What I did for this project:
PartOf
Summary
PartOf is a foundation dedicated to establishing real connections between individuals in the same neighbourhood and serving as a guide for newcomers. In 2022, PartOf has started to develop its own app to strengthen community ties and keep residents informed about local activities and businesses.
Problem
No matter the generation, the immense majority of potential users are saturated by social media and digital solutions. How can we bring a solution that goes beyond the current ones, encourages users to detach from their digital platforms, and touches a variety of profiles? Very quickly, the question arises: How is the content delivered? Is it an open community where every user can potentially create content? But what happens to content moderation and safety for the user?
Role
Working alongside the brilliant Romain, we had to assume the roles of both product owner and designer. Research was conducted in-house and with the assistance of external partners.
Approach
The app's aim was to serve as a framework that could be replicated for any community wishing to activate it within their neighborhood. Early on, we saw the need for active members to engager and feed the app with local and coherent content. As a result, we created two types of profiles: residents and shop owners. For the latter, the app offered a platform to advertise and customize their offerings. Residents could create activities, exchange services and goods on a local level, and connect meaningfully with their neighbors.
Challenges
The key challenge was accommodating a wide range of user generations in one place. We had to consider users who were not as digitally comfortable as younger generations, raising questions about usability and the type of stimulating, accessible, yet non-restrictive experience we could offer. Additionally, maintaining a dynamic and stimulating pace of content creation and community participation was challenging, as it was disconnected from the app itself. We needed to foster engagement that would encourage offline experiences. Given that residents over 30 are well-informed about privacy issues, designing attractive yet secure profiles on the app was crucial.
Solution
Observing that Swiss neighbors extensively use apps like Whatsapp, we concluded that the desire for communication was strong. So, we decided to promote resident-to-resident services, enabling people to connect and understand where to find help. In this first circle, users discover each other's interests, unlocking the possibility to create activities and groups through the app. Local shops integrate seamlessly into this structure, following certain rules to prevent the app from becoming overrun with advertisements.
The home page invites users to subscribe to the app, while also allowing non-registered visitors to observe neighborhood activity. This feature was designed to closely mimic reality, serving as an incentive for subscription.
Throughout the app, we've introduced various UX flows to enable users to quickly create events or services. The aim is to empower users and provide a platform for neighbourly connection. A user can express interest in a service without directly contacting its creator. We provide direct insight to help cultivate strong relationships.
We've given local shops different interaction points with the residents. Through limited ads, they can promote a service or a product for a limited period of time, and it needs to be something specific to the neighborhood. In addition to that, they all have a profile, managed by the shop itself, on which people can find useful information related to local life.
Maintaining the delicate balance between self-expression and privacy is crucial. We've introduced several safeguards to preserve harmony both within the app and in non-digital life. The aim is to encourage people to engage and appreciate the diversity of their neighborhood through each resident's life experiences.
We created multiple entry points to discover groups, activities, and neighbors. One method was through a list of themes. By using a wheel, users can discover what their local neighborhood offers. A list of cards allows users to see activities happening within a certain time frame. We also implemented numerous gamification touch points to distract from the digital tool, the phone, and allow users to simply navigate from one activity to another.
Each user and each neighborhood (or community) can customize their dashboard for optimal app use. Ultimately, they become UX designers and shape their communities around a set of realistically attractive activities for their neighbors.
