"Group buying that just clicks"

Clique is…

An app where users can buy event tickets and split the cost with their friends and family, so you can focus on sharing new experiences with the people who matter. This project was my Final Thesis for my Master’s program at Jefferson University.

Research Strategy

The project followed a 3-phase approach of “Discover, Define, and Blueprint”

Phase 1

Discover

User Surveys and contextual interviews

  • Validate the existence of the problem, and the need for a solution
  • Establish user demographics ( age, financial status, behaviors etc )
  • Discover current user behaviors ( ticket buying trends, Budget constraints, platform preference, frequently used apps etc. )
  • Validate any assumptions that have been made
  • Establish a foundation to make future assumptions

Results

Survey Responses

Attend with friends

Purchase their tickets online

Claimed that had to ask atleast one to be paid back

Prefer to send money online

Prefer to use cash

Have used Ticketmaster

Sometimes take initiative to purchase tickets

Competitor Analysis

PayIt2

PayIt2 allows users to create fund raiser pages, called “Collect Pages” and share them with friends and family.

Strength

  • Easy to set up a new collect page with very few input fields marked required.
  • Ability to track invitations sent out, and remind pending invitations for the collect page.
  • Wide range of payment options, including all major credit cards.

Weakness

  • The page controls interface is confusing and clunky, with many important features hidden inside modals and drop-downs.
  • No mobile app

Splitzee

Splitzee allows you to easily collect money from friends and family. PayPal and all major credit/debit cards are logged automatically. If someone hands you cash, you can log an “offline contribution” so that you have all of your information in one place. It has a very similar flow to PayIt2

Strength

  • Easy to set up a new collect page with very few input fields marked required.
  • Ability to track invitations sent out, and remind pending invitations for the collect page.
  • Wide range of payment options, including all major credit cards.

Weakness

  • The page controls interface is confusing and clunky, with many important features hidden inside modals and drop-downs.
  • No mobile app

Papa John’s Payshare

Papa John’s PayShare allows users to split the bill when ordering online or on mobile devices.

Strength

  • Using Venmo as their payment partner makes it easier for existing venmo users.
  • Venmo already has a large user base, which helps establish trust.
  • Option to split the bill equally or unequally.

Weakness

  • TUsers have to hop through multiple apps to accomplish the task.
  • Forces users to create a venmo account in order to use.
  • Can only be accessed from the payment confirmation page, the remainder of the transaction has to be carried out in Venmo.
  • No way to track the status of payments.
  • To remind users again, you have to send them a custom request through venmo.

Paypal Money pool

Launched on Nov 9th 2017, PayPal money pool is a new service by Paypal, in partnership with Venmo, which allows users to create a page that lets people easily chip in for group gifts, special events and more.

Launched on Nov 9th 2017, PayPal money pool is a new service by Paypal, in partnership with Venmo, which allows users to create a page that lets people easily chip in for group gifts, special events and more.

Phase 2

Define

Wireframes

Each set of wireframes were tested with users and every subsequent set was iterated upon based on the findings from the previous tests.

User testing instructions

The users were made to follow specific flows that involved:

  1. Selecting an event and creating a pool for that event
  2. Going through a checkout flow and purchasing the tickets

User testing script

  1. What do you think the app is about?
  2. What screen are you currently on?
  3. Would you show me how you would go about purchasing 4 tickets for Guns N Roses
  4. What did you expect when tapping on the search bar
  5. What difficulty did you face while purchasing the tickets
  6. What do you understand when you see “Go to Checkout”
  7. What do you think will happen on “Ask friends to chip in”
  8. Show me how you would “Ask friends to chip in”
  9. What do you understand from this page, what is it telling you (Ready to go page)
  10. What draws your attention the most
  11. If you could make one change to this page, what would it be and why?
  12. What do you think will happen when you tap “Request Funds”?
  13. What do you think the app is about now? Have your opinions changed?

Wireframes V1

  • Based on all these findings, I created the first version of the wireframes.
  • I took care to try and make them of a higher fidelity.
  • This was done to be able to test minor factors like CTA attention, button placements, appropriate sectioning of pages. Information segregation etc.

Major Feedback

  • It is not immediately apparent what the app is about, most users thought it was simply just a ticketing app
  • Will tickets be available
  • What happens if users send money but I don’t buy tickets
  • If the time between ticket identification and actual booking is too high, tickets might be unavailable.
  • This might cause the initially selected tickets to be unavailable.
  • Account for off platform payment options such as cash or favors

Wireframes V2

  • Changed navigation to hamburger.
  • Focus on creating pools.
  • Instead of showing actual tickets, show ticket range.
  • Added loading screens to keep the user informed about the tasks they are doing.
  • Added seat availability markers when selecting a deadline, so users can be assured tickets will be available by then.

Major Feedback

  • Users were still having trouble with navigation.
  • Loading animations provided a better experience when jumping between screens. Users displayed more confidence when using the prototype.
  • The term "Pool" was easier to understand.
  • Users did not have anything else to do on the home screen if they had no intention of creating a pool.
  • Asking the pool owner user to enter the number of tickets each participant would want caused a lot of confusion, as users would not be aware if a particular person would want one ticket or two.

Information Architecture

The backbone of any good app is it’s navigation. Users should be able to intuitively understand where they are, what they can do there, and where they should go to accomplish the task at hand. To test the navigation structure, a closed card sort exercise was performed with 10 users who fit the target demographic. Along with testing the navigation, all the labels and titles within the app were also tested to ensure they were easy to understand and intuitive.

Wireframes V3

  • New navigation based on findings from the Card sorts.
  • Added on-boarding screens to explain the purpose of the app.
  • Gave users a choice to either start exploring events or go to the homepage.
  • Added more detailed loading screens between transitions.
  • Instead of the pool owner having to enter the number of tickets each participant wants, the participants themselves select their quantity while pledging their amount.

Phase 3

Blueprint

Colors

A Clique is a narrow exclusive circle or group of persons held together by common interests, views, or purposes. This aligns perfectly with the idea of the app.. to share experiences with the people who matter. The Hand-lettered type adds a personal touch to the logo, and reaffirms a fun and friendly nature.

Logo

  • Relating to trust and honesty, the color blue is often associated with interpersonal communications.
  • Sense of Calm
  • Expresses Reliability

Visual Design

Navigation by motion

Clique uses motion to make the app easy to navigate. Using motion adds extra depth to the app by creating an experience that is more fluid and intuitive. It helps create a sense of space, which can help users orient themselves and learn to navigate the app with ease.

Style guide and UI Kit

That's it for this one