Removed from their roots, juggling work and personal life, 53% of the Millennials are lonely and want more meaningful relationships in real life.
30% use dating and meeting apps but 40% are unsatisfied with the experience:
We aim to get 60,000 users by month 7 after the soft launch.
Based on desk research and guerrilla interviews, we identified our target audience and created proto-personas to cover the range of approaches, as well as, to stay anchored in users’ needs.
Julie is 24 years old, and from New Zealand. She has been working for a start-up in London for 4 months. She enjoys the big art scene offered by London, as well as, visiting Europe.
Alex has been in London for years. He is 27, freelancer, and ends up having weeks and days off at random times. When he is not contracting, he likes to hang out. He is open-minded and easily chats with new people.
On-the-go meeting solutions based on ‘one interest’: Dating apps
Their unique purpose, often dating (Bumble, Tinder, Happn,…) makes them responsive to Millennials’ mobility and fragmented schedule.
Planned meeting solutions based on ‘multiple interests’: Meetups
The diversity of the activities resonates with Millennials’ eclectic interests but implies planning delays (unfrequent events and events’ dates far ahead).
To bring an instantaneous quality to ‘multiple interests’ services by replacing the user-generated offer (activities organised and proposed by users) with existing nearby activities (events and evergreens).
Unique Value Proposition
‘As a newcomer, I want to meet people sharing common interests so that I can create meaningful relationships.’
‘As a person with a fragmented schedule, I want to meet people sharing common interests so that I have a +1 to do the things I like.’
“I would like to do something but don’t know many people in London. I could use Tinder to find a date but hookups are not my thing.”
“I really fancy going to an exhibition. Let’s see if I can find someone willing to join this afternoon.”
“I love the Tate Gallery, let’s see who is looking for a +1 to go there.”
“Great, there are also five people who are into exhibitions. Let’s check which exhibitions they are interested in.”
“Let’s ask him if he fancies joining: Hey, I saw that you want to go to the Tate Gallery. I am free to go this afternoon!”
“Hi, I am so happy to meet you at this exhibition! It is always nice to chit-chat about art.”
User flow helped us to identify key actions within the app and the screens to focus on first:
User profile screen
Other user profile screen & thing to do profile screen
Noow.world shows who and what is around based on a selection of interests.
Fifteen persons, age 20 to 30, were asked questions about their meeting habits and then, they were presented with the concept.
90% of the newcomers said that they would use the app. 50% of the interrogated people had similar app ideas. Local people could project themselves using the app if they were traveling abroad.
The main questions were:
We used a map and geolocation for the result/main screen since the app highlights who and what is around and eventually guides the user towards people/places.
A large majority really liked the design and found the app easy to use.
Though, the older part of the millennials interviewed was worried about the fact to share their location.
During the app testing, the main questions were:
The user’s position is not revealed. The user gravitates around the area and shifts.
Only active users are searchable and things to do profiles are up-to-date and show opening hours.