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Group G: Joe Dara, Melissa Dryer, Cori Faklaris
An app to foster community for young urbanites
What’s the problem that you looked at?Community as a concept occupies a very important place for humans. All humans have some form of community in their daily life, beginning with their family. People find safety, comfort and entertainment in these community units.
Communities are created through both explicit and implicit triggers.
• The implicit triggers include proximity, interests, hobbies, etc.
• The explicit triggers include professional connections, activities, charity events — generally: experiences.
Millennials: Fueling the Experience Economy (Eventbrite) • “More than 3 in 4 (78%) would choose to spend money on a
desirable experience or event over buying something desirable.”
• “More than 8 in 10 (82%) attended or participated in a variety of live experiences in the past year, ranging from parties, concerts, festivals, performing arts and races and themed sports—and more so than other older generations (70%).”
• “72% say they would like to increase their spending on experiences rather than physical things in the next year, pointing to a move away from materialism and a growing demand for real-life experiences.”
Source: http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdf
Millennials: Fueling the Experience Economy (Eventbrite) • “FOMO — Fear Of Missing Out — drives millennials’ experiential
appetite: Nearly 7 in 10 (69%) millennials experience FOMO. In a world where life experiences are broadcasted across social media, the fear of missing out drives millennials to show up, share and engage.”
• But “the demand for live experiences is happening across the generational board. Since 1987, the share of consumer spending on live experiences and events relative to total U.S. consumer spending increased 70%. People want to experience more, and businesses are evolving and entering the market to meet that demand.”
Source: http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdf
Number of residents ages 20-39 in Indianapolis (Marion County)
Source: 2010 Demographic Profile Data, http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
33.7Median age in Indianapolis
252,068
Opportunity: Community for Young UrbanitesBased on the data from our interviews, people under 40 in Indianapolis are really interested in participating in community events on a regular basis.
However, both participants and the organizers are facing certain logistical barriers in building communities, that no one has yet solved definitively. We are trying to solve the problems
for both participants and organizers (or leaders) to promote community-building among young urbanites.
Problems for Participants:1. Difficulty in finding communities which match their interests and constraints.
2. Difficulty in finding events from different communities that are scattered around various physical and digital locations.
3. Difficulty in choosing between simultaneous or overlapping events.
<< Persona: Ericka, 22, “urban explorer”
Problems for Organizers:1. Difficulty in informing participants about the event.
2. Difficulty in publishing updates (like time changes, location changes) about the event to the participants.
3. Difficulty in coordinating logistics (like location, volunteers, transport etc) for an event.
Persona: Jake, 32, “urban tribalist” >>
We came up with four requirements:
1. Usability
2. Visual awareness
3. Logistics solution
4. Social/personal connectivity
This was based on the data from our interviews and observations, then identifying similar concepts that we know would resonate with our personas.
Requirements to address the problems
Brainstorming - Narrowed from 30+ ideas
We propose this design solution: A community-building application that scales across networked devices we use in our daily lives. This includes smartphones, tablets, laptops and smart watches and even physical branding [Visual]. The solution will be an easy and fun way for young urbanites to find events in their community and help organize their own [Logistics, usability, social/personal].
The app would suggest communities and events tailored to user needs and preferences, and friend connections. It takes the availability and the physical location of the user into consideration.
It will also tie in “gamification” element via a rewards system for frequent use.
Solution: Multi-Modal Digital Application
How our system addresses the problemDue to the ubiquity of this solution, the application reach is very broad and deep. We see four key benefits:
It benefits people who are searching for communities. It benefits the people who are trying to promote and organize
their communities. It cuts down on the stress involved with the logistics and time
constraints. It makes the whole process smooth and swift.
On her way from a business lunch, she passes by Victory Field near White River State Park. She has already specified that she is an avid sports fan who wants alerts about sports, as opposed to other activities in the area such as concerts. The app alerts here to the Indianapolis Indians game taking place there that night, which she then attends after work
Use case: “Erika”
“Jake” is organizing a community event to clean up a local park and plant new flowers and shrubs. He uses our app to create the event and invite members. The app already knows who are his friends and who is interested in outdoor help and gardening, which it displays on screen for him to choose. Enough people mark the RSVP and show up to make the event a success.
Use case: “Jake”
Paper prototypes — Web
Paper prototypes — Web
Wireframes — Mobile
Interactive Prototype Link
Mobile Application — Mockups
Contextual Smartwatch Notifications
Results from preliminary usability evaluations
We asked our think-aloud evaluators to complete the following tasks: Sign In, Create a profile, Choose Interests. We also gathered open-ended comments.
• One evaluator found a user issue with the introductory splash page for Signup/Interest. The Friends button went to the Communities page, which he found confusing.
Response: We removed the button. The rationale was that the user can go to the Profile or to the Communities page to find their friends. However, a subsequent evaluator didn’t know where to go to find her friends, which she felt was important for the app. She suggested adding a Friends button to the interface!
Results from preliminary usability evaluations (cont’d)• One evaluator found the original screen for choosing Interests
confusing.
Response: We modified the interface to match what Foursquare uses, which is all in one box. A subsequent evaluator found the modified Interest screen very usable and user-friendly — her only issue was how to add more Interests.
• An evaluator who saw the high-fidelity prototypes suggested adding more buttons and functionality. These include toggling to a List view to fit more information on screen and adding a visible button on both platforms for creating events. She loved the overall aesthetics and image-heavy design.
Response: We will consider her feedback for further improvements.
Other points of note (Scout Slides) What were our two discarded solutions?
• Creating a line of clothing or other wearables that could be custom-ordered by organizers via an online brand and worn to foster awareness of events.
• A punch-card rewards system tied in with advertisement and promotion of events.
We decided the app was the solution that was the most cost-effective and user-friendly. We are incorporating rewards and physical branding into it.
Other points of note (Scout Slides) How early in our research process did we start thinking about the solution? We first thought of an app while digesting what interviewees said about their needs — despite Facebook, Meetup etc., they struggle to discover and organize communities and events. Then when we started brainstorming and grouping concepts, we saw all the ideas/options that lay in a digital space.
What would we do differently if we had the chance?
• More users evaluating the product, and more evaluations.
• More prototypes. We saw a lot of design work left to do while in the midst of doing the evaluations.The Agile process has appeal for this reason — designers are constantly iterating while researchers gather feedback.
Thank you!
Questions?
