Project Overview
Social Butterfly has just launched an app to help people meet new friends, and to create a social user experience that will help users get out and do activities in-person.
Social Butterfly
My Role
Solo UI/UX designer, Created logo, Research, Ideation, Userflow chart, Low and Hi-Fidelity wireframes, Prototype, and Usability Testing.
Who Our Are Users
People that want to get out and attend social activities in-person.
Project Details
Tools Used: Figma, and Miro.
The Challenge
To Increase the conversion of accepted invites into event attendees. Put simply, the goal is to ensure that those who RSVP affirmatively, and agree to attend an event actually follow through and attend, rather than merely registering their interest.
The Problem
The business team identified the problem as, the number of people who say they are going to an event is higher than the actual number of people who attend. The company’s location data shows that, on average, only 20% end up attending events.
The Solution
Adding incentives on the app and detailed information about the incentives. The attendees will know exactly what they are getting for attending the event.
Have a stronger CTA. According to TRW Consult. It needs to be made clear what the attendees will get or gain from attending the event. Otherwise they have no reason to go.
Offer reward points, offering reward points for event attendees is an easy way to convince loyalty members to show up.
Freebies, because not everyone is in the loyalty program. An incentive for the rest of the customers are exclusive freebies when they attend an event.
The app also asks for their email and phone number so Social Butterfly can send reminders of the event prior to the event day by text and email.
Detailed information about the event so the attendees know exactly what to expect. r example, type of food and drinks being served, if pets or kids are allowed.
The app also shows how many other people are attending the event, so people have an idea of just how large or small the crowd is going to be.
Ideation: To address the issue of Increasing the conversion of accepted invites to event attendees. My concept was to create an app with incentives that appealed to the user, to spark their interest in an event so that they not only sign up for the event but they also attend the event. Also, to make sure the information for the events users were interested in attending was detailed enough for the user to make a well informed decision.
Research and Discovery
Secondary research, I interviewed five people. I performed two sets of interviews, one with the low fidelity wireframes and the second with the high fidelity wireframes.
The issues revealed after the interviews were:
The app needed more detailed information about the events.
The users want to know if kids and pets are allowed at certain events.
Most users did like an incentive to cajole them into attending an event.
The popular incentives were:
Discounts on food, drinks and parking.
Having a point system for rewards. Users get rewarded by points for attending events on the Social Butterfly app which they can redeem for free products, rewards or insider perks. This helps to build customer loyalty and increase purchase frequency.
A loyalty program for attendees.
VIP tickets.
Competitive Analysis
Usability Test, Low-Fidelity
I interviewed five participants, who were looking to be more social within their community by attending events ,and meeting new friends. I interviewed two participants in person and three remote. I informed them about what the interview and usability test was about and they consented to being interviewed.
Feedback
“I like the setup of the app the flow, and the organization of the app. (He just moved to a new state).”
Sketches
“The app looks nice and easy to use. ( She is looking to socialize more with her husband).”
“I like the incentive of discounts on tickets for the events.
”
Likes
I like that once you click on events, a list of events in your neighborhood pop up
with pictures.
The next thing you see is “Your Events”. The first event listed is the one the user signed up for.
When you click on the event it has choices for the user like, Interested and
going.
After clicking interested, you click on the event and it gives you more information on the next page,
like how long the event is, the address, how many other people are going. What to expect and a
link to buy the tickets.
You can also invite friends and share the event with them.
The user can click on interested if they are thinking of going to an event.
It gives you an option to put the event in your calendar so you do not forget.
You can also have a list of events that you save under “Your Events”
Dislikes
The “Tickets” icon should be another color, so it stands out
from the rest. With the grey color it blends in with the rest of the
other icons.
No option to put your phone number, to get reminder texts messages
of the event.
Eventbrite
Likes
On the homepage it lists all the events taking place for the weekend.
Further down the homepage are lists of other events, similar to what the user has previously searched.
You can input your city, and hit search to see the nearest events to you.
When you click on an event, it gives you the option to RSVP.
It tells you the price of the ticket for that event on a bright red button.
You can save the event, or share it.
It gives you the time, date and address of that event.
Dislikes
It does not give you the options like, going or interested. You can only save it
or RSVP.
No information on how many people are attending the event.
Does not ask for the users phone number, in order to send a reminder text of
the event.
Meetup
Likes
The first event listed on the homepage is the one the user
already signed up for. It is basically reminding you of your next
event.
It shows the groups you are a member off.
When you click on your event, it gives you more information
about the event. the time, the address, the option to share.
When you click on the time it automatically adds the event
to your calendar.
It tells you how many people are attending the event and it
shows you a picture of everyone attending.
You can edit your RSVP to say if you are still going or not.
It does tell you how many spots are left for an event.
Dislikes
It does not list other events on the homepage. You have to hit
the explore icon at the bottom of the page.
I do not see where it says to purchase tickets for an event, and I checked another
event for that information and could not find it.
Does not ask for your number to send a reminder text of the event.
Design Systems
UI Kit Used
Event Booking App UI Kit
High Fidelity Design
Typography
“Being able to have multiple options of login into the Social Butterfly account is convienient,”
“I want to know more about the point system where I get rewarded by points for purchasing tickets. The app is pretty easy and straightforward. ”
Findings and Usability Issues
The app should be a little more personal to each user. Have options of different types of events available, for kids, for the whole family, for an individual and a couple.
Add words to the icons so the user knows what icon they are clicking on, making it accessible to the visually impaired.
The “share page” only pops up if the user decided that “maybe” they would attend an event.
Usability Test, Hi-Fidelity
I interviewed five participants. I interviewed one participant in person and four were remote.
“I like the app it is simple to use and not complicated. ”
User Flow
Low Fidelity Design
Design Development: I developed the app's design systems, encompassing typography, color palette, icons, and logo. The app, aptly named Social Butterfly, is dedicated to fostering social connections and encouraging individuals to step out of their comfort zones, make friends, and engage in social activities. The choice of a butterfly symbolizes the sociable nature we aim to promote. The butterfly embodies friendliness, persuasiveness, talkativeness, and optimism. This metaphor effectively encapsulates the essence of our brand's personality. My goal was to fashion an event app that not only resonates with users but also becomes their gateway to the vibrant social life they aspire to lead, encouraging repeated use.
Challenges
Throughout the process, I encountered several challenges and made notable errors, such as a color change from yellow to blue prompted by contrast check difficulties, and inconsistencies in button design. Notably, I discovered a surprising user interest in event details, particularly pertaining to food and drinks, leading to a decision to incorporate such information into the Social Butterfly app.
Reflections
In retrospect, my journey towards creating a user-centered design involved a heavy reliance on user interviews, usability tests, and comprehensive research. The thorough examination of notes taken during these interactions was crucial, ensuring alignment with the design while prioritizing user comments, concerns, and questions. A key focus was on optimizing the user flow to be intuitive, straightforward, and devoid of unnecessary complexity.