SHARING UNIQUE EXPERIENCES FOR A MATURE AUDIENCE IN NYC
ROLE
Product Designer (UX/UI)
TIMELINE
8 Weeks
TOOLS
Figma
Photoshop
Google Forms
PROBLEM ?
Many people, including newcomers and busy professionals, struggle to consistently find fun new activities in the city. With an overwhelming number of events, hidden gems, and popular spots scattered across various websites and social media, knowing where to look can be tough. This challenge often leads to wasted weekends of doing the same things, as well as a sense of frustration over the time spent searching without finding anything exciting. An easy, personalized way to discover local activities and experiences would help people feel more connected to their city with everlasting memorable experiences.
SOLUTION !
My mission is to simplify the search for exciting activities in NYC, inspiring users to explore their city, uncover hidden gems, and connect with like-minded individuals who share their interests. I aim to find out how maturing adult New Yorkers 30s truly enjoy their free time with to match their evolving lifestyles.
THE PROCESS
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
WHAT'S "FUN" FOR 30+? EMPATHIZE
Primary Research
Research Approach
Google Forms Survey
To better understand the needs of New Yorkers in their 30s, I distributed a Google Forms survey through Instagram to selected followers. These followers were selected for their varied interests and active lifestyles. The survey captured insight into the activities they enjoy, their frustrations with current event discovery platforms, and what motivates them to attend events.
Everyone seemed to be on the same page with being more responsible with their spending. People were mentioning a lot of change happening in NYC which changed the atmosphere. People have notice an influx of out of owners moving into NYC in the past 4 years. Some of them feel like this has changed the atmosphere of NYC. Two people mentioned a lot of change happening in their own life so they aren't sure if it is people from out of town that change the atmosphere, or if their personal interest that have changed.
Goals of the Research:
Understand how maturing New Yorkers in their 30s find and choose events and activities.
Figure out what's missing from existing platforms.
Explore ways to make event discovery seamless and tailored.
Overwhelming Platforms: Many respondents noted that existing platforms, such as Instagram and Eventbrite, offer too much variety without personalization. One person mentioned that when they do actually see something, it's buried under promotions for club nights or activities geared toward younger crowds. Another participant mentioned that she have been relying on well known NYC foodies to figure out what to do one the weekends, but now all the foodies are going to the same places. She mentioned that she wants to find other things to do after she leaves a restaurant or before she goes to one.
Desire for Intimate Vibes: The majority of participants expressed a preference for more intimate gatherings with close friends. Many mentioned outgrowing large, crowded events and the party-heavy atmosphere reminiscent of college club settings. Two participants specifically highlighted their excitement for activities like game nights, Friendsgiving, and other occasions that involve hanging out in a friend's apartment, rather than going out to traditional nightlife spots.
Interest in Exploration: Participants complained about being unaware of where to go to find fun activities. They mentioned often revisit familiar places, that forces them to do all the same things they are trying to get away from. Two people talked about going one their favorite foodies page to find trendy restaurants. It sounds to me like participants felt stuck in a cycle of doing all of the same things on weekend without knowing where to look for something new.
PERSONA DEVELOPMENT DEFINE
OVERVIEW
Persona Development
Problem Statement
After sending out surveys and getting results, I was able to analyze the data to identify similarities in problems that people are facing when looking for fun activities. Many users wanted more health conscious activities to match their evolving lifestyles, so I created Kate Lin.
I also created Dan, a persona who has spent the past few years juggling the frat parties and studying for critical dental school exams. Now, as a new father and fiancé, Dan is embracing his evolving responsibilities and preparing for the transformative changes ahead. He’s eager to create meaningful memories, this time with his family, and is seeking new, family-friendly outlets to explore and enjoy together.
PROBLEM STATEMENTS
Users need a way to easily discover new fun events and activities tailored to their age group and interests without searching through irrelevant options. Maturing adults in their 30s want curated recommendations that introduce them to new experiences and budget friendly activities in their city that matches their evolving lifestyles.
SITE MAP, TASK FLOW & SKETCH IDEATION
OVERVIEW
Site Map
Sketches
User Flow
I drew inspiration from apps like Eventbrite and Groupon to organize events and activities into user-friendly categories. My goal is to include familiar options like searching for restaurants and cocktail bars, while also highlighting unique, interactive experiences such as pottery classes, painting sessions, and pizza-making workshops. Based on the interview results, users are seeking a way to discover a wider variety of options, rather than relying on the same outlets that often lead to repetitive activities.
