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Research & Strategy
Understanding user needs, market gaps, and strategic opportunities that informed our design direction for Hoppin.
Research Overview
We conducted comprehensive research to understand the current landscape of activity discovery apps and identify opportunities for improvement. Our mixed-methods approach combined quantitative surveys with qualitative insights.
20
SURVEY RESPONSES
2
USER PERSONAS
3
COMPETITORS ANALYZED
5
KEY INSIGHTS
Key Insights
Through our research, we identified critical pain points and opportunities that directly shaped our design strategy.
1
Discovery Frustration
Users had trouble finding relevant activities based on interest, location, and timing without creating accounts first.
2
Sign-Up Fatigue
Mandatory account creation before exploration discouraged casual users and increased drop-off rates.
3
Simplicity Preference
Minimalist design and intuitive navigation were consistently valued over feature-heavy interfaces.
4
Social Motivation
Many users preferred to attend events with friends or see who else was going for social validation.
5
Flexibility Need
Users wanted to easily reschedule, cancel, or save activities for later consideration.
Research Methods
We employed a multi-faceted research approach to gather comprehensive insights about user behavior and market opportunities.
User Surveys
20 targeted survey responses focused on activity discovery habits and pain points
User Personas
Created detailed personas based on research findings to guide design decisions
Competitive Analysis
In-depth analysis of Meetup, Eventbrite, and ClassPass UI patterns and user flows
Journey Mapping
Mapped current user journeys to identify friction points and opportunities
Competitive Analysis
We analyzed three major platforms to understand UI patterns, usability strengths, and user frustrations in the activity discovery space.
1
Meetup
Community-focused event discovery platform with strong social features.
STRENGTHS
→ Strong social focus
→ Clear bottom navigation
→ Community building features
WEAKNESSES
→ Cluttered interface
→ Mandatory sign-up
→ Complex onboarding
2
Eventbrite
Event ticketing platform with discovery features for local activities.
STRENGTHS
→ Easy booking process
→ Quick page transitions
→ Professional appearance
WEAKNESSES
→ Busy visual design
→ Poor CTA visibility
→ Limited social features
3
ClassPass
Fitness-focused platform with subscription-based activity booking.
STRENGTHS
→ Clean UI design
→ Intuitive layout
→ Location-based suggestions
WEAKNESSES
→ Limited to fitness
→ Subscription required
→ Minimal social planning
User Personas
Based on our research findings, we developed two primary personas that represent our target users and their distinct needs.
Jordan Ellis
28 | Marketing Analyst
Spontaneous, outgoing, creative
MOTIVATED BY
New experiences and social connection
NEEDS
Flexible booking, quick browsing, and easy social sharing
DISLIKES
Forced logins and busy interfaces
Priya Kapoor
36 | UX Designer
Structured, thoughtful, introverted
VALUES
Calm design, clear layout, and low-pressure options
WANTS
To plan solo or in small groups with personal control
AVOIDS
Noisy apps or cluttered visuals