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GuessList
Founder, Concept Development, UX/UI, User Research & Branding
OVERVIEW
The Challenge
The challenge of this project was to get people to experience everyday life the way they do when they travel. When we are traveling, we regularly trigger flow states by being open to new opportunities, saying yes to new things, and meeting new people. Regularly entering states of flow has been scientifically proven to have many benefits on a persons health and wellness, so my challenge was to create a platform or service that would give users the tools to embrace everyday life the way they do when they travel, in order to tap into flow states on a regular basis.
The Outcome
A proximity based ticket distribution service. This service offers last-minute tickets for events/games/workshops/etc. to the closest members in relation to where each event is taking place.
Role
Founder, Researcher and Designer
RESEARCH
Research Goals
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What are the emotional and physical differences people experience when travelling vs. everyday life?
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How do different people achieve flow states and what are the benefits of this?
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How can flow state triggers that happen often when travelling, be replicated in everyday life?
Secondary Research
Trend Landscape
I researched and mapped the technology and behavioural trend landscape to determine new emerging trends and how these could impact or create new markets for products and services. I then pulled out important and relevant themes within the behavioural landscape to gain better insight into where there was an opportunity space for my product or service.
Understanding Flow Triggers
Next I studied Mihaly Csikszentmihalyi's Flow Theory stating that "flow is the state of concentration and engagement that can be achieved when completing a task that challenges one's skills." I analyzed many of Csikszentmihalyi's and other experts research as well as the Skill Challenge Ratio, to create a Flow Scope Map. This indicated how different activities triggered emotional responses related to flow and how this could be valuable.
Flow States and Travelling
I then compared people's experiences achieving flow states when travelling vs everyday life and created different user experience scenarios to better understand why travelling is a trigger for flow.
Primary Research
I conducted a round of user interviews and presented my group with a set of survey questions to gain insight into how different people interpreted everyday life and when or if they would seek opportunities for new and unexpected experiences. My findings helped to validate there was an opportunity space for my product, and informed the personas to better understand my consumers.
Research Goals:
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What are the emotional and physical differences people experience when traveling vs. everyday life?
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How do people achieve flow states and what are the benefits of this?
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How can flow states that happen when traveling, be replicated in everyday life?
Research Insights:
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. Most people believed that big events or extreme experiences were required to achieve a flow state.
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When people were doing something they were passionate about, they experienced flow even if they didn’t realize it.
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People who seemed to break routine regularly were able to resonate with feelings of "being in the right place at the right time" and "feeling alive" much quicker than others.
DEFINE & IDEATE
Goals
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Create a service that gives users regular opportunities to do something out of their ordinary routine.
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Provide users with opportunities for meeting new people and learning new things within their own community.
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Create a service that triggers states of flow for users in everyday life and allows them to get the same emotional response as they do when they travel.
Concept Brief
A subscription service distributing ticket invites to last minute events based on members closeness in proximity to where the events are taking place.
GuessList members that receive an invite to an event have a limited window of time to accept the ticket before it is offered to the next closest member.
By incorporating proximity-based technology and encouraging members to act quickly and spontaneously, this platform triggers many of the same emotional responses people have when travelling.
Once members attend the different events, they will be exposed to new people, new learning opportunities and new experiences that will further trigger flow states.
User Journey, Experience Scenario & Behaviour Cycle
User Journey Map
I created a User Journey to map out how someone would interact with this service, their touch points and emotional responses throughout the process. I wanted to identify if and at what point of this process would users achieve the goal of entering a flow state.
Experience Scenario
This map helps to determine all the tasks that a user will perform from start to finish during their interaction with this product and at which points they will be required to make decisions. This helps to define users goals and design requirements to create a seamless user experience.
Behaviour Cycle
Mapping and understanding a users behaviour cycle helps to determine when, why and what a user will be doing when they would use this product. Noticing that this service would likely be of interest to social individuals seeking new relationships and experiences means this person is probably a heavy social media user, and enjoys platforms such as Instagram and Snapchat. They experience “FOMO” (fear of missing out) when they see others at cool events they wish they knew about. This can help guide marketing strategies by understanding the best way to advertise to this user is through social media channels and influencer promotions.
Service Process & Business Model
WIREFRAMES
Low-Fidelity Wireframes
Low fidelity wireframes allows a team to be agile. They indicate all features and workflows to ensure the entire users journey has been considered, without excess time being spent on fine details and full renderings. This helped establish visual hierarchy and determine that large rotating banner images showing people attending events, that a user could picture themselves at, would be the most engaging. Personalization is also very important to consumers and helps to create a better relationship between brands and customers, so I ensured users would be addressed by their name when they login and that they are shown relevant events based on their location.
High-Fidelity Wireframes
High fidelity wireframes indicate in a lot more detail what the completed version of the product will look like. This helped to determine UI styles and assets including colour scheme, font and iconography. This part of the wireframing really injected the prototype with emotion and feeling which allowed me to make adjustments to the information architecture and visual hierarchy to ensure the users experience will be intuitive and pleasurable.
Home Page
At first glance, users have to feel as though they are missing out if they aren't apart of this community. The potential of what their day could look like vs. the reality of what their day currently is has to be the first message on this home page. I created a carousel banner at the top that rotates through experience related images and activities responding to the header "Wouldn't today be better with..." This creates a tangible idea for users to imagine how much more they could be doing that day and this is the true value of this product.
About Page
I made the core principals that synthesized the research and benefits of flow states the first content users would see. I believe that understanding the positive impacts this platform can provide for users, will help drive interest and engagement.
Community Page
The community page is an opportunity for members to connect with each other before and after attending events. Because a key component of this service is to facilitate new connections, members are connected with other people who have attended the same events as them in the past, and also with members who are attending upcoming events they are invited too. The hope is that by having the ability to join conversations and plan meetups with other members prior to events taking place, the chance or people attending events solo will increase.
Tickets Page
The tickets page acts as a digital wallet to keep tickets for upcoming events, and an archive to store tickets from past events. Tickets can be downloaded to apple wallet or scanned from the app to gain access on site at the event.
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