Research, Solution, UX Design
Qualitative Surveys, Quantitative Surveys, Qualitative Interviews, Ethnographic Observation and Participation, Academic Journals, Digital Materials
Read the full research document here!
Paprika is an app that makes getting together with friends easy, so you can plan less, and do more.
As the sole planner in the friend group for events, I’m sometimes frustrated with the time and effort it takes to get everybody together once in a blue moon to do something special–Like a trip or a birthday party. Because of the hassle, these fun get-togethers tend to be very rare, and are replaced by repetitive low-effort activities.
When I realized that this was a common occurrence, I was determined to not only figure out how I could ease the workload of the scapegoats of friend groups all around the world, but also how I could make the planning process easier–so that hangouts could be much more frequent and adventurous.
A concern especially for big friend groups, it’s extremely difficult to organize and gather everybody together to hang out. As a result, these groups either end up doing the same low effort, repetitive activities, or rarely hang out at all, despite the desire to see each other more, and to try new adventurous experiences.
I posed 5 queries to myself to figure out how exactly I could tackle this problem.
Indecisiveness + Clashing schedules + bailing + Individual constraints = Lack of engagement
Evaluating causes for each stressor, I found that many of them were interconnected.
Fortunately, this meant that successfully tackling one area could lead to resolving the other stressors.
Factors in generating interest and attendance:
• If interest in a get-together is high, convenience can afford to be lower
• If interest is low, convenience must be high in order for people to attend
The bigger the friend group, the more magnified these stressors are.
Many quality planning apps exist, but people may not use them due to:
• Being unaware of these resources
• Not wanting to put in the time and effort into setting it up
• Difficulty getting everyone else in their respective groups to use it as well
After analyzing competing products, and evaluating survey and interview insights, I decided to focus on targeting the people who avoid planning at all costs.
So the hard hitting question was: How could I motivate all friends within their respective groups to engage and collaborate?
In addition, making a product especially dedicated to friends and get-togethers could be a more empathetic, and fun resource conveyed through tone of voice and user interface.
Last but not least, there is opportunity to process and harmonize users' data along with the users in their friend group to automate a big chunk of the process.
Although the desire is there, there is a disconnect of people actually willing to put in the effort to make these get-togethers happen.
Perhaps I could bridge this disconnect by placing emphasis on the pleasurable outcome, as well as concretely detailing required courses of action to make plans more plausible.
• Guided decision making (satisfies autonomy of choice whilst discouraging indecision
• Simplify participation and response
• Frequent encouragement and reminders for engagement
• Information presented pleasantly; accesible
• Recording users' interests, dislikes, app history and harmonizing individuals' data with their friend groups' to output suggestions they may be interested in
After evaluating the research, two prime personalities were identified. My objective is to incite collaboration between the two, despite their differing motivations and behaviours.
Evaluating the approaches, as well as how they could be combined, I realized that the initial challenge I proposed was too wide of an area to tackle. The approach to promoting frequent activities would be different from encouraging more “adventurous” activities. In order to arrive at an effective solution, I decided to first tackle one area.
Thus, after further evaluating competing products, as well as what my target audience valued more, I decided to pursue option 1: “Team Roles” as the answer to my newly revised challenge:
Onboarding Flow (Invitee Side)
Onboarding Flow (Creator Side)