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groupon.html
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<!DOCTYPE HTML>
<html>
<head>
<title>Naomi, UX Researcher</title>
<meta charset="utf-8" />
<meta name="viewport" content="width=device-width, initial-scale=1, user-scalable=no" />
<link rel="stylesheet" href="assets/css/main.css" />
<link rel="stylesheet" href="https://maxcdn.bootstrapcdn.com/bootstrap/3.4.1/css/bootstrap.min.css">
<script src="https://ajax.googleapis.com/ajax/libs/jquery/3.5.1/jquery.min.js"></script>
<script src="https://maxcdn.bootstrapcdn.com/bootstrap/3.4.1/js/bootstrap.min.js"></script>
</head>
<body>
<div class="page-wrapper">
<div class="container-fluid">
<nav class="navbar navbar-expand-md navbar-light bg-faded">
<button class="navbar-toggler navbar-toggler-right" type="button" data-toggle="collapse" data-target="#navbarNavAltMarkup" aria-controls="navbarNavAltMarkup" aria-expanded="false" aria-label="Toggle navigation">
<span class="navbar-toggler-icon"></span>
</button>
<!-- <a class="navbar-brand" href="#">Navbar</a> -->
<div class="collapse navbar-collapse" id="navbarNavAltMarkup">
<div class="navbar-nav">
<a class="nav-item nav-link" href="index.html">Naomi Johnson</a>
<a class="nav-item nav-link" href="about.html">About</a>
<a class="nav-item nav-link" href="https://github.com/naomi789/naomi789/raw/master/resume.pdf">Resume <i class="fas fa-external-link-alt"></i></a>
</div>
</div>
</nav>
<div class="banner-full-img-container">
<img class="img-fluid" src="images/groupon/collage.png" />
</div>
<!-- Main -->
<section id="main" class="container">
<header>
</header>
<div class="box">
<div class="row">
<div class="col-2"></div>
<div class="col-8">
<h2 class="proj-title">Groupon</h2>
<p class="proj-subtitle">
After the May 2020
<a href="https://www.protocol.com/groupon-experiences">release</a>
of our completely redesigned homepage and navigation system,
I ran moderated interviews to get customer feedback on the design
and to look at a few prototypes for a component of the home page
that we wanted to update.
</p>
<div class="row">
<div class="col-3">
<h3 class="fact-title">Role</h3>
<p class="fact-fact">Lead UX Researcher</p>
</div>
<div class="col-3">
<h3 class="fact-title">Company</h3>
<p class="fact-fact">Groupon</p>
</div>
<div class="col-3">
<h3 class="fact-title">Timeline</h3>
<p class="fact-fact">July 2021</p>
</div>
<div class="col-3">
<h3 class="fact-title">Teammates</h3>
<p class="fact-fact">Product</p>
<p class="fact-fact">Design</p>
<p class="fact-fact">Research Mentor</p>
</div>
</div>
<div class="proj-section-header">Key research questions</div>
<div class="proj-section-content">
<!-- <p>the brief, but specifically the problem research was trying to solve</p> -->
<ol>
<li>Homepage</li>
<ol type="a">
<li>Are there any usability issues?</li>
<li></li>
<li>Are customers aware they can scroll vertically and horizontally?</li>
<li>Is there any feedback on various components?</li>
</ol>
<li>Explore and categories</li>
<ol type="a">
<li></li>
<li></li>
<li></li>
<li></li>
<li>What are the pros and cons of different prototypes?</li>
</ol>
</ol>
<p></p>
</div>
<div class="proj-section-header">Study methodology</div>
<div class="proj-sub-section-header">Participants</div>
<div class="proj-section-content">
<p>I recruited four participants who were active Bumble users,
three participants who were inactive users, and three who had never used Bumble.</p>
</div>
<div class="proj-sub-section-header">Interviews</div>
<div class="proj-section-content">
<p>User interviews are a fast way to learn about users and what they think, feel, and need.
I conducted 10 in-depth 1:1 structured user interviews using
<a href="https://docs.google.com/document/d/1WMMUNcnWlEXnECVkXDYKnPwQV7--taUNpTf-izCBNB0/edit?usp=sharing">this moderator's guide</a>.
</p>
</div>
<div class="proj-section-header">Key findings</div>
<div class="proj-sub-section-header">How do people make friends on and off Bumble?</div>
<div class="proj-section-content">
<!-- <p>those that benefited the project, things the designers
could not have guessed, anticipated or psychically stumbled upon</p>-->
<p>People make friends through a variety of methods -
very intentionally looking to meet people interested in new friendships,
being befriended by someone else who seemed very intentional,
or "just becoming" friends without really knowing how it happened.
Most users talked about more than one method, but a few said most
of their friendships were from someone else befriending them.
</p>
</div>
<div class="proj-sub-section-header">What does and does not work well when making friends?</div>
<div class="proj-section-content">
<p>Participants talked about how natural it can feel to make friends
who are friends of their friends. All ten participants talked
about wondering if another person was interested in being their friend.
