Upped the conversion rate of a social media events app by providing a well-informed user experience.
Salli
Length of project: 3 months
My role: Research, UI Design
Tools: Figma, Miro
Overview
The Problem
How Might We increase the conversion rate of accepted invites from event attendees?
The solution
Salli app gives users the confidence to attend events by providing details about the culture and environment of events, integrating reminders with calendars they use daily, and providing a retainment fee that supports the event’s organizers if they don’t attend.
Design Process
Research
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I wanted to understand what motivates users to attend events that they sign up for. I surveyed 10 participants. Here is a link to the user survey.
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I learned that I need to create solutions for people with social anxiety and limited energy.
Accessibility needs - 60% feel anxious in large crowds. Knowing that there will be quiet spaces, or sensory spaces where people can regain energy contributes to whether or not someone will attend a larger event.
Motivation - People want to experience something new or something that celebrates a different culture.
Problems with attendance - 50% of participants said the most common reason they would cancel an event is because they lacked the energy to go. Participants also forget or double book themselves.
Empathy
User Persona
Helping met to step into the shoes of the people I surveyed, I created a user persona.
Sarah is introverted, community oriented, and likes feeling prepared. Keeping Sarah in mind I was able to create incentives and information she would find useful in Salli.
User Journey
There were two main user flows that would allow Sarah to find and confidently sign up for events. The first flow; Sarah can learn information about the events and partake in a discussion about a particular event. The second flow, where Sarah registers for the event, she can get reminders directly from the app or integrate them with Google Calendars.
Key
Home to events page
Registration flow
Design
Wireframes
I used wireframes to test my designs and flesh out my ideas.
A page that lists the mutual friends attending the event.
Insight
Users want to know if their friends are attending the event.
Validate
Users feel comfortable paying retainment fees knowing they will be reimbursed when they attend the event, or that it will go to the organizers if they don’t.
Insight
Users pay a retainment fee for free events to incentivize their attendance.
Validate
Design System
After validating my wireframes I built a design system that met the brand’s attributes of being caring, familiar, humorous, and optimistic.
Ideate
High fidelity mockup
Designing high fidelity prototypes helped me to conduct the next phase of usability testing. These are a few screens from a mockup of the onboarding process.
Usability Testing
I wanted to learn if the app was intuitive and met the users needs to find information about an event that would give them incentive to attend.
I prioritized the main issues in order to reiterate a design that matched what users were needing. I learned that:
People want information about what to wear and if they will be fed.
People want to know more about the organizer so they know what event they are getting themselves into.
People want more of an integration with this app and their personal calendars.
Final Design
Users can filter what type of events they want to attend
Knowing about the culture of the event helps users feel safe going
Users can learn about the event’s organizer and communicate with them directly
Users can also communicate on the events page to get more information from the organizer or from other event goers
Users can plan accordingly, knowing what to wear or if there will be food
Users will never forget an event because they can opt in for reminders that are sent directly to their calendar
