaction and seek meaningful connections based on shared interests. Given the widespread use of digital devices and the increasing prominence of niche hobbies and interests, we anticipate a substantial target market spread across a broad demographic spectrum, with significant international potential.

Competitor Analysis:

Several platforms serve as indirect competition, including general social networking sites like Facebook, meetup-focused platforms like Meetup.com, and hobby-specific forums and online communities. Dating apps with friend-finding features, such as Bumble BFF, might also serve as competitors. However, none of these platforms offer a focused approach to connecting individuals based purely on shared interests without the context of dating or professional networking. Our app’s unique positioning could provide a competitive edge over these existing platforms.

Market Needs:

There is a growing need for digital platforms that promote meaningful social connections based on shared interests and hobbies. Many existing platforms either focus on professional networking, dating, or broad social networking without the necessary tools to cater to niche interests. Users are seeking a platform that allows them to find, join, and engage with communities of like-minded people seamlessly, making it easy to share, learn, and engage with their hobbies or interests.

Market Trends:

There is a growing trend towards digital platforms that cater to specific niche communities and interests. As people’s digital habits evolve, there’s an increasing desire for more personalized and meaningful online interactions. Additionally, as more hobbies and activities move online due to changes in lifestyles, the need for platforms to facilitate these activities is expected to rise. The trend of gamifying user experiences to increase engagement and retention is also prominent.

Market Challenges:

The challenges include differentiating ourselves in a market with well-established social platforms, ensuring user privacy and data security, and maintaining consistent user engagement. Additionally, managing and moderating community interactions to ensure a positive and respectful environment could be a significant challenge. Gaining initial traction and reaching a critical mass of users to ensure diverse and active communities is another potential challenge.

Potential Market Growth:

The potential for market growth is substantial. As digital connectivity continues to grow, more people are turning to online platforms to engage with their hobbies and find like-minded communities. According to Statista, as of January 2021, there were 4.66 billion active internet users worldwide, demonstrating the massive potential audience for our app. As the trend toward personalized and interest-based digital interactions continues, we anticipate considerable market growth in the coming years.

Style Guide

1. Logo: The logo should symbolize connection and shared interests. A combination of symbols that represent various hobbies or interests, intertwined or connected in some way, could convey this concept. Make sure it’s versatile, easy to recognize even at small sizes, and aligns with the color scheme and typography.

2. Color Scheme: As discussed earlier, consider using colors that resonate with the wide demographic range of your target audience. Choose a primary color that is energetic and welcoming, supplemented by secondary colors that are more subdued and neutral. Ensure your color scheme is WCAG compliant for accessibility.

3. Typography: Select a combination of typefaces that balance legibility with personality. The primary typeface should be used for headers and UI elements, and it should reflect the tone of the app. The secondary typeface should be easy to read, even at small sizes, and be used for body text and long-form content.

4. Iconography: Icons should be simple, clear, and recognizable. They should be consistent in style (whether that’s line art, filled, etc.) and align with the color scheme. Use universal symbols where possible and ensure they meet accessibility standards.

5. Imagery: When it comes to photos, illustrations, or other imagery, consider using images that represent a diverse range of interests and hobbies. If users can see their interests represented, they’ll feel more connected to the app. Also, show diversity in terms of age, gender, ethnicity, etc., to reflect your broad target audience.

6. Voice and Tone: The language used in the app should be welcoming, inclusive, and friendly. The tone should be casual, but not overly informal. Aim to make users feel like they’re part of a community, and always prioritize clarity and usability in your messaging.

7. Interactions and Transitions: Animations and transitions should be smooth and intuitive. Consider using microinteractions (small, subtle animations in response to user actions) to make the app feel more engaging and dynamic.

Remember, the key to a successful style guide and branding is consistency. Everything from the logo to the language should feel like part of the same family, reinforcing your brand identity throughout the user’s experience.

Persona Creation

1. Persona: “The Hobby Enthusiast”

• Name: Alex Thompson
• Age: 26
• Occupation: Software Developer

Psychographics: 

• Enthusiastic about niche hobbies like Magic: The Gathering, board games, and coding challenges.
• Enjoys friendly competition and camaraderie within these hobbies.
• Values connecting with like-minded individuals who share the same niche interests.
• Actively explores new apps and online communities related to hobbies and coding.
• Appreciates a platform that makes it easy to find and connect with fellow hobby enthusiasts.

Alex is always looking for fellow enthusiasts to share and play board games. He enjoys the competition and camaraderie but struggles to find people who share his niche hobbies. He wants an easy way to connect with like-minded individuals around his interests.

