Meetup

 

Situation:

  • Empty building space available and numerous groups who need space for their Meetup groups.

Context:

  • There are thousands of Meetup group and thousands of open venues in major metropolitan areas. Can we bring these group together, in a way that they're able to find each other, to establish a mutually beneficial relationship?

Benefit 1:
Identify and capitalize on market opportunity

 

Topic Map

Action:

  • Breakdown of problem statement. Prepped us for interview questions.

Result:

  • Organizers behaviors, like process for finding a space, and venue concerns: floor plan, location, type of venue, capacity, and cost.

Benefit:

  • What is the problem and how can we solve it? It is a brainstorm of who the groups are and what they need.

 

Affinity Diagramming

 Action:

Post It notes of interviews

 

Result:

Categories found:

Affect/Goal, communications needs, space needs, fun, search process, network, past experiences, found behaviors/pains/pleasures/context

 

Benefit:

Users' behaviors are uncovered in the diagramming. We gathered insights into how new Meetup features can address pain points. We analyzed user context, behavior, and delights.

 

Interviews

Action:

12 organizer interviews

7 host interviews

 

Benefit:

Answers to our topic map brainstorming validated our hypothesis concerning the context. Our research clarified how the site can help meet users' needs. It confirmed or redirected business opportunity focus. It was an unbiased sample of users and their needs.

 

Benefit 2:  Drive profit by decreasing cost and increasing revenue

 

Competitive User Flows

            Action:

Comparison of seven websites of competitors and how many pages and clicks it takes to accomplish the same task.

            Result:

            X pages X clicks

Benefit:

How do similar companies help users accomplish their goals? Quantify behaviors and flow of task. Follow already established successful patterns and it will increase revenue and decrease errors and frustration.

 

Feature Prioritization

Action:

We reviewed notes from our interviews. We used the 4-List Method to see pains, pleasure, behavior, and context. We used the Moscow Method to prioritize features – Must Have, Should Have, Could Have, and Won’t Have.

Result:

Search for space, photos, location map, amenities checklist, price, hosts search for organizers with similar interests, and host email blast messaging

Benefit:

Users have unmet needs(pain points) and these features, ranked, help draw in more users, which drives profit. Users are able to find a feature that helps them meet their needs/goals.

 

Comparative Analysis

Action:

Review of 7 competitor websites.

Result:

List of features each site had.

Benefits:

Users with similar goals -- other sites have what features? It's a quick way to assess and quantify features. It reduces time and money spent on developing low-priority features.

 

Benefit 3: Data-drive decision making

 

Screener Survey

Action:

54 respondents

Results:

Found those in our network who plan and host events.

Benefit:

Do those with available space want to host an event? What are the needs and motives of groups? Filter for those parties that fall within the parameter and then quantify responses.

 

Wireframes and Medium-fi prototype

Action:

Role prototype: tests functionality that a user might benefit. Communicates broader role of features for the organization.

Results:

Benefit:

            Analyze site IA and what it can do for the user

Design Studio

Action:

Brainstorm architecture of features that address pain points. Pain points point to possible solutions.

Results:

Organizers: proximity, time consuming forms, space features versus group size, communications, cost

Hosts: Communications, code of conduct, single point-person

Benefit:

Show how solutions could look and feel. Assessment of what the functionality of a site could or should have.

 

Usability Testing and User Flows

            Action:

            Test look and feel of site. Test functionality that a user could benefit from.

Tests flows through a website and how users accomplish a task through the interface.

         Result:

How hosts and organizers communicate with one another and book space.

Error states and recovery issues, change IA – language that’s unclear and which labels to change, pins, calendar availability for a space, change search page – put the results at the top.

Benefits:

Quantify what needs to change. Enable user to have seamless experience. However, what isn't currently seamless about it? Find out and then iterate and improve it. Analyze information architecture of site. Data on what trips up users and change anything confusing or unclear. Data on what the artifact can do for a user.

 

 

Benefit 4: Cultivate loyalty and increase engagement

 

Wireframes

Action:

Create a wireframe of Must Have features and determine IA of where new features will be added to current site.

Result:

Back end developers can use these as basis for creating new features. These wireframes serve a basis for creating high-fidelity prototype.

Benefit:

Displays IA of the site and how user will find how to accomplish goal. If a feature is easy to find and use, and meets user need, it results in ncreased engagement and loyalty. Also considers current site architecture and how to make additions without creating jarring experience for the customer. Show user will not suffer from cognitive lode.

 

User Journey

Action:

Create flow of user actions, and Meetup pages a user will encounter while trying to accomplish

Result:

A visualize synthesis of research and possible solutions. A way to see users’ experience with interface, and how they might accomplish a task, while also considering side entry points into system. A means to see how needs and pain points have been addressed with design.

Benefit:

Seamless way to address needs and pain points. Cultivates loyalty through positive experience with interface.