Service Design - CHEERs

Research

UX/UI Design

CHEERs

An App designed to connect people and fight loneliness through cooking.

Timeline

Oct. 2020 - April 2021

Team

Team of 2

Methods

Focus Group
Market Research
Competitor Research

Keywords

UX Research
Prototyping

TASK.

The task was to develop a new service which is visualized in the form of an app.

I've moved a few times in my life and I know I have a few more moves to come. In itself, it's only normal. If you're studying something specific or looking for a job that isn't exactly remote, you have to go where you get an offer. You pull up the stakes in one place, perhaps the place you call home, pack your life into brown boxes, and start again somewhere else.

And while you're hoping that the TV will survive the transport, that everything will somehow fit into the new flat, and that you'll find the quickest route to IKEA, your fears are lurking in the background. They wait for the boxes to be unpacked, the IKEA furniture to be assembled, and the removal men to leave until they make their presence felt. More or less, they catch each of us one day and make us ask ourselves: What now? How do I settle in? When does it finally feel like home?

When you are up to the challenge and invest time, the new place might feel like home one day. But why can't one day be today?

CHEERs is a mobile app designed for people who recently moved to a new city due to a new job or their studies, are passionate about cooking, and want to connect with locals, regardless of their culture, religion, milieu, etc., to build lasting friendships and a new home.

DESIGN PROCESS.

*Note: Even though the process is displayed as linear here, it seriously isn't. During projects, depending on the research and new information that comes up through interviews, etc., I go back and forth.

EMPATHIZE

Problem definition
Market Research
Competitor analysis
Target group analysis

DEFINE

Interviews
Personas
Storyboarding

IDEATE

Brainstorming
Sketching

PROTOTYPE

Visual Concept
Design System
low fidelity prototypes

TEST

Testing the prototype with the target group

RESEARCH.

Recent studies indicate that loneliness has been on the rise in Germany, particularly among younger adults. The Federal Institute for Population Research (BiB) reported that as of early 2023, approximately 36% of individuals aged 18 to 53 experienced loneliness at least occasionally, a notable increase from previous years. Younger adults under 30 are especially affected, with around 44% feeling lonely at least some of the time.

Moving to a new city or even neighborhood can disrupt existing social networks, increasing the risk of loneliness. Younger individuals, who are more likely to relocate for education or employment opportunities, are particularly susceptible.

Prevalence of loneliness among newcomers in Germany

68%

of Germans aged 18 - 39 report experiencing loneliness to varying degrees

36%

report that the loneliness weights heavily on them.

This leads us to the conclusion that a service is needed that connects people and offers newcomers an opportunity to dive into the local culture to connect with others. Social dining experiences offer the opportunity to meet and build connections over shared meals. For newcomers, such platforms can provide accessible avenues to establish friendships and integrate into their new communities. The feeling of isolation can be reduced, and their sense of belonging is enhanced - Sounds good, right?

Before we get too excited, we need to look after the right audience and do the market research to make sure a service like that is not yet existing.

Competitors

While searching for competitors, we encountered the usual suspects:

1. Timeleft

Target Audience: Individuals seeking to expand their social circles through in-person group dining experiences.
Features:
- Personality-based matching via a quick quiz.
- Organized group dinners with pre-arranged restaurant reservations.
- Anonymity maintained until shortly before the event to encourage spontaneity.
Strengths:
- Facilitates real-life interactions, enhancing genuine connections.
- Simplifies the process of meeting new people by handling event logistics.
Weaknesses:
- Limited to specific cities, restricting accessibility.
- Subscription-based model may deter potential users.

2. Bumble BFF

Target Audience: Individuals aiming to form platonic friendships, often within urban settings.
Features:
- Profile creation highlighting interests and hobbies.
- Swipe-based matching system.
- In-app chat for initiating conversations.
Strengths:
- Leverages Bumble's existing user base and brand recognition.
- User-friendly interface familiar to dating app users.
Weaknesses:
- Primarily facilitates online interactions, which may not always lead to in-person meetings.
- Potential overlap with users seeking romantic connections.