2. Persona: “The Social Butterfly”

• Name: Lisa Fernandez
• Age: 32
• Occupation: Event Planner

Psychographics: 

• Thrives on social interactions and meeting new people.
• Enjoys a diverse range of interests like yoga, vegan cooking, and indie music.
• Values learning and discovering new things.
• Actively engages with multiple social platforms and seeks group activities or classes.
• Looks for a platform that helps her connect with others who share her lifestyle and hobbies.

Lisa loves meeting new people and learning new things. She is always looking for group activities or classes around her interests. She loves the idea of a platform that can help her find people who share her lifestyle and hobbies.

3. Persona: “The Casual Learner”

• Name: Mark Anderson
• Age: 45
• Occupation: High School Teacher

Psychographics: 

• Appreciates leisure activities like photography, bird watching, and history podcasts.
• Enjoys spending time outdoors and exploring nature.
• Values connecting with others who share his interests in photography and bird watching.
• Comfortable with technology and regularly uses photography apps and listens to podcasts.
• Looks for a platform that combines his love for nature, photography, and learning, and facilitates sharing experiences with others.

Mark is an amateur photographer and nature lover who enjoys spending his free time outdoors. He is always looking for fellow bird watchers or photography groups. He appreciates a platform that helps him combine his love for nature and photography and share it with others.

4. Persona: “The Student Explorer”

• Name: Mia Li
• Age: 21
• Occupation: University Student

Psychographics: 

• Passionate about anime, manga, video games, and Japanese language and culture.
• Actively participates in online communities and forums related to these interests.
• Enjoys watching anime, discussing manga, and practicing Japanese language skills.
• Values connecting with other fans to deepen understanding and engagement.
• Seeks opportunities to join watch parties, engage in manga discussions, and practice the Japanese language with like-minded individuals.

Mia is passionate about Japanese culture and is always on the lookout for anime watch parties, manga discussions, or language practice groups. She is eager to connect with other fans and deepen her understanding and engagement with her interests.

User Journey Mapping

In developing WeMeet, I meticulously crafted comprehensive user journey maps outlining the end-to-end experience for our diverse user base. These user journey maps include every crucial step, starting from seeing the advertisement for WeMeet, deciding to sign up, to successfully joining a group of interest and engaging with the community.

By fleshing out these user journey maps, I gained invaluable insights into the needs, pain points, and expectations of potential users of WeMeet. This holistic understanding of their journeys will allow me to design a seamless and intuitive user experience that caters specifically to their needs. These user journey maps will serve as a guiding blueprint, ensuring that every stage of the app aligns with user expectations and contributes to a positive overall user experience.

1. Awareness

Alex sees a targeted Facebook ad about our app. The ad is visually appealing, showcasing a few popular hobbies, including Magic: The Gathering, which catches Alex’s attention.

2. Consideration

Alex downloads and opens the app. The first screen he sees is a welcoming onboarding sequence. This includes several screens:

• Welcome Screen: A screen that introduces the app and its purpose.
• Benefit Screens: Several screens that showcase the key benefits and features of the app, such as finding local groups, connecting with like-minded individuals, and planning meetups.
• Call to Action Screen: The final onboarding screen prompting Alex to sign up or log in.

3. Decision/Action

Alex decides to sign up. He’s taken to the Sign Up process, which includes:

• Sign Up Screen: A form where Alex can input his personal details and create an account.
• Interest Selection Screen: A screen where Alex can select his interests from a pre-defined list, including Magic: The Gathering.

4. Use

After the sign-up process, Alex is taken to the main screen of the app:

• Home Screen: A screen showcasing various groups related to his selected interests. This screen includes a navigation menu for accessing other app features.
• Group Detail Screen: A screen displaying more information about the group when a specific group is selected. It includes details about the group’s activities, a chat feature, and a ‘Join’ button.
• Confirmation Screen: A screen confirming that he has successfully joined the group.

5. Retention

Over the next few days, Alex interacts with several more screens:

• Notification Screen: A screen showing notifications about upcoming events, group messages, and other updates.
• Group Chat Screen: A chat interface for communicating with other group members.
• Event Detail Screen: A screen showing details of upcoming events, including date, time, location, and event description.

Wireframing

For WeMeet, I kicked off the design process by developing low-fidelity wireframes for the core components of the app: the welcome screen, the onboarding sequence, and the sign-up screens.