One recurring theme stood out while reading though my user surveys was the word intimate. Many users described their ideal night as one spent enjoying quality time with friends and a bottle of wine in a cozy setting, often opting to 'enjoy their rent' by hosting small gatherings at home rather than going out. This insight helped shape the app's focus on creating meaningful, personal experiences, even it's at home. Here are some unique feature this thinking inspired.
SITE MAP
I decided to make a site to better visualize the categories. I wanted to think through all the feature I'd like to include on the platform.
SKETCH
After completing the sitemaps, I began creating wireframes, focusing on efficiency and simplicity. My goal was to design a seamless experience where users can easily search by category and achieve their goals with minimal clicks. Although I initially included a calendar feature in the wireframes, I decided to omit it from the prototype. The navigation bar already features a ticket button, which serves as a convenient tool for users to track their activities.
USER FLOW
This is the user flow for purchasing a ticket to The Blue Note Jazz Club. My goal was to make the process as seamless and efficient as possible. If a selected date happens to be sold out, the app will suggest alternative events around the same price, tailored to the user’s chosen time and date.
WIREFRAMES & BRANDING PROTOTYPE
OVERVIEW
Wireframes
Branding & UI/Kit
Final Prototype
WIREFRAMES
I started by going through apps like Groupon, Eventbrite as well Fever Up to see how they structure the information on their page. Users mentioned reading through reviews before they buy tickets, so I wanted to give special attention to the shared feed page. I want this feature of the platform to be very interactive and create community by reading reviews, or post, on the shared feed page. I decided to go with 2 columns to give more variety as you scroll through reviews. User will see around 5-6 post on each page-scroll. I looked at Instagrams post process to see how user share picture and write captions. I decided to add a rating system that goes along with the post so users are clear on how you felt about the experience.
Low Fidelity Prototype Usability Test
I tested the low-fidelity prototype with three participants, each offering unique insights into the app’s usability. For the first participant, I provided no instructions or context, allowing me to observe whether the design effectively communicated the app’s purpose and functionality on its own. The participant successfully completed the task of purchasing a ticket for a family-friendly activity and suggested adding more categories for broader options.
For the second participant, I assigned the task of finding and purchasing a romantic activity for a date night. They were able to complete the task smoothly and remarked that the process felt easy and seamless.
Following these individual tests, I held a small brainstorming session with all three participants. I explained the app’s purpose and core features, which sparked valuable feedback. One participant noted difficulty navigating to the Gems and discounts. She mentions that she was unclear on where to look for discounts on the prototype, as the Gems (discounted activities) were originally mixed in with other activities within each category.
Based on this feedback, I decided that integrating the Gems with general activities wasn’t efficient. This realization led to the concept of adding a dedicated “Local Gems” button on the home page, making it easier for users to quickly access discounts and featured activities.
UNIQUE FEATURES
Local Gems: This feature will allow businesses to showcase promotional deals, similar to Groupon, enabling users to discover and enjoy unique local activities at affordable prices. This feature ensures users can have memorable experiences without exceeding their budget. To enhance accessibility, I placed the “Local Gems” button on the home page. This decision was driven by feedback from low-fidelity user testing, where participants struggled to locate discounts. By simplifying navigation, the feature becomes more intuitive and user-friendly, aligning with the app’s goal of providing seamless and enjoyable exploration on a fair budget.
Shared Feed: This feature allows users to showcase their experiences and inspire others by highlighting NYC’s hidden gems. From budget-friendly options like picnics in the park to creative DIY ideas such as hosting a vision board night, the feed makes it easy to discover affordable activities from local friends creating community amongst like minded users with the same goals. When users share these personal experiences, it sparks inspiration for others to bring the fun into their own circles, creating opportunities for intimate, memorable moments with friends without breaking the bank.
