Role
UX Designer & Researcher
Timeline
10 weeks
Tools
Figma, Miro, Whimsical, OptimalSort, Lyssna
“I want to make new friends, but…” 🤷♀️
Background
As a former expat who moved from the USA to Spain, I observed many friends sign up and attend local events to learn Spanish, meet friends, and go on hikes. However, many of them slowly stopped attending these events despite still wanting to make connections. “I do want to make friends,” they’d say, “but…”
So what’s going on?
Problem
Women expats want to make friends and explore their new cities, but unpleasant past experiences and digital friction lowers user confidence in signing up for events.
What Did Interviewees Say? 👂
“90’s website! It’s very dated, a lot of information is packed into the screen.”
— User #2
“I don’t like giving my credit card information to every store…I assume PayPal is safer.”
— User #3
“I’ve been gift shopping and think ‘oh that looks great,’ and then you navigate away and you can never find it again.”
— User #5
“Is there a shop all button? Or search and filters?…if I’m working with a budget, I want to sort by price.”
— User #2
“I used to (call to order) all the time back in the day, I can’t think of why I’d do that now.”
— User #3
“I make accounts just for the ease of ordering…I just click on the pay button and it’s done.”
— User #4
“The products look nice (on Scandinavian South) if I were in the market for some of this stuff, I wouldn’t hesitate to use it.”
— User #4