This initial stage of wireframing provided a concrete blueprint of the app’s functionality and user flow. It enabled all stakeholders, including potential users, clients, and the development team, to visualize the final product. It created an effective platform for feedback and encouraged collaboration, ensuring proactive modifications are made before significant resources are invested in development. This methodology streamlined the workflow and maximized the effectiveness of the final product.

In creating the most compelling first impression, my user groups and I assessed various welcome screens. In the end, we decided that a single, logo-focused welcome page would effectively communicate our brand from the get-go.

Designing the onboarding screens, I adhered to industry best practices to avoid overwhelming users with too much information. With this in mind, I constructed a brief yet engaging introduction, serving as our ‘elevator pitch’ to users about what they can expect from their WeMeet experience.

As for the sign-up screens, these were designed with a dual objective: gathering sufficient user information without compromising the user experience. We requested the basics – names, phone numbers, and email addresses – while ensuring the user felt in control. After verifying the phone number, we presented users with a final review step. This step not only enabled users to catch any potential errors but also empowered them, reinforcing their comfort and trust in our platform.

The following sequence of screens in WeMeet consisted of the main feed, detailed group view, successful group joining confirmation, user profile, and settings. As I transitioned from low-fidelity wireframes to high-fidelity mockups, I identified and incorporated additional necessary features, like a group chat system, to enhance the user experience.

Understanding the importance of intuitive navigation, I implemented a floating navigation design in WeMeet, enhancing its aesthetic appeal and functionality with refreshed icons. I also used this opportunity to fine-tune the labels, moving away from generic terms to create a more user-centric and engaging interface. This thoughtful, iterative approach showcases my dedication to constant improvement throughout the design process, with the ultimate goal of optimizing the user experience on WeMeet.

Prototyping

As I embarked on designing the user journey for WeMeet, I meticulously crafted a set of key screens that epitomize a seamless and engaging experience. These screens were thoughtfully developed to elevate the user journey and provide users with frictionless interaction with the platform.

The Sign-up/Registration screen serves as the gateway to a delightful experience. I prioritized creating a user-friendly and intuitive sign-up process that allows users to effortlessly create their accounts. By seamlessly gathering necessary information such as name, email, and password, I ensure a smooth onboarding process that sets the stage for a positive engagement.

To empower users in their search for suitable groups and events, I designed an intuitive Browse/Search screen. Through advanced filtering and sorting options, users can easily explore and discover available groups or narrow down their preferences based on specific categories of interests. This screen enhances the browsing experience, ensuring that users find groups and events tailored to their interests with ease.

The Group/Event Details screen captures the essence of transparency and informed decision-making. Here, I present users with comprehensive information about each group or event, including group descriptions, event locations, event times, and any specific requirements or instructions from the group administrators. This level of detail fosters trust and enables users to make well-informed choices that align with their preferences.

Efficient and effective communication is the driving force behind successful interactions. To facilitate seamless collaboration between users and group administrators, I integrated a robust Chat/Messaging screen. This feature empowers users to engage in direct and streamlined conversations with the administrators, allowing them to discuss event details, seek clarifications, and establish a reliable rapport for successful event participation.

The Group Joining/Event Registration Confirmation screen streamlines the process of committing to a group or an event. It provides users with a clear overview of their chosen group or event, allowing them to review all relevant details and confirm their commitment before proceeding. This step ensures clarity and reinforces the trust between users and administrators.

Keeping users informed about the progress of their group events is essential. The Group Events/Updates screen provides real-time updates on upcoming events, changes, and other group news. With clear visual indicators and necessary updates, this screen ensures that users stay connected and confidently track the progress of their group activities.

To foster trust and accountability within the WeMeet community, I incorporated a Ratings/Reviews screen. This feature allows users to provide valuable feedback and ratings for completed events. It also enables them to access ratings and reviews from other users, creating a reliable feedback system that cultivates transparency and builds trust among community members.

Lastly, I designed a dedicated Settings/Preferences screen to empower users with control over their account settings. Here, they can personalize their experience by managing notification preferences, privacy settings, and other personalized preferences. This level of customization enhances the overall user journey, ensuring that each user can tailor the WeMeet platform to their unique needs and preferences.

By thoughtfully incorporating these screens into the user’s journey, I provide an engaging and satisfying experience throughout the entire process. From seamless onboarding to group discovery, effective communication, event tracking, and personalized settings management, these screens work cohesively to deliver exceptional user experiences.

User Research

Though the app was not fully developed, I designed a comprehensive demo that closely emulated the proposed functionality and user experience. This allowed me to present it to my identified user groups – representing a diverse range of needs, habits, and tech familiarity – and test it against our proposed use cases and original assumptions.

