Market Research

Target Market:

The Age Distribution Chart serves as a vital lens into the composition of our target market. This visual representation effectively captures the age diversity among our audience, a pivotal demographic factor in understanding our user base. By highlighting this distribution, we underscore the broad spectrum of age groups we are connecting with, ranging from the youthful vigor of 18-25-year-olds to the wisdom of those aged 36-50. This demographic diversity is a defining feature of our target market, demonstrating our app’s appeal to a wide range of age cohorts.

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.

1. Welcome/Onboarding Screen:
   • A screen that welcomes users to the app and provides a brief introduction to its purpose. You can also include an option for users to sign in or sign up.
2. Sign Up/Registration Screen:
   • A screen where new users can create an account. Collect essential information such as name, email, and password. Optionally, you can allow users to sign up with their social media accounts for convenience.
3. Profile Creation/Editing Screen:
   • A screen where users can set up their profiles. They should be able to add a profile picture, write a short bio, and specify their interests and hobbies.
4. Home/Feed Screen:
   • The main screen where users see a feed of events, groups, or individuals based on their interests and location. This is where users can discover new activities and people to connect with.
5. Event/Group Details Screen:
   • When a user taps on an event or group from the feed, they should be taken to a screen that provides detailed information about that event or group. Include a description, date, time, location, and RSVP options.
6. User Profile Screen:
   • A screen where users can view the profiles of others. Include information like profile picture, name, bio, interests, and a button to send a connection request or message.
7. Messaging/Chat Screen:
   • An essential feature for users to communicate with each other. Include individual and group chat options.
8. Search/Filter Screen:
   • A screen where users can search for specific events, groups, or people based on keywords or filters like location, date, and interests.
9. Notifications Screen:
   • Users should receive notifications for new messages, connection requests, and updates related to events or groups they’ve joined. Include a screen where they can view and manage these notifications.
10. Settings Screen:
    • Allow users to customize their app settings, including notification preferences, privacy settings, and account management.
11. Log Out Screen:
    • A screen where users can log out of their accounts.

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.

1. Welcome/Onboarding Screen:
   • A screen that welcomes users to the app and provides a brief introduction to its purpose. You can also include an option for users to sign in or sign up.
2. Sign Up/Registration Screen:
   • A screen where new users can create an account. Collect essential information such as name, email, and password. Optionally, you can allow users to sign up with their social media accounts for convenience.
3. Profile Creation/Editing Screen:
   • A screen where users can set up their profiles. They should be able to add a profile picture, write a short bio, and specify their interests and hobbies.
4. Home/Feed Screen:
   • The main screen where users see a feed of events, groups, or individuals based on their interests and location. This is where users can discover new activities and people to connect with.
5. Event/Group Details Screen:
   • When a user taps on an event or group from the feed, they should be taken to a screen that provides detailed information about that event or group. Include a description, date, time, location, and RSVP options.
6. User Profile Screen:
   • A screen where users can view the profiles of others. Include information like profile picture, name, bio, interests, and a button to send a connection request or message.
7. Messaging/Chat Screen:
   • An essential feature for users to communicate with each other. Include individual and group chat options.
8. Search/Filter Screen:
   • A screen where users can search for specific events, groups, or people based on keywords or filters like location, date, and interests.
9. Notifications Screen:
   • Users should receive notifications for new messages, connection requests, and updates related to events or groups they’ve joined. Include a screen where they can view and manage these notifications.
10. Settings Screen:
    • Allow users to customize their app settings, including notification preferences, privacy settings, and account management.
11. Log Out Screen:
    • A screen where users can log out of their accounts.

Research Takeaways

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.