</p>
<p>Participants said Bumble allows them to screen people quickly
to find possible friends with similar interests who don't seem creepy.
Participants in Seattle also talked about feeling like they had
unlimited options because they could meet a lot of people quickly.
</p>
<p>
Bumble users talked about knowing that everyone on Bumble BFF
is open to making friends, but being unsure if people were interested
in being <em>their</em> friend. That feeling was sometimes exacerbated
if they got many matches but few messages, and again if they had
many conversations but few invites to meet up in person. Most Bumble
users reported feeling like they always had to message first and
they always had to invite people to meet up, otherwise nothing would ever happen.
</p>
<!--
Activities:
* People didn't have a ton of thoughts on what would work well vs not until concepts
* Talking & feel comfortable
* No organic concerns about money/parking/transpo -> opp for future research -->
<!-- One participant explained that she couldn't invite people to meet up in person because she
was new to the city and didn't know what coffee shops were good or what fun events were happening. -->
<p>Speaking of activities - while most participants brought up concerns about
suggesting an activity (whether the other person was interested),
no participants volunteered concerns about what kind of activitiy would work well.
However, when read hypothetical scenarios, people began expressing
strong opinons about what kinds of activities would be both engaging
and leave room for conversation - and not everyone agreed. People
were split on whether they'd be interested in meeting other people
who spoke the same second language and on whether they'd like to meet
people who also liked their favorite cuisine. Most participants agreed
that they'd enjoy meeting up for a niche hobby like kayaking, and
expressed interest in finding people to do hobbies with, even if they
didn't become friends.
<!-- backgrounds or hobbies would be deep enough for them to want to meet someone, and -->
</p>
</div>
<div class="proj-sub-section-header">How would group meetups be different from 1:1 hangouts?</div>
<div class="proj-section-content">
<p>Several of the participants who were introverted or reported having social anxiety
said that ideally they would build friendships exclusively through 1:1s.
Other participants wanted to meet in a group setting first, and then meet 1:1.
Some preferred to meet 1:1 first, and then meet in group settings,
before eventually meeting 1:1 again in order to go from being a friend to a close friend.
No matter which camp, people eventually circled back to 1:1s, and
several participants articulated that is because people are more
vulnerable and grow closer in 1:1 settings; you don't become
best friends in a group setting.
</p>
<p>Some participants talked about how it can be difficult to build
a friend group because people need to meet each other early on,
otherwise some people feel closer with others and the friend circle
can feel imbalanced. But on the other hand, if you connect people too
early, then people feel like they don't have a close friendship
because they're spread too thin.
</p>
<p>All participants said they'd be more likely to cancel on a
group meetup than a 1:1 hangout because a) they wouldn't be inconveniencing anyone
because the rest of the group could still meet and b) because larger
social events take more energy.</p>
</div>
<div class="proj-section-header">Recommendations</div>
<div class="proj-section-content">
<!-- <p>(or outcome) specifically how the research influenced the outcome of the project — how it made the design better</p> -->
<p>
Bumble might try to help get the ball rolling and asuade people's
concerns by asking one or both participants if they're interested in meeting up in person,
or jumping in with suggestions to both people in the chat. One participant
talked about a <a href="https://www.digitaltrends.com/mobile/hinge-rolls-out-new-we-met-feature/">feature
on the dating app Hinge</a> where you're asked a) if you went on a date
and b) if your date is the type of person you'd like to see again.
She wished Bumble would ask questions like that if the conversation was dragging on:
"Hi Naomi, we noticed you've been chatting with Sarah for about two weeks. Are you interested in meeting them?"
And if the user selected "Yes", Bumble could suggest a few kinds of activities.
</p>
</div>
<div class="proj-section-header">Limitations</div>
<div class="proj-section-content">
<!-- <p>(The difficult thing you had to overcome) client hated research, users were hard to come by, data was all screwed up</p> -->
<p></p>
</div>
<div class="proj-section-header">Future directions</div>
<div class="proj-section-content">
<!-- <p>(or Quote from the client) ideally about how they suddenly see value in research due to your work.</p> -->
<p>Now that I have a better idea of how people try to and successfully
make friends - in person, on Bumble, and with other digital tools -
I would be able to better scope a moderator's guide.
</p>
</div>
</div>
<div class="col-2"></div>
</div>
<!-- Footer -->
<div class="row footer">
<div class="col-3"></div>
<div class="col-6">
<a href="https://www.linkedin.com/in/naomi789/" class="fab fa-linkedin icon"></a>
<a href="https://www.github.com/naomi789" class="fab fa-github icon"></a>
<a href="#[email protected]" class="fas fa-envelope icon"></a>
<br><br>
<p class="copyright">© 2021 <a href="index.html">Naomi Johnson</a></p>
</div>
<div class="col-3"></div>
</div>
</div>
</body>
</html>