SOLOS is an event-based meetup platform providing an end-to-end experience for solo travelers to discover low-commitment, genuine travel companions.
My Role
project leader
user experience design (mobile)
market research + user testing
Team
Huarui Lai; Da Sol Kim; Kinshuk Dudeja; Sanghmitra Wankhade
Timeline
Oct - Dec 2023
OPPORTUNITY GAP
We’ve seen a rise in solo-travel, especially in the post-COVID era. Something is driving the trend.
32% of travelers in 2023 traveled alone vs. ~20% pre-pandemic. Intrigued by the causes, we conducted market research using POG and PESTLE frameworks, to understand social and technological drivers of the interest in solo-travel.
We were curious about individuals’ experiences. What is working well, and what remains unresolved? This could help us identify gaps in the growing market.
Since millennials and Gen Z made up ~60% of solo trips, we interviewed 5 Gen Z travelers, with different experience levels in solo-travel, to understand their motivations. Their responses revealed what travelers truly value.
USER PERSONA
Our findings led to a synthesized persona: solo travelers who value independence yet seek connections during their trips.
They are likely explorative, open-minded people, often in their 20s-30s, with a limited budget.
So, HOW MIGHT WE ...
... create flexible experiences for solo-travelers, combining freedom with moments of shared joy?
DIVERGENT IDEATION
In our early ideation, it was crucial to broadened perspectives. Travel is a dynamic experience, with multiple stakeholders involved.
Using the Abstraction Laddering method, we explored the "Why" and "How" behind improving the experience, grounding upcoming design decisions in both the user experience and our business value.
COMPETITOR ANALYSIS
Currently, what are the "Next Best Solutions"?
Platforms such as Hinge, Tinder, and Meetup facilitate social connections. Neither specifically addresses the needs of solo travelers seeking short-term, spontaneous companions on defined activities.
COMPARATIVE ADVANTAGE
Our service, SOLOS, creates event-driven connections to serve this niche.
SOLOS simultaneously matches users with people to do activities with, and recommends activities to do, with the goal of building spontaneous yet geuine connections among solo travelers.
DEFINING MVP
A fast, spontaneous discovery of meetups was the heart of our digital experience. In our MVP, we highlighted an instant-swiping mechanism.
Though swiping seemed like a single action, the experience was curated by a web of small steps. We mapped out Jobs-to-be-Done, forming the essential components for our MVP and testing.
LOW-FI PROTOTYPE TESTING
We mocked up a series of actionable event pages on paper, and prioritized bringing the instant-swipe interaction to life, using Wizard of Oz testing.
To collect the maximum amount of validated learnings about customers with least amount of effort, we developed low-fi, paper prototypes that displayed events in mobile-like layouts. Test participants interacted with prototypes by tapping on printed buttons, and we made the pages swipe.
low-fi Figma prototypes
printed physical prototypes
Wizard of Oz user testing
findings from user testing
REFINING OUR VALUE
A crucial finding through user testing: trust needs to be established at all stages of the user journey.
Building security and credibility is key to engagement, as users worry about safety, scams, and meeting strangers in unfamiliar places. We should ensure SOLO’s features align with our refined value.
VALUE-DRIVEN FEATURES
People you’ll vibe with
Interest tags and matching percentage make sure that users find people they will vibe with.
Authentic connections
With travel-oriented user profiles and one-on-one messaging, SOLOS app attracts users who are authentic and genuine.
Feel safe
Safety on SOLOS is not just an afterthought, but an integral part of each experience. SOLOS gathers feedback on users and synthesize a SOLOS score.
OUTCOME
Spontaneous Browsing
Users enter SOLOS to see a variety of events posted by other solo-travelers looking for company. Users are encouraged to be spontaneous.
The "For You" section recommends events based on user profile;
The "Trending Categories" section allows users to explore events by categories;
Users can also search by keywords.
Create Your Ideal Event
Alternatively, if users have a specific activity in mind, they can post a new request for other travelers to join.
Knowing Your New Friend
After users spot an event, they can check the initiator's profile. Users can learn about other users in detail: travel experiences, interests, personality...
The message feature allows for conversations prior to the meet-up.
In-person Meet-up
When meet-ups happen, SOLOS makes sure they go well. During the event, SOLOS sends real-time prompts to check in with users.
Reviews for Safety and Trust
SOLOS values user feedback.
To ensure safety and trust, each user can be rated and reviewed by people who traveled with them; a cumulative SOLOS score is calculated and displayed for reference.
BUSINESS MODEL
Pay Per Trip
SOLOS generates revenue with a Pay Per Trip payment plan and partnerships with local businesses. It allows multiple stakeholders to co-create value.
