Project Overview

Approachable is the social network that helps the 30M+ adults in the US suffering from loneliness, turn their online interactions into meaningful offline relationships, by helping them find others to share IRL experiences with, on-demand. I am the sole UI/UX Designer for Approachable, therefore I lead all design and research tasks. I collaborate closely with development and product management throughout my process.

Challenge

Create a user friendly app that resolves the pain points and meets the needs of users who are struggling to make offline connections, whilst meeting business goals.

Vision

Help facilitate authentic human connection, merging the digital and offline world by connecting compatible people for real life events and activities.

Goal

Build a sticky engagement loop that helps increase activity rate, growth rate and monthly revenue. Become the largest friendship focused social app in Chicago. Help reduce the number of adults suffering from loneliness.

Preliminary Research

User Personas

Our main target audience are adults between the ages of 20-40. The majority of our users are individuals who have either recently relocated to Chicago, where they lack social connections or they are in search of a new social network due to significant life changes such as graduating college, job changes, loss of previous friendships or breakups.

Target Audience Insights

Our research into the target audience revealed compelling findings that underscore the significance of Approachable's mission:

1. Missed Opportunities: On average, our target users miss out on approximately 34 experiences annually due to the lack of companionship. These could range from cultural events and concerts to dining experiences and outdoor adventures, representing a substantial gap in their social and recreational fulfillment.

2. Fear of Solo Activities: A staggering 74% of our target audience expresses apprehension about engaging in activities alone in public settings. This fear can act as a significant barrier to participation in events and experiences, limiting their ability to explore new interests and connect with others.

3. Persistent Loneliness: An alarming 75% of individuals within our target demographic report feeling lonely nearly all of the time. This pervasive sense of isolation highlights the urgent need for platforms like Approachable, which strive to foster meaningful connections and alleviate feelings of loneliness and social isolation.

Sources: The Ladders, ITV,Cigna

Competitor Analysis

Approachable operates within a competitive landscape primarily characterized by dating apps, friendship-making platforms, itinerary planners, and event coordination applications. While these platforms address specific aspects of social interaction and event planning, none offer a comprehensive solution that integrates friendship services, event discovery, and micro-community engagement into a single, cohesive platform.

Dating Apps: Traditional dating apps focus on facilitating romantic connections, often overlooking the broader spectrum of social needs. While they excel at matchmaking, they may not cater effectively to individuals seeking platonic relationships or group activities.

Friendship-Making Apps: Several apps specialize in helping users forge new friendships based on shared interests and activities. However, they may lack the robust event discovery and coordination features essential for facilitating in-person interactions and fostering community engagement.

Itinerary Apps: Itinerary planners aid users in organizing travel plans and scheduling activities. While valuable for trip planning, they typically do not prioritize social networking or community-building functionalities, limiting their applicability to everyday social interactions.

Event Planning Apps: Event coordination platforms streamline the process of organizing gatherings and managing guest lists. While effective for event hosts, they often overlook the needs of individuals seeking companionship or looking to join existing social circles.

Approachable's Unique Value Proposition: Approachable distinguishes itself by offering a comprehensive solution that seamlessly integrates friendship services, event discovery, and micro-community engagement. By bridging the gap between social networking and event coordination, Approachable provides users with a holistic platform to connect, discover new experiences, and cultivate meaningful relationships within dynamic micro-communities.

Sources: Cosmopolitan, Medium

Business Model

Approachable operates on a revenue model where we facilitate the sale of event tickets, experiences, and deals on behalf of merchants, charging a 20% fee for each transaction. Our unique value proposition lies in connecting users who are uncomfortable attending experiences alone with like-minded individuals through our platform. After the event, we leverage user data to market curated events to these groups, fostering long-term engagement and providing them with compelling reasons to reunite.

Customer Acquisition Strategy

Approachable employs a multi-faceted approach to acquire and engage users:

1. Events: We cater to users actively seeking opportunities to expand their social circles through in-person interactions. Our curated events, designed to facilitate meaningful connections in unique ways, resonate with our target audience and are primed for organic sharing across social media platforms.

2. Micro-Communities: Leveraging the popularity of Instagram and TikTok micro-influencers, we provide a platform for these content creators to effortlessly organize and monetize casual hangouts with their followers. By addressing the shortcomings of existing platforms, Approachable becomes the go-to destination for influencers to engage with their audience and generate revenue.

3. Incentivized Sharing: We incentivize user engagement through a rewards program, offering exclusive access to discounted events and entry into raffle giveaways for prizes provided by our merchant partners. This encourages users to spread the word about Approachable, expanding our user base while fostering a sense of community and excitement.
   
   

User Flow Overview

The user flow of the Approachable mobile app is designed to seamlessly guide users through the key functionalities of the platform, facilitating social connections and event discovery. Here's a breakdown of the main pages and interactions within the app:

Explore:

• Users begin their journey on the Explore page, where they can discover a variety of events tailored to their preferences.