BRANDING
I chose the name SLAT for this platform because of the wooden slats often used to enhance a room’s ambiance to a more mature feel. No matter the setting, slats add a touch of sophistication and maturity. SLAT aims to bring that same maturity to the New Yorkers aged 30 and older who are looking to shift toward a more intentional lifestyle by adopting healthier habits as they navigate what fun looks like in this new decade of adulthood. I want SLAT to feel like a thoughtfully designed room, that supports the healthy habits you’re striving to build. Whether it’s improving financial well-being, physical health, mental clarity, or spiritual growth, SLAT is here to guide and enhance your journey. It’s a platform for New Yorkers transitioning out of their party-heavy, excessive-drinking era and into a more balanced, intentional, and fulfilling lifestyle.
Visually, I wanted SLAT to look like a sophisticated, dimly lit room with wooden slats. The brown theme symbolizes the warmth and elegance of the wood, creating an intimate aesthetic. To complement this, I incorporated a vibrant lime green, representing the fresh, holistic approach to embracing a healthier and more intentional lifestyle.
QUICK REVISIONS TEST
OVERVIEW
Usability Test Findings
Revisions
Next Steps
Conclusion
I tested the high-fidelity prototype of the SLAT App with 4 participants. Two of the participants were new to SLAT and had not interacted with the low-fidelity prototype. The task was to explore the app and find a fun activity for the upcoming weekend. All participants successfully completed the task. While some took extra time or navigated to other sections of the app, they were ultimately able to accomplish the goal without assistance. This round of testing provided valuable insights to further refine the app.
Overall Experience: All participants loved the color choices of the emergence. One participant loved how the lime green complimented the brown background.
Buttons: Percipient 3 was slightly concerned with the transparency of the next button on the " choose photo" page of the posting process. He saw the button himself but was concerned for people with vision impairment. The button can get lost in a background of pictures. This was great feedback for me to refine the buttons.
Shared Feed: Several participants saw an activity on the Shared feed page, but the post didn't mention where to go for the activity. They mentioned adding a "location/venue" section to tell users where to find the activity they are posting about. This would be a great idea to refine posting to SLAT. Putting the location for a post as a requirement will fulfill the purpose of the app. Users are coming on the app to find things to do and places to go. Users would find better use of the app by know where to go, even if its staying at "Home" as a venue/location.
Gems Page: Participant 1 mentioned in the low fidelity prototype that she couldn't tell where the discounts were. After checking out the Gems page located on the home page, she was happy to find a section just for discounts. Participants 4 was new to the project and hadn't further interacted with the prototypes. He mentioned while looking through options to find fun activities, he often likes the use of ratings to narrow down his choices. This tells me that adding the rating to the card would help similar users narrow down their choices on the perfect activity for the night.
REVISIONS
Users can now view the average rating for an activity directly from the feed, without needing to click into the post. This feature streamlines the search process, saving time and helping users avoid spending money on activities with low ratings.
Users no longer need to worry about searching for the next button. It will now remain consistently in the same spot and feature a vibrant green color, ensuring it’s easy to spot and use.
NEXT STEPS
I if I had more time to further develop this app I would Introduce SLAT Fitness. I plan to introduce a SLAT Fitness section to inspire users to prioritize their physical health and wellness journey. As we age, prioritizing health becomes increasingly important, as the risk of developing health issues tends to grow over time.For New Yorkers in their 30s and beyond, maintaining an active lifestyle is essential for staying healthy and being the best version of themselves.
This feature will connect users with local running clubs, fitness classes, and trainers offering accessible and engaging ways to stay active. By incorporating these resources, SLAT Fitness will encourage users to seamlessly integrate fitness into their routines while fostering a sense of community and motivation.
CONCLUSION
The SLAT App is a platform designed to inspire New Yorkers in their 30s and beyond to discover hidden gems and create meaningful, memorable experiences—whether exploring solo or spending time with friends and family. By offering activities that go beyond the typical nightlife scene, SLAT encourages users to truly connect with their city and the people around them.
With features like the Gems page, users are no longer limited to cluttered social media feeds or generic top-ten lists to find engaging activities. Instead, they gain access to a diverse range of curated options tailored to match all lifestyles, at their fingertips. The Shared Feed feature adds another layer of discovery, showcasing not only personalized recommendations but also experiences shared by a vibrant community of users. SLAT isn’t just about finding things to do—it’s about fostering connections, encouraging personal growth, and helping users rediscover the joy of their city one post memory at a time.