During the demo, I encouraged users to interact with it, complete tasks, and provide feedback.

Surveys and Questionnaires

User Research Survey

1. How old are you?
   • Under 18
   • 18-24
   • 25-34
   • 35-44
   • 45-54
   • 55 and above
2. What is your gender?
   • Male
   • Female
   • Prefer not to say
   • Other
3. How often do you use social networking apps?
   • Daily
   • Weekly
   • Monthly
   • Rarely
   • Never
4. Have you used any apps to meet new people based on common interests before? If yes, which ones?
5. What kind of interests or hobbies are you hoping to share with others?
6. What features are important to you in a social networking app?
7. How comfortable are you with meeting new people online?
   • Very comfortable
   • Somewhat comfortable
   • Neutral
   • Somewhat uncomfortable
   • Very uncomfortable
8. What concerns do you have about using an app to meet new people?
9. How important is the safety and privacy feature in a social networking app?
   • Very important
   • Somewhat important
   • Neutral
   • Not very important
   • Not important at all
10. Any other feedback or features you’d like to see in an app designed to meet new people based on shared interests?

Answers

1. Age: 25-34
2. Gender: Male
3. Social networking app usage: Daily
4. Previous apps: Meetup, Facebook Groups
5. Interests: Tech meetups, outdoor activities
6. Important features: Event discovery, user verification, intuitive chat system, privacy settings
7. Comfort with meeting new people online: Very comfortable
8. Concerns: Privacy and safety, real identity of the users, clarity of event details
9. Importance of safety and privacy: Very important
10. Other feedback: A feature to suggest events based on my current interests would be helpful.

User Interviews

Carla Interview

Q: Why do you use social networking apps? A: I like to use these apps to connect with people who have similar interests to me. It helps me find local events and groups I wouldn’t know about otherwise.

Q: What do you hope to get from WeMeet? A: I want to find local groups related to my interests. I’m looking for a community that shares my hobbies.

Q: What concerns do you have when using these types of apps? A: I worry about my privacy and safety, especially when meeting new people online. I also have concerns about the credibility of event organizers.

Oliver Interview

Q: How often do you use social networking apps? A: I use them every day. It’s how I find out about new events and keep in touch with people.

Q: What features are important to you in these apps? A: I like being able to discover new events easily. A chat system is also important to me. And, of course, I want to know who I’m talking to, so user verification is a must.

Q: What would make WeMeet more appealing to you? A: I’d like to see clear details for events and a feature to verify users’ identities.

Bob Interview

Q: What kind of events are you interested in finding on WeMeet? A: I’m mainly looking for professional events and networking opportunities, especially in tech.

Q: How important is the quality of these events? A: It’s crucial. I don’t have a lot of spare time, so when I attend an event, I want it to be worthwhile.

Q: What would you like to see in the chat system? A: It should be straightforward and reliable. I want to be able to discuss event details easily and professionally.

Tina Interview

Q: What has been your experience with other social networking apps? A: They’re generally good, but sometimes the quality of the content could be better. I’ve found some great coding workshops and tech meetups, though.

Q: How do you feel about meeting new people online? A: I’m very comfortable with it, especially when it’s in a professional or hobby-based context.

Q: How could WeMeet improve your experience? A: Providing clear and comprehensive information about each event is important. Also, a feature to bookmark my favorite events would be handy.

From these interviews, it is clear that user verification, privacy, safety, quality of events, and clear communication are recurring themes. Taking these aspects into consideration will be important in creating an effective and user-friendly application.

Field Studies

Field Study for Casual Carla

In her local coffee shop, Carla pulls out her phone and opens WeMeet. She spends some time browsing through various interest categories, and clicks on a few upcoming events. She reads through the event details and checks the location. She seems a bit hesitant, but finally RSVPs to a book club event happening next week. She then spends a few minutes setting up her profile, before closing the app and resuming her coffee.

Key Findings: Casual users like Carla need reassurance about event details, locations, and who else might be attending. They spend time setting up a thorough profile to ensure their own credibility and to connect with like-minded individuals.

Field Study for Outgoing Oliver

Oliver is at a busy tech conference. During a break, he checks WeMeet on his phone, scrolling through new events in his area. He quickly RSVPs to a couple of them, then checks his messages. He responds to a couple of users about an upcoming event, then goes back to networking in-person.

Key Findings: Outgoing users like Oliver use the app regularly, quickly navigating through new events and messaging with ease. They value swift, clear communication and a variety of event options to fill their social calendars.