• They can interact with four types of events: paid events, free events, hangouts, and find a group events.

Map:

• The Map page provides users with a geographical perspective of the events available in their area, mirroring the content of the Explore page.

• Users can navigate the map to explore events based on their location or interests.

Create:

• On the Create page, users have the opportunity to create and post their own hangouts, inviting others to join them in unique social experiences.

• This feature empowers users to take initiative in planning and organizing gatherings tailored to their preferences.

Connect:

• In the Connect section, users can manage their social interactions and connections within the app.

• They can review requests from other users to join their hangouts, fostering community engagement and collaboration.

• Additionally, users can engage in chat conversations with both previous and new connections, facilitating communication and relationship-building.

Account:

• The Account page serves as a centralized hub for users to manage their profile and settings.

• Here, users can edit their profile information, upload photos, and update their preferences to personalize their experience.

• They also have access to account settings, where they can adjust privacy settings, notifications, and other preferences to tailor the app to their needs.

The user flow of the Approachable app is designed to provide a seamless and intuitive experience, empowering users to discover new connections, explore exciting events, and create memorable social experiences.

Design Process

Firstly I gained a deep understanding of the problem we're trying to solve and defined the goals and objectives. These became the guiding principles that informed every design decision, ensuring alignment with business objectives and user needs.

Ideation & Conceptualization

Every design project kickoff begins with brainstorming sessions, sketching, and wireframing. I explore a myriad of ideas, pushing boundaries to uncover innovative solutions.

Project kickoff brainstorming session (Opportunity Solution Tree example - breaking down desired outcomes into viable solutions):

Prototyping & Iteration

Once promising concepts emerge, I transition to prototyping, bringing ideas to life in interactive mockups. This stage allows for rapid experimentation and iteration, as I gather feedback from stakeholders and conduct refine the user experience.

Testing & Validation

Before launch, I create interview scripts and conduct usability testing sessions to validate the design against user expectations and usability standards. This may include usability testing, A/B testing, and performance testing, allowing for refinement and optimization based on real-world feedback.

After testing sessions I'll document findings, categorize the feedback and determine the jobs to be done.

Development & Implementation

Collaboration with developers is integral to bringing designs to fruition. I provide detailed design specifications and notes. I collaborate closely with the development team to ensure pixel-perfect execution, maintaining the integrity of the user experience across devices and platforms.

Launch & Post-Launch Optimization

Finally, I oversee the launch of the project, monitoring analytics / performance. I remain agile, ready to iterate and optimize based on user behavior and evolving business requirements, ensuring the product continues to deliver value over time.

I also collect user feedback after launch. One method of doing so is through ethnographic research, by attending events created and posted in the Approachable app I can then observe users in person and collect feedback on their overall experience in and outside of the app.

Image from an Approachable event:

Design System

As the sole UI/UX designer of the Approachable mobile app, I take pride in overseeing all aspects of the design process and maintaining the integrity of the user experience. Central to this responsibility is the management of designs and the design system within Figma, a collaborative design tool that serves as the backbone of our workflow.

Ownership of Design Process: From conceptualization to execution, I lead the design process, leveraging Figma's robust features to translate ideas into intuitive and visually appealing interfaces. By owning every stage of the design journey, I ensure alignment with project goals, user needs, and industry best practices.

Maintenance of Design System: I am tasked with establishing and maintaining a comprehensive design system within Figma, comprising reusable components, styles, and patterns. This design system serves as a blueprint for consistency and scalability, enabling efficient iteration and collaboration across the development team.

Conclusion: Empowering Connections, Fostering Community

The journey of creating the Approachable mobile app has been a testament to the power of design-driven innovation and user-centricity. From its inception to its current stage, the app has evolved into a dynamic platform that empowers users to forge meaningful connections, discover new experiences, and cultivate vibrant communities.

Driving Impact through Design: At the heart of the Approachable experience is a commitment to design excellence and user empowerment. By prioritizing intuitive interfaces, seamless interactions, and compelling visual aesthetics, we have crafted an app that resonates with users and enriches their social lives.

Traction and Growth: In just six months of bootstrapped private beta, Approachable has achieved significant traction and user engagement. With over 1,300 app downloads, 200+ hangouts posted, and 500+ hangout join requests, the app has emerged as a hub for social discovery and connection. Our user base has grown exponentially, with a remarkable 66% month-over-month user growth rate and a solid 40% monthly active user rate, reflecting the app's relevance and impact.

Monetization and Sustainability: Beyond fostering community, Approachable has also demonstrated its viability as a sustainable business venture. With $16,090 in gross revenue generated within the private beta period, the app has proven its potential for monetization while staying true to its mission of empowering connections and fostering inclusivity.

Looking Ahead: With a solid foundation in place and a thriving user base, we are poised to scale our efforts, expand our reach, and continue innovating to meet the evolving needs of our community. To all who have been a part of this incredible journey – users, collaborators, and supporters – thank you for your trust, feedback, and enthusiasm.

Download the Approachable App