SWOT-Analysis & Differences

A SWOT-Analysis of those competitors showed that the highest differentiation potential lies within the following areas:

Hyper-Local Focus
- Concentrate on specific neighborhoods or communities to foster intimate connections.
Cultural Integration
- Offer features that help users explore local culture and cuisine, enhancing their connection to the new environment.
AI-Powered Matching
- Utilize artificial intelligence to analyze user preferences and behaviors for more accurate and satisfying matchings.
Community Events
- Expand beyond dining to include other social events like cooking classes or food tours, providing varied opportunities for users to connect.

AUDIENCE.

The app's main target group is between 18 and 29 years old and mainly located within the adaptive-pragmatic milieu. It contains university students as well as workers who just moved to a different city, either to study or to work. They are afraid of experiencing loneliness and have trouble making friends.

THOM, 24 yrs.

Student

He moved from the small town of Minden to Munich to study and is anxious about finding friends and fitting in.

Important information he provided:

mostly frightened about not finding friends or being alone
considers himself introverted and would like to make friends easily without stepping too far out of his comfort zone.
he doesn't like the awkward silence when meeting new people. In his opinion, it would be good to do something with strangers to avoid the silence.
He would like to experience something new.

Marie, 28 yrs.

Software Engineer

She recently relocated to Berlin for a new job; and enjoys exploring different cuisines and meeting new people but finds it challenging due to a busy work schedule.

Important information she provided:

wants to join dinner events with people who have similar interests to build a social circle
She would like to experience new cuisines and widen her horizon
she needs something that goes with her work schedule and enables her to plan in advance and be flexible
it's important to her, that she feel secure, not just about her data but when she meets people in general

USER STORIES.

"Moving to another city is scary but I am sure that there are many people who are anxious. So I guess I would like an app that brings together the lonely and helps them to connect."

STUDENTS

USER FLOW.

Main path

additional path

WIREFRAMES.

The project's original wireframes were revised after getting feedback from potential users. Below is a selection of the new wireframes that will not match the UI Results displayed further down.

DESIGN SYSTEM.

COLOURS

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#878E9A

#0A1E2D

#5de0eb

#40515F

#00101C

#26333C

FONT

The sans serif ‘Etna Sans Serif’ is used for the app because it is easily readable and clearly distinguishes its letters. As a text font, "Roboto" is used because it is also easily readable and thus one of the most popular fonts there are.

BUTTONS

LOGO

The logo consists of a total of three elements: Two open circles, which represent condensation rings of glasses, and at the same time a modified infinity sign. The CHEERS lettering is a reinforcing link between the circles and forms a kind of bridge between them. Together, the elements symbolise the lasting friendships that can arise through CHEERS.

RESULTS.

More Mock-Ups are in the making!

IMPROVEMENTS.

Reflexion is key. So let's get into it.

Accessibility

The topic of inclusion is unfortunately still far too often neglected. And although CHEERS makes it possible to indicate whether a host or location is accessible to people with disabilities, the service still excludes many people. What about people who are mute, deaf or have other disabilities that could, in the worst case, prevent them from using the app? There needs to be a stronger focus on inclusive design with easy language, large fonts, the option to have descriptions read aloud, etc. Because everyone has the right to happiness and friendship.

Scalability

The app has a lot of scaling potential, especially because such a concept does not yet exist in this form. Partnering could play a major role in this regard, for example by working with REWE Delivery, Wolt, Uber Eats, etc. so that users can order the ingredients for their recipes through CHEERS.

Collaboration with local restaurants or public kitchens can lead to them generating more customers in the long term, while at the same time ensuring the safety of users. However, German laws are still a stumbling block here, especially for restaurants etc., as certain hygiene standards must be observed.
We also need to ask ourselves whether the app should be able to do more than just organize dinner dates. What happens after the dinner?

Those are just a few possibilities.

RESOURCES.

Header foto by Odiseo Castrejon from Unsplash
Food fotos by Joseph Gonzalez from Unsplash

Persona (Thom) foto by Yingchou Han from Unsplash
Loneliness spreads in Germany. Ben Knight (2024): Loneliness spreads in Germany