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While socialization has become more accessible in the digital age, vulnerable demographics like women face many blockades that hinders hopes for meaningful friendships. But in an online realm saturated with competing platforms, algorithms and lingering fears about privacy, how can one make a social media app that covers these concerns?
Social media platforms utilize algorithms, reactionary content, doom scrolling and many other lucrative techniques to increase user engagement. These techniques commonly sacrifice positive social interactions. Even if it means certain demographics of people face harassment or traumatic repercussions in the process. Facing this challenge required me to gain insight into the personal ramifications such systems have. Once obtaining these findings, I needed to pursue effective ways to make an app that would allow positive socialization to flourish.
I took immediate action in conducting primary research. This process took the form of surveys and interviews. To prevent bias, I curated the sample size for this research to be driven by an intersectional lens. This ranged from ethnicity, culture and queer identities among various women.
With a total response size of 5 interviews and 43 survey submissions, I was able to figure out 4 crucial insights:
During user interviews, many participants discussed issues like male-dominated groups and intrusive privacy procedures implemented by these platforms. Through the synthesis phase, these raw findings were able to paint a picture of the intersectional issues that the target demographic was subjected to online. Both on a social and systemic level. After developing the mid and high-fidelity wireframes, I performed 8 usability tests to optimize the intuitiveness of the app’s interface.
After tedious hours of development and input from target users, I was able to present a working prototype. To combat the main pain points addressed, I looked to design the flagship features with positive social interactions in mind. Authoritative action is placed as a second priority.
""The app concept proved to be visually interesting, intuitive and charming""
-- LILITH (Usability Test Participant)
Presenting the app through an analogous pink and purple colour scheme provokes an overt sense of femininity that stands out from the neutral-toned competitors. Incorporating a mascot (Madame Lesvos) provides a humanizing personality users can relate to.
Placing friends and groups on the homepage allows for users to gain immediate access to their close circles. Structuring these pages into a grid pattern not only breaks away from the more traditional hierarchal lists on another platform. However, the structure allows more contacts to be displayed on the screen for increased accessibility. All with the power of visually driven communication.
An option for users to create their own group by allowing personality and self-moderation. Combining these two elements gives users control and certainty of their social spheres.
Incorporating an events section encourages users to partake in social activities that go beyond their digital screen. Making for meaningful relationships in the long term.
More than just a novelty feature with pretty flowers. Plant Palz is a vast library of virtual plants earned through positive social engagements. When users accumulate certain social points, they can buy and grow their own Plant Palz. Growing these plants will unlock insightful facts about the real-life species each plant pal is based on. The collectability and engaging interest of Plant Palz will benefit in emphasizing positive values Lavender Field seeks to fulfil.
"A cool, innovative app there will create buzz and takes a new form of socializing and connecting communities."
-- SARAH (Usability Test Participant)
Completing the first usable prototype helped to deliver:
Further development on the project would focus heavily on how in-app interactions will gain social points for users. Incorporating standard moderation measures in a way that doesn’t feel restrictive will also be a high priority.
Allocating time to working on this project, greatly advanced my understanding of the full UX design process. Especially in a more digestive learning experience by conducting the project independently.
Whilst the experience gave me more creative liberties when compared to traditional UX projects, areas of improvement became apparent when partaking in team-driven projects. Fields of improvement include:
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