Field Study for Busy Bob

Bob is in his office during lunch break. He opens WeMeet and searches specifically for tech networking events in his area. He reads through the details carefully, even looking up the speakers on another browser tab. He RSVPs to an event, then closes the app to finish his lunch.

Key Findings: Busy professionals like Bob use the app with specific goals in mind, focusing on event details and quality. They appreciate a user-friendly, efficient app experience that lets them find relevant events quickly.

Field Study for Techie Tina

Tina is at home, lounging on her couch. She opens WeMeet and searches for coding workshops in her area. She spends time reading the descriptions and user reviews, before bookmarking a few to consider later. She also checks out the profiles of the event organizers, before closing the app.

Key Findings: Tech-savvy users like Tina utilize all features of the app, including user reviews and bookmarking. They spend time researching events and organizers to make sure they find the best match for their interests and needs.

Usability Testing

Usability Test for Casual Carla

Task: Carla is asked to find a yoga class in her area and RSVP.

Result: Carla successfully navigates to the “Health & Wellness” category, and then filters events in her area. She finds a yoga class that fits her schedule and RSVPs without any issues. However, she spends a few minutes figuring out how to RSVP, suggesting that this action button could be more prominent.

Usability Test for Outgoing Oliver

Task: Oliver is tasked with creating a new event for a hiking group.

Result: Oliver quickly finds the “Create Event” button and enters all the necessary information. He successfully creates an event but mentions that he would have appreciated tooltips for some of the input fields, such as “Event Capacity”.

Usability Test for Busy Bob

Task: Bob is asked to change his account settings to receive fewer email notifications.

Result: Bob navigates to the settings but struggles to find the email preferences section. Eventually, he locates it and changes the notification settings. This indicates that the settings could be better organized or labeled for easier access.

Usability Test for Techie Tina

Task: Tina is tasked with messaging a user about an upcoming coding workshop.

Result: Tina locates the user profile but has difficulty finding the message button. She eventually sends the message, but her experience suggests the need for more intuitive user interaction design.

From these simulated usability tests, we observe that the visibility of primary action buttons, clarity in labeling, and intuitiveness of the navigation design are areas that could use some improvement in WeMeet. These insights can guide design iterations for better usability and user experience.

Research Takeaways

1. Research Takeaways:
   1. Demographics: Our target audience mainly consists of individuals aged between 20-40, predominantly hobbyists and professionals interested in networking and community-building activities.
   2. User Preferences: Users value the ability to connect with others who share similar interests. They also appreciate clear and intuitive navigation that allows them to easily discover new events and groups, and the ability to customize their profiles and settings.
   3. Usability: While users found the app’s concept engaging, some usability issues were noted, such as finding the right buttons for primary actions and navigating the settings. The need for tooltips and clearer labeling was expressed.
   4. Communication: The users expressed a need for an intuitive and robust chat system, allowing them to communicate seamlessly with others, fostering a more interactive and connected community.
   5. Aesthetics: Users were open to an energetic and friendly color scheme, clean and modern typography, and intuitive icons, which would align with the app’s goal of fostering engaging and vibrant communities.

   Overall Summary:

   The user research conducted for the WeMeet app reveals a strong potential market among young adults interested in finding communities that share their interests. There is a clear demand for an easy-to-use platform that facilitates discovering new events, connecting with like-minded individuals, and building local communities.

   While our proposed design generally resonated with our personas, the usability tests highlighted some areas of improvement, including clearer navigation, improved labeling, and a more intuitive chat function. Our visual design considerations, based on feedback from our personas, will aim for a friendly and modern aesthetic, which aligns with our users’ expectations.

Demo

I’ve crafted a dynamic and insightful minute-long walkthrough demo video, proficiently animated using Adobe XD, to demonstrate the user journey through the WeMeet app. This video serves as an all-encompassing guide for the developers, giving them a full visual understanding of the designs and the user interactions intended.

This demo enables me to clearly communicate several critical elements to the development team, such as smooth transitions between screens, the visual manifestation of any notifications or alerts, and the exact positioning of all assets on each screen. This precise attention to detail is aimed at assuring a seamless handoff process and equipping the development team with the necessary information to translate the designs into a fully operational WeMeet app.

Leveraging the capabilities of Adobe XD, I’ve been able to successfully bridge the gap between design and development. This fosters a streamlined and efficient workflow, encourages collaboration, and allows the development team to bring the WeMeet app to life with precision and accuracy.